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Tag: communication

  • TRAI puts a ‘stop’ to unsolicited calls and messages

    TRAI puts a ‘stop’ to unsolicited calls and messages

    Mumbai: The Telecom Regulatory Authority of India (TRAI) is taking a firm stance on unsolicited commercial communication (UCC) with its amended Telecom Commercial Communications Customer Preference Regulations (TCCCPR), 2018. In a bid to protect consumers from spam calls and messages, TRAI has introduced a series of tightened regulations aimed at strengthening consumer privacy and improving transparency in the world of telecom communications.

    Since the introduction of the TCCCPR in 2018, the framework has already made headway in fighting spam with its blockchain-based regulatory system. However, with spammers evolving their tactics and adopting new methods, TRAI’s latest regulatory tweaks aim to close loopholes, enhance consumer complaint processes, and strengthen enforcement mechanisms. The newly-amended regulations seek to bolster the fight against spam, ensure quicker action on complaints, and enforce higher accountability for telemarketers.

    The latest amendments by TRAI introduce a streamlined complaint process, allowing consumers to file complaints against spam calls and messages without the need to register their preferences in advance. Additionally, the time window for lodging complaints has been extended from three days to seven days, making it more convenient for users. To ensure faster action, telecom providers must now resolve complaints within five days, a significant reduction from the previous 30-day timeframe. Moreover, the threshold for action has been lowered, requiring just five complaints in 10 days instead of the earlier 10 complaints in seven days, making it easier to clamp down on repeat offenders.

    Strengthening consumer control, telecom operators will now be required to provide a mandatory opt-out option for promotional messages, ensuring customers have a hassle-free way to reject unwanted communications. Additionally, financial disincentives have been introduced for telecom providers found misreporting UCC instances, with escalating penalties for repeat violations, reinforcing strict accountability within the industry.  

    Moreover, TRAI has implemented stringent rules to curb the misuse of telecom resources for telemarketing. This includes banning normal 10-digit numbers for promotional messages and encouraging telemarketers to use dedicated number series (such as the 1600 series for transactional messages). Violators of these regulations now face severe penalties, including suspension of telecom services for up to a year for repeat offenders.

    Additionally, physical verification and biometric authentication for telemarketers and senders will further ensure accountability and traceability in the industry. Telecom providers are also required to implement honeypots to help identify spam calls early, thus preventing widespread misuse.

    As digital communications continue to play an essential role in business and personal interactions, these new measures will go a long way in ensuring a cleaner, safer telecom environment. TRAI’s latest reforms aim to create a balance between consumer protection and the need for legitimate commercial communication, marking a new chapter in India’s telecom regulatory landscape.

  • Jubin Rajesh Desai joins Dharma Cornerstone Agency as VP of talent management & relations

    Jubin Rajesh Desai joins Dharma Cornerstone Agency as VP of talent management & relations

    MUMBAI:  Jubin Rajesh Desai, a seasoned expert in talent management, marketing, and public relations, has taken on a new role as vice rresident, talent management & relations at Dharma Cornerstone Agency. With over 15 years of experience in the entertainment and marketing industries, Desai’s appointment is expected to bring fresh perspectives and dynamic leadership to the renowned agency.

    Announcing his new position, Desai expressed excitement about the opportunity: “I’m happy to share that I’m starting a new position as VP talent management & relations at Dharma Cornerstone Agency!” The move marks the next chapter in his career, where he will oversee talent strategies, branding initiatives, and stakeholder relations in one of the industry’s leading organisations.

    Prior to this, Desai served as head of marketing & celebrity management at Viniyard Films, a position he held for nearly nine years. There, he played a pivotal role in shaping the company’s brand identity and managing high-profile talent. His experience also includes a tenure as talent & branding head at Grazing Goat Pictures, where he contributed significantly to talent representation and strategic branding efforts.

    Desai’s career highlights include leadership roles at Mid Day as senior manager of entertainment marketing, Digit 9.0 Web Marketing as head of PR, and Percept Profile as a PR associate. These experiences have honed his expertise in entertainment marketing, talent relations, and public relations, making him a well-rounded professional in the industry.

    An alumnus of SIES College, Desai earned a bachelor of mass media (BMM) degree with a specialisation in advertising. His educational background, combined with his diverse professional experiences, has shaped his ability to connect brands, talent, and audiences seamlessly.

