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Tag: influencer marketing

  • Divo to now offer digital content & influencer marketing services

    Divo to now offer digital content & influencer marketing services

    KOLKATA: Digital media and music company Divo has forayed and expanded its offerings to digital, content and influencer marketing services.

    During the country’s protracted lockdown, a fundamental shift has been triggered in the influencer marketing space with big brands deepening their engagement with a variety of influencers as consumers turned to YouTube videos and Instagram reels for everything. Ergo, the team realised a huge market opportunity in the digital marketing domain.

    The new division comprises a 15-member team, with associates from leading media companies like TVF, Radio Mirchi, Sun Network, and has collectively created noteworthy case studies through award winning campaigns.

    Divo has been working very closely with content creators and talents in growing their digital presence since 2014. And now with brands and advertisers heavily investing in branded content and influencer marketing, Divo aims at providing integrated solutions that fill the gap for content creators and creatively fit the brand’s overall communication, without breaking the USP of the content creators.

    In a span of six months, Divo has empowered India’s creator community by locking ties with over 1,000+ YouTube creators and social media influencers; one of the biggest ones being MicSet, Nakkalites, Irfans View under the hood. The pursuit is to cultivate talents of creators across multifaceted genres like fashion, food, entertainment, singing, travel and connect them with brands looking to make a dent on the market by integrating their product/services via powerful creative storytelling.

    Divo founder and directory Shahir Muneer said, “With traditional mediums like print magazines, newspapers, OOH either shutting down or facing a huge hit in terms of readership/subscriptions, we noticed that brands and companies are aligning their budgets to online platforms and noticing the importance of influencer marketing. This made it a perfect time for us to launch this new division as we foresee the influencer market growing tremendously over the next two years. While we have already been catering to brands for past couple of years, more from a reactive requirement, this focused approach will be more proactive and grow the agency division with a concerted approach.”

    Divo has worked with brands from fintech platforms like Groww, edu-tech learning platforms like Upgrad, Byju’s, to FMCG drivers like Gillette, Pantene, Colgate, e-commerce like Amazon and LG from smartphone category and engaged millions of audiences single-handedly through influencer marketing. Divo recently won a Gold Award at StreamCon in the best brand integration category for one of their clients- Nua, for their sanitary pad in association with Youtuber – Cheeky DNA.

  • Infloouhnser floats influencer marketing agency The Sway

    Infloouhnser floats influencer marketing agency The Sway

    KOLKATA: Infloouhnser Pvt Ltd has launched a trust-building and transparent multi-layered  influencer advertising and marketing agency, The Sway.

    The Sway combines data and technology with creative strategy and organic distribution to give brands a compelling offering while prioritizing integrity, accountability, and transparency. The core focus of the agency will be influencer marketing, meme marketing, and technology experiences.

    The company, floated by Shailendra Shetty, Rajneil R Kamath, and Karan Sahni, has tied up with the Israel-based LDRS group, one of the global pioneers in the influencer marketing business, to use their AI and ML tech platform, enabling advertisers to discover influencers and define the audience to make it more meaningful for a brand to collaborate. The software also allows the client to identify and weed out fake followers and bots, help real-time engagement metrics tracking, ensure standardised metrics and pricing, selection, and matching of the influencer to deliver value over volumes.

    The company has also got into an exclusive partnership with Meme Chat, pioneers of meme culture in India, reaching over 300 million social media users, thereby helping brands to unlock the value of memes with organic distribution on social media. This includes augmented reality (AR) effects and filters, brand bots, microsites, and games. Having built an in-house data science team to slice and dice data, The Sway has the advantage of creating the most optimal mix of creators and social media destinations for brands.

    The company has roped in Jyoti Bansal (ex-CEO PHD India) and Namrata Tata  (managing partner, House of Cheer) to help mentor and advise the company in its journey.

    The Sway founder Shailendra Shetty said: "The recent case of fake followers' scam that got busted makes services of our kind much needed. The authenticity of influencers and audience is crucial to any brand. We help our brand partners sift through influencers' universe and connect them with content creators who share the same value and beliefs as the brand.  Combined with meme marketing, we are able to give advertisers a great way to reach out to Gen Z and millennial users. "

    LDRS group CEO Eran Nizri said: "We are excited to partner with Rajniel, Shailendra, Karan and the team at SWAY. Their decades of experience in media, technology, and marketing to blend content marketing with technology to create experiences that augment influencer and meme marketing makes them the perfect partner for us as we make an entry into the Indian marketplace.”

