MAM
Pidilite, German firm join hands to sell Jowat adhesives range
MUMBAI: Indian adhesives manufacturer Pidilite Industries Ltd (Pidilite) has entered into collaboration with Jowat SE, a German family-owned enterprise and one of the leading suppliers of industrial adhesives worldwide.
As part of the collaboration, Pidilite will now exclusively handle sales and distribution of the entire range of Jowat adhesives in India and other neighbouring countries including Sri Lanka, Bangladesh, and Nepal.
In addition to this, the companies have also entered into a technical collaboration encompassing the high growth, specialised category of Hot Melt adhesives.
This will provide a comprehensive range of thermoplastic hot melt adhesives for use in several industrial and modular and other wooden furniture segments.
Pidilite managing director Bharat Puri says that the collaboration is in line with Pidilite’s ambitions to continuously improve its already strong market position in all the segments where it is present, especially in adhesives.
Pidilite’s leading presence in several consumer product segments, with hugely popular brands, is complemented by a large range of industrial products, developed and marketed to meet specific requirements in the country. The synergies between Jowat and Pidilite in terms of product range, customer segments served and technologies deployed are clear and visible. Both companies together are uniquely placed to capitalise on the healthy prospects for growth in the segments targeted.
Jowat’s core competence lies in innovation in both technology and R&D and in delivering outstanding technical service to customers.
Jowat SE member of the board of directors Klaus Kullmann said, “There is an excellent value match between Pidilite and Jowat to meet the future needs of customers for quality products in all high-growth segments such as furniture, packaging, automotive, and textile, among others, where specialised adhesives are used.”
The collaboration is for the long term, and leverages the well-known strengths and capabilities of the two companies.
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.
