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Tag: Sachin Kumar

  • Future of advertising and marketing in India in the year 2024: Sachin Kumar

    Future of advertising and marketing in India in the year 2024: Sachin Kumar

    Mumbai: Marketing has unmistakably changed over time, moving from mass advertising to a more specialised and individualised strategy fueled by data, technology, and consumer preferences. As new platforms and technology appear, the market continues to change quickly, allowing marketers to innovate and modify their approaches to satisfy shifting consumer needs.

    So how does 2024 look to be shaping up the future of advertising and marketing?

    – Rise in AI-driven social commerce

    With features like shoppable posts and in-app transactions, social commerce will be increasingly more integrated by 2024, facilitating direct product purchases by users from their social media feeds. To provide their customers with a seamless social commerce experience, brands must concentrate on optimising their social media profiles for sales, producing engaging content to entice consumers to buy, and utilising the newest social commerce features to streamline the purchasing process.

    AI algorithms will play a crucial role in predicting and suggesting products based on user behavior and preferences. For instance, AI can analyze a user’s past purchases and browsing history to recommend products that they might be interested in, directly on their social media feeds.

    – Advancements in delivering more and more personalised advertising

    AI and machine learning will be used to understand individual preferences, behaviors, and purchase histories. This will enable the delivery of content that feels custom-made for each recipient. This will help the content reach its targeted audience with more efficiency.

    To deliver relevant and timely adverts, effective digital advertising requires a full understanding of the user’s browsing history, purchasing behaviour, and demographic data. Through the utilisation of artificial intelligence and machine learning, advertisers may effectively examine large datasets to discern patterns and preferences, thereby producing authentically engaging commercials.

    – AI-powered video advertising

    Video has been gaining traction lately, and by 2024, it will control the majority of digital advertising. As streaming services and video-sharing platforms proliferate, marketers have an unprecedented chance to connect with consumers through compelling video content. Through the use of captivating imagery, melodies, and narratives, marketers may establish a strong bond with their target audience.

    The story of a brand may be told dynamically and engagingly using video advertising. Advertisers can use it to evoke strong feelings in viewers, present products in use, and leave them with unforgettable memories. A variety of video ad formats are anticipated, ranging from short-form videos for social networking sites to longer commercials for streaming services.

    AI is already helping create more engaging and personalized video content. For instance, Instagram’s algorithm analyzes a user’s viewing history to suggest videos that they might find interesting. This enhances user experience.

    – AI in voice search optimisation

    Voice search is undoubtedly the way of the future for online interactions, with a staggering 4.2 billion voice assistants in use in 2023—a number that is expected to double by 2024.

    AI-powered voice assistants like Alexa and Siri will play a crucial role in optimizing content for voice search. These voice assistants can understand and respond to voice commands, making it easier for users to find information.

    Optimising the content of your website to appear more frequently in voice-activated searches is known as voice search optimization. Voice-activated gadgets such as Alexa and Siri have contributed to the notable surge in the popularity of voice search in recent years. The intention here is to make sure that your content can answer queries that users pose using voice commands. To stay competitive in this market, marketers will need to optimise their content for voice search.

    – Surge in ethical marketing

    Customers are becoming more aware of the environmental and social responsibility of brands. Businesses that truly dedicate themselves to sustainability and ethical behaviour will be ahead of the competition in 2024. A fair and transparent marketing will boost the overall creativity and goodwill among consumers for the product.

    In addition to these, the B2B martech spending is projected to reach $8.51 billion by 2024, indicating the growing popularity of AI in the Martech industry. AI has already surpassed predictive analytics in the marketing industry and is increasingly scientific, relying on data analysis to drive predictions of customer behavior.

    2024 has great promise for a fascinating and demanding journey in the field of marketing. Success will mostly depend on embracing new technologies, realising the value of personalization, and keeping an eye out for morally and environmentally responsible behaviour. Reaching and involving your target group will require flexibility and ongoing education. One thing is certain in this quickly changing world: in 2024, marketing will combine creativity, data-driven decision-making, and in-depth consumer knowledge.

  • Elevate your brand’s game through the power of generative AI!

    Elevate your brand’s game through the power of generative AI!

    Mumbai: In the fast-paced world of business, staying ahead of the curve is essential for success. One of the most transformative tools at your disposal today is generative Artificial Intelligence. Leveraging the power of AI can be the key to elevating your brand’s game to new heights. Gone are the days of one-size-fits-all marketing. Generative AI can craft personalised marketing content that resonates with individual customers. This includes tailored email campaigns, product recommendations, and social media advertisements. AI analyses customer behaviour and preferences to create content that speaks directly to your target audience, increasing the effectiveness of your marketing efforts.

