MAM
Brand Street sets up fourth branch in Chennai
MUMBAI: Brand Street India , an integrated marketing agency, continues geographic expansion with the opening of it’s branch in Chennai. This will be the brand’s fourth office in India and second office in southern India after Delhi, Mumbai and Bangalore. The Chennai branch will be headed by Sreeram Bhaskar, who will be responsible for spearheading growth of the company in the south and managing client expectations.
The Chennai division will provide end-to-end experiential marketing to its clientele with the help of Sreeram’s nine years’ experience in sales &marketing. Sreeram has worked with some of the leading brands like IBM, McAfee & Reliance prior to joining Brand Street India’s Chennai office. His leadership qualities and his zeal for innovation will help scale the branch to new heights. Apart from exploring new horizons in experiential marketing the branch will also provide add on’s to their existing list of clients. Sreeram is originally from Bangalore and will be travelling to Chennai frequently to oversee the business and operations.
Brand Street India’s business head (south) Rajinikanth will assist Sreeram in expanding his operations and efforts in the client base and managing campaigns. Rajnikanth also comes with over 15 years of experience and with prior leadership experience organizations like Hungama.com; JWT and Dentsu Aegis Network in the field of experiential marketing.
Bhaskar said, “We are on the way to bolsterinng our presence in southern India which will help us reach new heights in the experiential marketing segment. ”
Rajinikanth said, “Sreeram’s experience of working with industry bigwigs has lent him a certain roundness which is similar to the ethos we at BSI believe in.” Brand Street India national head Surendra Singh says “We look forward to scaling greater heights on this journey together.”
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.
