MAM
EuroSafety Group hands over PR mandate to Sakshar Media
Mumbai: Delhi-based PR and social media agency, Sakshar Media, has bagged the PR mandate for EuroSafety Group.
The agency bagged the account in a multi-agency pitch and will be responsible for increasing the brand awareness and media visibility for EuroSafety Footwear and EuroSafety Equipments as a part of its partnership.
Euro Safety Group brings together active companies under one roof, including EuroSafety Footwear, EuroSafety Equipment, EuroSafety Nonwovens, and EuroSafety Solutions. EuroSafety offers innovative, high-quality protection products for the workplace in line with the mission statement, Protection with Comfort. EuroSafety’s production expertise is based on concentrating on manufacturing facilities in India encompassing the latest technologies, high safety standards and professional quality management.
Headquartered in Delhi with principal offices in PAN India, Sakshar Media handles an impressive portfolio of brands across industries such as health, education, hospitality, and more. On the back of its contributions to the Indian PR fraternity, the company has won several awards and accolades, including those from PR 40 under 40 Awards, IBR Awards, etc. The agency has also established a strong foothold in the Indian market with key brand mandates such as Alniche Lifesciences, The Biryani House, and India Book of Records, among others.
Talking about the partnership, EuroSafety Group director Varun Budhiraja said, “While EuroSafety is a leading manufacturing organisation, our aim is to further establish the EuroSafety brand in India. We believe Sakshar Media’s diverse experience in PR and deep understanding of the tech industry makes them a perfect partner to drive our communications with. We’re excited to onboard them as a core partner and work closely with them to build the EuroSafety brand.”
Commenting on the win, Sakshar Medja founder director Puneet Kumar Kanojia said, “We are incredibly excited for the opportunity to collaboratively work with a credible, trusted and leading manufacturing organisation. We aim to execute creative, impactful, disruptive and seamlessly driven PR campaigns that would bring maximum ROI for the brand in India. We hope to redefine the landscape for the brand with our initiatives and help EuroSafety Group accomplish their desired outputs.”
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.
