MAM
How Nestle Milkybar is bringing ‘Wonders of Ocean’ to kids in their homes
NEW DELHI: For kids, the last year was pretty desultory – stuck at home, no school to attend, no exciting outdoor activities to partake of. Things had been looking up, only for Covid to come knocking again – once again depriving the little ones of the endless possibilities and adventures that the world offers. In an attempt to cheer up their target group, Nestle's Milkybar has rolled out a new campaign that offers children a virtual aquarium experience.
Using advanced immersive augmented reality (AR) technology, this campaign aims to partner mothers across India and encourage their children to learn about science and nature through playful fun, and yummy, creamy milk chocolates.
As a part of this campaign named Wonders of Ocean, selected packs of Nestle Milkybar, and Milkybar Moosha have been activated with scanner codes. On scanning these packs, the children can get to experience an immersive virtual tour of an aquarium on their parents’ mobiles. There is a variety of experiences where they get to meet new aquatic creatures every day and learn something cool about them.
"The Wonders of Ocean campaign is an effort to help mothers and kids have a virtual experience of visiting an aquarium at their homes as going out and having a great time with family is difficult in the current times,” said Nestle India foods and chocolate & confectionary director Nikhil Chand. “What makes this campaign unique is the usage of immersive augmented reality technology aimed at making the child’s experience more exciting and engaging and to act as a trigger for their imagination to learn about science and nature in a fun and playful manner."
Chand added that the new campaign from Nestle will be warmly welcomed by children in the nation, and suggested that the Wonders of Ocean could help children to learn about marine life this summer.
AD Agencies
Publicis acquires AdgeAI to sharpen predictive measurement in advertising
Deal integrates AI-driven content intelligence with Publicis production platform
MUMBAI: Publicis Groupe is doubling down on data-led creativity with the acquisition of measurement and content intelligence firm AdgeAI, a move aimed at helping brands understand what truly works in their campaigns.
Announced on March 12 in Paris, the deal brings AdgeAI’s analytics technology into Publicis’ AI-driven production ecosystem, allowing brands to measure and predict creative performance in real time. The company said the integration will help marketers move beyond guesswork and focus on content that delivers measurable business outcomes.
AdgeAI’s platform analyses engagement and conversion data across video and digital campaigns to pinpoint which creative elements resonate most with audiences. By identifying patterns that drive results, the system provides insights that guide content strategy and improve returns on marketing investment.
The acquisition comes at a time when brands are producing more content than ever before. While the tools to create campaigns have become faster and cheaper, many marketers still struggle to determine which messages actually drive sales.
Publicis Groupe chairman and CEO Arthur Sadoun, said brands today need clarity rather than just volume. “In the AI era, brands do not simply need more content. They need to know what works, and why, so they can scale their messaging across audiences, markets and platforms,” he said. He added that the acquisition turns creative measurement from a backward-looking report into a forward-looking capability that predicts outcomes.
Publicis production chief executive officer Deepti Velury, said embedding predictive intelligence into the production process will allow brands to create fewer but more effective assets. According to her, AdgeAI’s technology can analyse creative components at a granular level and identify patterns directly linked to campaign performance.
AdgeAI co-founder and CEO Eyal Ben Shalom, described the deal as a shift in how the industry approaches creative intelligence. By plugging its technology into Publicis’ broader platform, he said brands will be able to move at the speed of digital algorithms without losing the spark of strong creative ideas.
With the addition of AdgeAI, Publicis is positioning itself to close the gap between creativity and data, giving brands a clearer view of what clicks with audiences and what drives the bottom line.
