Brands
GUEST ARTICLE: Impact of 5G in marketing and communication
Mumbai: While the 5G discourse has been mainly centred on autonomous vehicles and telecom capabilities, the truth is that there is more to this emerging technology than simply enhancing our mobile connectivity. To elaborate, 5G will accelerate technological innovation by enabling AI and machine learning (ML) at the edge, bringing with it unprecedented new enterprises and technological capabilities. According to the report, 1.4 billion devices will be connected to 5G by 2025, opening up a world of possibilities for explosive data. As new devices and technologies are created across industries, what used to take years or months to reach the market will now be accomplished at breakneck speed.
5G network design and connectivity are rapidly becoming more widely available. It can benefit from the rising availability of this service in a variety of ways, including marketing and communications. The faster the customers and prospects can connect to and navigate the network, the happier they’ll be. 5G ensures that more people can connect to and utilise your network or website more quickly and consistently, even when traffic levels are higher than usual.
So, what does this all ultimately mean for marketing and communication?
Because many industries are expected to be impacted, marketing and communications professionals must be ready to develop their messaging and properly explain the results of 5G to key influencers and stakeholders. Here’s how it works:
5G will help in enhancing experiential marketing
The promise of 5G — from high-power edge computing to lightning-fast speed — is an opportunity for both consumers and companies. Communication can help brands to position themselves in the community as visionaries, discussing trends and projections while emphasising the growth of their business and generating interest and enthusiasm about the beneficial effects of brands in the community through 5G. Marketing will also assist in allowing the consumer to personally experience the brand or product and obtain brand rewards through 5G. Experiential marketing has always been known for highlighting a brand’s physical presence. With 5G, brands can use artificial intelligence (AI), virtual reality (VR), and augmented reality (AR) approaches to communicate with those who are still striving to reach consumers faster.
5G technology opens up AR and VR
Online interactions will increasingly revolve around immersive experiences, and 5G will make this transition more seamless. Virtual reality experiences can take the role of video in marketing by immersing the client in the experience rather than simply showing them what is available. For example, you could allow a customer to enter the store where they want to buy something; allow them to try on hundreds of different items of clothing without entering a changing room; or even allow them to dine with their favourite celebrity.
Personalization
Data collection is probably going to get much better under 5G. Discovering your customer might take less time. From this, marketing and communication will be able to help brands know how they can connect with their target audience and consumers faster. Due to such fast connectivity, they can also help brands connect with the media. Such technology will also help marketing by making brands more personalised and immersive experiences for their consumers.
Marketing and communication will become more interactive
With 5G’s high-speed capabilities, communication may become more appealing in addition to being more prevalent in the media. Marketing will become more interactive, which was previously thought to be impossible. However, 5G may make this tactic more feasible for marketing professionals. It will become more digital and immersive in the future.
5G signifies that more individuals can connect to and use the companies’ experiences or goods more swiftly and reliably. The future of marketing and communication will help brands connect with customers and prospects faster and more passively, boosting the brand’s image and awareness with the aforementioned points.
The author of this article is Scenic Communication co-founder Anindita Gupta.
Brands
Malaika Arora launches accessories brand Maejoy
The Bollywood star’s lifestyle brand, built with Myntra and Exceed Entertainment, promises aspirational fashion without the high price tag
MUMBAI: Malaika Arora is not the first Bollywood star to put her name on a brand, and she will not be the last. But Maejoy, the accessories label she has launched in partnership with Myntra Jabong India Private Limited (MJIPL) and talent outfit Exceed Entertainment, at least has a sharper pitch than most. The brand drops with 250-plus styles spanning handbags and lab-grown diamond jewellery, two categories that sit squarely in the sweet spot between aspiration and affordability, and lands on Myntra’s platform from day one, putting it in front of millions of shoppers without breaking a sweat.
The handbag range covers the full gamut: crossbody bags, structured shoulder bags, bucket bags, totes, workwear classics, backpacks and clutches, rendered in synthetic leather, raffia, braids, satin, rhinestone and metallic finishes. The jewellery line runs to rings, earrings, pendants, bracelets and tennis bracelets in silver, gold and rose-gold tones, set in 925 sterling silver with IGI and GCI certified lab-grown diamonds. The brand’s guiding philosophy, “The Joy of Being Me,” stakes its claim on individuality and self-expression; its three brand pillars, Authentic, Empowering, Accessible, are the usual suspects, though the lab-grown diamond bet is savvier than it sounds. Lab-grown stones now sell at a fraction of the price of mined ones, and the category is growing fast in India as younger buyers wise up to the arbitrage.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business, or through my personal style, I’ve championed the idea that fashion should be empowering yet effortless. The brand aims to democratise global fashion trends while offering women something that extends the feeling of luxury every day, be it a lab-grown diamond or a perfectly crafted handbag,” said Malaika Arora, founder of Maejoy
MJIPL, the B2B wholesale arm of Myntra, is putting its design and brand-building muscle behind the venture. Suman Saha, chief experience officer and head of house of brands at MJIPL, was bullish on the tie-up.
“Maejoy brings together Malaika Arora’s distinctive style perspective with a strong proposition in the accessible yet elevated accessories space. We believe the brand’s fashion-forward designs and thoughtful positioning will connect strongly with discerning consumers.”
Suman Saha, chief experience officer, head of house of brands, MJIPL
Afsar Zaidi, chief executive of Exceed Entertainment, the talent management firm that helped broker the deal, has worked with MJIPL before and was characteristically direct about what makes Arora an unusually bankable partner.
“Building celebrity-led brands requires a delicate balance of authenticity and market viability. Malaika is a rare talent who commands equal respect as a fashion icon and a savvy businesswoman. We are proud to facilitate this partnership that brings together her creative clout and Myntra’s brand-building excellence,” said Zaidi
Celebrity fashion brands live or die on one question: does the star actually wear it, or is the cheque the only thing they signed? Arora, who has spent three decades as one of Bollywood’s most-watched style references, has at least built a plausible case. Maejoy is live now on www.myntra.com and the Myntra app. The real test, whether shoppers buy the handbag or just the hype, starts today.
