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Tag: AI in marketing

  • Digidarts hits bullseye as it zooms into MENA with Careem in its crosshairs

    Digidarts hits bullseye as it zooms into MENA with Careem in its crosshairs

    MUMBAI: The Indian digital hotshot with a name as sharp as its strategies, Digidarts is now gunning for the middle east. After a decade of orchestrating 360° digital glory across D2C, fintech, FMCG, and healthcare brands back home, the performance marketing maven is stepping into high-octane markets like the UAE, Saudi Arabia and Kuwait. And it’s not coming quietly.

    Leading the charge? A juicy new mandate from Careem, the region’s go-to app for everything from rides to groceries. With Careem in the bag, Digidarts has fired the first shot in its MENA conquest. And it’s aiming for results, not just reach.

    “The middle east is a dynamic market with immense potential, and we’re excited to help brands scale with performance-driven strategies. At Digidarts, we don’t just run campaigns, we turn ambition into sustainable digital success,” said Digidarts founder & CEO Siddhartha Vanvani.

    The expansion is well-timed. Digital adoption across the UAE and Saudi Arabia is booming faster than a Tiktok trend, and Kuwait’s quick commerce space is turning into a marketer’s dream. Enter Digidarts, armed with AI-powered analytics, precision targeting, performance creatives and full-funnel conversion wizardry.

    The agency’s ‘Bullseye Performance’ philosophy means business—literally. With a proven record of scaling over 100 brands and delivering ROI like a Wall Street trader on a caffeine rush, Digidarts plans to dominate with data-led, AI-powered audience segmentation and paid media solutions that actually convert.

    From brand awareness to conversions, retention and everything in between, the Indian agency promises to bring its no-fluff, all-fire approach to middle eastern brands tired of marketing mediocrity. The message? It’s not just digital. It’s domination.

  • Shejale-Ganganna’s LS Digital mastermind revolutionary AI Marketing Stack

    Shejale-Ganganna’s LS Digital mastermind revolutionary AI Marketing Stack

    MUMBAI: Founded by visionary leaders Prasad Shejale and Venugopal Ganganna, LS Digital has long been the underdog-turned-powerhouse in the marketing world. Now, with the launch of their much-anticipated “AI Marketing Stack”, they’ve thrown down the gauntlet to competitors, effectively saying, ‘AI isn’t optional anymore – it’s your secret weapon’.

    This revolutionary offering integrates cutting-edge AI tools into every facet of marketing, empowering businesses to unlock insights, optimise campaigns, and stay miles ahead of the competition in today’s ever-evolving digital ecosystem.

    What sets LS Digital apart? Well, it’s not just about slapping a buzzword on a product. This stack is more like a power packed pitstop for marketers, blending tools that decode data, predict consumer behaviour, and even create hyper-personalised campaigns.

    Prasad, the “master strategist” CEO, pairs perfectly with Venugopal, the “technological wizard” CIO, making LS Digital a dynamic duo in the marketing universe. Together, they’ve created a solution that not only future-proofs brands but turns AI from a mystery into a necessity. And the best part? They’re making it accessible for businesses large and small. Intrigued yet?

    From L to R: LS Digital founder & CEO Prasad Shejale; LS Digital co-founder & CIO Venugopal Ganganna

    LS Digital gets it: CMOs aren’t here for more jargon, they’re here for tools that actually do the heavy lifting. And that’s where swoops in AI Marketing Stack—a marketer’s secret sauce that promises to spice up campaigns, cut the fluff, and deliver results faster than you can say, conversion rates! AI features include:

    1    Research AI: Turning customer data into golden insights faster than you can say “target audience.”

    2    Generate AI: Because no one has time to write generic content anymore—this tool churns out campaigns and social posts so personalised, they might as well come with your customers’ birthstones.

    3    Predictive AI: It’s like a marketing crystal ball—forecasting trends and fine-tuning campaigns like it’s nobody’s business (except yours).

    Oh, and they aren’t stopping there. They’re letting existing clients take their Research AI tool for a free test spin—no strings attached. Why? Because getting CMOs hooked on AI shouldn’t feel like pulling teeth.

    Shejale said, “AI isn’t just another tool; it’s the foundation for tomorrow’s marketing success. With our AI Marketing Stack, we’re removing the hurdles and enabling brands to explore new frontiers of growth and innovation. This is about making every brand unstoppable in the age of AI.”

    Adding to this vision, Ganganna emphasised the strategic depth of the initiative: “AI isn’t just about technology—it’s about staying ahead of the curve. With our solutions, we’re not just helping clients optimise campaigns; we’re future-proofing their strategies.” Ganganna also highlighted LS Digital’s partnership with Quilt, an expert in AI culture analysis and market intelligence, which has been instrumental in refining the stack’s capabilities.

    Forget everything you thought you knew about marketing—it’s not just about playing darts with data anymore. LS Digital’s new AI Marketing Stack is like upgrading from a rusty bicycle to a rocket ship; it promises to make AI the default setting for every brand aiming to win the marketing race.

