Brands
As India dons the chef’s hat, Weikfield unveils a brand-new avatar
In a bid to revitalize & strengthen its brand equity, Weikfield Foods Private Limited, famous for its Custard Powder & Pasta; announced a comprehensive repositioning strategy with a new brand identity. After a successful operation over six decades, the company initiated a complete refresh of its identity with a promise of “Giving life to life’s little celebrations”. The new strategy will include a new logo, new sonic identity and a new mass media campaign.
Speaking about the unveiling of the Brand Refresh, Mr. Dipy S Sachdeva, Chief Executive Officer, Weikfield Foods Private Limited said, “Born in 1956, Weikfield has gone from strength to strength over the last six decade. We have made many additions to our portfolio over the years to cater to the changing tastes. Our iconic portfolio consisting of Custard, cornflour, baking powder & cocoa including our recent entries like pasta, falooda, sauces & cake mixes are immensely popular with very strong customer equity. It has been a great journey and we are very proud of what we have achieved so far.
But we have bigger ambitions – to make Weikfield one of the most loved food brands in India based on the platform of International cuisine. The idea behind the change is, therefore, to set the Weikfield brand up for the same. And that’s why after 64 years, we have decided to hit refresh and have this makeover. Our new avatar represents an evolution from our illustrious lineage – bridging the past with the future. While we may have changed on the outside, our core values of great taste and great quality, remain unchanged.”
The new Weikfield Brand Identity is a more modern, dynamic take on the existing identity. The sharper, sleeker, cleaner look is a step up towards a younger vibrant persona. From the logo typeface to the packaging, colours and stylised fonts – the new identity is aimed towards making Weikfield relevant to the current times and the brand of choice for all generations.
Mr. Sachith Sankrani, Creative Director – The Design People; the agency responsible for developing the new logo explained, "We had to rev-up the Identity of an extremely successful, heritage brand with a very well recognised logo to increase its relevance in current times. The primary challenge was to create a cohesive design language that reflects and international & premium imagery, that resonates with a younger audience without alienating the brand's core user group. The other challenge was to address Weikfield’s complex range of products and flavours – comprising of various cuisines and categories.
We first cracked an overarching visual identity for the Brand – a quirky and ownable brand unit, with a warm and premium colour palette of rich red, leafy green and mellow gold. This laid the foundation for the design strategy of the entire range that amplifies the euphoric taste and rich-in-detail expressions of the food. The new designs carry a message of culinary legacy and refinement, capturing the indulgent nature of the brand, the goodness and high standard of quality and makes it stand confidently on the shelf. We are excited to be a part of Weikfield’s growth story, enabling it to enter, not just new markets and categories, but hearts and minds as well."
Keeping in line with the new positioning, Weikfield will also roll out a new brand campaign expected to go live soon.
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Brands
Creative Intelligence: Using AI to Predict Which Ads Will Actually Convert
Priyanka Aeron, Director & Co-founder of Thrive Global AI
MUMBAI: In a heavily populated digital landscape, simply being creative with your advertising will not guarantee that your ad will be successful. In fact, brands today are producing more content than ever. However, very little of that results in actual engagement or sales. However, Creative Intelligence, powered by AI, is fundamentally transforming the advertising industry.
Creative Intelligence utilizes data, machine learning, and statistical behavioral insights to analyze and predict how well a creative asset will perform prior to it being published. Therefore, marketers no longer have to rely on either their gut instincts or post-campaign analytics for making informed decisions before production. That said, AI-powered creative intelligence greatly improves results and decreases wasted dollars spent.
Moving Beyond Guesswork
In the past, making ads was a mix of gut feeling, experience, and A/B testing. These methods were useful, but reactive by nature. People have already spent their budgets by the time the results are looked at. AI models can find patterns that are linked to higher engagement and conversion rates by looking at huge datasets. These datasets can include things like past campaign performance, audience behavior, and visual elements like color, composition, and facial expressions. This helps marketers guess which ads will do well even before they go live.
Decoding What Truly Drives Conversions
AI-powered creative intelligence allows for an evaluation of advertisements that is not limited to the basic data but also explores the elements of an effective advertisement through subtle reactions; clarity and directness of the ad message and how well the ad captures audience’s attention in the first three seconds. AI can also provide insights into the successful use of advertisements directed to human faces, which connect through eye contact based on media channels, and how advertisements that utilize shorter but clear calls to action may produce more clicks from certain populations. The insights, provided through AI, provide marketers with the ability to think beyond creating more advertising material and additionally create more effective ad campaigns that actually convert.
Personalization at Scale
Consumers expect relevance more than ever. Irrelevant mass messaging is not going to work in a society inundated with information. Hyper-personalization, using AI, allows companies to create content that suits individual segments within their target markets based on their demographics, interests, and behaviors. Rather than having one single message that aims to reach everyone, brands can have many versions of their messages tailored to each segment within the market. Such flexibility is what makes campaigns successful nowadays.
Faster Iteration, Better Results
Another advantage to using AI in creative decision-making is speed. Companies must improvise because their campaign cycles are shorter than ever before, and having the ability to iterate rapidly is more important than it has ever been. There is no greater way to do this work than through AI, as new technologies give brands the ability to test multiple creative avenues and figure out which ones are working well. This reduces a lot of the testing that companies would otherwise have to do and makes the process faster.
With AI, brands can also make creative changes in real-time during a campaign, allowing the, to make vital decisions and adjust their creatives, rather than waiting out. This allows for faster adaptability, well-tested campaigns and reduced lost ad spend.
The Human-AI Collaboration
Even though AI is capable of performing certain tasks, its purpose is not to eliminate human creativity. Successful campaigns require human collaboration with computer intellect since both complement each other. While computers are capable of dealing with massive amounts of information, discovering patterns, and providing predictions, humans are the one to inject stories and emotions into campaigns.
The Future of Advertising
As the complexity of advertising becomes harder with the passage of time, Creative Intelligence will play a significant role in helping marketers formulate a strategic approach. The yardstick that will set standards for determining whether a marketing firm has fulfilled its responsibilities will be the forecasting of future outcomes, as well as personalized content and optimization of creative elements in real-time. In contrast to the existing scenario where the campaigns remain fixed, these campaigns will be capable of adjusting themselves according to the customer interacting with the brand, as well as other trends on social media channels. This will enable brands to offer customers an engaging experience that will exceed expectations. The biggest hurdle marketers will face will be finding ways to utilize these capabilities without compromising branding and enhancing the creativity of the team involved.
