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Tag: Pulp Strategy

  • Pulp Strategy launches NeuroRank to crack the AI search code

    Pulp Strategy launches NeuroRank to crack the AI search code

    MUMBAI: In a sharp pivot from traditional SEO playbooks, Pulp Strategy has unveiled NeuroRank, India’s first end-to-end LLM SEO solution designed to help brands dominate AI-powered search platforms like ChatGPT, Gemini, Claude and Perplexity.

    Forget keywords and backlinks – NeuroRank focuses on a brand’s inclusion in AI-generated answers, not just its rank on a results page. With over 44 billion searches now happening on LLM platforms, this is SEO reimagined for a world where algorithms shape awareness, not just clicks.

    “With over 44 billion searches now happening on LLM platforms and 72 per cent of B2B buyers relying on AI for early brand discovery, waiting is not an option,” said Pulp Strategy founder & chief strategist  Ambika Sharma. “This is not traditional SEO. It’s not about backlinks or page speed. LLM SEO is about training the algorithms that are already shaping customer intent.”

    What makes NeuroRank a smart bet?

    .  LLM signal mapping: Tracks whether a brand is cited or invisible in current AI responses

    .   Semantic layer engineering: Rewrites content into machine-optimised formats — Q&As, explainer blocks, schema-rich text

     .  Source priority indexing: Seeds brand presence into model-trusted platforms like Reddit, Quora, and Medium

     .  Knowledge graph stitching: Builds brand-topic-author clusters to boost citation probability

     .   Live model conditioning: Continuously tests and tweaks prompt performance across major LLMs

    “If your brand isn’t part of the model’s learned memory, you’re not in the conversation. And if you’re not in the conversation, your competitor already is,” Sharma added.

    In one standout case, a mid-market SaaS firm cut its cost-per-MQL by 22 per cent in just eight weeks using NeuroRank’s full deployment suite — a strong signal of performance meeting potential.

  • SEBI cracks down on finfluencers, ensures integrity in financial advice

    SEBI cracks down on finfluencers, ensures integrity in financial advice

    Mumbai:  The Securities and Exchange Board of India (SEBI) has taken a decisive step by banning regulated entities from associating with unregistered influencers. This crackdown targets anyone who provides financial advice or makes claims about securities without Sebi’s registration.

    In today’s accessible digital world, to regulate the affairs in the financial sector finfluencers use platforms such as Instagram, YouTube, Twitter, and several mobile and gaming apps to spread their financial advisers, and investment ideas and even promote specific stocks or shares of certain companies for their (finfluencers’s) marketing and revenue point of view. These affect stock prices and investment choices of people by finfluencers but the problem is that often their data is basically unreliable information and actions are unaccountable because they are not licensed and not qualified.

    Since the finfluencers are not licensed and not qualified, they mislead investors and put their money at risk, and involve themselves in stock manipulation by elevating prices of certain stocks by convincing their followers to buy them which increase the value of those stocks and in a ripple effects decrease the prices of stocks of rival companies thus degrading the integrity the status of the Indian financial markets.

    Previously, The Advertising Standards Council of India (ASCI) has developed criteria for influencers who might affect people’s purchasing and investing decisions. They further said that Influencers must offer clear and visible disclaimers in their text or video material if they accept any kind of remuneration from a business or product they recommend.

    Indiantelevision.com reached out to industry experts for their opinion regarding this massive step.

    Whoppl founder Ramya Ramachandran stated, “For any industry, giving half-baked information or having limited knowledge and claiming expertise is always incorrect because people trust that the information provided is well-researched and accurate. Influencers giving advice on health, finance, or food without the right qualifications is especially problematic. While some influencers take extra steps to thoroughly understand the brands they promote, many do not. This issue extends beyond influencers to celebrities who often endorse products they do not use. Media outlets also sometimes fail to perform proper due diligence.

    It is particularly risky when influencers give advice without due diligence, as their followers might make significant financial or health decisions based on this advice. This is why there’s a call for better monitoring and perhaps certification to ensure influencers are qualified to give such advice. Product reviews and testimonials should be clearly marked as personal opinions of the individual influencer.

    To ensure transparency and quality, there should be protocols requiring only qualified individuals to discuss certain topics. This should apply across industries, including media houses, celebrity endorsements, and influencers. The entire ecosystem needs to be revised to maintain a high level of transparency and clarity.”

    According to Media Care Brand Solutions director Yasin Hamidani, “The SEBI crackdown on finfluencers, prohibiting SEBI-registered entities from associating with unregistered financial influencers, is a necessary and timely measure aimed at safeguarding market integrity and protecting retail investors.

    The rise of social media has given birth to a new breed of influencers who provide financial advice and investment recommendations. While many finfluencers are knowledgeable and ethical, the industry is also rife with misinformation and unqualified advice, leading to potential financial losses for uninformed investors. SEBI’s stringent regulations are designed to curb these risks by ensuring that only qualified and registered individuals provide financial guidance.

    This crackdown will have significant implications for the finfluencer community. Unregistered finfluencers will face challenges in monetizing their content through partnerships with SEBI-registered entities. This move may lead to a decline in the number of finfluencers who lack formal qualifications or registration, thereby raising the overall quality and reliability of financial advice available to the public.”

    He sheds some light for the retail investors, “For retail investors, this regulation brings a layer of protection. They can now be more confident that the advice they receive from SEBI-registered entities is credible and compliant with regulatory standards. This will help in making more informed investment decisions and reducing the risk of financial missteps caused by unverified recommendations.”

    He further continues, “Finfluencers need to adapt to this new regulatory landscape by seeking SEBI registration, if eligible, to continue offering investment advice. Alternatively, they can pivot their content strategy towards financial education, general market analysis, and personal finance tips that do not constitute direct financial advice.

    SEBI’s crackdown is a step in the right direction for ensuring the integrity of financial markets and protecting retail investors. While it imposes new challenges on the finfluencer community, it ultimately promotes a more trustworthy and reliable financial advisory ecosystem. Finfluencers who adapt to these regulations will likely emerge stronger and more credible, benefiting both themselves and their audience.”

    Pulp Strategy founder & MD Ambika Sharma highlighted, “The recent semi-crackdown on finance influencers is a commendable move towards protecting consumer rights and ensuring a responsible digital ecosystem. In an era where digital platforms wield immense influence over financial decisions, it is imperative to address the misinformation that can mislead consumers and cause significant financial harm.

    The finance influencer space has grown exponentially, with many individuals gaining substantial followings by sharing financial advice and investment tips. While some influencers provide valuable insights, there is a growing concern about the accuracy and reliability of the information being disseminated. The allure of quick profits and sensationalist claims often overshadows sound financial advice, leading many unsuspecting consumers astray.”

