MAM
Ekta Kapoor and Roposo launch creator-led consumer brand EK
Mumbai: Entrepreneur and entertainment industry personality Ekta R Kapoor and Glance-owned Roposo on Wednesday announced the launch of home decor, home furnishing and wellness brand, EK. This is the first label to be launched by Roposo through Glance Collective, a joint venture company between Glance and Collective Artists Network.
EK’s catalog includes home furnishings (bed linens, cushion covers, drapes, table runners), home decor (wall art, vases, serving ware), and spiritual and wellness products (dhoop burner, hamsa, evil eye jewellery) reflecting Ekta Kapoor’s unique style.
“EK is my way of empowering local artisans, who are striving to preserve Indian heritage and culture through their art,” said Kapoor. “The partnership with Roposo is very exciting since it will ensure that their work reaches consumers in every corner of the country through the technology, scale, and distribution backbone of platforms such as Glance and Roposo. It will also help in amplifying the deep knowledge of wellness our country possesses, making it relevant and accessible in today’s world.”
The EK collection is inspired by India’s rich cultural heritage and wellness traditions and has signature products that incorporate both traditional and contemporary design elements. Crafted with the intent of filling the buyer’s home with positive energy, these products are made with soothing materials, fabrics, motifs, fragrances, and colors that are known to have positive emotional effects on their users, said the statement.
Many of EK’s products are created in collaboration with local artisans across the country, as part of the mission to promote and preserve the legacy of India’s fine craftsmanship, it added.
“Our intention is to partner with celebrities and creators in the creation of brands that reflect their unique persona, and that is what we are doing with EK. We are delighted to be associated with Ekta Kapoor and to be launching the first label in this vertical,” said InMobi Group (which owns Glance) founder and CEO Naveen Tewari. ”Through the combined user base and live commerce technology of platforms like Glance and Roposo, EK will reach millions of consumers in India.”
“Ekta is a defining personality in pop culture and has majorly influenced trends with her content over several years. Her authentic style, backed by the scale of Glance and Roposo Platforms makes this collaboration a truly unique and exciting proposition for consumers,” added Collective Artists Network group CEO and founder Vijay Subramaniam.
The products are available on worldofek.com, Glance Lock Screen, and Roposo.
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.