    Influencer marketing is proving to be the fastest-growing method for brands to acquire high-quality customers. By industry estimates, brands are set to spend up to 10-15 per cent of the overall Rs 14,000 crore of digital advertising revenue on influencer marketing. Many sectors, including ed-tech, FMCGs, and fintech, have seen a 20 to 30 per cent rise in influencer marketing spends during the last six months and are expected to grow even more.

  • Same potato, new jacket: Will Lay’s new packaging give it an edge?

    Same potato, new jacket: Will Lay’s new packaging give it an edge?

    NEW DELHI: Lay’s, the potato chip brand has been at the helm of influencer marketing through its campaigns for some time now. Last year, it was the Smile Dekho campaign which garnered a massive response and this year, the brand has unveiled #LaysKhol campaign.

    However, a common thread in these marketing strategies is how the company is innovatively leveraging the power of packaging design in its brand communication. PepsiCo’s product customised the Lay’s smile packs #SmileWithLays, where nearly 750 influencers were brought on board to carry the campaign through. The influencers were provided with customised Lay's packs with their own smiles printed on the packaging.

    This was then boosted by a TVC that featured Bollywood stars Ranbir Kapoor and Alia Bhatt. Titled Train Pe Tussle, the ad film showcased brief bickering between the two characters in a train, which is eventually diffused by a smile.

    The first phase of the #LaysKhol campaign featured popular cricketers including Virender Sehwag donning his special Baba Sehwag Avatar, Shikhar Dhawan, Yuzvendra Chahal, Brett Lee, Harbhajan Singh, and Rahul Tewatia. In the four-part video series, cricketers dabbled in some fun and cheeky banter that not only engaged cricket fans but also drove conversations.  

    Now, during the festive season this year, the brand has unveiled 18 limited-edition #LaysKhol packs, each of which poses an intriguing question with a quirky answer given inside the packet. It’s an interesting way to get those extra few seconds of face time with the buyer at the crucial time of purchase decision. These special packs have been shared with celebrities, influencers, and friends of Lay’s.

    The activity has so far received an overwhelming response, garnering significant mileage for the brand with more than 1,600 organic posts and stories leading to over 3.58 million engagement on social media.

    Lay’s decision to capitalise on the same trend back-to-back signifies that newness in packaging leads to good recall and consumers stay with the brand for a little longer. The packaging design reflects the brand identity and brings the brand to life – from the visual appearance and feel of the packaging to its function and sustainability.

    Through the multi-channel campaign, the brand objective is to target brand fans, drive engagement, and deepen regional penetration.

    However, after running many successful campaigns over the years, why is product packaging gaining prominence in Lay’s marketing plan now? And does this whole exercise give Lay’s an edge over its competitors?

    Brand expert N Chandramouli states that the packaged snacks segment has been completely altered due to the lockdown. “Since Lay’s products are largely standard, other than a flavour change once in a while, they have few options to engage the consumer, and one of them is the packaging design or social media campaigns aimed at engaging the youth. India has a wide variety in packaged snacks for consumers, unlike the Western markets, and Lays has been facing tough competition over the years, with the pandemic only beating them further down.”

    Influencer marketing has become a core part in any brand’s strategy, and the lockdown has dialled this up further. Businesses have cut spends on ATL mediums, and more and more, they’re reaching out to the big movers and shakers on social media, which has led to influencers getting a bigger slice of the ad-ex pie. Established brands are slowly moving towards digital campaigns, which are specifically designed keeping the influencer community in mind.

    Agreeing that traditional advertising on TV and print has come down substantially for all brands, and they are moving digital because the spends can be controlled, Chandramouli adds: “In digital campaigns, the best engagement is perhaps with influencers who have an engaged audience and create content specifically to suit their audiences. This makes influencers a very important channel for brands, especially considering the after-effects of Covid2019.”

    As a consumer, one is more likely to pay attention to content that comes from a trusted source. Network Advertising chief strategy officer Sunit Khot is of the view that influencers are usually a sure-fire way for brands to gain traction in digital marketing. They help in getting more interested and engaged audiences. “Having said all that, I personally feel that influencer marketing cannot be the be-all and end-all of digital marketing. It has its virtues but by no means can it replace other marketing activities that work towards building brand affinity and loyalty.”

