MAM
MMA & Isobar India launch ‘The Voice Playbook’
Mumbai : MMA & Isobar, the digital agency from the house of dentsu international, have launched ‘The Voice Playbook’ for India to tap into the potential impact of voice on the global and Indian media and marketing industry.
The playbook allows marketers to understand how to use voice as a medium/platform to engage with their consumers.
“Voice technology will become the next great disruptor and India as a market is very receptive to voice as a medium and Isobar is extremely excited to help brands ride on this new wave,” said Isobar south Asia Group MD Shamsuddin Jasani during the launch. “Just like brands needed an internet strategy in the ‘90s, a search strategy in 2000, and a mobile strategy in 2010, we at Isobar believe now brands need a voice strategy.”
Powered by Slang Labs, ‘The Voice Playbook’ focuses on the key adaptations that will be required in the post-pandemic world, where consumers will have a voice option at self-checkout counters, ATMs, automobiles, elevators, and anywhere else touch is currently needed. It also highlights how voice technology will play a pivotal role in fuelling aided commerce growth as 82 per cent of smartphone users are using voice-activated technology. The growing adoption of voice technology in shopping online will leave voice assistants to suggest products to buy. Link to the report: https://go.mmaglobal.com/TheVoicePlaybook
Voice technology will become the next great disruptor and India as a market is very receptive to voice as a medium, opined Isobar India COO Gopa Kumar. “Consumers are very receptive to it, but there is still very little information on how voice tech will affect the various digital marketing platforms or the marketing mix. This playbook aims to decode that and will help to position yourself or your brand ahead of the curve,” he added.
Voice technology has also become integral to the entire value chain, especially after the pandemic – a fact which marketers have begun to recognise. “In post-pandemic times, contactless experiences, increased voice searches, consumption of vernacular languages, conversational commerce are riding the wave,” said MMA India country head Moneka Khurana.M
According to Slang Labs’ co-founder and Obsessive Dictator, Kumar Rangarajan brands are unable to capture the full potential of this huge market. “When Slang Labs started about four years ago, the marketing was still focused on the digital-savvy and majorly urban population of India. Post-Covid, even the non-digital savvy populations in urban and rural areas are getting on board the digital highway. This is where we see Voice Playbook 2021 enabling marketers to understand the key challenges faced by this huge untapped market and engage accordingly.”
Brands
TCS and ServiceNow join forces to fast-track AI in enterprises
New partnership aims to turn clunky workflows into smart, self-learning engines
MUMBAI: Tata Consultancy Services (TCS) and ServiceNow have teamed up to help businesses move from AI experiments to full-scale adoption. The multi-year partnership will see TCS building industry-specific AI solutions on the ServiceNow platform, transforming slow, manual processes into intelligent, autonomous workflows that learn and improve over time.
Enterprises are eager for smarter ways to handle back-office functions like HR, finance, supply chain, procurement, and employee services. With this collaboration, TCS will offer AI-led solutions that bring together trusted AI, modern workflows, and deep industry knowledge, helping businesses work faster, smarter, and more efficiently.
ServiceNow president and chief product officer Amit Zavery said, “Enterprises need partners who can combine innovation, execution, and governance. Together with TCS, we are embedding AI directly into workflows, modernising legacy systems, and driving measurable results.”
TCS executive director and COO Aarthi Subramanian added, “Companies are ready to move beyond pilots to enterprise-wide transformation. Our partnership will embed intelligence across IT, operations, and customer functions, unlocking speed, efficiency, and lasting advantage.”
The solutions are designed to break down silos, giving organisations a holistic, insight-driven view. HR operations, for instance, could shift from fragmented services to a smooth hire-to-retire lifecycle, boosting productivity and engagement. Similarly, order processing could evolve from a slow, multi-step cycle into a fast-moving engine that drives revenue and cash flow.
TCS is already ServiceNow’s largest user for IT Asset Management, rolling out the system across thousands of devices in just three months. Both companies will also invest in co-innovation labs, solution showcases, and joint go-to-market initiatives to bring these AI capabilities to clients.
With this partnership, enterprises can look forward to workflows that think for themselves, helping businesses stay ahead in the AI era.