    In this article, we’ll explore how the industry experts have shared their thoughts on AI revolutionising brand’s operations and enhancing customer engagement, ultimately driving growth and success.

    Edited excerpts

    Buffalo Soldiers co-founder & head of delivery Arnab Kundu

    In the digital age, a brand’s potential is boundless. Generative AI isn’t just another tool; it’s a transformative force, reshaping narratives and crafting experiences previously deemed impossible. It helps elevate your brand’s game not by mere increments, but by leaps and bounds. With the power of Generative AI, we’re not just telling stories; we’re birthing universes, creating moments that resonate deeper and longer. And the game has just begun.

    BottleOpeners co-founder & CEO Sachin Kumar

    In the ever-evolving landscape of marketing, the transformative potential of Artificial Intelligence (AI) and machine learning has been widely acknowledged. While their role in brand building through content creation is not a novel concept, recent strides in technology have brought automated text generation, particularly in language processing, to the forefront. Brands are looking to harness the power of generative AI to enhance consumer lives, emphasising the pivotal role of content in this transformative journey.

    Recent advancements enable AI to craft news, blog posts, and marketing copy efficiently, fundamentally altering the content production landscape. Bain’s survey, spanning 600 companies across 11 industries, identifies generative AI’s key applications in customer engagement and service (47%) and content generation and localization (39%).

    This dynamic field has become mainstream, offering unparalleled quality, reliability, ease, and speed. Tech leaders are fuelling increased budgets into AI language technology, with a notable 10% surge since 2020. For brands, the rise of generative AI signifies a golden opportunity to revolutionise brand building through differentiated content created with ease and at high speed.

    The Hype Capital founder Sachin Shah

    AI has been the talk of the town in 2023, and we’ve had a very diverse set of reactions from people. I believe Generative AI can help us take our game to the next level. From crafting compelling ad copy to generating stunning visuals, Generative AI is like unleashing a creative genie from the data-driven bottle. However, using text-generating tools can be tricky because you don’t always get perfect things in one go – you always have to iterate on the results and explain what you liked and what doesn’t work for you. For visuals, it is not easily accessible to all with credit limits and packages. It also requires a decent understanding of styles to generate solid output. If you have the patience, time, and curiosity to learn, experiment and iterate it can be helpful. For now, Generative AI can be your ally in helping your brand go to the next level if you know how to use it

    DiamondXE founder & CEO Ankit Singh Kimtee

    AI has emerged as a game-changer in the landscape of modern business, revolutionizing how we interact with technology. At DiamondXE, we’ve harnessed this potential to reshape the diamond trade. Imagine an AI companion guiding you through a treasure trove of over 8,00,000 diamonds. With every click, our AI learns and fine-tunes its suggestions, curating choices that match customer preferences. It’s like having a personal diamond advisor, available 24/7. AI isn’t just transforming our platform, it is also elevating customer experience through interactive chat support. Embrace this AI-powered future with DiamondXE, where buying the perfect diamond is an exhilarating, personalised journey. Let AI redefine how you perceive and purchase diamonds, setting the stage for a new era in the diamond business.

    ShipEase CEO & co-founder, entrepreneur Pawan Kumar

    In today’s fast-paced digital landscape, staying ahead of the competition is essential. That’s where generative AI comes in – a cutting-edge technology that empowers your brand to break through boundaries and soar to new heights. With the ability to create, curate, and personalise content at scale, generative AI unleashes a world of possibilities.

    Imagine effortlessly crafting compelling marketing campaigns, generating engaging social media content, and tailoring product recommendations to each customer. It’s not just about efficiency; it’s about making a lasting impact on your audience.

    Generative AI is the secret sauce that can revolutionise your brand’s approach to content creation and customer engagement. It’s time to harness the potential of this game-changing technology and watch your brand shine in the digital arena. Don’t settle for mediocrity when you can achieve greatness with generative AI at your side. Elevate your brand’s game today!

    AutoNxt Automation CEO & founder Kaustubh Dhonde

    As the founder of a pioneering startup manufacturing Electric Self-Driving Tractors, I have witnessed firsthand the transformative potential of generative AI. It’s not just about innovation; it’s about revolutionising agriculture. With the power of generative AI, we’re not just elevating our brand’s game; we’re rewriting the rules of farming. Our self-driving tractors, infused with AI intelligence, redefine efficiency and sustainability. They empower farmers to do more with less, fostering a greener and more productive world. The synergy between cutting-edge technology and farming tradition is our mantra, and generative AI is the cornerstone of this synergy. Together, we’re cultivating a future where agriculture isn’t just a way of life; it’s a way of progress. Harness the power of generative AI, and let’s redefine the future of farming, one autonomous plough at a time.