    Indiantelevision.com Sreeyom Sil had an exclusive tête-à-tête with Venugopal Ganganna during LS Digital’s big launch event in Mumbai. Amidst the buzz and excitement, Ganganna spilled the beans on how this stack is a marketer’s dream come true and why it’s set to leave competitors playing catch-up. Let’s dig in!

    What inspired the creation of the AI marketing stack? Who were the key collaborators?

    The AI marketing stack has been a product of collaborative innovation involving multiple partners, technologies, and our experience over the last 18 months of building a digital business transformation agency. Our partnerships with companies like Quill.ai, Gemini, Vertex AI, Claude, and others helped shape the stack. We connected the dots around data intelligence, creative automation, and predictive modelling to tackle real-world marketing challenges.

    What’s the price tag for this innovation, and what ROI are you targeting?

    Our investment in the AI marketing stack amounts to $2–3 million over the past 18 to 24 months, spanning technology, talent, and research. But the expected ROI isn’t just financial – it’s about driving marketing transformation. We measure success through cost savings, productivity improvements, and efficiency gains, aiming for a 15–25 per cent uplift in these areas for our clients.

    Who are your target clients?

    The stack is industry-agnostic but tailored for sectors like FMCG, retail, e-commerce, BFSI, and lifestyle brands – areas that demand scalability, hyper-personalisation, and data-driven insights. We cater to enterprise clients needing large-scale solutions, mid-sized brands seeking efficiency at an accessible cost, and digital-first businesses looking to integrate creativity, media, and predictive modelling seamlessly.

    What makes this stack unique compared to similar tools?

    It’s not just a tool – it’s a customised AI agent, or rather 20 agents, designed for specific marketing needs such as predictive analytics, hyper-personalised media planning, and consumer cohort analysis. It’s a combination of many agents that integrate across platforms, scale effectively, and, most importantly, are cost-effective. We also offer a tiered pricing model ranging from SMB subscriptions to enterprise-level solutions with advanced capabilities.

    Is the stack India-focused, or is global expansion in the works?

    While the initial launch was in India, we’ve already done projects across GCC, SEA, the UK, and the US. As we scale, we’re targeting the Middle East, North America, and the EU as key hubs for enterprise adoption.

    What are the biggest challenges clients face when transitioning to AI-driven marketing?

    The main challenge is: where do I start? How do I begin? There’s scepticism about AI’s ROI, fears of complexity, and integration issues. To tackle these, we offer exclusive free access to our research modules for a few months, supported by dedicated training. This removes the barrier to entry, enabling brands to test the waters without huge upfront budgets.

    Ganganna is clear: AI isn’t a luxury – it’s a necessity. LS Digital’s AI Marketing Stack doesn’t just level the playing field; it flips the script entirely. Imagine a world where marketers swap their guesswork for a precise, algorithm-fueled strategy—and that’s exactly the future LS Digital promises.

    So, what’s next? The tools are here, the playbook is ready, and LS Digital is handing CMOs the keys to the AI kingdom. Ganganna leaves us with this thought: “AI isn’t just about technology; it’s about staying ahead of the curve and winning the race.” And with that, LS Digital makes one thing clear—when it comes to marketing, it’s no longer a sprint; it’s a smart race powered by algorithms.

  • The modern CMO: Driving growth and innovation in India

    The modern CMO: Driving growth and innovation in India

    Mumbai: In a world where screens dominate our lives, advertisements have evolved into captivating narratives that often capture more of our attention than the movies we adore or the podcasts we cherish. This relentless tide of digital innovation has placed marketing at the very heart of modern business. Behind every clever campaign or viral ad lies a creative mind weaving strategies that resonate deeply with audiences, shaping trends and subtly steering our choices.

    India, a land of infinite diversity and ceaseless contrasts, offers an unparalleled canvas for marketers. Here, chief marketing officers (CMOs) transcend their traditional roles, becoming architects of growth, pioneers of digital transformation, and custodians of trust. In this dynamic marketplace, where every consumer interaction carries the weight of cultural nuance, CMOs are tasked with not just adapting to change but leading it, forging a path toward a future brimming with opportunity and innovation.

    To delve deeper into this dynamic evolution, Indian Television dot com spoke with Danone’s marketing director, Sriram Padmanabhan about the challenges, opportunities, and expectations shaping the modern CMO’s role in India.

    How has the role of the CMO evolved in India over the years?

    The role of the CMO has expanded far beyond traditional marketing functions like advertising and brand building. Today, the CMO is a strategic leader who collaborates closely with the CEO and other C-suite executives. This transformation is driven by the need to integrate marketing with broader business goals, particularly in a market as diverse as India.

    CMOs must now navigate the complexities of digitised consumer touchpoints, leverage data-driven insights, and create personalised customer experiences. In essence, they’re not just marketers—they’re business architects who play a pivotal role in steering their companies toward growth.

    What are the biggest challenges CMOs face in the Indian market?

