MAM
DraftFCB+Ulka launches India chapter of Asterii Analytics
MUMBAI: As part of its pursuit to expand offerings in India, Draftfcb+Ulka Wednesday announced the launch of its analytics agency – Asterii Analytics.
The agency will be headquartered in India and led by Niteen Bhagwat who will act in the capacity of executive director and CEO.
Asterii will support clients across the entire spectrum of marketing activities and is a specialist marketing analytics company. The agency is one more manifestation of the group‘s continuing endeavour to build capabilities and solutions to help create “brand wealth” for all its clients.
The firm‘s global analytics network has over 100 analysts within the Draftfcb network with key resources in Europe and USA. Asterii has domain expertise across retail, automotive, financial services and packaged goods.
Asterii is a coined word and is derived from the word Asterism which means seeing a pattern of stars in the sky. Patterns, which give meaning not just to the billions of stars in the sky but also the billions of data points that any business has to interpret and decipher.
Asterii will gain from over 50 years of expertise in creating ‘brand wealth” and developing communication programmes and marketing strategies that are based on unique consumer insights.
Asterii said it will go beyond techniques and tools to bring ‘insights’ which are rooted in data and analytics. These insights will help create solutions which will have a predictable impact on the client’s brands and business.
At the launch of the agency, Bhagwat said, “This agency will focus on creating brand wealth. In today’s world where the intuitive decision making no longer works, data analytics provides the platform to make informed decisions.”
Asterii is supported by a global network of analysts in the DraftFCB ecosystem. Its solutions tool kit will span the entire spectrum of marketing activities from the assessment phase to growth and maintenance strategies for a brand. The entire array of solutions and capabilities are supported with monitoring solutions and reporting solutions that can give near real time inputs on marketing programmes.
Asterii Analytics will offer three specific modules – assessment solutions, growth solutions and relationship management solutions.
The assessment tools include tools to help clients evaluate and select markets, map competitive forces and, thus, help assign a value to the consumer opportunity and help create a macro view on the brand and also help develop go-to -market strategies.
The growth solution module explores growth opportunities that emerge from being able to segment the market and do predictive modelling based on behaviour data or other unstructured data sources.
The third module is based on Asterii’s belief that the best means of growth are from within and that meeting customer expectations and creating customer delight is far more valuable than acquiring new customers.
Asterii has capability in deploying market mix models, forecasting to measure marketing effectiveness based on goals and KPI’s.
As marketing communications go digital and social media becomes the media of choice for many consumers, it becomes critical to have a monitoring and optimisation solution for the entire digital programme. Asterii helps develop social strategies by doing insight mining, identifying key influencers and mapping the interaction paths for various consumer segments.
Brands
TCS and ServiceNow join forces to fast-track AI in enterprises
New partnership aims to turn clunky workflows into smart, self-learning engines
MUMBAI: Tata Consultancy Services (TCS) and ServiceNow have teamed up to help businesses move from AI experiments to full-scale adoption. The multi-year partnership will see TCS building industry-specific AI solutions on the ServiceNow platform, transforming slow, manual processes into intelligent, autonomous workflows that learn and improve over time.
Enterprises are eager for smarter ways to handle back-office functions like HR, finance, supply chain, procurement, and employee services. With this collaboration, TCS will offer AI-led solutions that bring together trusted AI, modern workflows, and deep industry knowledge, helping businesses work faster, smarter, and more efficiently.
ServiceNow president and chief product officer Amit Zavery said, “Enterprises need partners who can combine innovation, execution, and governance. Together with TCS, we are embedding AI directly into workflows, modernising legacy systems, and driving measurable results.”
TCS executive director and COO Aarthi Subramanian added, “Companies are ready to move beyond pilots to enterprise-wide transformation. Our partnership will embed intelligence across IT, operations, and customer functions, unlocking speed, efficiency, and lasting advantage.”
The solutions are designed to break down silos, giving organisations a holistic, insight-driven view. HR operations, for instance, could shift from fragmented services to a smooth hire-to-retire lifecycle, boosting productivity and engagement. Similarly, order processing could evolve from a slow, multi-step cycle into a fast-moving engine that drives revenue and cash flow.
TCS is already ServiceNow’s largest user for IT Asset Management, rolling out the system across thousands of devices in just three months. Both companies will also invest in co-innovation labs, solution showcases, and joint go-to-market initiatives to bring these AI capabilities to clients.
With this partnership, enterprises can look forward to workflows that think for themselves, helping businesses stay ahead in the AI era.
