Ad Campaigns
We rely on multiple data sources to create personalised marketing strategies: Ravinder Varma
Mumbai: Leveraging AI for hyper-personalised marketing has become essential for brands aiming to enhance customer engagement and loyalty. By analysing consumer data, AI enables marketers to tailor messages and recommendations to individual preferences, ensuring a more relevant experience. Additionally, AI’s predictive capabilities allow brands to anticipate consumer behavior and trends, optimising targeting and boosting campaign effectiveness.
Indiantelevision.com caught up with RiteBite Max Protein (Naturell India Pvt.Ltd), brand manager, Dr Ravinder Varma, where he shared his inights on use and impact of AI in marketing campaigns and ads.
Edited excerpts
On consumer data you primarily rely on to create personalised marketing strategies:
We rely on multiple data sources to create personalized marketing strategies. This includes website traffic, ecommerce and quick commerce data, sales statistics, social media sentiments, customer reviews, test markets, and consumer feedback at store levels. These diverse data points provide us with a broad understanding of consumer behavior.
AI plays a crucial role by gathering and analyzing these scattered data points. It not only processes our primary data but also scans available research reports and other online sources to create meaningful insights. These insights form the foundation of our marketing strategies, helping us better plan activities that enhance customer engagement and build long-term loyalty.
On AI helping your brand in creating hyper-personalising marketing campaigns:
AI has significantly improved our ability to hyper-personalise campaigns by analyzing large sets of customer data, such as preferences, purchase history, and online behavior. Using this analysis, AI algorithms can identify key trends and audience segments, allowing us to deliver highly targeted and personalized content.
For instance, we can send personalized emails, offer product recommendations, and create tailored social media ads based on each customer’s unique needs. Furthermore, AI-powered tools like chatbots and virtual assistants help us engage with customers on a personal level by offering real-time, tailored support and recommendations, enhancing their overall experience with the brand.
On AI predicting consumer behavior and trends benefitting your brand:
By using AI, we are able to predict consumer behavior more accurately and combine these predictions with ongoing trends. For example, AI helps us analyze various demographic and psychographic data, allowing us to understand the types of consumers engaging with our brand.
This approach helps us refine our targeting, ensuring that our marketing campaigns reach the right people at the right time, making them more efficient and cost-effective. AI essentially helps us narrow down our audience, improve messaging, and enhance the overall impact of our marketing efforts.
On AI tools you use to generate engaging content for ads and social media:
We use ChatGPT-4 alongside other generative AI tools to create content for our videos, images, and social media posts. These tools help us design content strategies, write scripts, and even execute them in both English and Hindi.
AI also assists in generating mailers and WhatsApp promotional messages, ensuring the content is aligned with our brand’s voice. By automating these tasks, we’ve streamlined our workflow, allowing us to scale our marketing efforts more efficiently while saving time on repetitive tasks like content creation.
On elaborating on how AI-driven predictions have helped you stay ahead of market trends:
AI-driven predictions allow us to stay ahead of market trends by continuously analysing data from social media, customer feedback, and market reports. This proactive approach helps us spot emerging trends and shifts in consumer preferences before they become mainstream.
With these insights, we can innovate and introduce new products that address market gaps. For example, by tracking real-time customer sentiment, we can tweak existing products or adjust our marketing to better meet consumer demands. AI also helps with demand forecasting, ensuring that our inventory aligns with changing customer needs. Additionally, it provides insights into competitor strategies, helping us stay competitive and responsive in an ever-evolving market. This data-driven approach ensures we stay agile and aligned with customer expectations.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
