MAM
Network18 & Diago India launch #Thankyoupolice campaign
MUMBAI: Diageo India and Network18 acknowledged the contribution of the Mumbai Traffic Police with the ‘#ThankYouPolice’ campaign as part of the ‘Road Safety Week’ for working tirelessly towards the safety of the citizens, better traffic management and keeping law and order in check.
In order to honour the Mumbai Traffic, Police, Diageo and Network18 have put up a Thank You Police installation at Bandstand Promenade for pedestrians, students and people living in the neighbourhood to take cognizance of the Mumbai Police’s efforts towards keeping the city streets safe. The installation will be kept at the promenade till the end of the month.
Anil Parab, Minister of Transport and Parliamentary Affairs, Government of Maharashtra and Actor Sumeet Raghavan unveiled the installation on Friday morning, which showcases the hat of the Mumbai Police officer.
Anil Parab lauded the efforts of the Mumbai Police and its traffic department for maintaining traffic discipline and ensuring a smooth flow of traffic. He said, “I welcome the initiative of Diageo and Network18 as the head of the department. The way the traffic problems of the city is on the rise, it is nice to know that institutions like them are there to appreciate the work of Mumbai Traffic Police. It is not an easy task to maintain traffic discipline and unclog the roads for a smooth flow of traffic, however, the Mumbai Police have put in their best foot forward to ensure smooth flow. I welcome the initiative to recognise the contributions of the Mumbai Traffic Police.”
Actor, Sumeet Raghavan mentioned there should be self-discipline among the citizens so there wouldn’t be any instance where they violate traffic rules. “We should obey the rules and adhere to all the traffic regulations. We are like school kids and when we don’t have a class teacher in the room, we create a ruckus. Similar is the situation when we are on the road. When we see the red light at the signal we should stop, but we feel it is okay to break the law. Now with the cameras, there is a sense of fear instilled by the Mumbai Traffic Police. We shouldn’t be worried about the camera or the Traffic Police, we as citizens should discipline ourselves. The kind of work the Mumbai Police and the Mumbai Traffic Police is doing is humungous and a big salute to their efforts.
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.
