MAM
Eros Now reinforces its promise of non-stop entertainment, anytime anywhere with ‘Bolo Kya Dekhogey’ brand campaign
MUMBAI: Standing true to its promise of satiating viewers’ appetite for non-stop entertainment, Eros Now, India’s premiere video OTT platform, launches its new brand campaign reinforcing its promise of ‘Bolo Kya Dekhogey’. The integrated campaign reiterates Eros Now’s leadership position in the movie category, offering a huge catalogue of films on a single platform. The campaign will roll out three TVCs depicting the fun, quirky and lively pulse of Eros Now, highlighting the essence of iconic elements that make movies memorable. The campaign will go live on Friday, June 1 across platforms.
The brand campaign aims at enticing the viewers to download and watch their desired content by showcasing some of the most famous characters played by their favourite actors. Capturing India’s love for entertainment, specifically films, it boasts of Eros Now’s extensive movie library across languages. The campaign invites viewers giving them access to Eros Now which has rights to over 10,000 films at just Rs. 49 per month. The tagline Bolo Kya Dekhogey is Eros Now’s continued endeavor in serving the viewers with content of their choice.
Commenting on the brand campaign, Eros Digital, COO, Ali Hussein said, “Movies have been an evergreen pulse of the Indian consumer worldwide and Eros Now is committed to delivering its viewers the largest and best of movies across all connected devices. This campaign is a focus on the most iconic characters played by our superstars across films over the years. About 8 Million subscribers have already tuned onto Eros Now and we are encouraging more to experience the vast catalogue for a very reasonable monthly price”.
The first TVC ‘Horses and Vehicles’ perfectly sums up the width and depth of Eros Now’s movie library, with the presence of stars like Salman Khan, Deepika Padukone, Ranveer Singh, Mithun Chakraborty, Varun Dhawan, John Abraham and R. Madhavan. The TVC establishes that even if the viewers fall short of personal choices, Eros Now will still have something to offer and entertain them.
‘Guns and Cops’, the second TVC, is an extension of cinema’s encompassing personality. Talking about two of the most loved props and characters in the Indian cinema – guns and cops, the TVC is an amalgamation of some of the most remembered characters played by Amitabh Bachchan, Akshay Kumar, Anushka Sharma, Saif Ali Khan and Ajay Devgn.
The third variation ‘Dance Moves’ captures what makes Bollywood stand out – it’s iconic dance numbers featuring the actresses and the muscle showcase by the actors. The TVC depicts Priyanka Chopra, Shahid Kapoor, Sonakshi Sinha, Katrina Kaif, Bipasha Basu, Madhuri Dixit and Aishwarya Rai Bachchan. The TVC brings alive the memories of some of the most remembered foot-tapping numbers of these actors. It also has a montage of John Abraham, Arjun Kapoor, Tiger Shroff, Ranveer Singh and Ajay Devgn displaying their chiseled bodies.
The campaign will be extensively promoted across Mumbai, New Delhi, Bangalore, Pune and other cities in Haryana and Uttar Pradesh. The marketing campaign will engage viewers through digital, television and on ground activities. The campaign evokes the Bollywood sentiment through several touchpoints such as residential buildings, local trains, ATMs, restaurants, salons, elevators, multiplexes, local recharge shops, retail outlets, offices, fitness and healthcare centers.
Recently, through its non-traditional partnerships, Eros Now made its presence felt by being the title sponsors for Royal Challengers Bangalore in IPL 2018. The collaboration was a part of Eros Now’s endeavor to build a true digital video brand with Indian users and provide the best of entertainment the country has to offer.
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.
