MAM
Interactive Avenues launches hyperlocal marketing suite Caliper
MUMBAI: Interactive Avenues has unveiled its proprietary hyperlocal marketing product suite Caliper, that moves from the alpha stage to a closed beta launch.
There has been a paradigm shift in consumer search behaviour, and a lot of research happens on products and experiences, which are proximity-based. Hyperlocal searches are growing at the rate of 55 per cent year-on-year, with 10X growth in local language searches.
Caliper aims to solve endemic business problems like – local asset readiness, last mile optimization (offline conversions or digitally attributable sales), centralised or de-centralized modules for a business generating demand pan India, unification and optimisation across digital platforms, store/dealer level SEO, generating and measuring store walk-ins and many other category-specific-use cases.
Interactive Avenues CEO Amar Deep Singh said, "We aim to help as many businesses get on to their digital journeys with ease. We want to successfully harness the true potential of digital by getting more personalised experiences for marketers backed by extremely robust measurement metrics contributing to business outcomes."
He further added, "We’ve successfully tested the product with two of our leading clients in the retail and auto categories, and we’ve observed that participating dealership/stores have seen 230 per cent incremental sales and 79 per cent incremental walk-ins in comparison to non-participating dealers/stores. In the last four-five months, we have spent close to Rs 7.75 crore and delivered walk-ins, tele-ins, along with offline sales for both jewellery and auto category."
IA is now moving Caliper to a closed beta stage for its key clients. What were humble beginnings trying to automate large deployments across platforms, has manifested into a full-blown hyperlocal product suite. The platform is extremely intuitive and can set up hyperlocal campaigns, activate digital media and a location-aware, hyper-personalised creative engine in a matter of hours.
The templates are easy to use and the AI/ML modules make it simple for brands to just input their business goals and let the activations optimise purely on the business outcome.
Interactive Avenues EVP Harish Iyer said, "Our full 360-degree experience of working across traditional brick and mortar businesses across categories, like, auto/CPG/retail/mobile OEMs, has given us a way to create the best-suited product suite for businesses to harness as well as create local demand and at the same time give them the best digital experiences."
Interactive Avenues, which is the digital arm of Mediabrands India, is currently offering Caliper as invitation-only for non-Mediabrands clients.
Digital
Google rolls out $15B AI, education and connectivity plan for India
AI tools for 11 million students, new subsea cables, and a national skilling push.
NEW DELHI: Google is backing its words with action. In a major push to future-proof the world’s most populous nation, Google DeepMind has partnered with the Indian government on a large-scale AI initiative.
Announced by CEO Sundar Pichai at the India AI Impact Summit, the deal is less of a gentle nudge and more of a full-throttle sprint into the digital age. Part of Google’s $15 billion commitment to South Asia, the plan aims to weave artificial intelligence into the very fabric of Indian daily life, from the deep ocean floor to the back of the classroom.
The most heart-warming slice of this digital pie is the focus on the next generation. Google is partnering with 10,000 Atal Tinkering Labs, effectively dropping high-tech AI tools into the laps of roughly 11 million students.
The goal? To introduce generative AI assistance in schools, ensuring that the homework of the future is powered by more than just caffeine and late-night panic.
While the kids are busy with AI in the classroom, Google is busy under the sea. The newly minted India-America Connect Initiative involves laying down serious hardware, specifically, new subsea cable routes.
These digital arteries will link India to Singapore, South Africa and Australia. By adding four more strategic fiber-optic routes connecting the U.S. to the Southern Hemisphere, Google is essentially building a “data superhighway” to ensure India’s AI capabilities don’t get stuck in traffic.
Knowing how to use a tool is just as important as owning it. To bridge the gap, Google is launching its most ambitious skilling program yet: the Google AI Professional Certificate. This program is designed to help the workforce master AI without needing a PhD in robotics.
With full-stack connectivity and a massive investment on the table, India isn’t just joining the AI race; it’s looking to set the pace.
