MAM
Pulp Strategy adopts AI in the world of advertising
MUMBAI: The changing advertising landscape is now being led by data-driven tools such as artificial intelligence (AI) and machine learning. Pulp Strategy, a full-service interactive, digital communications and technology agency, is also attempting to change the ad industry.
About two years ago, Pulp Strategy founder-managing director Ambika Sharma became the sole equity owner, and since then there have been significant changes. The decision to re-haul management was taken with an aim to augment the growth trajectory of Pulp Strategy.
Sharma says that the restructuring has helped Pulp Strategy tide over “vision mismatch and improve its agility to consolidate its domain leadership position as a leading independent digital creative agency in India redefining the brand-consumer interaction in today’s dynamic business landscape.”
Sharma says: “The last two years we have evolved in services as well as talent. Our talent quotient has improved; we have a strong creative tech portfolio and marketing tech with AI solutions launched which give us an edge. The last two years have been interesting for business as we diversified our client portfolio to expand into oil and gas, cosmetics, personal care, non-profit and BFSI. Our product development portfolio has expanded as well.”
The change has helped to further its aggressive growth plans while maintaining an industry-focused and innovation-driven approach. Pulp Strategy strengthened its focus more on content marketing, digital engagement, while simultaneously leveraging interactive new-age technologies like artificial intelligence and creative technology to expand its client portfolio.
Spotting this changing trend, brands have started tapping the immense potential of these technologies to engage their target audience in innovative ways. These cutting-edge technologies have opened up a new world of possibilities, where it could help brands to increase the chances of successful consumer engagement, build stronger emotional connections and leave a lasting impression on the consumer’s long-term consciousness.
“Two technologies leading the latest wave of consumer engagement nowadays are AR and visual programming. At Pulp Strategy, we have taken significant leaps in creating highly-engaging digital engagements with these technologies employing the Facebook Spark Augmented Reality platform,” she adds.
In the artificial intelligence domain, the AI chatbot technology has the potential to bring path-breaking changes in the way marketers interact with their customers.
Sharma notes: “The best thing about chatbots is that they are always on and send in responses round the clock, unlike email, social media and live chats. The chatbot understands every query, gives personalised responses and even takes a note of your past conversations, which ultimately leads to an improved conversation in the future.”
Like every other company, Pulp Strategy is also bearing the brunt of Covid2019. "We are working with our clients to support Covid2019 communication and build on engagement via communication and messaging as we also recalibrate plans. Brands and consumers have to quickly learn the new way to operate in the coming months. Consumption patterns have been disrupted by the lockdown. Work from home and isolation has resulted in new behavioural shifts and some of these patterns are changing for the long term,” she concludes.
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MAM
Promotedge marks 11 years with expansion into D2C and performance marketing
Kolkata-based agency strengthens global footprint and launches new platforms.
MUMBAI: Promotedge has spent 11 years quietly building momentum and now it’s ready to take a much bigger leap. The Kolkata-based integrated marketing and branding agency, founded in 2015, has completed 11 years of steady growth, evolving from a local creative firm into a full-service marketing partner with a growing international presence. With operational hubs in the US and Canada through its platform PromotEdgeDigital, the agency now serves clients across India, the US, Canada, Australia, and the Middle East.
Over the past 11 years, Promotedge has partnered with more than 200 businesses across diverse industries. Guided by its “Digitally Desi” philosophy which blends cultural insight with data-driven execution, the agency offers end-to-end services including web solutions, digital marketing, creative design, brand planning, and audio-visual production.
In its eleventh year, the agency made significant strides by developing branded IPs and content series for the automotive and industrial sectors, creating audio-visual content for international sporting bodies like the Fédération Internationale de Volleyball, and strengthening its performance marketing capabilities, particularly on quick-commerce platforms such as Zepto, Blinkit, Flipkart, and Swiggy Instamart.
To further boost its D2C focus, Promotedge has integrated the operations of Fizzle Digital into its performance marketing division, now led by founders Avi Saraf and Jhalak Agarwal. The agency continues to serve B2B clients in sectors like steel, energy, engineering, and infrastructure.
Beyond traditional services, Promotedge has introduced new platforms. DesiMachines is an online marketplace for heavy engineering and construction equipment, supported by two financial institutions and six top OEMs. The agency also launched Pexora, a joint venture with Prodigy focused on workspace design, branding, experiential marketing, and Digital Out-of-Home (DOOH) solutions in Eastern and North Eastern India.
Additionally, Promotedge nurtures The Trip Space, a boutique travel brand that curates personalised, luxury journeys for high-net-worth travellers.
Promotedge CEO Saurav Agarwal said, “PromotEdge has always been built with a long-term vision. Our goal is to develop capabilities that provide long-term value to our clients.”
As it approaches its 12th year, the agency plans to expand its global clientele, deepen D2C and performance marketing capabilities, invest in AI-enabled solutions, and strengthen its platform-led initiatives.
From a modest start in Kolkata to building platforms and partnerships across borders, PromotEdge is proving that smart, culturally rooted marketing can travel far and deliver real impact. The agency is clearly gearing up for an even bigger chapter ahead.