    India’s diversity is both a strength and a challenge. The country’s rich cultural tapestry means consumer preferences can vary drastically across regions. For a CMO, crafting marketing strategies that resonate deeply with such a varied audience requires not just creativity but also a deep understanding of market research and consumer behavior.

    Additionally, technological advancements have added layers of complexity. The integration of AI and machine learning into marketing is no longer optional. CMOs must be comfortable with these technologies to analyse consumer behavior, predict trends, and optimise campaigns effectively.

    How important is technology in redefining the CMO’s role?

    Technology is absolutely central. Tools like AI, machine learning, and advanced analytics have revolutionised marketing. They allow us to predict customer needs, create hyper-personalised experiences, and measure outcomes with unprecedented precision.

    In fact, a recent EssenceMediacom report highlights that 90 per cent of marketing leaders find their roles increasingly complex due to these technological demands. But this complexity also presents opportunities. By embracing technology, CMOs can drive efficiency, enhance engagement, and deliver measurable results.

    Can you elaborate on the leadership qualities a modern CMO needs?

    Today’s CMOs must be strategic visionaries who align marketing with business objectives. They need to inspire innovation within their teams and foster a culture of agility and creative thinking. This includes having a deep understanding of the broader business landscape, anticipating market shifts, and identifying new growth opportunities.

    More importantly, CMOs must embrace a mindset of continuous learning. In a rapidly changing environment, the ability to adapt, experiment, and take calculated risks is essential. Leadership isn’t just about managing—it’s about inspiring and guiding the organisation through transformation.

    What role does the CMO play in building trust and customer experience?

    At its core, the CMO’s role is to be the guardian of the brand and the customer experience. Trust is the cornerstone of any successful brand, and in today’s age of social media, maintaining that trust requires transparency, authenticity, and consistency.

    CMOs must ensure seamless interactions across all customer touchpoints, integrating marketing with sales, customer service, and product development. The ultimate goal is to create a unified, positive customer journey that strengthens brand loyalty.

    What advice would you give to aspiring CMOs navigating a dynamic market like India?

    The key is to be proactive rather than reactive. Don’t just follow trends—lead them. Understand the pulse of your market and leverage technology to your advantage. Invest in learning new tools and methodologies, and always keep an eye on how your strategies align with the company’s broader objectives. Finally, stay customer-focused. Every decision, whether strategic or operational, should ultimately enhance the customer’s experience with your brand. That’s where the true value of a CMO lies.

    The journey of a CMO in India is akin to navigating a vibrant mosaic—each piece representing a unique cultural nuance, consumer preference, and technological shift. As India’s market continues to evolve and diversify, the CMOs who embrace the art of storytelling, the power of technology, and the essence of trust will not just adapt to change—they will orchestrate it. Their leadership will illuminate the path to enduring growth, leaving a legacy that shapes the future of business in a world where innovation and authenticity reign supreme.

  • Isobar launches AI-powered mobile campaign for Bobbi Brown’s Primer Plus collection

    Isobar launches AI-powered mobile campaign for Bobbi Brown’s Primer Plus collection

    MUMBAI: Isobar India, a digital agency from the Dentsu Aegis Network stable, has collaborated with Bobbi Brown to launch its Primer Plus collection that focuses on weather-related skin concerns.

    As shared in a press statement, targeting a group of consumers with specific skin concerns caused by adverse weather conditions was identified as an opportunity to conduct personalised marketing in a deliberate manner to boost sales.

    Isobar deployed dynamic HTML5 banners, which captured critical weather data from device level sensors available on smartphones of in-market consumers.  Using a real-time weather API, this data was then cross-stitched with the dynamic content that is consumed by women who exhibit high affinity towards beauty, luxury shopping, fashion, etc. With the help of a custom-made machine-learning algorithm, Isobar mapped various combinations of weather and skin conditions to the right primer. The banners, thus, showcased the apt primer for a specific skin type and weather condition, helping users to choose the right product even before buying it from a store.

    “The campaign garnered an impressive view rate of 32 per cent – twice the industry average. This initiative contributed to over 54 per cent of the overall sales via store walk-ins (the call to action to the dynamic campaign). Overall, the promotion push lead to 8X times sales uplift compared to the previous month,” read the statement.

    Speaking on the launch of the campaign Isobar India senior director – mobile Priyanka Shah stated, “Relevance and personalisation is the all-time marketing mantra. Consumers appreciate ads that are tailored to address their interests and shopping habits. In addition, personalized ads also have the potential to lift sales and increase campaign ROI. This is particularly true in campaigns that leverage individual-level data.”

    Speaking on the success of the campaign, Bobbi Brown India marketing manager Rishabh Kachchhy said, “Using insights of the core features and benefits from the product, the team identified an opportunity to connect our new Primer Plus Collection with a direct benefit link with the weather. The real-time marketing campaign they developed tied in very well with generic skin concerns every Indian woman faces linked to weather conditions. The unique communication angle they executed linked directly to hero benefits and helped drive our key challenges with the product – awareness, education and of course amazing sales!”