    Makani Creatives co-founder and MD Sameer Makani believes it is imperative for brands to keep the audience aware and recall at large. “Knowing the fact that we all are under the clout of pandemic and people spend more time digitally, brands have taken social media as a revolutionary tool to promote and connect. Influencer marketing plays a huge role in keeping the audience intact and reaching the masses. In fact, playing with a product package can be a good move only if it resonates well with the audience,” he said.

    Lay’s has always touted itself as a cool, youth-centric brand: a fun, ubiquitous snack that can be consumed at any place, any time. But in a competitive market like India where it faces challenge from the strongholds of namkeen and traditional snacks, Lay’s is repositioning itself through meaningful digital campaigns and revamped packaging that thrust its hip quotient – as something consumers can not only eat, but also enjoy. It will be interesting to see if the brand can keep this momentum going in the long run, or drop it like a hot potato.

  • Mahhi Vij and Jay Bhanushali collaborate with WORD for Diwali

    Mahhi Vij and Jay Bhanushali collaborate with WORD for Diwali

    MUMBAI: Influencer marketing company WORD has released a special collaborative feature with television celebrities and power couple Mahhi Vij and Jay Bhanushali for its Diwali edition of #5MinutesofFame blog series. #5MinutesofFame is a spotlight corner on WORD’s blog page, wherein the company aims to showcase stories of brilliant creators while connecting audiences to their favourite influencers.

    The latest feature with Mahhi Vij and Jay Bhanushali is a five-minute read where they get candid about their Diwali plans, Mahhi's instant connect with Cadbury which reminds her of the festive mood and tips to make interesting festive content. Jay talks about his all-time favourite actors, message for brands looking for influencer collaborations and many more fascinating conversations pieces.

    WORD & Alchemy Group COO Dharika Merchant said, “With Diwali just round the corner, the celebratory spirits of the audience are really high and owing to the current situation, they are consuming festive content like never before. They love to engage with their favourite celebrities and get inspiration on what to do especially during the festivities. Diwali also happens to be a time when families are even closer together and what better opportunity than this occasion, to collaborate with television’s favourite celebrity family and power duo – Mahhi Vij & Jay Bhanushali. Basis our insights, we know that the audience greatly resonates with them. So, we brought them onboard for the Diwali edition of #5MinutesofFame to get them closer to their followers.”

    Mahhi Vij & Jay Bhanushali commented, “Diwali is our favourite festival because it means celebrations, positivity and lots of light. In the spirit of this festive occasion, we are excited to have collaborated with WORD for their Diwali edition of #5MinutesofFame blog series.”

    They further added, “This year, we encourage you all to stay at home and prioritize the health of your family and yourself. Stay safe and say no to crackers! We wish you a happy Diwali.”

    Mahhi Vij and Jay Bhanushali have collaborated on some interesting campaigns with WORD in the recent past. This Diwali feature comes just in time for the festive season.

  • Glad U Came & The Beauty Co launch cyberbullying awareness campaign

    Glad U Came & The Beauty Co launch cyberbullying awareness campaign

    NEW DELHI: Influencer marketing firm Glad U Came has partnered with The Beauty Co to launch a new initiative on the subject of cyberbullying called #TheItGirl. 

    The campaign aims to combat beauty cyberbullying, which occurs when someone is targeted about their appearance via negative or abusive comments on social media. It's also generating awareness about the unrealistic standards of beauty on online platforms which can adversely affect users' self-image and body confidence.

    The team up between Glad U Came and The Beauty Co happened with the common goal of creating an online space for young people to share experiences and find solutions to their issues.

    The Beauty Co-founder Mr. Suraj Raj Vazirani said, “Stereotypes affect the way we look at ourselves. We are constantly reminded that our gender, colour, size and sexuality defines us. Beauty brands play an important role in creating these stereotypes. As a beauty brand, we want to take a stand against these notions. We believe that beauty is not only what we see. It’s also about what we feel. We want people to feel beautiful regardless of the stereotypes that surround them.”

    Glad U Came founder Maddie Amrutkar said, “Working with influencers allows you to create effective campaigns that increase your brand value and spread the message. The objective of the campaign was to create a sense of awareness about beauty cyberbullying and its impact.”

