MAM
Dentsu Aegis Networks launch Data Sciences India; elevates Gautam Mehra
MUMBAI: Dentsu Aegis Network (DAN) has announced the launch of Data Sciences in India to help clients and marketers understand and predict the influences of human behaviour on media and advertising. This unit has been designed to effectively catalyse the decryption and interpretation of the overwhelming amount of data that agencies within the Dentsu Aegis Network explore and exploit every single day to drive efficiencies for its clients.
Led by DAN chief data officer Gautam Mehra along with iProspect India CEO Vivek Bhargava, the division houses have a capable team of economists, statisticians and computer scientists. Prior to this, Mehra was iProspect vice president social media.
The team will come up with data driven solutions to solve complex problem of clients, help effective data management within the group and that of the client and will work with all the network companies to bring data, analytics and technology together to provide business intelligence at the click of a button.
DAN chairman and CEO South Asia, Posterscope chairman and MKTG Asia Pacific Ashish Bhasin said, “In order to take a leadership position in managing the ever-growing Data requirements for our clients, we have invested in a team of experts, led by Gautam, who will use technology to bring Data and Analytics together. We want to invest ahead of the curve as leaders in the Digital Marketing services to ensure that Dentsu Aegis Network clients in India get the best-in-class Data Management solutions, of a world standard. Vivek Bhargava will be the executive sponsor for the team and this will help us further strengthen our position in Digital Marketing services.”
He added, “With Gautam and the team, we are welcoming the avenues of smarter marketing by not just providing our clients with data, but also giving them tools that can help them make better business decisions.”
Bhargava added, “Data rests at the centre of all brand marketing in modern times. The new-age marketer keenly studies customer action and envisions disruptive products and campaign communication in accordance. It was a no-brainer therefore that as a network that leads in digital capabilities, we had to own a data division that adds immense value to our client campaigns across categories, in-turn boosting business achievements. This is definitely a sign of exciting times ahead.”
Mehra said, “Digital plays a critical role in the evolution of marketing. Data is being generated everywhere, that too volumes and volumes of it. The first challenge was to measure and collect it. The second obstacle to store data, which resulted in concepts like the cloud. And the third hurdle was to analyse and fructify it. And that’s where the need for a data team came into place. At Dentsu Aegis Network, we believe that data is a multiplier, not just a layer and needs to be analysed in milliseconds. Our Data labs consist of contemporary propriety tools that will positively provide effective and practical solutions to clients. I’m thrilled to be given this unique opportunity and certain that the data division will see great success.”
Brands
Uidai partners with Google to help users locate Aadhaar centres
Verified Aadhaar centres to appear on Maps with services and access info
MUMBAI: Finding an Aadhaar centre may soon be as easy as finding your favourite café. In a move aimed at making public services more accessible, the Unique Identification Authority of India has partnered with Google to display authorised Aadhaar centres on Google Maps. The feature, expected to roll out in the coming months, will allow residents to locate verified centres quickly and confidently.
More than 60,000 Aadhaar centres, including state of the art Aadhaar Seva Kendras, will be mapped. When users search on Google Maps, they will be directed to authorised facilities rather than unverified listings, helping curb misinformation and confusion.
The listings will do more than drop a pin. Users will be able to see the nature of services offered at each centre, whether it is adult enrolment, child enrolment, or limited to address and mobile number updates. Details such as operating hours, parking availability and divyang friendly infrastructure will also be shown wherever applicable.
Uidai CEO Bhuvnesh Kumar, said the collaboration is part of the authority’s continued effort to improve ease of living for Aadhaar holders by making authorised centres simpler and faster to navigate.
The partnership will deepen in its next phase, with Uidai using Google Business Profile to manage information and respond directly to public feedback. Looking ahead, the two organisations are also exploring the option of enabling appointment bookings through the Google Maps interface, potentially allowing residents to plan their visits with greater efficiency.
Google India country head, strategic partnerships Roli Agarwal, said integrating verified Aadhaar centres would help millions access trusted services with confidence, bringing essential government infrastructure closer to the people who need it most.
If all goes to plan, a routine Aadhaar update may soon begin not with a queue, but with a search bar.