    In his new role at Dharma Cornerstone Agency, Desai aims to push creative boundaries and foster strong partnerships that drive growth and innovation in talent management.

  • Delhivery partners with Truecaller to boost logistics communication efficiency

    Delhivery partners with Truecaller to boost logistics communication efficiency

    Mumbai: Delhivery, India’s largest fully integrated logistics company, partners with Truecaller, the global platform for verifying contacts and blocking unwanted communication. This collaboration enhances communication efficiency for Delhivery’s customers using Truecaller’s Customer Experience Solution.

    Delhivery strengthens customer safety with Truecaller’s advanced call solution. In the fast-paced logistics sector, timely and effective communication is critical. Delhivery serves over 33,000 businesses, including top brands such as Nykaa and Flipkart, and adopts the Truecaller verified business caller ID solution. This strategic move addresses everyday challenges like missed and rejected calls due to a lack of trust and context, ensuring users enjoy a seamless and secure communication experience.

    Truecaller verified business caller ID enhances brand elements such as company name, logo, category name, and verification tick, helping customers identify calls. This feature builds trust and assures confidence in communications with Delhivery. Given Delhivery’s role in logistics for major brands, each interaction needs transparency for customers.

    Delhivery leverages Truecaller’s call reason capability, which adds context to calls by displaying their purpose beforehand. The company uses Truecaller’s dynamic APIs to personalise call reasons for each delivery request. This customisation proves essential for Delhivery, ensuring that communication remains personalised and transparent for the end customer.

    Delhivery’s CTO Kapil Bharati comments, “Our strategic partnership with Truecaller is a step towards ensuring efficiency and trust for our clients and their customers. The Truecaller Verified Business Caller ID solution helps us provide a better experience to our customers and our delivery executives, while reducing the risks of fraud and spam.”

    Truecaller, global head GTM & developer products, Priyam Bose states, “At Truecaller, we are dedicated to facilitating communication safety and efficiency for businesses. Our Verified Business Caller ID solution is designed to build trust, enabling customers to recognise legitimate calls and provide significant value and protection to consumers. We are ecstatic to collaborate with Delhivery, as the partnership aligns with our commitment to enhancing the customer experience and providing secure communication across the logistics ecosystem.”

    The verified business caller ID solution enhances business call efficiency and significantly reduces phone call-related frauds and scams, promoting customer safety in business communications. This safety feature serves as a crucial benefit of the solution.

    The strategic collaboration between Delhivery and Truecaller testifies to their shared commitment to transforming customer communication. This partnership elevates the standard of trust and transparency in every business interaction within the logistics sector.

     

  • BSNL focusing on increasing 20 per cent market share – Report

    BSNL focusing on increasing 20 per cent market share – Report

    Mumbai: As per the Telecom Regulatory Authority of India (TRAI) latest data, BSNL held lost market share in the country by year-end. According to media reports, BSNL is losing subscribers hence it is targeting 20 per cent of mobile subscribers in the country.

    The BSNL planned to roll out 4G services this year, also focusing on the quality of the network along with frequency and speed.

    According to media reports, BSNL chairman and managing director P K Purwar said, ‘ Company aims for 20 per cent subscribers is practically possible. It depends on the quality of our services and how fast we roll out 4 G, and 5 G services. Customers are looking forward to our 4 G services. People have trust in BSNL. We are upgrading our services.’

    In the last financial year, TRAI data highlighted the loss of subscribers of BSNL. Data specified by TRAI on 3 January indicate Jio and Airtel’s dominance in the market segment with 39.3 per cent and 32.85 per cent respectively. It is followed by Vodafone Idea at 19.6 per cent.

    BSNL planned to expand its telecom 4 G services on 1 Lac base transceiver stations. (BTSs). BSNL also has plans to roll out 5 G services in 2025.

    Recently IT Minister Ashwini Vaishnav in the BSNL event also emphasised the growth of BSNL services saying, ‘In June and July this year, 4 G services will be expanded to 50000 towers.’

  • Singapore is a strategic location for our expansion – Prateek Kumar

    Singapore is a strategic location for our expansion – Prateek Kumar

    Mumbai: Visionary entrepreneurship is not just vital for establishing a business setup but making a strong position in the eyes of the clientele. Yield goodwill is a long-term process with anticipation of the right marketing mix. A proactive approach is not just eye-catching but astonishes sustainability in the brand market. On different parameters about technology and transformation, we discussed with NeoNiche founder and CEO Prateek Kumar to know his perspective.

