MAM
LEAD School rebrands itself as LEAD
Mumbai: LEAD School, an EdTech company in the K-12 segment, has rebranded itself as LEAD.
This new change reflects the evolution of LEAD from a chain of schools to one of India’s leading EdTech players that transforms traditional schools with its disruptive solutions. It also symbolises LEAD’s promise to propel millions of students in tier 2+ towns with a global standard of education, uninterrupted learning across physical, online, and hybrid classrooms, and exposure for all-around growth, the company said in a statement.
The new logo captures the upward trajectory, culminating into a starburst – symbolising excellence and achievement for students, teachers and schools. Consumers have already started to engage with the new brand identity on social media and over the next few weeks the brand will complete its transition across all touchpoints, it added.
LEAD co-founder & CEO Sumeet Mehta said, “Whenever we talk to students, teachers, school owners and parents, one thing stands out – LEAD propels them into a new world of opportunities! For far too long, schools were stuck in rote learning. Students found it hard to break out of their local constraints. And parents searched for good schools but to no avail. LEAD has changed that. 2000+ schools are now powered by LEAD. And we have just begun. Today, LEAD recommits to be a propulsive force in the lives of schools, students, teachers, and parents. And our new brand identity reflects this commitment.”
LEAD chief marketing officer Anupam Gurani said, “At LEAD, we have always believed that learning should never stop. While we are constantly upgrading and evolving, our brand identity is a reflection of what we stand for. The starburst formed with the letter ‘L’ is not only a universal symbol for success and excellence but also represents ownership with the first letter of our brand. We stand for being Trustworthy, Confident, Fearless, and Revolutionary, and our new identity reflects these attributes.”
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.