  • MX TakaTak launches Fame House for top Indian influencers to create and collaborate

    MX TakaTak launches Fame House for top Indian influencers to create and collaborate

    KOLKATA: Short video app MX TakaTak is the new home for content creators across the country, with over 6 million digital influencers, and counting, under its umbrella. In order to nurture and give a platform to these talented digital enthusiasts, MX TakaTak has announced the first edition of MX TakaTak Fame House. It’s a one-of-a-kind platform wherein 15 leading Indian influencers are put under one roof in an exotic location and given an invite-only opportunity to reach millions of new fans daily.

    The influencers who made the cut for the maiden edition of Fame House include some of the biggest names like Nisha Gurgain, Lucky Dancer Lucky, Ashika Bhatia, Amulya Rattan, Ayush Yadav and Rush Twins, to name a few.

    Read more news on MX Player

    In a seven-day lockdown starting from 19-25 October in Goa, MX TakaTak Fame House will give these influencers the chance to create, collab and chill out together. Each of them will also receive professional guidance to turn their ideas into reality – be it hair, makeup, styling, cameras, equipment, or location. Each day will see a new theme with multiple tasks and all they need to do is innovate, create new content and see their following scale new heights – all the while having fun, of course!

    MX Player CEO Karan Bedi said, “Our aim has always been to bring alive the dream of fame, fandom and eventual fortune for our TakaTak family and with this edition of Fame House, we want to give them all the right tools to make it big. The concept is to create an easy-going, collaborative but exciting environment by bringing together an exclusive set of digital creators and giving them opportunities to bring out the best in them.”

    Viral TikToker Nisha Gurgain is excited to come on board with Fame House. She said: “Most of us have always aspired to be a star and with the Fame House, MX TakaTak is bringing us one step closer to our dream by hosting us in Goa and ensuring we are given every assistance to create some great content.”

    Artist and influencer Lucky Dancer added: “I think events like this challenge us to think outside the box and work on fresh concepts that can draw in more fans. I’m really looking forward to staying in the Fame House and creating videos that can go viral.”

  • #BabaKaDhaba, a perfect influencer marketing case study?

    #BabaKaDhaba, a perfect influencer marketing case study?

    NEW DELHI: It started, as many viral sensations these days do, with an Instagram post. Only this time, it wasn’t a celebrity’s staged photo-op or a kitten or puppy’s cute antics, but an octogenarian couple struggling to make ends meet.

    Food blogger and Instagram influencer, Gaurav Wasan (@youtubeswadofficial) is usually on the lookout for lesser-known eateries around the Delhi.  Earlier this week, he happened to stumble upon Baba Ka Dhaba, run by an elderly couple. The owner, Kanta Prasad, said the pandemic had shattered his small business and there were hardly any customers visiting the food joint even after the unlock phase.

     
     
     

     
     
     
     
     

     
     

     
     
     

    Inhe hamari help ko bahut zarurat he #share #foodvideo #viralvideo #old #oldcouple

    A post shared by Gaurav Wasan (@youtubeswadofficial) on

    Their despair came to light when Gaurav captured the visuals of the old man breaking down in tears as he related how, even after working for the entire day, he can hardly scrape together Rs 60. Gaurav shared the video on his Instagram page and asked his followers to support the elderly couple, and others in the same predicament, in every possible way.

    Within hours, the video went viral – garnering around a million views the same day. People started extending helping hands to support the tiny business. But the real magic happened when Vasundhara Tankha Sharma posted the same video on Twitter and urged netizens to #supportlocal. Sharma’s tweet racked up thousands of retweets, comments, and likes and #BabaKaDhaba started trending. This led other influencers, YouTubers, media houses and content creators to visit the food joint and spread the word. The story got amplified, and long queues were witnessed at the small shop.

     

     

    Experts feel that the hype built around Baba Ka Dhaba will ultimately fizzle out but it has shown the positive impact and true potential of social media.

    Mad Influence founder and CEO Gautam Madhavan was of the view that the number of people standing outside the dhaba will go down, but his business definitely improved and picked up pace compared to before. In short, he will earn and live better than yesterday.

    People started searching for #BabakaDhaba and there was a massive interest in the audiences around the subject. The interest levels went from zero-to-hundred in no time.

    Filter Coffee Co. creative head Rahim Musani said that the video received one of the most organic reactions and struck a chord with the audience, which showed us all the power of social media and over-night virality.

    The video made its way into celebrity circle, with actors like Sonam Kapoor, Raveena Tandon, Randeep Hooda, Swara Bhasker, Nimrat Kaur, cricketer R Ashwin, and many others stepping up to offer financial help. AAP MLA Somnath Bharti met the elderly couple and assured them of support.