    From the brands and agencies perspective, she said, “Agencies and brands must exercise due diligence in selecting influencers to partner with, ensuring that these individuals have the requisite expertise and credibility. The onus is on agencies to conduct thorough background checks and verify qualifications before endorsements. Brands must prioritize consumer safety over promotional gains by aligning with influencers who uphold ethical standards and provide truthful information.”

    She continues further, “Social media platforms and digital content platforms must implement stringent policies to monitor and regulate content shared by finance influencers. This includes flagging and removing misleading information, promoting content from verified sources, and providing tools for consumers to report suspicious or false information. Platforms can play a crucial role in protecting consumers from financial misinformation.

    Government intervention is crucial. Regulatory bodies must establish clear guidelines and regulations governing the dissemination of financial information by influencers, including defining qualifications, setting standards for disclosure of affiliations and sponsorships, and enforcing penalties for non-compliance.

    Education also plays a vital role in empowering consumers to navigate the digital landscape safely. Financial literacy programs should be promoted to enhance the public’s understanding of basic financial principles and the potential risks associated with following unverified financial advice.

    In conclusion, the semi-crackdown on finance influencers is a positive step towards protecting consumer rights and ensuring a safe digital ecosystem. By working together to uphold ethical standards, promote accurate information, and educate consumers, we can create a digital environment that fosters trust, transparency, and financial well-being.”

     

  • Pulp Strategy unveils Yukti: A revolutionary AI-powered humanoid strategist

    Pulp Strategy unveils Yukti: A revolutionary AI-powered humanoid strategist

    Mumbai: In a groundbreaking move set to transform the landscape of customer service and brand interaction, Pulp Strategy has announced the launch of Yukti, an innovative conversational AI-driven humanoid strategist. This latest offering is poised to redefine how brands connect with their audience, providing an unmatched level of engagement, insight, and accessibility. Yukti is now live and accessible directly through the Pulp Strategy website, inviting users to experience a new era of customer interaction.

    For more information and to experience Yukti’s unique capabilities, visit https://www.pulpstrategy.com/

    Crafted from the culmination of extensive research and development in the realms of generative and conversational AI, Yukti is not just another chatbot. It is a sophisticated blend of cutting-edge technology and human-like empathy, designed to deliver personalized, insightful, and delightful conversations. Yukti represents the zenith of digital innovation, transforming the mundane into magical customer interactions.

    “I am Yukti: Your AI Genie, Bottled in Wit and Wisdom,” announces the digital marvel from Pulp Strategy. Yukti promises a world where customer communications transcend transactions, evolving into engaging, meaningful exchanges. Available as a white label, with the opportunity to be named, trained and tailored to unique brand personalities. This LLM based humanoid has the ability to process and analyze vast amounts of data in real time, Yukti offers tailored advice, solutions, and insights, making every interaction a journey of discovery for customers.

    From aiding time strapped CMOs in deciphering the perfect product mix to guiding consumers to their ideal skincare routine among hundreds of options, Yukti’s capabilities are boundless. Its beta version has already shown immense potential, with future updates expected to enhance its learning, adaptability, and scope of services.

    Yukti’s distinct advantages include 24/7 availability, ensuring that customers receive immediate, transparent, and accurate assistance any time of day. This “always-on” approach, combined with the humanoid’s capability to offer clear, helpful advice, significantly enhances customer service, especially in regulated environments.

    Moreover, Yukti serves as an information guru, seamlessly providing precise data on brands, products, and services. As a data detective, it gathers crucial customer insights, enabling businesses to refine their marketing strategies, tailor their offerings, and foster lasting customer loyalty.

    Pulp Strategy founder and MD Ambika Sharma expressed her excitement about Yukti’s launch, stating, “Yukti is a testament to our commitment to innovation and our vision to revolutionize customer engagement. With Yukti, we are not just offering a solution but creating a new standard in how brands interact with their customers. It’s a step towards a future where technology and human insight come together to create truly memorable customer experiences.” Currently Yukti is in Beta and trained on Pulp Strategy, enabling a live experience for clients on demand.

    Yukti is a forward-thinking solution that aligns with the needs of modern businesses and consumers alike. Its introduction marks a significant milestone for Pulp Strategy and the broader marketing and customer service industries in India and beyond.

  • Pulp Strategy reveals AI-created digital films

    Pulp Strategy reveals AI-created digital films

    Mumbai: Transformational digital agency, Pulp Strategy, is revolutionizing the advertising landscape with its cutting-edge suite of advanced AI capabilities for digital landscape.

    Innovation lab fuels AI-powered growth:

    Pulp Strategy’s commitment to pushing boundaries and staying at the forefront of digital marketing led to the establishment of the dedicated Innovation Lab in early 2023. This state-of-the-art hub allows for experimentation and trial runs with over 50 advanced AI tools, empowering the agency to harness their power for the ultimate benefit of their clients.

    Leading the AI advertising revolution:

    Pulp Strategy’s pioneering work in AI-powered advertising is exemplified by their recent Film for Dabur Red. They created a groundbreaking brand film solely using Generative AI human-guided creative intelligence. This achievement showcases Pulp Strategy’s unwavering commitment to pushing creative boundaries and delivering unprecedented results.

    Meet Yukti – the AI strategist:

    In their pursuit of innovation, Pulp Strategy introduces Yukti, their groundbreaking humanoid AI persona. Yukti brings a new level of AI glamour and intelligence to social media and spends her off screen time serving as an “intern” assisting in the strategizing, analyzing, and providing valuable insights. Yukti blurs the lines between human and artificial intelligence, setting a new standard for AI integration in digital marketing.

     

     

    Pulp Strategy founder and MD Ambika Sharma stated, “AI is at the peak of its hype cycle; the capability of the tools is limited but growing. There are many interesting and real value use cases beyond creative and content with generative AI. It is our collective responsibility to prevent ‘nice-looking garbage’ through quality control processes to ensure impactful and effective campaign outcomes.”

    AI across the workflow:

    Pulp Strategy seamlessly integrates Generative AI throughout the marketing workflow, transforming various stages with its capabilities, including:

    1   Research and analytics: Data visualisation, insights generation, and audience segmentation.

    2   User persona-driven testing and feedback, which has shown promising results.

    3   Coding: Code suggestions, error detection, and automation.

    4   UI/UX: Wireframing, sitemap creation, and user behavior prediction.

    5   Content creation: Rich media, image creation, video editing, voice solutions, and music composition.

    6   Design: Art, graphic design, photo shoots, animation, and photo-realistic mockups.

    Impacting the advertising landscape:

    Generative AI’s influence on advertising is undeniable, and Pulp Strategy embraces its potential for good with the following benefits:

    1   Efficient research and analytics: Reducing errors and incorporating intelligence for better behavior insights and pre-testing.