    TheSmallBigIdea associate director – key accounts Kruthika Ravindran

    In this ever-evolving world of brand-consumer relationships, understanding each individual on a personal level remains an insurmountable challenge. The true brilliance of Generative AI lies in its unparalleled ability to dynamically tailor the brand’s voice to every unique consumer, adapting seamlessly to their evolving needs, all at an incredible speed and scale. It’s not just what a brand wants – it’s what it needs. Generative AI, unquestionably, is the game changer brands have been waiting for, and the time to embrace this transformative technology is now.

    Efficacy Worldwide founder Vishnu Sharma

    Generative AI models like GPT-3 are trained on vast amounts of text data and can generate human-like text based on the input provided. This technology can be used for a wide range of creative and practical applications for a brand to elevate its marketing and positioning among the Target Audience.

    Generative AI can have a major impact on the following aspects of Brand Positioning:

    1) Effective content/communication creation

    2) Improve customer experience with Personalization.

    3) Data Analysis and Insights

    4) Advertising and Marketing activities

    5) Campaign execution and optimization

    Generative AI can help in building effective brand stories and messaging to create impact among the audience and can help a brand to build an efficient roadmap for various marketing and operational activities thereby leading to more effective campaigns and ROIs.

    QYOU Media India senior VP – programming & strategy Ashutosh Barve

    Generative AI is transforming the game for the content industry and this is only the beginning! To stay ahead of the curve, we at Q TV have recently launched content that has been scripted, voiced, and animated using AI tools. Idea brainstorming, research, visualisation, graphics, packaging, and unique custom animation as well as enhancing post-production are all possible within minutes using available AI tools.

    AI, in my opinion, won’t replace a creative human mind, but will certainly enhance the quantity and quality of work done, and I think within a very short period of time those who are masters in harnessing the tools of AI, will stand head and shoulders ahead of those who can’t. The near future is about optimising and re-skilling, and not about fearing AI.

    Animeta CEO Devdatta Potnis

    With generative AI, more so than the other technological advancements; it is not just about automating tasks; but amplifying human potential in the truest sense. It’s about augmenting the creative process, enhancing ideation, and enabling the brand to achieve feats that were once unimaginable or unexecutable for the lack of scale, volume and/or complexity. In the fast-paced, ever-changing digital landscape, staying ahead requires more than just keeping up. It demands a bold stride into the future, and generative AI, when blended with the driving force of human intelligence, is the key to unleash that. It’s the force that propels a brand to go from great to groundbreaking, from inventive to iconic.

    Spicetree Design Agency founder/director Shiraz Khan

    Using generative AI for content, creative, and brand strategies increases efficiency, productivity, personalization, and data insights.

    As we gather more ideas and inputs from generative AI, it is expected to find that they can become repetitive. Over time, this can result in losing authenticity and innovative thinking. While AI can help generate content, relying too heavily on it can lead to losing the personal touch and human connection crucial for connecting with the target audience. AI-generated content may lack the emotional resonance and creativity that human-generated content can provide. Additionally, there is a risk of generating low-quality or inaccurate content without proper oversight and validation. Therefore, it’s essential to strike a balance and not over-rely on AI tools.

    A thoughtful and strategic approach to implementing AI can maximize its benefits while minimizing drawbacks, ultimately improving a brand’s digital game. Therefore, generative AI should be used judiciously and selectively for maximum impact.

    In conclusion, the power of generative AI is a game-changer for brands looking to excel in today’s competitive business landscape. By implementing AI strategically in your operations, you can enhance customer engagement, streamline processes, and make data-driven decisions.

  • “To handle the industry’s volatile landscape, embrace innovation and agility”: Bottle Openers’ Sachin Kumar

    “To handle the industry’s volatile landscape, embrace innovation and agility”: Bottle Openers’ Sachin Kumar

    Mumbai: At the heart of modern business success lies effective communication and strategic brand campaigns. Here enters BottleOpeners, the pioneering omnichannel communications commerce consultancy. With an unwavering focus on achieving outcomes, Bottle Openers leverages its deep understanding of advertising, media, design, and technology to create integrated solutions that drive tangible results for clients.

