MAM
AR, VR fantastic tools for brands to communicate their story
MUMBAI: The outbreak of Covid2019 has changed life and business more than anybody could have imagined. To survive this pandemic, businesses around the globe are embracing digitisation faster than ever before. Two kinds of technology, augmented reality and virtual reality, are once again in the spotlight due to the pandemic. These two technologies have been underestimated and underutilised in the past. A virtual conference held by The Advertising Club Bangalore on the topic ‘Bringing brands to life through AR & VR technologies’ saw panellists AliveNow CEO Adhvith Dhuddu, AutoVRse co-founder Ashwin Jaishanker, and FlippAR CEO Vivek Jain. The session was moderated by VRNAculars and Tripvana CEO Aneesh Koorapaty and Pink Lemonade founder and CEO Tina Mansukhani Garg.
Koorapaty raised a question before the panellists about why it is more immersive now as compared to other media segments like print, radio etc.
Dhuddu said that if you see the history of media and advertisement, especially on the web and on the mobile phone, it has always been about swiping up and down, left and right, clicking and other dimensions. AR and webAR are now able to interact through a person's eyes, lips, hands and facial gestures. It is now an immersive experience for people, they can use their front and back camera to bring life to a product and understand their placing in the real environment. He notes that the possibility of using augmented reality is endless. Because of the experiences created on augmented reality it feels immersive and realistic.
“AR is in the business for a very long time, but it is in the past two to three years that brands and agencies are able to look at AR differently. The credit goes to social media platforms like Snapchat and now Instagram who have allowed tech companies and developers to build AR experiences into their app. So, the brand that already has its audience on their page can expose them to AR experiences.”
Stories are the most powerful means for brands to inspire and influence. Products attached with stories have higher value as compared to products with just description notes Jain. Immersive tools like AR and VR are fantastic tools for brands to communicate their story.
Ashwin Jaishanker thinks that brands recognised the potential of virtual reality very recently. With time, audiences started seeing a very complex narrative of AR. “The metrics that you create with AR on your customers is on a different level. This technology invites your user to experience the world designed in your product and it helps them explore the product by themselves,” he further added.
Aneesh highlighted that for brands, AR and VR are great ways to create emotional connection.
MAM
PropertyPistol appoints Hemant Bajaj as chief marketing officer
Proptech firm taps global marketing leader to sharpen brand and growth strategy.
MUMBAI: In the fast moving world of proptech, building homes may be the business, but building the brand is just as crucial. Propertypistol, the proptech driven real estate advisory platform, has appointed Hemant Bajaj as its chief marketing officer (CMO) as the company looks to strengthen its brand narrative and accelerate growth across markets. Bajaj will lead the company’s marketing operations across multiple geographies, overseeing brand strategy, integrated marketing initiatives and revenue aligned growth programmes as Propertypistol prepares for its next phase of expansion.
The appointment comes at a time when the proptech sector is seeing rapid digital adoption, with companies increasingly focusing on leadership talent capable of combining technology, data driven marketing and customer experience.
Bajaj brings experience spanning India, South East Asia and the Middle East, where he has worked on scaling brands and leading digital transformation initiatives across multiple industries. His work in the marketing and media ecosystem recently earned him recognition as a ‘Powerhouse Leader’ at the Mastermind Awards in Dubai, highlighting his track record in managing high impact marketing mandates.
Propertypistol founder and managing director Ashish Narain Agarwal said the appointment comes at a pivotal stage in the company’s journey as it looks to strengthen its market presence.
“Hemant’s appointment comes at a defining moment for us. As we scale our market position, it is vital to have leadership that blends strategic vision with executional depth. Hemant’s deep understanding of brand and business alignment will be instrumental as we redefine the proptech landscape,” Agarwal said.
Bajaj said Propertypistol’s technology first approach to real estate advisory was one of the key reasons behind his decision to join the company.
“Propertypistol has established itself as a technology first platform that is redefining how investors navigate the property market. Having led marketing transformations across international borders and fast paced industries, I recognise the exceptional strength of the foundation built here,” he said.
He added that his focus would be on accelerating the company’s digital marketing capabilities while building strategies that deliver sustained value for customers and partners worldwide.
The leadership move reflects Propertypistol’s broader effort to strengthen its executive team as the proptech industry evolves rapidly. With property search, advisory and transactions increasingly shifting online, companies in the sector are investing heavily in marketing intelligence and digital platforms to stay competitive.
By bringing Bajaj on board, Propertypistol is betting that sharper brand positioning and technology led marketing will help it stand out in an increasingly crowded digital real estate marketplace.