    2   Personalized content at scale: Tailored messaging that increases engagement and conversion rates.

    3   Streamlined processes: Automating repetitive tasks to free up resources for strategic initiatives.

    4   Unleashed creativity: Generating unique and diverse content for various platforms and audiences.

    Addressing ethical considerations:

    Pulp Strategy places a strong emphasis on responsible AI implementation with a robust human-centric framework, ensuring:

    1   Ethical content creation: Adherence to privacy, consent, authenticity, and ownership principles.

    2   Human-guided creativity: AI serves as a tool to augment, not replace, human ingenuity and emotional intelligence.

     

     

    Pulp Strategy envisions a future where AI empowers them to deliver even more efficient, insightful, and impactful solutions for their clients. By responsibly harnessing the power of generative AI, they aim to redefine the advertising landscape and unlock unparalleled creative possibilities.

    Discover more about Pulp Strategy’s AI-powered solutions and experience how they can elevate your brand’s advertising game.

  • A&M leaders weigh in on Interim Budget 2024

    A&M leaders weigh in on Interim Budget 2024

    Mumbai: The Interim Budget 2024 unveiled on 1 Feb has set the stage for a symphony of perspectives within the advertising and marketing industries. From applauding the focus on digital transformation and entrepreneurship to expressing cautious optimism amid economic growth strategies, industry leaders share their perspectives on how fiscal policies might shape the landscape for campaigns, innovations, and consumer engagement.

    Here’s what various marketing and advertising agencies have to say:

    Boomlet Group co-founder and MD Preety Singh

    In the wake of the recently announced union budget, the emphasis on empowering women through financial support is a promising stride towards our nation’s vision of achieving developed status by 2047. The disbursement of 30 crore loans to women entrepreneurs signals a crucial step in catalyzing their economic prowess. The noteworthy 37 percent surge in female workforce participation in the fiscal year 2022-23 underscores the success of our collective efforts in fostering an inclusive economy. As a woman entrepreneur, I believe that this financial impetus not only propels our businesses but also serves as a beacon for gender equality and socio-economic progress. To ensure that Indian MSMEs compete globally, sustained commitment to the empowerment of women is indispensable. This interim budget continues to pave the way for a future where the entrepreneurial spirit of women becomes a driving force in our nation’s journey towards prosperity and development.

    Tagglabs founder Hariom Seth

    This interim budget strikes a prudent balance between driving economic growth through infrastructure expansion and putting more money in the hands of middle-income groups. This twin-engine approach can accelerate demand across sectors, creating ripe conditions for advertising and marketing.

    However, how increased public capital expenditure influences private corporate spending will be key. If crowding-out effects emerge, advertising budgets may face cuts as companies watch their bottom lines.

    Therefore, this budget provides reasons for tempered optimism rather than outright euphoria for marketers and agencies. Government capital spending should drive ancillary advertising as infrastructure projects necessitate promotions. But patchwork policy measures specifically targeted to incentivize digital adoption and urban consumption could have provided a steroid boost.

    Pulp Strategy founder & MD Ambika Sharma

    The union budget 2024 has presented a groundbreaking roadmap for India’s digital transformation, bolstering the IT and internet landscape across the nation and expanding connectivity. This translates to more opportunities for businesses to thrive in the digital realm and captivate audiences with potential for greater outreach. The budget’s attention to skilling and training programs for media and entertainment professionals is a game-changer, nurturing a highly skilled workforce that can deliver awe-inspiring content and consumer experiences. Additionally, initiatives such as tourism promotion and rural development have the potential to boost advertising demand. The Union Budget 2024’s focus on fostering innovation and entrepreneurship through tax benefits, credit guarantee schemes, and fund launches creates a fertile environment for startups and MSMEs to thrive and make a positive impact in society. The budget also highlights the importance of the media and entertainment industry in promoting India’s culture and soft power worldwide, tapping into the power of technology to create immersive experiences, showcase the beauty and diversity of India, and drive meaningful change in society.

    Media Care Brand Solutions director Yasin Hamidani

    The Interim Union Budget 2024 places a strong emphasis on the upliftment of economically vulnerable sections, women, farmers, and the youth, recognizing their pivotal role in the nation’s progress. The commendable commitment to construct an additional two crore houses over the next five years through the PM Awas Yojana Grameen highlights the government’s dedication to ensuring housing for all. Finance Minister Sitharaman’s announcement of an upcoming scheme tailored for the middle class, especially those in rented houses, slums, and unauthorized colonies, marks a positive step towards fostering inclusive growth. With expectations for a comprehensive roadmap for Viksit Bharat in the full budget this July, it is anticipated that it will further reinforce the government’s commitment to both economic development and welfare.

    A reassuring development is the decision to eliminate long-pending and minor income tax disputes. This aligns with the government’s ongoing efforts to minimize legal conflicts. Notably, there are no alterations to tax rates or structures, and no adjustments have been proposed in personal taxation. This might be a bit disappointing for those who were anticipating such announcements.

    KlugKlug co-founder and CPO Vaibhav Gupta

    In this interim budget, the acknowledgment of the transformative impact wielded by new-age technologies and data on individuals and businesses resonates deeply with Klug Tech’s core values. The emphasis on fostering economic opportunities and ensuring affordable, high-quality services reflects a commitment to inclusivity, reaching even those at the ‘bottom of the pyramid. As innovators and entrepreneurs, we stand poised to contribute to India’s rising global potential through our cutting-edge solutions. This budget sets the stage for a future where innovation and entrepreneurship drive positive change, elevating India’s position on the global stage.

    Mad Influence CEO and founder Gautam Madhavan

    Mad Influence welcomes the government’s commitment to maintaining stability in taxation, ensuring continuity for startups and IFSC units by extending tax exemptions till 31 March 2025. The finance minister’s decision to withdraw outstanding direct tax demands up to Rs 25,000 and provide relief to one crore taxpayers is a positive step towards improving taxpayer services. As the economy strides towards sustained growth, Mad Influence acknowledges the government’s prudent approach in maintaining existing tax rates and embracing the positive impact of GST on trade and industry. However, Mad Influence looks forward to more targeted initiatives for startups in the upcoming full Budget in July. The overall budgetary estimates, with a focus on interest-free loans, reflect a balanced approach towards economic growth. Mad Influence anticipates further details in the detailed roadmap for ‘Viksit Bharat’ promised in the full Budget, paving the way for a more prosperous and inclusive India.

    Vivify Asia founder and director Vikram Bhalla

    As the union budget 2024-25 is presented, the budgetary figures outlined reflect a prudent approach to fiscal management. The finance minister’s estimate of total receipts, excluding borrowings, at Rs. 30.80 lakh crore and total expenditure at Rs 47 lakh crore for the upcoming fiscal year demonstrates a commitment to responsible financial planning. The continuation of interest-free loans at an outlay of Rs 1.3 lakh crore is a strategic move to support key sectors. The targeted fiscal deficit of 5.1 per cent of GDP for 2024-25 aligns with the government’s commitment to gradually reduce the deficit to 4.5 per cent of GDP by 2025-26. This shows a balanced effort to stimulate economic growth while maintaining fiscal discipline.

