MAM
Brand-time-performance wins the day as Warc unveil ‘Pace Principles’
MUMBAI: Speed met substance on day two of Goafest 2025 as Warc unveiled findings from the ‘Pace Principles’ report—a pioneering marketing effectiveness study rooted in Asian data. Amid the sun, strategy, and scribbles at Taj Cidade de Goa, two marketing heavyweights cut through the jargon to drive home a single truth: performance and branding aren’t rivals, they’re running mates.
Sujeet Kulkarni – Global Advisory Consultant, Lions Advisory opened the session by underscoring that Warc’s insights are backed by the creative might of the Lions ecosystem. He dismissed the longstanding divide between brand-building and performance marketing. “Measuring brand and performance separately is a false premise”, he said. Instead, he urged marketers to view it through the lens of ‘brand-time-performance’, emphasising the role of time in cementing long-term success.
According to Kulkarni, the sweet spot lies in marketing across six-and-a-half channels—a curious yet data-driven benchmark for campaign momentum. He stressed that marketers must “use time as an ally” to stay committed to sustained brand narratives.
Warc India editor Biprorshee Das brought regional nuance into focus. He argued that speed has been wrongly cast as the enemy of brand investment. Citing Asian campaigns, he showed that a 50:50 split between conversion-focused and brand-building strategies yields the highest effectiveness. Das cautioned against treating long-term branding as a siloed initiative. Instead, he championed the “multiply effect”—a marketing phenomenon where cross-channel, time-sensitive integration drives better returns.
The session didn’t shy away from bigger truths either. “Culture is not just about geography—it’s about the values we share”, Kulkarni concluded, suggesting that culturally relevant brands don’t just survive—they scale.
The findings mark a turning point for marketers in Asia, urging a rethink on how success is measured—not just by short-term spikes, but by long-haul gains. With campaign tracking recommended beyond active periods, the call for better measurement frameworks grew louder through the day.
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.