     

     

     

    Many brands too joined the cause. 

    Food delivery app Zomato listed Baba Ka Dhaba on its app. The brand’s team is working with Kanta Prasad and his wife to enable food deliveries.

     

     

    PepsiCo also gifted the old couple a beverage cooler with free stocks of its line of drinks. In fact, the company saw this as an opportunity and revamped the dhaba with Pepsi branding.

    Dating app Tinder said in one of its tweets: “We recommend Baba Ka Dhabha for your next date.”

     

     

    The National Restaurant Association of India (NRAI) has pledged to improve the infrastructure of Baba Ka Dhaba and make it Covid2019 compliant.

    As of now, the food outlet and the elderly couple have been sponsored by a beverage, phone, e-wallet, online food, and brands from other categories. They have completely revamped the look and feel of the outlet.

    Although it was very clear that brands simply aimed to hop on the popular trend as it generated great earned media for them at an extremely low cost. The news about their associations was promoted in the news outlets -online and offline, and social media pictures.

    In professional circles, however, the overarching impression seemed to be that the lifespan of an overnight internet sensation like Baba Ka Dhaba is limited and the buzz around them will be quite short-lived – unless they find a way to make the most of all the exposure both personally and professionally.

    According to Whistling Woods International chief technology officer and vice-president Chaitanya Chinchlikar, the Baba Ka Dhaba video isn’t an ideal example of influencer marketing. “It’s an example of the innate strength of social media platforms and the ability of the right content at the right time to capture the attention of millions and spread globally, practically overnight.”

    Monk Media Network creative director Adrine D'mello also doesn't consider it a classic case study, but an instance in which netizens collectively showed that the power of social media is immense. “A video that was recorded to just try and get the elderly couple some exposure through the network of friends and family just got bigger and bigger, with celebrities eventually joining in to support the cause,” he said.

    The viral video has also prompted several social media influencers and content creators to look for other such food joints who may need support from the people. One such food joint that emerged during the weekend was from Agra.  

    On the other hand, Wasan, the Instagram influencer has garnered around 30 million views on the video at the time of filing this story. He’s also registered a massive uptick in follower count – from 26k followers a few days ago to 180k followers now.

    The organic reach which Wasan got in real-time is astonishing. This particular case study shows the power of the influencer community, what can be achieved if it’s leveraged properly.

     

     

    “The hype around it will settle down in a few days. However, the video and the name will stay with people. Baba Ka Dhaba has become a landmark and will be remembered like that,” D’mello concluded.

  • Love Runs Deep: Instagram’s new campaign aimed at marketers

    Love Runs Deep: Instagram’s new campaign aimed at marketers

    KOLKATA: Instagram on Thursday launched a new campaign called Love Runs Deep which will provide a unique marketing platform to businesses, with a little help from its throng of influencers.

    The Facebook-owned platform has been at the core of influencer marketing as new age creators have found a home for their creativity on the platform. Jumping on the bandwagon, brands are also heavily investing in influencers to boost their digital reach. Love Runs Deep seeks to redefine the way brands can authentically tell their stories while engaging with influencers.

    A diverse set of creators and influencers – Masaba and Neena Gupta, chef Ranveer Brar, vlogger Kusha Kapila, cricketer Harmanpreet Kaur, Savi and Vid from Bruised Passports and Sakshi Sindwani from @stylemeupwithsakshi are involved in this project. 

    In a statement, Instagram said this is the social media platform’s first campaign in India which is aimed solely at marketers and advertisers.

    As part of the campaign, brands are invited to submit their briefs in the ‘Love Runs Deep challenge’, and five of them will be chosen to have exclusive access to 25 creators to work with them free of cost. In addition, they will be eligible for $25,000 worth of ad credits to run their campaigns. The brands can be from all over India and can be big or small businesses.

    The campaign began on 8 November and entries close on 13 November. Brands can submit their briefs on the campaign website. The campaign will continue for a duration of four months and will be promoted through print and digital media, as well as on the Facebook family of apps. The jury making the selection will include experts not only from Facebook but from big brands and top agencies.  

    Facebook India global marketing solutions director and head Sandeep Bhushan, said that through Instagram, they want to spur the interaction between creators and brands in a way that redefines the ecosystem, and allows stories to be told with greater business impact.

    Speaking about Love Runs Deep, fashion designer Masaba Gupta said Instagram allowed her to build a community and she now considered it her second home. “I am because they are. And so I’ve partnered with Instagram to show that love really does run deep, far and wide.”

