MAM
SKumars’ new theme campaign blends tradition, technology
MUMBAI: S Kumars Nationwide Limited (SKN), flagship textile company of the S Kumars Group, has launched a new television commercial with the theme -‘The Fabric of India’.
Skumars as a brand has always emphasized on the traditional Indian values and their new campaign reflects this through a series of warm and touching situations, a company release says. The main objective of the campaign is to identify the ‘SKumars’ individual’ as an individual who inculcates traditional Indian values. He/she goes that extra mile and creates special moments for the people around him/her.
According to Mukul Kasliwal, director, S Kumars Group, ”This ad campaign is an effort to highlight the fact that even in these competitive and professional times, the significance of traditional values which forms the basis for spreading happiness and joy in life, remains unchallenged.”
The campaign, which has been created by SKumars’ communication department, went on air from mid-May with durations of 15-20 seconds. The campaign has been conceptualized and created by Neeraj Pandey and Rajesh Ganguly. Speaking about the ad concept, Pandey said, “S Kumars’ new ad campaign epitomizes its claim of being the fabric of India.’ Ganguly adds further, “The film tells us, what an S.Kumars citizen is all about.”
The ad showcases various situations, each one showing a person dressed in S.Kumars, embodying the qualities of his / her profession- qualities of always taking that extra step and going beyond the call of duty.
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.