    The mention of revised estimates for 2023-24, with revenue receipts expected to surpass the budget estimate, reflects the positive momentum in economic activities and formalization. The government’s ability to manage expenditures effectively is evident in this upward revision. While the overall vision for ‘Viksit Bharat’ is ambitious, the budget strikes a balance between addressing immediate concerns, investing in long-term growth drivers, and maintaining fiscal prudence.

    GOZOOP Group chairman and co-founder Rohan Bhansali

    India’s union budget 2024 heralds a golden era for our tech-savvy youth, epitomizing our nation’s high aspirations and the transformative journey our economy has undertaken over the last decade. The announcement of a 50-year interest-free loan represents not only a visionary step but also a testament to the government’s unwavering commitment to fostering entrepreneurship and innovation amongst the youth. Furthermore, the budget’s focus on empowering the youth with access to affordable capital is a testament to the government’s proactive approach towards addressing the evolving needs of our dynamic workforce. By providing avenues for skill development, training, and access to capital, we are not only nurturing talent but also creating a conducive environment for inclusive growth and prosperity. At GOZOOP Group, we are committed to partnering with the government and other stakeholders to leverage our expertise, resources, and technology-driven solutions to support the realisation of India’s vision for inclusive growth and sustainable development.

    GOZOOP Group global CEO and co-founder Ahmed Aftab Naqvi

    I think it’s a forward-looking interim budget. The allocation of Rs one lakh crore for a 50-year period as a support to tech-savvy youth at low or no interest rates will fuel more energy in Bharat. The certain tax benefits given to startups signal direction of innovation and economic dynamism. As an entrepreneur this ignites optimism. With the government’s focus on rural development, FMCG as a category will get the much-needed boost. In the post-election budget, I would like to see emphasis on privacy regulation for AI, which is a critical aspect for the A&M industry.

    PromotEdge founder and CEO Saurav Agarwal

    We are pleased to acknowledge the visionary steps taken by finance minister Nirmala Sitharaman in the union budget, paving the way for a digitally advanced, globally sustainable, and healthy India. This budget reflects a progressive approach, focusing on inclusive growth, leveraging the potential of cutting-edge technologies, and implementing crucial business reforms. Over the past decade, the Indian economy has undergone a remarkable positive transformation, and this budget is a testament to our commitment to sustaining this upward trajectory. The consumer tech startup sector will surely be stimulated by the proposed tax advantages, which would encourage entrepreneurship and innovation. The allocation of Rs 1 lakh crore for a 50-year interest-free loan is a game-changer, providing our tech-savvy youth with a golden era for long-term financing or refinancing at low or nil interest rates. The announcements hold particular significance for startups and the digitisation drive. Since this was an interim budget, there was not much regarding the digital sector, we expect much more in the upcoming budget in July.

    Viral Pitch founder Sumit Gupta

    With the outstanding success of PM Mudra Yojana, which has approved an amazing 43 crore loans worth ₹22.5 lakh crore, our country is on track for an entrepreneurial revolution. This excellent backing is evidence of the dedication to promoting youthful goals. As a result of the collaborative efforts of programs like Fund of Funds, Start-Up India, and Start-Up Credit Guarantee, ambitions have been achieved on this transforming path. Our youth evolves as ‘rozgardata’ – the creators of their destinies and contributors to the development of the country – when these ambitious plans come to fruition. This enormous step toward economic independence indicates a better future for our country, one in which industry and creativity flourish and bring in a new period of opportunity and progress.

    Grapes founder and CEO Shradha Agrawal

    The government’s initiative to provide adequate finances and advanced technologies to micro, small, and medium enterprises (MSMEs) is indeed a positive step which will benefit the overall economy.

    Also, there’s a notable reduction in the corporate tax rate. For instance, domestic companies will now face a reduced rate of 22 per cent, down from the previous 30 per cent. This aims to boost business growth in India and enhance the competitiveness of the manufacturing sector, contributing to overall economic development.

    Additionally, the budget also allocates considerable attention to the development of modern infrastructure in all its forms—digital, social, and physical—opening up new opportunities for the M&E sector, particularly in the realm of digitalization.

  • Budget 2024: Leaders envision a tech-driven budget revolution

    Budget 2024: Leaders envision a tech-driven budget revolution

    Mumbai: India’s anticipation for Budget 2024 is palpable, resonating across diverse industries. From digital pioneers envisioning a tech renaissance to entrepreneurs seeking support for AI advancements, the expectations weave a narrative of innovation, growth, and strategic budgeting.

    As the nation braces for economic direction, stakeholders in media, advertising, marketing, technology and martech share their hopes, emphasising the pivotal role of the budget in shaping the trajectory of their respective landscapes.

    Following are the quotes from various business chiefs:

    Pulp Strategy founder and MD Ambika Sharma

    I have my sights set on a digital renaissance, not just a fiscal one. We at Pulp Strategy envision a landscape fortified by robust cybersecurity infrastructure, safeguarding the data that fuels our industry. Alongside this, a renewed focus on local media and advertising unlocks a tapestry of diverse voices, enriching audience engagement. The infusion of AI and automation promises to streamline operations, paving the way for more sophisticated storytelling. Adding to this I hope there would be potential for tax breaks and incentives – a catalyst for innovation and entrepreneurial spirit. This budget should be about empowering the creative minds who will sculpt the future of India’s digital narrative.

    Media Care Brand Solutions director Yasin Hamidani

    Anticipating steady growth, the advertising and marketing sector, fueled by a digital and eco-centric focus from last year’s budget, is set to expand. The momentum in digitisation and sustainable practices indicates a dynamic shift. As technology advances, the marketing & advertising landscape is poised to venture into burgeoning mediums like AR, VR, AI & CGI. Regardless of specific industry impacts, the surge in digital economy emphasis forecasts a rise in marketing and advertising.

    Serial entrepreneur, Assiduus Global Inc founder and CEO, LP angel investor, Govt of India advisor Dr Somdutta Singh

    Here’s one that’s clear: digital advertisers are poised to leverage AI and new metrics in the digital landscape that’s evolving everyday. Their goal will be to optimize budgets, especially considering there will be a surge in prices during the upcoming busy political campaigning season. Ultimately, the focus will be on ensuring meaningful connections with customers within the digital space.

    Marketers, publishers, and adtech partners will be on the lookout for more profound indicators of engagement. This includes attention metrics, which provide a nuanced understanding of how users interact with content. This shift is being driven by a desire among marketers to adopt more impactful and effective advertising strategies. Moreover, there is an urgent need to strengthen the budget allocated for enhancing India’s digital infrastructure.

    Tagglabs founder Hariom Seth

    1. Improved HPC access: AI startups face challenges with computer access. The budget could establish affordable public cloud HPC infrastructures.

