MAM
Pink Lemonade launches India’s first user-generated content studio
Mumbai: The integrated marketing and communications agency Pink Lemonade Communications has announced the launch of India’s first user-generated content platform, also known as UGC studio. User-generated content is known to give predictable ROI when it converts five times times better than other branded content.
Statistics show that 92 per cent of customers trust and turn to people they know for reviews and recommendations above any other source. This is why 79 per cent of people consider user-generated content to highly impact their purchasing decisions. It comes to you from real people in a ten times more relatable way, according to the statement.
Pink Lemonade has already been providing such content for brands like Swiggy, ITC, RCI, Hyundai, and many more which has led to a visible increase in engagement for multiple brands.
Tapping into demand, the UGC studio comes as a platform that brings together 1100+ content creators who will provide increased engagement for brands with relatable reels and videos made by real people, in real-life scenarios doing things as people normally would.
The Pink Lemonade UGC Studio is supported by brand strategists, trend trackers, creative experts, and media buyers. “As humans, we are constantly curious about what others are doing, what their tastes are, who and what they are following, and what they are using. As a result, such content delivers proven ROI,” said the statement.
Speaking on the launch, Pink Lemonade strategic director Tapan Garg said, “Brands have realised the value of this kind of content, which is generated by people for people, and not just content on a brand’s social media feed. We look forward to seeing what this can mean for the brands we support, and how it will turn the industry trends around!”
Adding to it, CEO and chief creative storyteller Tina Garg commented, “User-generated content is an effective strategy to create better recall and higher engagement for brands. We have seen that more and more brands today are looking at newer methods of marketing to gain more customers, build trust among their audience, and influence purchasing decisions. Pink Lemonade-UGC Studios is a step towards providing new-age marketing tools for the brands that we work with. Through our subscription-based service our aim is to help brands in putting out great, relatable content made by a multitude of talented creators, giving them more engagement than ever before!”
Brands
Workday unveils Sana, a new AI tool for businesses
New conversational interface, 300+ skills and deep integrations aim to turn AI from sidekick to operator
CALIFORNIA: Workday has fired a fresh salvo in the enterprise AI race, rolling out “Sana”, a system it touts as “superintelligence for work”, designed not merely to assist, but to act. The pitch is blunt: stop dabbling with disconnected copilots and start letting AI run the plumbing of business.
Unveiled globally on March 20, Sana arrives as a three-part stack, Sana for Workday, a conversational interface; a self-service agent with more than 300 skills; and Sana Enterprise, which plugs into tools from Gmail and Outlook to Salesforce and Slack. The aim is to collapse the sprawl of enterprise software into a single AI-led workflow engine.
At its core, Sana promises four things: find, act, build and automate. Employees can query internal data, execute tasks such as updating records or contracts, generate dashboards, and trigger multi-step workflows, all within the same interface. The twist is where it sits, inside Workday’s existing systems, inheriting their permissions, compliance rules and audit trails.
“AI only works in the enterprise when it’s connected to trusted, deterministic systems,” said Aneel Bhusri, co-founder and chief executive. “Sana is what brings it all together… a powerful way for people to search, reason and orchestrate work across the enterprise.”
The critique of current AI deployments is familiar, flashy pilots, little real impact. Workday’s answer is to embed intelligence where decisions are made and actions executed. Gerrit Kazmaier, president, product and technology, framed it as a shift from suggestion to execution: “AI agents take action using trusted context, not just provide suggestions… a single experience where AI is embedded directly in the flow of work.”
Early adopters suggest traction. Berner claims 90 per cent adoption within 40 days, scrapping 400 ChatGPT licences. Cheffelo calls Sana its “AI backbone”, while Telavox says the conversation has shifted from automating tasks to reimagining entire processes.
Analysts, too, see a broader play. Josh Bersin described the integration as “a major milestone”, arguing it could reshape both customer and employee experience by making AI-native workflows the default.
Sana is being bundled via Workday’s Flex Credits, no separate licence, no added paywall, a move that lowers friction and speeds adoption. Meanwhile, Sana Enterprise extends the system beyond Workday, allowing users to search documents, schedule meetings or track project tickets across multiple platforms in one conversation.
The bet is clear: whoever controls the workflow, controls the future of enterprise software. With Sana, Workday is trying to move AI from a helpful assistant to an invisible operator. If it works, the software menus may vanish, and with them, the way work itself is done.
