MAM
Pulp Strategy adopts AI in the world of advertising
MUMBAI: The changing advertising landscape is now being led by data-driven tools such as artificial intelligence (AI) and machine learning. Pulp Strategy, a full-service interactive, digital communications and technology agency, is also attempting to change the ad industry.
About two years ago, Pulp Strategy founder-managing director Ambika Sharma became the sole equity owner, and since then there have been significant changes. The decision to re-haul management was taken with an aim to augment the growth trajectory of Pulp Strategy.
Sharma says that the restructuring has helped Pulp Strategy tide over “vision mismatch and improve its agility to consolidate its domain leadership position as a leading independent digital creative agency in India redefining the brand-consumer interaction in today’s dynamic business landscape.”
Sharma says: “The last two years we have evolved in services as well as talent. Our talent quotient has improved; we have a strong creative tech portfolio and marketing tech with AI solutions launched which give us an edge. The last two years have been interesting for business as we diversified our client portfolio to expand into oil and gas, cosmetics, personal care, non-profit and BFSI. Our product development portfolio has expanded as well.”
The change has helped to further its aggressive growth plans while maintaining an industry-focused and innovation-driven approach. Pulp Strategy strengthened its focus more on content marketing, digital engagement, while simultaneously leveraging interactive new-age technologies like artificial intelligence and creative technology to expand its client portfolio.
Spotting this changing trend, brands have started tapping the immense potential of these technologies to engage their target audience in innovative ways. These cutting-edge technologies have opened up a new world of possibilities, where it could help brands to increase the chances of successful consumer engagement, build stronger emotional connections and leave a lasting impression on the consumer’s long-term consciousness.
“Two technologies leading the latest wave of consumer engagement nowadays are AR and visual programming. At Pulp Strategy, we have taken significant leaps in creating highly-engaging digital engagements with these technologies employing the Facebook Spark Augmented Reality platform,” she adds.
In the artificial intelligence domain, the AI chatbot technology has the potential to bring path-breaking changes in the way marketers interact with their customers.
Sharma notes: “The best thing about chatbots is that they are always on and send in responses round the clock, unlike email, social media and live chats. The chatbot understands every query, gives personalised responses and even takes a note of your past conversations, which ultimately leads to an improved conversation in the future.”
Like every other company, Pulp Strategy is also bearing the brunt of Covid2019. "We are working with our clients to support Covid2019 communication and build on engagement via communication and messaging as we also recalibrate plans. Brands and consumers have to quickly learn the new way to operate in the coming months. Consumption patterns have been disrupted by the lockdown. Work from home and isolation has resulted in new behavioural shifts and some of these patterns are changing for the long term,” she concludes.
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Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
