Written by Rajneeta Das
India's marketing scene is undergoing a digital dhaba-style transformation that is as vibrant and aromatic as the country's diverse cuisine. Just as a master chef deftly blends spices to create an unforgettable dish, Indian brands are leveraging technology to craft unique marketing strategies that stimulate the senses and leave a lasting impression. I am.
Spice of technology: AI, AR, VRh
Gone are the days of bland, one-size-fits-all campaigns. Indian brands are now fully incorporating AI, AR and VR in their marketing to create personalized and interactive experiences that spark customer engagement. Imagine trying on a lehenga virtually before stepping out or exploring a new apartment complex through a 360-degree VR tour. These are just glimpses of how brands are leveraging technology to bridge the gap between the physical and digital worlds.
India's vast and diverse landscape poses challenges for marketers. What resonates in Mumbai may not tickle your taste buds in Chennai. To overcome this, brands are turning to hyperlocalization, adding a touch of locality to their marketing messages. This includes using local languages, dialects, and cultural references to create campaigns that feel authentic and relevant to specific communities. Imagine hearing a chai ad with a heart-warming, lilting voiceover in Bengali or seeing a dosa commercial shot in the middle of a busy alleyway in Bangalore.
Indians have a deep-rooted love for captivating stories. Brands are beginning to recognize the power of storytelling to connect with consumers on an emotional level. From tear-jerking video ads celebrating family ties to interactive online stories that let users choose their own adventures, the brand leverages technology to weave stories that resonate with India's ethos and values. . For example, a recent campaign by Zomato used a series of heartwarming short films to tell the stories of delivery workers, which resonated with audiences across the country.
The secret ingredient: data
Just as a skilled chef knows how to adjust spices based on taste, successful marketers understand the importance of data. By analyzing customer data, brands can gain valuable insights into the preferences and behaviors of their target audience. This treasure trove of data is used to personalize marketing campaigns, allowing them to be more effective and efficient. Imagine an e-commerce platform that recommends sarees based on a user's browsing history and previous purchases, or a travel app that suggests destinations based on travel preferences and budget.
Result: delicious food
Indian brands are using the right combination of technology, personalization, and storytelling to create marketing campaigns that are as appealing as freshly made jalebis. These campaigns are not only helping brands attract new customers and grow their business, but they are also changing the way consumers experience marketing in India.
Below are some data points that illustrate the power of technology-enabled marketing in India.
Spicejet: The airline used AI to personalize its in-flight entertainment offering, resulting in a 20% increase in passenger satisfaction.
Amr: A dairy brand's AR campaign, which allows consumers to virtually try out different hairstyles using milk cartons, generated more than 10 million impressions.
Taj Hotels: Hotel chain's VR tours increased online bookings by 15%.
Flipkart: The e-commerce giant's data-driven product recommendations contribute to over 70% of conversions.
These are just a few examples of how Indian brands are leveraging technology to create marketing as vibrant and diverse as the country itself. As India's tech scene continues to heat up, more innovative and mouth-watering marketing campaigns are expected to emerge that will change the marketing landscape in India forever.
So, next time you come across a campaign from an Indian brand, take a moment to savor it. Just like a perfectly seasoned dish, discovering a unique blend of technology, personalization, and storytelling may leave you wanting more.
(The author of this article is Rajneeta Das, Head of External Marketing Communications, Marlabs, and the views expressed in this article are her own)