    Indiantelevision.com in conversation with Bottle Openers founder Sachin Kumar had a chat on their genesis, ensuring seamless collaboration, influencer selection and more.

    Sachin Kumar is a marketer by profession and a sportsman at heart. Raised as a table tennis athlete, Kumar’s background in the sport instilled in him the attributes of speed, agility, and volatility, which he playfully incorporates into his role as the head of the agency. With nearly two decades of experience working in advertising and digital marketing for some of the world’s top brands like Whirlpool, Apple, and Coca-Cola, Sachin’s advertising DNA, sensibilities, and acumen flow down to the entire team.

    Edited Excerpts:

    On the genesis of Bottle Openers and your inspiration behind creating a consultancy focused on omnichannel communications commerce

    The name “Bottle Openers” is intentionally devoid of keywords like ‘digital’ or ‘advertising.’ It is simple and relatable to both clients and employees. It signifies the company’s core philosophy of being a solution-driven agency that unlocks the full potential of brands.

    Our approach combines art, copy, code, and media into a seamless framework that is irreplaceable by any other tool. It revolves around shaping a brand’s desired outcome and then strategically bringing all the solutions together. This unique amalgamation empowers us to create impactful and innovative results that set our work apart. We believe in the power of holistic thinking and working collaboratively to achieve the best outcomes for our clients. Our framework stands as a testament to our dedication and passion for delivering exceptional and unparalleled solutions in the ever-evolving landscape of marketing and branding.

    On the insights into the creative process that drives the development of Bottle Openers’ original and effective brand campaigns

    As a think tank, our main focus lies in business matrices such as the TOM score and sales numbers. Our team is adept at strategising and implementing various types of campaigns, including TV, OTT, Amazon, and performance marketing, to achieve these objectives. We pride ourselves on our ability to think creatively and bring together diverse formats to drive success. By harnessing the power of these different marketing channels, we aim to create impactful campaigns that resonate with our target audience and drive tangible results for our clients or organisation. Our dedication to innovation and collaboration ensures that we stay at the forefront of the industry and deliver exceptional outcomes.

    On ensuring seamless collaboration among your specialised teams

    The practice involves dedicating time to train employees in comprehending their job roles holistically. This encompasses recognising the impact of their tasks within their department and aligning them with broader organisational goals. By fostering an integrated perspective, individuals gain insight into how their work contributes to both the specific team’s functions and the overarching performance metrics. This approach promotes a better understanding of the interconnected nature of their responsibilities and the larger company objectives, enhancing overall efficiency and collaboration.

    On Bottle Openers research method to gain insights on building successful integrated communication strategies requiring a deep understanding of both companies and consumers

    We dedicate time to educating individuals on deriving valuable insights through direct interactions with our customers’ end-users and by analysing our own first-party data. This approach provides us with a profound understanding of market trends and the necessary trajectory for our brand. By engaging with consumers, we grasp the evolving market dynamics and align our brand strategy accordingly. Leveraging first-hand data empowers us to make informed decisions that steer our brand in the right direction, fostering a responsive and consumer-centric approach to our business endeavors.  

    On the strategies that you employ to stay at the forefront of omnichannel communications trends

    We anticipate a significant surge of activity in the AI realm, aimed at enhancing business efficiency for our clients. The burgeoning potential of AI is set to revolutionise how enterprises operate. Through advanced algorithms and data-driven insights, AI promises to streamline processes, optimise resource allocation, and unlock innovative avenues for growth. By harnessing AI technologies, we aspire to empower our clients with cutting-edge tools that can amplify their operational prowess, lead to data-informed decisions, and ultimately, catalyse their overall business effectiveness in an ever-evolving marketplace.

    On Bottle Openers quantifying the impact of its campaigns and ensuring they align with the client’s performance goals as measurement and results are crucial in assessing campaign success

    “Measurement” encompasses a wide scope and varies in its application across different mediums. Nonetheless, our primary emphasis centres around crucial business metrics, notably the enhancement of the TOM (Top of Mind) score and the augmentation of sales figures. While measurement strategies may differ based on the platform, our core attention remains directed at these pivotal indicators. Elevating the TOM score reflects our commitment to brand recognition while bolstering sales numbers signifies the tangible success of our endeavors. By tailoring our measurement approaches to these key objectives, we align our efforts with overarching business goals, ensuring a comprehensive and effective assessment of our impact.

    On Bottle Openers’ approach to selecting influencers that align authentically with a brand’s message, and measuring the effectiveness of such collaborations

    We use relevant technology tools to analyse their profile analytics as well as do qualitative research on the quality of content that the influencer has on his/her page to identify the right influencers.