    Indiantelevision.com exclusively speaks with Prateek Kumar on data security, data integration, communication methods, marketing mix, differential clientele services in a dynamic environment whether it is AI, technology, metaverse, future prediction, and his visions.

    Here are excerpts –

    On ISO certification in 360 degree marketing –

    NeoNiche is not only ISO Certified in Data Security and Quality assurance but also is SOC2 and GDPR Compliant. All kinds of certifications hold significant importance for a “Full Services” and “Marketing Product Company” as they foster quality, credibility, efficiency, and responsibility. It aligns with the demands of a dynamic and interconnected business environment, contributing to the overall success and sustainability of a company and the Customers it serves.

    On differential services in NeoNiche agency –

    NeoNiche is “Digital First: full services agency where we merge creativity with technology. Our data-driven insights, A Partnership network across major global locations, Our International Branch in Singapore, and our extensive domestic network across India help us increase our “Speed to Market”

    NeoNiche is known for offering a wide array of services beyond traditional Marketing offerings, Marketing Automation, Managed Marketing Services, Outsourced CMO, Influencer Marketing, Performance Marketing, Data-driven insights, Content Studio, Experiential Marketing, and consultancy services. This diversified portfolio allows NeoNiche to provide comprehensive solutions to clients, integrating various aspects of marketing and communication strategies. We don’t believe in the “One Size Fits All” philosophy and have different offerings for Large B2B enterprises, SMEs, and startups.

    NeoNiche places importance on building strong and enduring relationships with its clients. A client-centric approach involves understanding the unique needs of each client and tailoring solutions to meet their specific goals. This focus on client satisfaction and partnership can set WPP apart in the competitive landscape.

    On AI in  advertising and its inclusive role of transformation in digital agencies –

    Yes, AI has a transformative impact on Marketing agencies’ digital services, particularly in the realm of inclusive advertising. Including Targeted Advertising, Content Creation and Optimisation, Language Translation and localization, Better Customer Insights and Analytics Chatbots for Customer Interaction, and Inclusive Representation as AI image analytics can align products with gender, ethnicity, and demographics. By leveraging AI technologies, agencies can create more personalised, representative, and effective advertising campaigns that resonate with a broad and diverse audience.

    On NeoNiche Strategical expansion in the Singapore Market –

    Different markets have different characteristics even in India different States react to a particular Marketing Stimulus in different ways our Growth and metamorphosis from “Marketing services Organization” to “Marketing Product and Services organization” as NeoNiche is catering to Enterprise in B2B marketing in a huge way be it our offerings like “NeoFlo”, “ Nsync”, “B2B Digital Marketing Services”, “Community Building”, “Managed Marketing Services” or more traditional “Experiential Marketing Services”

    Singapore is a strategic location for our expansion as Its proximity to major markets in the region, such as China, India, and other Southeast Asian countries, can provide logistical advantages for businesses. due to its dynamic business environment, strong infrastructure, and pro-business government policies. The city-state’s reputation as a regional hub for technology, finance, and innovation aligns perfectly with our growing clientele and our vision for future growth. Additionally, Singapore’s diverse talent pool and multicultural society provide us with the resources and expertise to effectively serve our clients across the Asia-Pacific and ANZ regions.

    On strike balance with affordability and quality including ROI –

    Balancing affordability and quality is a common challenge in any industry, but it’s crucial for success. Since we are no longer just an “Experiential Marketing” or an “Event Company” as we have long moved to a space where we have moved from a “Marketing services Organization” to a “Marketing Product and Services organization” this gives us a “Full Services Capability”; Our Products and Solutions provide deep insights and generates ROI on Every project that we undertake.

    On a journey to become an entrepreneur –

    NeoNiche was started with the single dream of bridging the gap between the marketers and the understanding of his/her hired agency. We started with the single aim to reinforce the relationship between the company & customers, brand & buyers, and product & prospects, by creating experiences, delivered in real-time across multiple platforms of Social, Digital, and on-ground Event experiences. While We embarked on this journey with our team, we realised this was only possible if we truly cared about people who mattered to us, our team, families, Our Suppliers, our customers, the society that we live in, and the law of the land.

    On generalisation of creativity-focused business –

    The proliferation of digital marketing agencies worldwide does indicate a significant trend in the business landscape. While the widespread presence of these agencies may suggest a generalisation of creativity-focused businesses, it’s important to recognise that not all digital marketing agencies operate in the same way or prioritise creativity equally.