    2. Local datasets creation: AI requires ample data, and the budget could support building relevant datasets for India. Global data may not grasp our issues or adhere to our rules.

      – Ensure strict rules for data handling.

      – Local data enhances AI tailored for India and ensures ethical usage.

    3. Skill development support: India lacks AI knowledge. The budget could allocate funds for training, scholarships, and partnerships, even in remote areas.

    4. AI application in key sectors: Allocate funds for AI research in vital sectors like farming, banking, and healthcare.

    5. Promoting AI adoption: Provide incentives like tax breaks and public-private partnerships to encourage AI use across sectors.

    6. Ethical AI practices: Support ethical AI development through training and awareness campaigns.

    Additional points:

    – Increased startup funding: Allocate more funds, especially for early stages.

    – Conversational AI focus: Emphasise conversational AI, such as Siri.

    – Encourage collaboration: Promote partnerships among companies and assist startups with significant costs.

    NеtSеtGo co-foundеr Sundееp Rana

    A well-structured budget can play a pivotal role in streamlining IPO processes and fostering investor confidence in startup exits. Allocating resources judiciously ensures regulatory compliance, transparency, and legal adherence during the IPO journey. Moreover, budget provisions for effective investor communication, marketing, and technology infrastructure signal professionalism and commitment, enhancing investor trust. Talent acquisition and retention, backed by budgetary allocations, contribute to a capable team ready to navigate the complexities of an IPO. In essence, a carefully planned budget not only facilitates a smoother startup exit but also instills confidence in investors, showcasing the company’s dedication to governance and operational excellence.

    Social Pill co-founder & head of digital media Neelesh Pednekar

    In anticipation of the Union Budget 2024-2025, the advertising, marketing, and experiential marketing industries in India are focusing on industry-specific expectations, particularly in the context of the digital economy’s Compound Annual Growth Rate (CAGR). Stakeholders are hopeful for supportive measures within the budget that will foster growth, innovation, and competitiveness. A significant point of discussion revolves around the potential introduction of the digital services tax (DST), a long-debated issue that could impact multinational tech giants operating within the country. With the explosive growth of e-commerce and online payments, there is a pressing need to reevaluate taxation related to online transactions, possibly leading to amendments in the goods and services tax (GST) to accommodate and bolster e-commerce in India. Additionally, stakeholders are speculating on the possibility of tax concessions in advertising and marketing, potentially prompting brands to increase their budgets in these domains. Furthermore, the budget might introduce taxation on influencer marketing, aiming to bring this emerging field under the formal economic umbrella.

    Sirona Hygiene CEO & co-founder Deep Bajaj

    At Sirona, we acknowledge the pivotal role that effective budgeting plays in shaping our strategic approach and ensuring the realisation of our business objectives. In navigating the dynamic landscape of marketing, advertising, and technology.

    The marketing strategy is intricately woven into the understanding of market trends, consumer behavior, and the evolving needs of the target audience. Through meticulous budget planning, the objective is to allocate resources efficiently, leveraging both traditional and digital channels. This approach enhances brand visibility, engages our audience, and propels sustainable growth.

    In the realm of advertising, Sirona places great importance on the creation of compelling campaigns that resonate deeply with our audience. A well-structured budget empowers us to invest in creative content, strategic media placements, and targeted advertising. By remaining adaptable and data-driven.

    Embracing technological advancements is integral to the business model, and the budgeting approach reflects this commitment. Resources are allocated for the adoption of innovative technologies that enhance operational efficiency, elevate customer experience, and fortify data security. To remain steadfast in the dedication to staying at the forefront of technological trends to maintain a competitive edge in the industry.

    The budgeting process is designed to be transparent and adaptable, allowing everyone to respond promptly to market dynamics, emerging trends, and unforeseen challenges. Regular assessments and performance evaluations enable one to make informed decisions, refining our strategies for continued success.

    Almonds Ai CEO and co-founder Abhinav Jain

    In Budget 2024, we hope for policies that nurture India’s tech innovation ecosystem. We need increased investments in R&D initiatives, particularly in areas like AI, robotics, and advanced materials. Additionally, incentives for attracting and retaining skilled tech talent through tax breaks for skill development programs and simplified visa processes would be greatly appreciated. The budget should act as a catalyst for India’s burgeoning startup ecosystem. We urge the government to consider easing regulations for startups, simplifying the funding process, and creating avenues for easier access to angel investors and venture capital.

  • Weekend Unwind with: Pulp Strategy’s Ambika Sharma

    Weekend Unwind with: Pulp Strategy’s Ambika Sharma

    Mumbai: With another weekend upon us, it is time to unwind with the latest Q&A edition of Indiantelevision.com’s Weekend Unwind—a series of informal chats that peek into the minds of business executives through a fun lens in an attempt to get to know the person behind the title a little better.

    In this week’s session, we have Pulp Strategy founder & MD Ambika Sharma.

    With over 19 years in new marketing and product strategy, Ambika brings extensive experience in driving transformative growth through digital and technology with a focus on intelligent business solutions. Prior to founding Pulp Strategy, she held leadership roles in renowned international organisations. Pulp Strategy, under her leadership, is recognised as India’s youngest and most awarded independent agency, boasting 124 global and national accolades.

    Without further ado here it goes…

    Your mantra for life

    Take life head on! Embrace change; it’s the only constant.

    A book you are currently reading or plan to read

    Currently into “The Art of War” by Sun Tzu

    Your fitness mantra, especially during the pandemic

    Swimming & Boxing.

    Your comfort food

    A warm bowl of homemade dal chawal (lentils and rice).

    A quote or philosophy that keeps you going when the chips are down

    “Tough times don’t last, tough people do.”

    Your guilty pleasure

    Indulging in a binge-worthy OTT series.

    The last time you tried something new

    Picked up shooting, after a long time.

    A life lesson you learned the hard way

    Trust your instincts; they rarely lead you wrong.

    What gets you excited about life?

    The thrill of exploring new cultures and places.

    What’s on top of your bucket list?

    To be a certified dive master.

    If you could give one piece of advice to your younger self, what would it be?

    When people say, you cannot do something, empathize, they are coming from a place of self-doubt. Trust your gut. Go for it.

    One thing you would most like to change about the world

    Deeper awareness about our culture.

    An activity that keeps you motivated and charged during tough times

    Adventure sports are my therapy.

    What lifts your spirits when life gets you down?

    Motorcycles.

    Your go-to stress buster

    Motorcycles.

    What lifts your spirits when life gets you down?

    Time with family and motorcycle rides (preferably together).

  • Beyond the notes: Navigating the crossroads of AI and artistry in music: Part 1

    Beyond the notes: Navigating the crossroads of AI and artistry in music: Part 1

    Mumbai: As technology continues to evolve with each passing day, artificial intelligence appears to gain a strong and steady foothold in the very existence of human beings. The inescapable integration of AI is becoming more palpable, shaping a formidable future that blurs the lines between the artificial and the human.