    The effectiveness of such collaborations is measured in terms of delivery of the overall brand matrices which are identified before the beginning of the campaign.

    On anticipating new trends or areas of focus for Bottle Openers in the coming years and its plan to continue delivering measurable results for clients

    At Bottle Openers our approach involves a constant exploration of emerging trends that have the potential to significantly influence our clients’ businesses. This process is a delicate balance between art and science, as each client’s unique needs and objectives require tailored innovative solutions.

    On his advice to emerging professionals or agencies looking to make a mark in the field of integrated communications

    My recommendation to newcomers and organisations entering the integrated communications field is to combine creativity and strategy. Develop a thorough understanding of your client’s objectives and target audiences. To handle the industry’s volatile landscape, embrace innovation and agility. Develop great client relationships and prioritise open communication. Invest in ongoing education to keep current on developing technology.

    Finally, stand out by continuously creating compelling campaigns that demonstrate a strong dedication to generating tangible outcomes, making an everlasting mark in this very competitive market.

    On sharing a sneak peek into a project or campaign that Bottle Openers has in the pipeline

    Let the campaign become a case study.

  • ABP News brings back the show ‘Funds Ka Funda’

    ABP News brings back the show ‘Funds Ka Funda’

    Mumbai: ABP News returns with its show on personal finance “Fund Ka Funda.” The show started airing on 1 May at 1.30 pm every Sunday for 30 minutes.

    Mehraj Dube will be leading the show as the anchor. He has anchored popular shows like “Money Mantra” and “Sabse Bada Rupaiya” for NDTV channels. An ISB MBA, Dube is currently head of marketing of ABP Live and trade marketing.

    The show is focused on providing a thorough analysis about personal finance to the general public, in a simple yet comprehensive manner. It will cover the week’s major investment news and analyze its implications. The areas of key discussions during the show would be upcoming IPOs, impact of big government decisions on investment, and whether real estate prices currently are rightly valued or not.

    “In today’s world, financial literacy is a highly debated topic, and we are glad to be partnering with ABP News as the channel cares about its audience and is consistently trying to bring awareness for their benefit,” said Dhanu Group founder and managing director Sachin Kumar. “I am confident through this show the general public will benefit immensely as they will get to connect with investment experts.”

    “I believe the Fund Ka Funda programme would be a great way of educating millions of people in one go,” said FundsIndia CEO Girirajan Murugan. “I congratulate ABP news in this effort of theirs to spread financial literacy and I am glad to be a part of this step toward creating a more financially literate India.”

    The show will host guest, Valueresearchonline.com CEO Dhirendra Kumar who is a well known voice in the mutual fund sector. Previously, he was an investment counsellor in the news genre, appearing on Star News “Fund Ka Funda” from 2004 until 2010. He also contributes to The Economic Times and Dainik Jagran, as well as publishing financial periodicals and news portals.

    According to a survey, 330 million people shopped online in the year 2020. However, only a small fraction of that number of people invest online. “ABP News believes that there is a large number of audiences waiting to invest their money at the right place with the guidance of an authentic source,” said the statement. “ABP News’ Fund Ka Funda plans to connect with this audience and provide them with valuable insights that will help them invest their money at the right place.”

  • Maharishi Ayurveda’s Raktda launches digital campaign to recognise women who are #MadeofIron

    Maharishi Ayurveda’s Raktda launches digital campaign to recognise women who are #MadeofIron

    MUMBAI: On Women’s day, Raktda, Maharishi Ayurveda’s 100 per cent natural iron management solution, launched a digital campaign that celebrates the women who make more happen every day. 

    Indian women have to perform multiple roles in their life, for which they require adequate energy.  With a strong character and an indomitable spirit, they are #MadeofIron. 
    This campaign is a celebration of the strength and resolves these women represent. With #MadeofIron, Raktda also aims to raise awareness about the need for Iron in a woman’s life.  

    Speaking about the campaign, Maharishi Ayurveda global marketing head Ramesh Yadav said, "India is a country with the world's largest iron-deficient female population (source: WHO) that stretches across all strata. It’s important for women to understand how iron deficiency can prevent them from getting the best out of themselves. Through this campaign, while we celebrate her undaunted spirit, we also want to spread awareness about the need for iron in her fast-paced, action-oriented life.”

    Bottle Openers founder Sachin Kumar said, “Through the campaign, we identify women across different fields who have an active, ironclad spirit, and have found the same activeness in their health after incorporating iron in their diet. We also ask women to tell us their #MadeofIronstories."