    Digital marketing agencies serve a variety of purposes, and their services can range from basic advertising and social media management to more specialised areas like search engine optimization (SEO), content marketing, and data analytics. The level of creativity involved often depends on the specific goals of the client and the nature of the services provided. Also, consolidation always happens in any industry, remember the Dotcom boom of the early 2000s only the one that creates real value for customers to thrive and grow.

    On anticipation of industry performance in upcoming financial years –

    The pace of technological innovation is expected to continue, with advancements in areas like artificial intelligence, quantum computing, 5G, and the Internet of Things (IoT). Industries that effectively integrate and leverage these technologies may experience significant growth. As environmental concerns continue to rise, there’s a growing emphasis on sustainable practices. Industries involved in renewable energy, eco-friendly products, and sustainable technologies may see increased demand. Economic landscapes can impact industries differently. Global economic trends, trade policies, and geopolitical events may influence the growth and development of various sectors including Marketing.

    With the increasing digitisation of businesses and daily life, the importance of cybersecurity is expected to grow. Industries dealing with cybersecurity solutions and services may experience increased demand.

    Automation and AI adoption are likely to increase across industries, impacting jobs and processes. Industries that effectively integrate these technologies may enhance efficiency and productivity. While this is my guess it is important to note that unexpected events, such as global crises, technological breakthroughs, regulatory changes, or geopolitical shifts, can significantly alter industry trajectories.

    On the suitability of metaverse in the Indian continent –

    The metaverse offers various economic and business opportunities, ranging from virtual commerce to immersive experiences. Indian businesses could explore these opportunities, especially in sectors like gaming, e-commerce, education, and entertainment. It is important to note that the success of the metaverse relies heavily on robust digital infrastructure and widespread internet connectivity. India has been making strides in improving digital infrastructure, including the expansion of broadband access. The continued growth in this area would positively influence the adoption and success of metaverse technologies.

    It is also important to note that the adoption and success of the metaverse are influenced by a complex interplay of technological, cultural, economic, and regulatory factors. As the concept continues to evolve, ongoing developments in these areas will shape its impact on the Indian technology landscape.

    On over-dependency on AI and the quantum of work –

    While generative AI has the potential to revolutionize the media industry by improving efficiency and creativity, it’s essential to approach its adoption with caution. A thoughtful and balanced integration of AI, combined with human oversight, is crucial to harness the benefits while mitigating potential drawbacks. Regulatory frameworks and ethical guidelines can help guide the responsible use of AI in the media sector.

    On future objectives plans of NeoNiche  –

    NeoNiche has embarked on a transformative journey from being an Indian Experiential Marketing company to a global one, we strive to bring the richness of our heritage and a dynamic approach. We are mastering brand experiences in the vibrant Indian market, our vision extends beyond borders. As we evolve into a Global Full full-service marketing entity, our goal is to craft narratives that transcend cultures, break barriers, and inspire positive change.

  • Microsoft’s Prerna Korla is the new Mastercard Director-Communications Asia Pacific

    Microsoft’s Prerna Korla is the new Mastercard Director-Communications Asia Pacific

    Mumbai: Prerna Korla recently joined Mastercard as Director – Communication, Asia Pacific dated January 4, 2024. She is a seasoned professional with 13 years of experience in the communication and public relations domain.

    According to her LinkedIn post, she wrote, “Stoked to kick-off the new year with what promises to be a ‘priceless’ journey at Mastercard as Director, Communications, Asia Pacific”.

    Before joining Mastercard, Korla had an inspiring journey and had prolonged experience with positions at Microsoft and Uber, serving as Senior Communications Manager and Consumer Communications Lead for India and South Asia.

    She specialises in stakeholder-centric corporate and brand communications, executive and leadership communications, change communications, issues and crisis management, strategic planning for key brand milestones, and content writing for businesses and business leaders.

