MAM
Aangan Trust, 82.5 Communications highlight lockdown domestic abuse
MUMBAI: For most people, home is a safe haven and a comfort zone but it is not the same for everyone. In fact, during the lockdown, there has been a surge in domestic cases. Sections like women, children and the elderly faced violence of unspeakable proportions.
Recently a report released by India’s National Commission for Women (NCW) stated that it registered 587 domestic violence complaints between 23 March and 16 April, a significant surge from 396 complaints received in the previous 25 days between 27 February and 22 March.
A heart-crushing print campaign from the Aangan Trust and 82.5 Communications takes a stark look at what is happening inside the four walls of homes. 82.5 Communications chairman and chief creative officer Sumanto Chattopadhyay says: “You are actually imprisoned in your own house with the abuser. One cannot even escape the situation due to the lockdown and if the person finds out, you will be in more trouble. There are a lot of reports not just in India but around the world saying domestic violence cases have gone up due to the pandemic. So, Aangan Trust has decided that during lockdown they will also focus around this area.”
82.5 Communications has worked very closely with the NGO in the past as well. There are no plans to make a video campaign on this issue.
Sumanto says that the entire shoot took place at home with the help of art directors. Models in the post sought help from family members to capture the expression and make it more realistic. 82.5 Communications Bangalore creative head Ravi and Mukund ideated the campaign.
Aangan Trust head of communications and advocacy Ratna Gill says, “The main thought behind doing the campaign was to create awareness about how domestic violence cases have increased during lockdown. Another important point that we wanted to address was how neighbours can help. As an organisation, we have been trying to mobilise neighbours. We are trying to get them to think about what innovative forms of intervention can look like during a lockdown."
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Gill has listed some points on how people can support someone in quarantine with an abuser. The following community-based interventions are modelled after tactics that Aangan Trust is employing in hotspots for violence and abuse across India.
Gill suggests talking about the incident is important. Signal to them that you’ve noticed signs that someone in their home may be processing anger or frustration in dangerous ways right now.
Once they know they have an ally, you can get to work planning. Come up with a code word and establish what it means. Establish with them that you will be taking action after an agreed-upon amount of time passes.
Be available when the help is required. It may be difficult for them to reach out to helplines in case of an emergency so you can offer to be a resource to reach out to your local helpline on their behalf, sharing their location and other details.
You can help your friend figure out the closest public point of safety they could go to in case of an emergency.
On your end, keep a list of helplines saved on your phone, and encourage your friend to add your number to their speed dial.
If you hear neighbours engaged in an unsafe situation, one option is to ring the doorbell to disrupt the moment and defuse a situation temporarily. If you feel that a situation between neighbours is becoming violent, alert the authorities.
Gill works very closely with the leads in all the locations that they are present. The NGO operates in Uttar Pradesh, Bihar, Jharkhand, West Bengal, Maharashtra, Rajasthan and they closely work with government shelter homes in Assam and Orissa to make sure they have good standard of care that keep children live there in safe space. It seeks help from local stakeholders who become their spokesperson from that area. It could be a police commissioner or a member of a panchayat. They are responsible for creating an awareness that despite lockdown people can reach out to them for help.
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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.