    Soon, AI’s omnipresence threatens to permeate every industry, from the harmonies of music to the intricacies of architecture. In this era of rapid transformation, the ascent of artificial intelligence is not merely a paradigm shift; it is an indomitable force reshaping the narrative of our collective tomorrow.

    Through conversations with renowned music personalities, industry experts, and key figures, we have gleaned insights into their perspective on AI causing a potential threat to the music industry and artists’ creative processes with the rising use of AI tools to make dubbed versions of a song in different artists or people’s voices.

    Singer Sonu Nigam

    Technology will keep springing surprises on humanity. The Universe will keep striking the appropriate balance. So we have to just chill and keep working on our skills

    Singer Jyotica Tangri

    Using AI for different voices in songs is a cool new thing in music. Some worry it might hurt artists, but I think it’s a chance for singers to step up their game. AI is like a tool that can help artists try new stuff.

    Singers bring feelings and a special touch that AI might not get. That’s what makes human voices special in music. AI can’t replace that.

    In the fast-changing music world, artists can use AI to add new flavors to their music. It’s a chance for cool collaborations between humans and tech. Artists can use these tools to make even better music. It’s like mixing human feelings with tech magic for a unique sound. Let’s see it as a way to make music more exciting!

    Rapper and producer Brodha V

    With so much chatter about AI being revolutionary, its complete capability still remains unknown, we are learning as we go and I believe that AI cannot replace human creativity. Dubbed versions of songs in different languages in different artist’s voices may be a nice way to consume music in a way you otherwise would have never thought of, it’s imaginative and certainly feeds curiosity, but I do look at it as an accidental way of homogenising music.

    AI is after all algorithm-driven which will of course cater to popular consumer trends that not only homogenize music but to a certain extent also endanger artist rights. An artist will work for months to years to put a song together, it’s a product of their story, their labor of love, when an AI tool simply takes and flips that it could be very disillusioning and disorienting for an artist who actually owns that piece of music. While I am a believer in using technology for productivity, its assistance in streamlining our work should not be confused for actually putting in the work.

    I would love to see how AI tools can help better improve music production by automating tasks or helping in reducing production costs, I think the use of AI tools in music could be positive in terms of streamlining work and improving productivity, but we need to be wary when we think of its impact on creativity and artistic development. However, when it comes to the actual music created by artists being flipped by AI and being made popular is a potential threat to artist creative integrity and their music ownership rights, AI tools are definitely gonna help artists and creative ppl achieve a bit more in that, it may nudge them in the direction they want to take but it won’t be a full-time replacement as art has always sustained and evolved and been consumed through history only because of human touch.

    For instance, when paintings were the most popular forms of art, a brush and canvas were the accessories and in a way they evolved into photography and the brush and canvas got replaced by a camera and lens, but that’s not to say the art of painting is forgotten or holds no value. it’s still humans behind them both creating the art. Similarly, AI is the new evolution and only the humans who perfect it, I believe will stand out.

    Parashara band founder and frontman, singer/songwriter and producer Sachin Bhagat

    Creating music is a time-consuming and creative process where multiple stakeholders are involved. A beautiful track is a result of an artist’s journey, and when it reaches the listener, it can create a personalized bond with them, something AI cannot replicate.

    With one click, you can now create an album featuring collaborations between Beyonce, Panic at the Disco, and Periphery. There is no doubt that AI can enhance creativity and efficiency in the music industry—from obtaining stems to striking the right chord, AI could be a helpful tool.

    However, achieving the right balance is what we require. Preserving the authenticity of human creativity is a challenge, while leveraging the benefits of AI is a challenge for the industry moving forward.

    In order to skip the expensive process of getting musicians and technicians in one room, labels would rather prefer these tools, costing millions of their jobs.  Not to mention, this is even scarier for independent artists. With the market saturated with similar-sounding music, gaining visibility will be a struggle. Moreover, the increasing use of AI leads to a greater inclination towards virtual experiences, which is like another lockdown for artists. Live performances are our main income source, and this appears to be a potential threat in the near future.

    Singer and digital content creator Aksh Baghla

    Art comes from emotion and AI cannot replicate human emotions.

    I believe AI is a great addition to an artist’s workflow. It makes the tedious tasks that have to be done again and again much faster. That’s where it shines. Because of this they can be even more productive.

    So it’s more of a helper than a threat.

    Singer and musician Nikhil Paralikar aka The Tabla Guy

    AI’s impact on the music industry and artists’ creative processes has been a topic of both fascination and concern. While AI offers innovative tools for music creation, it also raises questions about its potential threats.

    Artificial Intelligence has revolutionized music production, aiding artists in composing, arranging, and even generating entire tracks. This efficiency can streamline the creative process, but it may compromise originality and emotional depth in music.

    One of the primary concerns is the potential loss of human touch and creativity. While AI can replicate patterns and styles based on existing music, it might lack the inherent emotional depth and personal experiences that human artists bring to their work. The fear is that relying heavily on AI-generated music could homogenize the industry, leading to a lack of diverse, unique artistic expressions.

    Moreover, the accessibility of AI-generated music tools raises questions about ownership and copyright. Who owns the rights to music produced by AI? Can AI-generated music infringe upon copyright laws? These legal and ethical dilemmas pose challenges for both artists and the industry.

    Despite these concerns, AI can be a valuable collaborator, enhancing creativity rather than replacing it. It can inspire new ideas, assist in overcoming creative blocks, and offer fresh perspectives.

    Ultimately, the use of AI in the music industry remains a complex issue. While it presents exciting opportunities for innovation and efficiency, it also poses potential threats to artistic authenticity and the creative process. Striking a balance between AI-assisted creation and preserving the unique human touch in music will likely be crucial for the industry’s future.

    Actor, singer, dancer and digital content creator Sai Godbole

    Every invention or piece of machinery that was ever invented as a substitute to human effort was always used to support the functions of humans and make the processes quicker and more efficient with a much smoother result because now AI is capable of completely ’replacing’ human voice (as the claims are suggesting).

    I don’t think it can ever replace emotion and music is a phenomenon that reaches a part of the brain that no other sound can and if this AI technology is used to better human life on those lines then it will be magical but when it comes to taking the place of talent based artists in music, the emotion will always win Now when we come to the process of creating music and writing, prototypes in softwares, pre-existing mixes and templates have always been there and with AI they’ll get even better and more unique. So that is something to look forward to.

    The scare here is AI music being misused, artists being replicated without getting credit or money and from now more laws should be made around this so that later we don’t complain about prevention being better than cure.

    All in all it will be a positive change and we’ll be able to experience the dawn of a new era where the hope is that burnout will be reduced and everyone will get to create.