     

  • We take pride in calling ourselves storytellers for brands – Abhinay Kumar Singh

    We take pride in calling ourselves storytellers for brands – Abhinay Kumar Singh

    Mumbai: From traditional to sophisticated communication techniques, it is now a game changer for many corporate organisations to sustain the brands with the advent of technology and right product mix. Advent of AI changing the ball game for synergy of brands. As a brand custodian Indiantelevision.com exclusively speaks to Mr Abhinay Kumar Singh founder and managing director, Adgcraft Communications. Under his guidance, Adgcraft Communications has rapidly grown, serving 75 clients across diverse industries. Here are excerpts –

    On journey from an experienced PR professional turned successful Entrepreneur –

    I began my career in 2011, initially working on various projects with the Bihar Government for two years. Upon moving to Delhi, I started working with new-age businesses. This was during the boom of Startup India in 2014, and fortunately, I had the opportunity to work with more than 100 startups. Having witnessed the growth of the startup ecosystem, I recognized the impact of PR in fostering startup success. This profession allowed me to collaborate with bright minds from prestigious institutions like IITs and IIMs, working with startup founders and various entities, from MSMEs to ministries.

    Post-COVID, drawing on my 13 years of experience in media and public relations, I identified a crucial gap in the market. This insight led to the founding of Adgcraft Communications, where we specialize in helping startups articulate their narratives effectively. Over two years, we expanded our footprint with offices in Noida and Lucknow, and our business development team operates from Bangalore and Surat. Our growth is a testament to our team strength, now exceeding 33 members. In this short span, we have become one of the fastest-growing PR agencies in India.

    2) On digital transformation of current PR industry –

    In the past ten years, Public Relations (PR) has transformed from being relatively unknown to becoming a sought-after service for every company. The Indian PR industry is projected to grow to Rs 3500 billion by 2027. Digital changes have made our lives much easier. Back then, I had to physically take printed press releases to journalists. Now, it’s just a quick email. I remember typing press releases in different fonts, but today, with Google keyboard, it’s a breeze.

    Sharing media lists used to be uncommon, but now it’s just a click away. Speed matters a lot in our responses to clients and journalists. Technology helps us find the right stories, fact- check, and even promote stories from far-off places. Now, companies use AI tools, and to keep up, we organize sessions and workshops for our team. We need to stay updated and make the most of these new technologies

    On different segmentation of PR clientele at Adgcraft Communication –

    At Adgcraft Communications, we take pride in calling ourselves storytellers for brands. It’s at the heart of what we do because we believe every founder has a special story. We use that story to tell customers what the brand is all about.

    From when we were kids until now, we have seen that a strong story can make people believe in something. In our campaigns, we focus on making stories strong but simple. We help brands share their story with the right audience. Each client is different – customers might want to hear reviews, while employees might want to get inspired by leadership stories. So, our campaigns and stories are all about what our brand partners need and want.

    On generative AI effect on target audience –

    AI is a big thing right now, and it’s crucial. We are happy to say we are learning and growing with this technology. However, it’s important to note that despite our extensive use of AI, we remain committed to infusing a human touch into our content and campaigns. In the realm of communication, maintaining a sense of sensitivity is paramount, particularly in industries where emotions hold considerable weight. We hold emotions in high regard and leverage state-of-the-art technology to achieve outstanding results.

    For instance, while Chabots are valuable tools, we recognise that there comes a point where human intervention becomes essential to sustain a meaningful conversation. Balancing the strengths of AI with the human element ensures that our communication strategies resonate effectively, delivering not just information but a connection that goes beyond the capabilities of technology alone.

    On exponential growth of Adgcraft Communication-

    It’s been quite a journey – a real roller coaster ride. Right from the start, we had three clear goals. First, we wanted to contribute to the New Bharat and support the Make in India movement by crafting communications for businesses. Second, our incredible team played a pivotal role. We instilled a sense of responsibility in our leadership and built a team of 33 people whose vision aligns perfectly with the company’s goals. They not only work with Indian clients but also with international ones. Our ability to understand and fulfil the unique needs of our clients, combined with our commitment to storytelling and effective communication, has led to this remarkable growth. In just two years, we expanded our

    clientele from three to over 25, and it’s been an exhilarating ride.

    On start-ups have an edge over contemporary businesses or not –

    Yes, startups have a unique edge. They bring in fresh technology and aren’t afraid to embrace the latest innovations. Interestingly, established companies are catching on and realizing the importance of technology, and integrating it into their operations. Nowadays, startups and contemporary companies are often working hand-in-hand, supporting each other as mutual partners. Startups leverage new technology, while established companies share their knowledge and expertise in building a business. Rather than being competitors, they are more like supporters of each other.

    Their business and goals align, and this synergy is vital for India’s goal of becoming a 5 trillion economy, as envisioned by the Honourable prime minister. This ambitious target can only be achieved when startups and contemporary businesses join forces.

