MAM
Xiaomi creates an industry first AI powered Knockout Bot for Redmi K20 series
MUMBAI: Interactive Avenues – A Reprise Network Company and Xiaomi’s digital agency created an industry first Knockout Bot for the launch of Redmi K20 series. Redmi K20 series is one of the latest flagship offerings from Xiaomi India and has been one of the most anticipated launches of the year because of its features and pricing.
The Knockout Bot is an innovative and strategic solution that let customers know everything about the device through an immersive chat as if they were at the store or talking to a friend. The agency used Artificial Intelligence and created a chatbot – within the banner ads. The Redmi Knockout Bot made personalised recommendations and gave relevant details based on audience interests through one-on-one chats.
Talking about the Knockout Bot, Sivakumar Ramamoorthy, Head Digital Marketing, Xiaomi, India, said, “It’s not every day that a brand launches a smartphone that is powered by one of the fastest processors in the world. This fact made it evident that the internet was going to be blown away when the Redmi K20 series launched. To stand out in a sea of digital conversations, we knew the need for adding value was important. This is when Interactive Avenues, our digital partners, supported us in introducing the Knockout Bot to the world while taking the programmatic route.”
He further added, “Google Network made it easy to reach out to the right audience while CM played an important role in measuring the success. We reached out to our audience with the bot and took care of two main objectives – celebrated features of the Redmi K20 Pro; & answered any query that they might have had, with the help of predetermined keywords fed to the AI. A smartphone that knocked the living daylights of the nation, with the build quality, technology, and price, deserved a Knockout Bot to knockout any doubts they had.”
The Knockout Bot appears in digital feeds of the audiences on display banners conversing with audiences using Artificial Intelligence – having interactions that are plugged to keywords related to Redmi K20.
Aparna Tadikonda EVP – Interactive Avenues – a Reprise network company said, “The magical formula for a successful digital campaign today is adding logic to innovative ideas and sprinkling just the right amount of creative madness. When we used this formula to launch Redmi K20 Pro series, the Knockout Bot was born. The rich and immersive experience reimagined the way display advertising works, while the AI in the banner added more relevance to the consumer journey and provided personalised responses to all their queries and made them come back with more.”
With a reach of 11M unique users, a total of 30M impression served & a 15% interaction rate, we can confirm – the knockout banner bot truly knocked out any doubts the users might have had, about the Redmi K20 Pro.
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.