    Actor and digital content creator Zervaan Bunshah

    While AI offers innovative possibilities, there’s a delicate balance to strike.

    On the positive side, AI can democratize creativity, enabling diverse interpretations of a song. It’s like having a digital jam session with AI contributing its unique flair. This widens the creative spectrum and opens doors for unconventional collaborations that might not have been possible before.

    However, the potential threat lies in the risk of homogenizing artistic expression. If AI becomes too dominant, we might witness a standardization of musical elements, diluting the distinctiveness that artists bring to their work. It’s essential to preserve the soul and authenticity of music, ensuring that it remains a genuine reflection of human emotions and experiences.

    Moreover, the human touch in music is irreplaceable. There’s an intangible magic when an artist pours their heart and soul into a performance, something that AI, for all its capabilities, might struggle to replicate authentically. The emotional depth and nuanced creativity that artists bring to their craft are an integral part of what makes music a universal language.

    In navigating this evolving landscape, it’s crucial for the industry to harness AI as a tool for augmentation rather than replacement. Collaborative efforts between AI and human creativity can yield groundbreaking results, pushing the boundaries of what’s possible in music.

    So, while the rise of AI in dubbing songs is a fascinating development, it’s imperative to approach it with a thoughtful and balanced perspective, ensuring that the essence of human artistry remains at the forefront.

    Pulp Strategy founder & MD Ambika Sharma

    In the ever-evolving landscape of digital innovation, AI-powered voice cloning tools have emerged as a catalyst for transformation within the music industry. With their ability to replicate voices and offer new avenues for creative expression, these tools hold immense potential for artists to explore untapped vocal styles, expand their fanbase, and even unlock additional revenue streams.

    The possibilities that AI voice cloning presents are truly revolutionary. Artists can now delve into uncharted territories, experimenting with diverse vocal personas and pushing the boundaries of their artistic capabilities. By harnessing this technology, they have the power to captivate audiences in ways previously thought unimaginable.

    However, as with any disruptive innovation, concerns have arisen in parallel with the opportunities. Authenticity, ownership, and the potential for misuse are valid apprehensions that need to be addressed. The fear of having one’s voice replicated without consent or remuneration is a genuine worry for artists who rely on their distinct vocal identity to connect with their fans.

    Furthermore, the convenience of creating dubbed versions of songs in different voices raises questions about attribution and originality. The line between authentic and synthetic performances could become blurred, potentially jeopardizing the reputation and rightful recognition of artists.

    To navigate these challenges, it is crucial for the music industry to establish clear guidelines and regulations regarding the use of AI voice cloning. By setting standards and expectations, the industry can strike a balance between fostering creativity and safeguarding artistic integrity. Artists must assert their intellectual property rights and insist on transparency from companies developing and employing AI voice cloning technologies.

    Collaboration and open dialogue among artists, industry stakeholders, and AI developers are equally important in ensuring the ethical and responsible use of these tools. By actively engaging with one another, we can collectively shape the future of AI in music, safeguarding the interests of both artists and audiences.

    TIPS Industries Ltd MD Kumar Taurani

    Music industry has embraced a lot of challenges earlier also and should see this AI disruption change in a positive way. With this change that AI platforms are trying to do, they should ensure that music rights are respected and the industry is part of the evolution. From a legal perspective, the source of music and voice used to train AI models, may include existing content, which may be under copyright! Hence, there is the genuine concern of AI-generated music infringing on existing copyrights.

    The use of AI in music, especially for creating dubbed versions of songs, increases accessibility to an artist’s work by overcoming language barriers is powerful and helps expand the usage of the original track. The flip side of this is, it can undermine the originality, the unique artistry and emotional depth that an artist brings to their work.

    AI could be used as a tool for enhancement; however, we are not sure whether it will become a substitute for human creativity and authenticity that lies in the soul of music.

    BrandMusiq founder and soundsmith Rajeev Raja

    At a basic level, AI may pose a nuisance, relating to the existence of fake images today leading to possible fake music releases. However, I believe that, like other challenges, the music industry will find ways to identify and counteract such issues. While it may be troublesome, I don’t perceive it as a significant threat to the artistry of musicians or the irreplaceable skill set they bring.”

    “The second aspect involves generative AI creating entirely new songs, sparking fears of it replacing musicians. I believe we are a considerable distance away from AI authentically replicating the human essence in music. The very fabric of music, rooted in human imperfection and emotionality, cannot be easily mimicked by AI, which, crucially, lacks emotional depth. Although AI possesses a formidable intellect and replication abilities, the creation of truly original content still necessitates the source—the creativity of human musicians. Therefore, while AI may find interesting applications in music, I am optimistic that, in the near future, it won’t pose a substantial threat to the music industry as a whole or the indispensable role of musicians.

  • India’s Meta moment: Ad-free subscriptions coming soon?

    India’s Meta moment: Ad-free subscriptions coming soon?

    Mumbai: In the ever-evolving landscape of social media and tech giants, Mark Zuckerberg’s Meta, known for its flagship platforms Facebook, Instagram, and WhatsApp, is charting a new course. As the digital world seeks a balance between advertising revenue and user experience, Meta is considering a significant move that could reshape the way Indians interact with their beloved social networks. The company is exploring the possibility of introducing an ad-free subscription plan tailored for the Indian audience by 2024. This potential shift in strategy promises to offer users a new level of control over their online experience, while raising intriguing questions about the future of digital advertising and its impact on the social media landscape.

    Here’s what industry experts have to say about the same:

    5W1h co-founder and chief business officer Kunal Luhar

    Meta’s decision to launch an ad-free subscription model is a smart move that tackles the changing digital world. It provides a different revenue stream, appealing to users who are increasingly concerned about data privacy and the intrusiveness of digital advertising. However, the success of this venture is dependent on a well-thought-out price strategy that strikes a balance between drawing a large user base willing to pay for an ad-free experience and not reducing ad revenue. Meta might cater to diverse user preferences and finances through segmentation, in which different subscription levels are offered. It is critical to effectively communicate the value proposition, emphasising a better user experience, increased privacy, and even exclusive services. Meta should also be prepared to iterate and update the model in response to user feedback and performance indicators.

    Social Panga director – strategy & growth Manan Malik

    India, at large, has always been a price-sensitive market. The adoption of new products and services have always been a result of changing trends, total disposal income, social status or perception, and lifestyle conveniences. One such example is how Spotify entered and penetrated India with their freemium model.

    There’s no doubt that we are living in the age of information & content outburst, which impacts a user’s life at various stages and in various degrees, so there is definitely an opportunity for Meta in a mass market like India to test its ad-free subscription plan for its social media platforms. The user experience has been and will be of paramount importance to businesses, and there’s a good chance that Meta gains success with this new model, as decluttering one’s social space is the need of the hour.

