MAM
GOZOOP Group appoints Priyanka Sharma as group director
Mumbai: GOZOOP Group, a leading global integrated independent marketing group, recently announced the appointment of Priyanka Sharma as group director – brand communications. Based out of the group’s Mumbai headquarters, she will report to GOZOOP Group president Mohit Ahuja.
In her new stint at GOZOOP Group, she will be managing a cluster of brands across sectors like Dell, Tim Hortons, Paytm Money, Love Depot, DBS Bank etc. to name a few. Leading a competent team, she will be responsible for strengthening existing client relationships and nurturing new ones. With her impeccable account management skills, Priyanka will further streamline all client-related activities and act as a trusted advisor to all stakeholders.
Prior to her appointment at GOZOOP Group, she was associated with Mirum India as group head. In her extensive career spanning over 12 plus years, she has worked with leading brands such as Franklin Templeton, AMFI, RBL Bank, Tata AIA Life Insurance, Kansai Nerolac Paints, H&R Johnson Tiles among others. Gaining wide exposure in the realm of social media management, video production, online reputation management and website development, with her appointment the group plans on further elevating operations on key accounts.
Commenting on her appointment, GOZOOP Group, group director, brand communications Priyanka Sharma shared, “At GOZOOP, I resonate with their spirit of doing outstanding work and helping our clients achieve extraordinary success in their journeys. I am ecstatic to kickstart my journey here at GOZOOP and work in collaboration with exceptional minds of industry and experience the flourishing culture, which is sure to further fuel my passion for advertising.”
“The right people are our biggest assets. Priyanka comes up with the experience, hunger and most importantly value system that resonates with the GOZOOP culture. She will be helping us deepen relationships with some of our key clients and as a derivative produce a body of work that enhances our creative capabilities. We look forward to #BreakTheBox with Priyanka,” shared GOZOOP Group chairman & co-founder Rohan Bhansali.
Having completed her master’s degree in Business Administration with marketing as a specialization from Balaji Institute Of Modern Management (Pune), she has also worked with prestigious organizations such as Ernst & Young and Hungama Digital Services in her career. Priyanka has played a crucial part in bringing to life memorable integrated digital campaigns such as The Marathon of Life 3.0 for Franklin Templeton, ‘Money Matters For Her’, a vodcast series by Mutual Funds Sahi Hai and many more.
MAM
The Merit of Madness: How AI is Changing the Game in Advertising
By Ritz Malik, founder, Ritz Media World.
MUMBAI: When it comes to growth in a competitive landscape, a businessman always has to be a firm believer in Darwinism. You either need to bring a better product, or a better price, or both to the table to get customers and scale. Without this value proposition, you remain unnoticed, and staying unnoticed is not something that a brand wants to do.
You have to do all this and also make sure that you stay cashflow positive at the same time. Otherwise, you’re at a real risk of becoming a large hollow balloon that your competitors are just waiting for to explode or implode under its own weight.
As we’ve entered the era of AI, the notion of a product’s efficacy, cost efficiency, marketability, workflow management, and logistics reliability has become increasingly relevant and prevalently impactful. None of this is background noise anymore. It is the difference between bleeding money on traditional media and actually engineering a profitable campaign.
For example, META’s AI Algorithm has finally given us the ability to measure the ‘CREATIVE’ for a business’s promotions. The best part is that we can do so organically. Content that is actually relevant to the target audience gets more views through reach. This tells us exactly how the audience is reacting before we even scale the budget. This is how we have been gifted the ability to provide merit to the madness of the creative process.
So, our process is as follows:
A set of creatives is built for social media
Their performance is closely monitored for reach and engagement.
Based on the best organic performance, we choose the creative.
Make micro adjustments to add a sales proposition and CTA (but keep it subtle)
Publish the modified creative as an ad.
There’s a lot that goes on in between, but this is the basic method for getting it right. And this is just the AI that’s being used by platforms across the world.
AI utilisation is something that has greatly made the creative process a lot easier. As an agency that thrives on coming up with ideas that are out of this world, we have made the most of leveraging AI to bring ideas to life without spending a fortune.
So, this way, the ability to create high-impact brand stories is no longer under the tyrannical gatekeeping of large budget organisations. It is now that merit solely falls on the storyteller.
Now, AI-powered content production and the AI algorithm on Social Media platforms are asking the question: Is your content compelling?. If yes, the audience will watch your content, share it, and engage with it.
And when it comes to keeping budgets down, we can surely say that it holds the capability to execute million-dollar shoots at a fraction of the cost.
For example, we recently came across a creative challenge by a major Real Estate Developer from Gurugram. They had signed a celebrity couple for their brand ambassadorship a few months ago. They were now about to launch their new project, but for some reason, they could not get their shoot done.
What we came up with was to use the likeness of this celebrity couple and place them throughout the project’s feature video. With the help of AI generation, we were able to rebuild a completely new feature video with their brand ambassadors in 2 days, and no additional physical shots were required.
Imagine being able to save 50-60 lakhs in production costs, 15-20 days in production time, and comfortably be ahead of schedule to launch the project.
This has changed the game entirely. With AI, you can now just acquire the likeness rights of celebrities, and you can just build environments and scenarios with them. The balance between creative and artificial intelligence isn’t a battle for control; it is simply the ultimate tool for survival and scale in a landscape that rewards the fastest and the smartest.
