Tag: AI

MUMBAI: In an era where digital transformation is reshaping every aspect of business, marketing, and branding are undergoing revolutionary changes. With India’s digital consumer base projected to reach 900 million by 2025, the convergence of technology, changing consumer behaviours, and evolving market dynamics are creating new paradigms that will define the future of how brands connect with their audiences.

The rise of hyper-personalisation through AI

Gone are the days when segmentation meant dividing consumers into broad demographic groups. Today’s marketing is moving towards individual-level personalisation, powered by sophisticated AI algorithms. According to recent studies, 76 per cent of consumers are more likely to purchase from brands that personalise their experiences.

Indian success stories

– Myntra’s “Style Squad” AI engine analyses over 15 million fashion products to provide personalised recommendations, resulting in a 25 per cent increase in customer engagement
– HDFC Bank’s EVA AI assistant handles over 50,000 customer queries daily with a 95 per cent accuracy rate
– Swiggy’s AI algorithm processes over 40 data points per customer to customise food recommendations, leading to a 30 per cent increase in order values

Immersive technologies reshaping brand experiences

The metaverse and augmented reality (AR) are no longer futuristic concepts but present-day marketing tools. The global AR market in retail is expected to reach $45 billion by 2025, with India showing one of the fastest adoption rates.

Notable Indian implementations

– CaratLane’s “Perfect Look” AR feature has increased online conversion rates by 40 per cent
– Lenskart’s AR try-on technology serves over 10 million virtual trials monthly
– IKEA’s AR app in India has reduced furniture returns by 35 per cent

– Flipkart’s “Camera, Your Story” AR feature enables users to virtually place furniture in their homes, with 30 per cent of furniture buyers now using this feature

Purpose-driven branding takes centre stage

Modern consumers, particularly Gen Z and millennials, are increasingly aligning with brands that demonstrate genuine commitment to social and environmental causes. Research shows that 88 per cent of Indian consumers want brands to help them make a positive difference.

Indian brand initiatives

– Tata Tea’s “Jaago Re” campaign increased brand loyalty by 45 per cent while raising social awareness
– Hindustan Unilever’s “Water Conservation Program” saved over 900 billion litres of water while strengthening brand trust
– Patagonia India’s “Repair, Reuse, Recycle” initiative has led to a 60 per cent increase in brand advocacy among young consumers

Emerging technologies transforming marketing

Blockchain in marketing

– Supply chain transparency: ITC’s “Know Your Product” blockchain initiative allows customers to trace product origins
– Digital assets: Tata Motors’ NFT collection generated ₹5.2 crore in revenue while building brand engagement
– Loyalty programs: Mahindra’s blockchain-based rewards program has increased customer retention by 40 per cent

Internet of things (IoT) integration

– Smart packaging: Dabur’s IoT-enabled packages track freshness and usage patterns
– Retail analytics: Reliance Retail’s IoT sensors analyse customer movement patterns, optimising store layouts
– Connected experiences: Asian Paints’ IoT-enabled colour visualisation system has increased conversion rates by 35 per cent

Advanced data analytics and predictive marketing

The future of marketing relies heavily on predictive analytics and real-time data processing. Indian brands are investing heavily in these technologies:

Implementation examples

– Marico’s predictive demand forecasting has reduced inventory costs by 25 per cent
– BigBasket’s real-time analytics engine processes over 15 million data points daily to optimize delivery routes and inventory
– PepsiCo India’s AI-driven market analysis has improved campaign ROI by 45 per cent

Voice and visual search optimization

Voice commerce in India is expected to reach $40 billion by 2025, with 82 per cent of smartphone users regularly using voice search features.

Market leaders

– Amazon India reports 3x growth in voice shopping queries in regional languages
– Google Lens processes over 50 million visual searches daily in India
– Flipkart’s visual search feature has improved product discovery by 50 per cent

Sustainability and circular economy

Environmental consciousness is driving major changes in brand strategies. Studies show that 79 per cent of Indian consumers prefer sustainable brands.

Brand initiatives

– Hindustan Unilever’s plastic waste collection program has recycled over 100,000 tons of plastic
– Flipkart’s sustainable packaging initiative has reduced plastic usage by 50 per cent
– Godrej’s circular economy program has created a new market for recycled products

The integration of online and offline experiences

Omnichannel presence is becoming crucial, with 74 per cent of Indian consumers using multiple channels before making a purchase.

Success stories

– Reliance Digital’s integrated shopping experience has increased cross-channel sales by 45 per cent
– DMart’s hybrid model has shown 60 per cent higher customer retention compared to single-channel shoppers
– Tata CLiQ’s phygital presence has reduced customer acquisition costs by 30 per cent

Social commerce evolution

Social commerce in India is projected to reach $70 billion by 2025, revolutionising how brands engage with consumers.

Platform innovation

– Meesho’s social commerce model has enabled over 15 million resellers
– Instagram Shopping has seen a 120 per cent growth in Indian merchant adoption
– WhatsApp Business’s shopping feature processes over 1 million orders daily

The future of marketing and branding is being shaped by technological advancement, changing consumer values, and evolving market dynamics. India’s unique position as a rapidly digitalising economy with a strong traditional retail presence creates opportunities for innovative marketing approaches.

For brands in India and globally, success lies in leveraging these trends while maintaining authentic connections with consumers. The most successful brands will be those that can:

– Implement technology thoughtfully and purposefully
– Maintain strong ethical and sustainable practices
– Create seamless omnichannel experiences
– Build genuine connections with their audience through personalization and purpose

As we move forward, the key to success will be balancing innovation with authenticity, technology with human touch, and global trends with local relevance.

(This article has been authored by Thinkin’ Birds CEO Bhavik Mehta. The views expressed here are his own and indiantelevision.com need not subscribe to them)