MAM
Metigon bags three clients to close 2014 on a high
MUMBAI: Metigon Enterprises, one of the fastest growing public relations and public affairs firms in India, has ended the year on a high while signing three new clients in automotive, digital and industrial engineering sectors.
JBM group, the Delhi-based 7,000 crore plus makers of the ‘CityLife’ brand of Italian buses in India and the biggest supplier of auto components to almost every vehicle maker in India, has awarded its PR mandate to Metigon. The company is betting big on its bus business and believes it will be the next big leap forward for the Group. Metigon will help the company in strategic positioning and image building for its bus brands in the country. The account moves from Adfactors.
One Digital Entertainment, India’s Leading Premium YouTube Multi Channel Network has awarded its PR mandate to Metigon. Once a heavily veiled company, One Digital Entertainment has evolved into being the only profitable digital company to successfully create multi-channel network business. Today, it helps create and discover amazing content on YouTube and other digital distribution/social network platforms by working with some of the finest artists and content creators. Metigon will be their first agency-on-record.
Metigon has also signed up J.K. Fenner (India) Limited, a member of the JK Organization and a leading provider of mechanical power transmission and sealing solutions in India. The 85 year old organisation produces one the largest ranges of V-Belts, Oil seals, Moulded Rubber Components and Engineering Products for Industrial and Automotive mechanical power transmissions applications, catering to the steel, cement, coal, sugar, power, paper, textiles, food processing, agriculture and several other industries. Metigon will be JK Fenner’s first agency-on-record.
“To end the year with three new clients is delightful, and goes on to reiterate that Metigon continues to be a boutique agency that focuses on delivering value across sectors,” said Aarif Malik, COO of Metigon Enterprises. “These win serve a testimony to our diversified teams who have always had an edge over large ‘network’ agencies who are unable to provide strategic inputs and flexibility clients look for.”
Born in early 2012, Metigon has grown and developed its public relations and public affairs offerings by leaps and bounds. The agency’s PA division has a portfolio of clients from country’s leading political parties and politicians, industry bodies and associations, as well as corporates. The firm offers services in government relations, media monitoring and management, issue management and decision making, advisory and stakeholder communications, crisis management, community outreach, political research, and stakeholder outreach programs.
Under the public relations services, Metigon offers integrated services offering of image management and marketing communications and carries out communication campaigns for markets and stakeholders of organisations using thought leadership programmes, content creation, strategic public relations, marketing promotions, social media campaigns and interactive advertising campaigns.
MAM
The Merit of Madness: How AI is Changing the Game in Advertising
By Ritz Malik, founder, Ritz Media World.
MUMBAI: When it comes to growth in a competitive landscape, a businessman always has to be a firm believer in Darwinism. You either need to bring a better product, or a better price, or both to the table to get customers and scale. Without this value proposition, you remain unnoticed, and staying unnoticed is not something that a brand wants to do.
You have to do all this and also make sure that you stay cashflow positive at the same time. Otherwise, you’re at a real risk of becoming a large hollow balloon that your competitors are just waiting for to explode or implode under its own weight.
As we’ve entered the era of AI, the notion of a product’s efficacy, cost efficiency, marketability, workflow management, and logistics reliability has become increasingly relevant and prevalently impactful. None of this is background noise anymore. It is the difference between bleeding money on traditional media and actually engineering a profitable campaign.
For example, META’s AI Algorithm has finally given us the ability to measure the ‘CREATIVE’ for a business’s promotions. The best part is that we can do so organically. Content that is actually relevant to the target audience gets more views through reach. This tells us exactly how the audience is reacting before we even scale the budget. This is how we have been gifted the ability to provide merit to the madness of the creative process.
So, our process is as follows:
A set of creatives is built for social media
Their performance is closely monitored for reach and engagement.
Based on the best organic performance, we choose the creative.
Make micro adjustments to add a sales proposition and CTA (but keep it subtle)
Publish the modified creative as an ad.
There’s a lot that goes on in between, but this is the basic method for getting it right. And this is just the AI that’s being used by platforms across the world.
AI utilisation is something that has greatly made the creative process a lot easier. As an agency that thrives on coming up with ideas that are out of this world, we have made the most of leveraging AI to bring ideas to life without spending a fortune.
So, this way, the ability to create high-impact brand stories is no longer under the tyrannical gatekeeping of large budget organisations. It is now that merit solely falls on the storyteller.
Now, AI-powered content production and the AI algorithm on Social Media platforms are asking the question: Is your content compelling?. If yes, the audience will watch your content, share it, and engage with it.
And when it comes to keeping budgets down, we can surely say that it holds the capability to execute million-dollar shoots at a fraction of the cost.
For example, we recently came across a creative challenge by a major Real Estate Developer from Gurugram. They had signed a celebrity couple for their brand ambassadorship a few months ago. They were now about to launch their new project, but for some reason, they could not get their shoot done.
What we came up with was to use the likeness of this celebrity couple and place them throughout the project’s feature video. With the help of AI generation, we were able to rebuild a completely new feature video with their brand ambassadors in 2 days, and no additional physical shots were required.
Imagine being able to save 50-60 lakhs in production costs, 15-20 days in production time, and comfortably be ahead of schedule to launch the project.
This has changed the game entirely. With AI, you can now just acquire the likeness rights of celebrities, and you can just build environments and scenarios with them. The balance between creative and artificial intelligence isn’t a battle for control; it is simply the ultimate tool for survival and scale in a landscape that rewards the fastest and the smartest.