    On right blend of media mapping –

    At Adgcraft Communication, our approach to media mapping is all about providing a comprehensive solution for our clients. Currently, we are in Phase 1, having focused on PR for the past 2.5 years. Our aim is to be a one-stop-shop, offering a full range of services from a single agency. As we progress into the next phases, which are in the pipeline, we plan to leverage all social media channels to meet the diverse requirements of our clients. While we are currently concentrating on PR; we are gearing up to expand our services to include digital marketing, including social media, in the coming months.

    8) On priority objectives of Adgcraft –

    At Adgcraft, we firmly believe in the mantra that the product is king, closely followed by effective communication. Our top priority is to educate our clients on how to share their stories in a way that resonates with their target audience. It’s all about using the right medium, ensuring that consumers not only understand but also accept the message. We are proud to share that we have successfully closed almost 100 projects so far, and one of our primary objectives is to ensure zero crisis for our clients.We emphasize simple communication to deliver a clear message to end-users, allowing them to understand the brand effortlessly. This approach not only helps in reaching the audience successfully but also encourages feedback. For us, client reputation takes precedence, and we are dedicated to earning the trust of our customers.

    We recognize that a strong product, combined with transparent and compelling communication, is the key to achieving success in reaching end-users

    Comment about your upcoming brand campaigns or brand association?

    We had an exciting year in 2023, and the upcoming year promises to be even more thrilling. In the past, we launched campaigns like The Kulhad Man of India& for CSB, among others. This year, too, we have plans for new campaigns, collaborating with different brands, with a target of 50+ brand associations. Our core focus will be to educate the audience through these PR campaigns. As we look ahead, our ambitious projection for the end of this fiscal year includes establishing an office in Dubai.

  • GUEST ARTICLE: Impact of 5G in marketing and communication

    GUEST ARTICLE: Impact of 5G in marketing and communication

    Mumbai: While the 5G discourse has been mainly centred on autonomous vehicles and telecom capabilities, the truth is that there is more to this emerging technology than simply enhancing our mobile connectivity. To elaborate, 5G will accelerate technological innovation by enabling AI and machine learning (ML) at the edge, bringing with it unprecedented new enterprises and technological capabilities. According to the report, 1.4 billion devices will be connected to 5G by 2025, opening up a world of possibilities for explosive data. As new devices and technologies are created across industries, what used to take years or months to reach the market will now be accomplished at breakneck speed.

    5G network design and connectivity are rapidly becoming more widely available. It can benefit from the rising availability of this service in a variety of ways, including marketing and communications. The faster the customers and prospects can connect to and navigate the network, the happier they’ll be. 5G ensures that more people can connect to and utilise your network or website more quickly and consistently, even when traffic levels are higher than usual.

    So, what does this all ultimately mean for marketing and communication?

    Because many industries are expected to be impacted, marketing and communications professionals must be ready to develop their messaging and properly explain the results of 5G to key influencers and stakeholders. Here’s how it works:

    5G will help in enhancing experiential marketing

    The promise of 5G — from high-power edge computing to lightning-fast speed — is an opportunity for both consumers and companies. Communication can help brands to position themselves in the community as visionaries, discussing trends and projections while emphasising the growth of their business and generating interest and enthusiasm about the beneficial effects of brands in the community through 5G. Marketing will also assist in allowing the consumer to personally experience the brand or product and obtain brand rewards through 5G. Experiential marketing has always been known for highlighting a brand’s physical presence. With 5G, brands can use artificial intelligence (AI), virtual reality (VR), and augmented reality (AR) approaches to communicate with those who are still striving to reach consumers faster.

    5G technology opens up AR and VR

    Online interactions will increasingly revolve around immersive experiences, and 5G will make this transition more seamless. Virtual reality experiences can take the role of video in marketing by immersing the client in the experience rather than simply showing them what is available. For example, you could allow a customer to enter the store where they want to buy something; allow them to try on hundreds of different items of clothing without entering a changing room; or even allow them to dine with their favourite celebrity.

    Personalization

    Data collection is probably going to get much better under 5G. Discovering your customer might take less time. From this, marketing and communication will be able to help brands know how they can connect with their target audience and consumers faster. Due to such fast connectivity, they can also help brands connect with the media. Such technology will also help marketing by making brands more personalised and immersive experiences for their consumers.

