MAM
Star One takes a cue from ‘Friends’ for its ‘Re-Mix’
MUMBAI: Star One show Re-Mix which deals with the high school ‘junta’ has designed a music video of their title track. Taking a leaf out of NBCs Friends, whose title track I’ll be there for you turned into an anthem of sorts, the channel is propositioning a merchandising campaign for a leverage.
Post launch of the show, the channel is examining the possibilities of tying up with companies for merchandise. It also plans to release a music album based on the show. Re-Mix has around seven to eight songs in the story line. “There is tremendous potential for an album by default,” points out Star One VP content and communication, Ravi Menon.
The Rembrandt’s music video for the Friends also enabled NBC to generate healthy revenue through merchandising like calendars, notebooks, mugs, T-shirts, video and DVD box sets .
“We feel it’s a huge promotional opportunity for the show as well as a great branding exercise. Tailored for teenagers, the channel is also looking at the clothelines and other merchandising opportunities. It will be a win-win situation as even the clothesline manufacturer will benefit from the popularity of the song, ” explains Menon.
Star is no doubt hoping that its title track for Re-Mix generates the same phenomenal effect as of Friends.
The track has been recorded by Aasma who shot to fame with Channel [V] Popstars 2. The music album has been directed by Jaya Peter, written by Rizvi, the music is composed by Pritam. The 3.5-minute title track intends to create rhapsody.
The melody is energetic and exactly targets the attitude of the youth which can well be identified. “There will also be interactive initiatives around the show. One initiative that the channel has planned is to conduct contests which will allow the teenagers to pursue their dreams and seek fame as a lyricist or as a musician, Menon adds.
“One promotional tool that Star will use to promote the song is by inviting DJ’s to play the song at nightclubs and discotheques,” Menon elaborates. The approach is that the teens frequent these hangouts a lot. Menon adds that the show has the potential to exploit the gamut of television music for commercial purposes which is one aspect that the Indian television industry has not exploited thus far.
The Channel is also burning its group’s music arms Channel [V] and Radio City 91 FM for extensive promotions. The title track is being played on Channel [V] while Radio City 91 FM is airing the theme song which is part of its regular playlist.
Brands
Creative Intelligence: Using AI to Predict Which Ads Will Actually Convert
Priyanka Aeron, Director & Co-founder of Thrive Global AI
MUMBAI: In a heavily populated digital landscape, simply being creative with your advertising will not guarantee that your ad will be successful. In fact, brands today are producing more content than ever. However, very little of that results in actual engagement or sales. However, Creative Intelligence, powered by AI, is fundamentally transforming the advertising industry.
Creative Intelligence utilizes data, machine learning, and statistical behavioral insights to analyze and predict how well a creative asset will perform prior to it being published. Therefore, marketers no longer have to rely on either their gut instincts or post-campaign analytics for making informed decisions before production. That said, AI-powered creative intelligence greatly improves results and decreases wasted dollars spent.
Moving Beyond Guesswork
In the past, making ads was a mix of gut feeling, experience, and A/B testing. These methods were useful, but reactive by nature. People have already spent their budgets by the time the results are looked at. AI models can find patterns that are linked to higher engagement and conversion rates by looking at huge datasets. These datasets can include things like past campaign performance, audience behavior, and visual elements like color, composition, and facial expressions. This helps marketers guess which ads will do well even before they go live.
Decoding What Truly Drives Conversions
AI-powered creative intelligence allows for an evaluation of advertisements that is not limited to the basic data but also explores the elements of an effective advertisement through subtle reactions; clarity and directness of the ad message and how well the ad captures audience’s attention in the first three seconds. AI can also provide insights into the successful use of advertisements directed to human faces, which connect through eye contact based on media channels, and how advertisements that utilize shorter but clear calls to action may produce more clicks from certain populations. The insights, provided through AI, provide marketers with the ability to think beyond creating more advertising material and additionally create more effective ad campaigns that actually convert.
Personalization at Scale
Consumers expect relevance more than ever. Irrelevant mass messaging is not going to work in a society inundated with information. Hyper-personalization, using AI, allows companies to create content that suits individual segments within their target markets based on their demographics, interests, and behaviors. Rather than having one single message that aims to reach everyone, brands can have many versions of their messages tailored to each segment within the market. Such flexibility is what makes campaigns successful nowadays.
Faster Iteration, Better Results
Another advantage to using AI in creative decision-making is speed. Companies must improvise because their campaign cycles are shorter than ever before, and having the ability to iterate rapidly is more important than it has ever been. There is no greater way to do this work than through AI, as new technologies give brands the ability to test multiple creative avenues and figure out which ones are working well. This reduces a lot of the testing that companies would otherwise have to do and makes the process faster.
With AI, brands can also make creative changes in real-time during a campaign, allowing the, to make vital decisions and adjust their creatives, rather than waiting out. This allows for faster adaptability, well-tested campaigns and reduced lost ad spend.
The Human-AI Collaboration
Even though AI is capable of performing certain tasks, its purpose is not to eliminate human creativity. Successful campaigns require human collaboration with computer intellect since both complement each other. While computers are capable of dealing with massive amounts of information, discovering patterns, and providing predictions, humans are the one to inject stories and emotions into campaigns.
The Future of Advertising
As the complexity of advertising becomes harder with the passage of time, Creative Intelligence will play a significant role in helping marketers formulate a strategic approach. The yardstick that will set standards for determining whether a marketing firm has fulfilled its responsibilities will be the forecasting of future outcomes, as well as personalized content and optimization of creative elements in real-time. In contrast to the existing scenario where the campaigns remain fixed, these campaigns will be capable of adjusting themselves according to the customer interacting with the brand, as well as other trends on social media channels. This will enable brands to offer customers an engaging experience that will exceed expectations. The biggest hurdle marketers will face will be finding ways to utilize these capabilities without compromising branding and enhancing the creativity of the team involved.