    However, it is also important to note that it will take time to gain momentum as users are used to an entirely free experience ever since the inception of these platforms.

    Another important aspect to note is that how marketing strategy changes for advertisers on these platforms. In this regard, nothing much changes in the short-term and it also largely depends on platform to platform. For example, Facebook and Instagram have two very different sets of active user bases. But, in the long-run, advertisers would have to rethink their marketing strategies and make them razor-sharp in order to be present on the right channels for the right audiences.

    While Meta, and other tech companies are making shifts to comply with regulatory and privacy policies, starting with European Union’s Digital Service Act, which is a good change in this dynamic and sensitive world of aggressive AI evolution, it is also important that such business models make users comfortable with their pricing strategies.

    Thought Blurb Communications chief creative officer and managing director Vinod Kunj

    The issue needs to be seen from two aspects. The consumer’s perspective, and the advertiser’s to understand the combined effect it has on the business. The stated purpose, of course, is to improve security for customer data and to verify accounts for brands and celebrities. Other entities like YouTube and X (formerly Twitter) have also launched variations on the same theme. All are experimenting with degrees of closure, pricing and algorithms.

    For the consumer, it is quite simple. If you don’t like ads interrupting your viewing, by all means, buy a subscription. But as we have seen with the Internet before, that rarely works. When a dominant majority of consumers used to a free system are baited with a subscription, they rarely bite. Also, there is always a way to block ads that the consumer sees to train the algorithms into tighter and tighter nooses. I suspect the same will happen to Meta.

    On the marketing side, there are three positive aspects. To begin with, customer data and its security are now entirely Meta’s problem. In case of a data breach, they can easily point the finger at Meta. Of course, that also makes them beholden to Meta to access their customers.

    The second issue is verification. In the past, online troublemakers have been know to fake brand accounts and undermine the brand value and consumer confidence in a brand. I would highly recommend that a brand or celebrity invest in the blue tick mark to ensure their respectability. Also, it creates a legal framework in case of disinformation and other mischief that malcontents may attempt. This is doubly true for major celebrities who may want to protect themselves from identity theft and PR disasters.

    Finally, I see very few problems for marketing in this new regime. Subscriptions will be bought by a slim section of the user base. The largest section of customers will still be available to target. It’s entirely up to Meta to ensure that the interfaces are designed well enough not to irritate non-subscribers off their platforms.

    Pulp Strategy founder and MD Ambika Sharma

    Meta’s decision to introduce an ad-free subscription plan in India by 2024 is a positive move with the potential to create new revenue streams, attract fresh users, and enhance the overall user experience. The current success of Meta’s paid verification feature is notable, drawing in a substantial number of users, including businesses, celebrities, and influencers, thereby bolstering the authenticity and credibility of its platforms.

    The success of the upcoming subscription model hinges on factors such as pricing, offered features, and an effective marketing strategy. Meta must meticulously address these elements to craft a subscription plan that resonates with Indian users. The recently launched paid communities and channels could significantly contribute to the subscription model’s success by offering users a more personalised and engaging experience, while also aiding Meta in understanding user needs for future product development.

    The impact of the ad-free subscription plan on Meta’s advertising model is contingent on its success. Given that Meta presently derives the majority of its revenue from advertising, a successful subscription uptake may prompt the need for new revenue generation avenues. This could involve charging advertisers higher fees for more targeted advertising or innovating new advertising formats.

    The acceptance of a paid, ad-free version by Indian users is uncertain, but several factors may contribute to its success. There is a growing demand for ad-free experiences, driven by concerns about data privacy and the proliferation of ads on social media platforms. Additionally, with the rising disposable incomes in India and Meta’s strong brand recognition, there is a likelihood that users may be willing to pay for a premium, ad-free experience.

    It’s important to note that Meta is not the first to venture into ad-free subscriptions; Twitter and Reddit have long offered such plans. However, the success of these plans remains to be fully assessed. As Meta’s ad-free subscription plan is still in the early stages, details regarding cost and features are awaited. With further information, a more accurate evaluation of its potential success in India will be possible. Nevertheless, considering the outlined factors, the subscription plan holds promise for success in the Indian market.

    ChtrSocial director Darshil Shah

    India as a country is very subscription averse. Hence, it’s very less likely to bring a massive impact on the overall usage of the platform. We don’t expect more than 1% of the users to shift to the paid offering similar to what we saw on its competitor platforms like YouTube Premium.

    That said, brands and businesses that depend highly on inorganic reach through Meta should definitely start thinking of the following to hedge their risk:

    1. Organic Content Strategy: Facebook, Instagram and WhatsApp offer an enormous opportunity to brands for reaching their customers and other masses through the power of content. With reels that can be viewed by millions organically, it’s imperative that brands start leveraging the power of organic social.

    2. Diversify their platform strategy: At the end of the day, social platforms are nothing but borrowed real estate for brands. One should always be cautious and not over-rely on any. It’s a wake-up call for such brands to diversify their online identity to more social platforms and some owned channels like email lists and private communities.

    3. Influencer marketing: With the platform becoming more and more favorable to creators, the need to capitalise and innovate on influencer marketing will only increase.

    Conclusion: At the end of the day India is a country that thrives on Jugaad. So whatever the result of Meta’s ad-free offering, it’ll be exciting to see how brands and marketers find innovative ways around it.

    TheSmallBigIdea lead- performance marketing Sharath Madhavan

    The introduction of an ad-free subscription plan by Meta for Facebook, Instagram, and WhatsApp in India could be a strategic move to cater to users who prefer an ad-free experience in exchange for a subscription fee. It may also be a response to user concerns about privacy and data usage, but the success of such a plan would depend on pricing, features, and how well it aligns with the preferences of Indian users. Diversifying revenue streams beyond advertising is a prudent move, and providing an ad-free experience allows the company to cater to users who prefer a cleaner interface without ads. Additionally, this move could address privacy concerns and monetize the preferences of users who value data privacy.

    The Starter Labs (Zoo Media) co-founder Rehan Dadachanji

    Meta’s contemplation of introducing an ad-free subscription plan for Facebook, Instagram, and WhatsApp in India by 2024 raises significant questions. While the concept of an ad-free experience has gained traction in Western markets, the dynamics in India are distinct. The market is witnessing a rapid surge in Meta’s ad revenues, and users in India have shown a higher tolerance for Meta’s ads compared to YouTube’s more intrusive advertising model.

    Learning from YouTube’s experience, it’s evident that the Indian audience may be less inclined to subscribe for an ad-free experience, especially given the abundance of free services in the market. This resistance to additional subscriptions poses a unique challenge for Meta.

    The move’s potential impact on advertisers is twofold. Advertisers might divert more spending towards other platforms, such as Google and emerging social networks.

    In a bold prediction, Meta may reconsider its plans for ad-free platforms in India for 2024, as the market’s dynamics and user expectations present a complex landscape to navigate.