    Marketing and communication will become more interactive

    With 5G’s high-speed capabilities, communication may become more appealing in addition to being more prevalent in the media. Marketing will become more interactive, which was previously thought to be impossible. However, 5G may make this tactic more feasible for marketing professionals. It will become more digital and immersive in the future.

    5G signifies that more individuals can connect to and use the companies’ experiences or goods more swiftly and reliably. The future of marketing and communication will help brands connect with customers and prospects faster and more passively, boosting the brand’s image and awareness with the aforementioned points.

    The author of this article is Scenic Communication co-founder Anindita Gupta.

  • Dentsu Creative India announces new campaign ‘A Honda Goes Beyond’

    Dentsu Creative India announces new campaign ‘A Honda Goes Beyond’

    Mumbai: Dentsu Creative India has launched a new campaign titled “A Honda Goes Beyond” for the leading premium car manufacturer, Honda Cars India. The campaign aims to connect with brand enthusiasts and a new generation of customers.

    The campaign underlines the brand’s philosophy of ‘durability, quality, and reliability’ with the objective of developing a communication that celebrates the bond that the customers have with Honda. In addition to this, the film also highlights the brand’s offering of innovative and futuristic technology products, which make the driving experience not only safe but also exciting and superior.

    Commenting on the campaign, Dentsu Creative India executive vice president Ujjwal Anand said, “Honda’s promise to its customers is to go the extra mile, to make sure that every Honda journey is a joy and delight for them; and this goes way beyond just the drive, the engineering, and the cars. It is a commitment to every side of the ownership experience. Honda aims to fulfil all expectations, delighting its customers at every touchpoint throughout their relationship, and therefore, “A Honda Goes Beyond.””

    Dentsu Creative India group executive creative director Auryndom Bose added, “Honda has always stood for engineering that holds true to the experience of the product. Whilst the category codes of automobile advertising are loaded with mostly rational depictions, this new brand campaign for Honda is our way to transcend beyond the conventions and create an emotionally evocative communication that appeals to the heart and impacts the consideration for the brand.”

    “The current campaign is a celebration of the bond that the customers share with Honda, and the company promises to go beyond in everything that they do. Honda’s journey in India has been nothing less than spectacular, and the credit goes to our customers who have bestowed their trust in Honda’s premium cars for the last 25 years. It has always been our endeavour to keep customers at the centre of our products and services,” commented Honda Cars India president & CEO Takuya Tsumura.

  • Truecaller announces hard-hitting campaign to protect India from harassment & scam

    Truecaller announces hard-hitting campaign to protect India from harassment & scam

    Mumbai: The global communications platform, Truecaller, launched a new brand campaign on Thursday to convey an important message. Conceptualised by Truecaller and The Womb, it depicts the true essence of India and its people.

    The films, launched under the campaign, are a humble attempt to leave a mark on the audience with the use of the “laal rang’’ to signify scam/harassment calls. It seamlessly ties back to the popular saying: “Buri nazar wale tera muh kala.” The campaign is aimed at creating a safe space in the world of online communication.

    In a quest to go that extra mile and help users stay away from spam, scams, and online fraud, Truecaller has been undertaking various initiatives in the form of campaigns, working with the government and creating awareness among the youth with the help of cyber safety training. Be it harassment in the form of unwanted/unwelcome attention or OTP and lottery fraud, Truecaller has been instrumental in helping people fight back.

    Speaking about the campaign films, Truecaller chief commercial officer Kari Krishnamurthy said, “Indian culture is very deep-rooted and the practices and customs we follow are a result of strong beliefs. With this campaign, we have not only tried to capture the core of the problem faced by people in the form of harassment and scams but also how it is the collective feedback and spam markings from the community that make such fraudulent calls appear red. I’m hopeful that with the help of these meaningful films, we will be able to further our cause and help create a line of defence against unwanted communication.”

    Further elaborating on the idea behind the campaign, The Womb co-founder Navin Talreja said, “Truecaller has been in India for more than seven years and has done significant work to make the basic functionality of smartphones safe and secure, with a special focus on women and the elderly. Through the consumer work our team did in smaller towns, i.e., “Bharat,” we realised that the product was highly relevant for them, but awareness and discovery were limited. This discovery gave us our brief: to launch Truecaller for “Bharat” in the most simple yet disruptive way. The product benefits both the individual user and the community at large. With this campaign, our intent is to start a movement and make India’s largest community help safeguard each other.”