    The campaign is set against the backdrop of the BCG-Facebook Turn The Tide report, which stated that digital influence has increased significantly in urban consumers: up to 70 per cent for mobiles, 55-60 per cent for apparel, and up to 20-25 per cent for the non-food CPG categories.

    As the economy unlocks and brands look to capitalize on the resurgence in consumer demand, the timing of the campaign was opportune, said GroupM South Asia CEO Prasanth Kumar, who is also a member of the selection jury. “We believe that influencer marketing will play a vital role in telling brand stories in an effective way, something we need more of this year. Together with Instagram, we want to create effective methods for Indian brands to reach various audiences,” he added.

  • GroupM’s INCA brings in robot Sophia as its brand ambassador

    GroupM’s INCA brings in robot Sophia as its brand ambassador

    NEW DELHI- INCA, GroupM’s brand-safe influencer marketing solution roped in Sophia, a human-like robot from the house of Hanson Robotics as its brand ambassador. Sophia will be available as an influencer to brands in the APAC region. 

    This is the first-ever collaboration of Sophia as a brand ambassador with any agency. Hanson has previously worked with renowned brands such as Etihad Airlines, Audi, Alexander Wang, and Huawei to magnify Sophia’s status as the world’s first robot citizen and connect with audiences across the globe. 

    She now joins INCA’s global network of brand-safe content creators and influencers to help brands create influential content that brings brand stories to life. 

    INCA APAC lead Atique Kazi said, “Sophia is the perfect ambassador for brands looking to intelligently engage with their consumers. As an advocate for scientific education and sustainable development. Her persona is a natural fit for many brands looking to create compelling content, reach, and engagement around these incredibly important topics. She has the capability to generate facial expression, mirror people's posture, and discern emotions from the tone of voice, all of which help people to identify and form a connection with her.” 

    Kazi added: “While we see changes in how consumers are influenced by multiple sources, we are confident that this is the right time to introduce a new influencer into our network that exemplifies humanity as well as the technological achievements of our time. As we collaborate with Sophia, we are in awe of how technology can showcase the marvels of artificial intelligence (AI) in a humanoid form.” 

    Influencer marketing has unlocked new opportunities for brands to connect with their customers and is predicted to grow in the next few years by 30.6 % CAGR as marketers seek more efficient and data- driven options in reaching out to the consumers. INCA’s partnership with Sophia showcases how it also enables the use of technology to build human connections with brands. 

    INCA enables brands to run content marketing campaigns across and beyond social channels in achieving real and tangible outcomes for marketers. With the ambassadorship for INCA, Sophia will be working with brands to create relevant and engaging bite-sized content and connect with brand audiences across various social media platforms. 

    As a unique combination of science, engineering, and artistry, Sophia is simultaneously a human-crafted science fiction character depicting the future of AI and robotics, and a platform for advanced robotics and AI research. The character of Sophia captures the imagination of global audiences. She is the world’s first robot citizen and the first robot Innovation Ambassador for the United Nations Development Programme. Sophia is now a household name, with appearances on the Tonight Show and Good Morning Britain, in addition to speaking at hundreds of conferences around the world.

  • #MediaMinds2 | 90% automation for DOOH in just 2 years a big leap: Deepak Kumar

    #MediaMinds2 | 90% automation for DOOH in just 2 years a big leap: Deepak Kumar

    NEW DELHI: On the sixth episode of Media Minds season 2, an Indiantelevision.com initiative to discuss with marketing geniuses the current industry trends, their own experiences, and vision for the future,  director C Lab, Ambient,  Brandscope at DAN, Deepak Kumar talks about the interesting time he has spent building these verticals along with Haresh Nayak and also sheds light on the latest developments in the sector. 

    He insists that this is the best time to be in the advertising industry and the pause that Covid2019 brought has helped the agencies to reflect and effectively use it. 

    Kumar also discusses the tools and technologies that the agencies are using to help their clients achieve better results. “Brandscope has got a tool called Ozone which captures the digital sites in the country and has data analytics around it to tell where the site is and relevant consumer data of the area. C-Lab uses something called Star Metrics that helps identify the brand personality of the brand and the influencer to get the perfect fitment. We also look at a geographical heat map that shows the fan base of the star and match it with where the consumers of the clients are.” 

    He also shared that the vertical will soon be announcing a new technology to aid this.