How creative tech is scripting a new future in Indian advertising

Industry leaders weigh in about stretching the frontiers of advertising with the infusion of tech with human ingenuity

With technology entering every aspect of modern businesses, can advertising be too far behind? In fact, campaigns that deftly merge tech with creativity are touted to be the future of advertising.

The industry has been integrating technology into its communication, reaching consumers in a way that wasn’t possible before. Apart from creating a seamless user experience, “creative tech” has also been impacting positive changes in people’s lives.

Speaking about how ad creativity is evolving and is interconnected with technology, Rashid Ahmed, Chief Digital Officer at Infectious Advertising, said, “While reach is an important aspect of advertising (because obviously, if people don’t know you exist, how can they love you?); creativity veers towards the impact and memorability of communication. In today’s technology-tied advertising, memorability can be aided through the use of unique techniques for developing creativity or even delivering it. The use of technology during development or delivery is itself both innovative and creative. With newer AI-assisted technologies rapidly coming into the fray, the advertising industry is bound to evolve, to enhance creativity based on compelling human ideas.”

Mithun Mukherjee, ECD, FCB Kinnect, has a different take. He says that the creative advertising industry serves only one purpose: serving its consumers.

“For centuries, the medium of expression has constantly evolved; from print to radio, to television and finally, the internet. As we enter a new age of creative tech, creative people are bracing themselves for impact once again,” he noted.

Mukherjee, however, added that it isn’t a new phenomenon. “Every new media and mode of expression has always been disruptive. When people moved from radio to television or from the landline to mobile phones, the world did not blink.”

He pointed out that most of these new creative solutions are not about “selling” anymore. “While a song and dance could get the job done about a decade or two ago, the consumer is a lot sharper and more nuanced right now,” said Mukherjee.

“He or she buys not just into the product but looks deeper into things like the brand’s philosophy. As an advertiser, one often must strike a deeper chord and ensure that these among other needs of the consumer get addressed through advertising. Shock and titillation are on their way out”, he added.

The birth of creative tech

Many Indian campaigns with tech at their core swept Cannes Lions 2022. One of the most celebrated ads at the fest last year was the AI-powered Cadbury Celebrations ad that helped small businesses rope in Shah Rukh Khan as their spokesperson. It has become a gold standard in advertising for tech adoption to impact a positive change.

Niraj Ruparel, Head of Mobile and Emerging Tech, GroupM, commented on how the ad industry has been keeping pace with technological advancements by investing in new tech, exploring new avenues and leveraging data analytics and AI to create personalised and focused marketing campaigns.

“This has resulted in some notable campaigns, such as the Shah Rukh Khan My ad, Unfiltered History, and Sachin's memorable ad, which exhibit the potential of AI-powered tools and creative partnerships,” he said.

Emerging tech has also been offering a plethora of opportunities to advertisers to create more personalised and engaging campaigns that resonate with customers, said Gurbaksh Singh, Chief Innovation Officer, DENTSU CREATIVE India.

“The integration of creative tech in advertising is a natural evolution of the industry as it seeks to keep up with changing times and consumer behaviour,” he noted.

Neeraj Bassi, Chief Growth Officer of Cheil India, highlighted the changes in the “telling” bit of storytelling. “We have technology that can animate Socrates having dialogues with Bill Gates. . We can create visuals depicting world’s billionaires in abject poverty or use a specific person’s voice to become the voice assistant on the phone. The possibilities are really endless. But what will make them really impactful is the story layer that gets added to this fabulous telling.”

Bassi cited the example of a campaign Cheil did for Samsung India, taking inspiration from the life of a patient with motor neuron disease. Tying up with Asha Ek Hope Foundation, the campaign used a mom’s voice as an AI Voice assistant to guide her daughter.

Blending tech with creativity

According to Ruparel, embracing collaborations, investing in upskilling, leveraging data and staying agile are the four things needed to create a successful tech-driven campaign.

Singh advises keeping the core objective of the campaign in mind. He said, “To create an impactful outcome, it's crucial to have a deep understanding of your target audience and their preferences, as well as the latest trends and innovations in the industry.”

Using data analytics to track consumer engagement and fine-tuning campaigns in real-time can also deliver the right results, he said. “Although a campaign's success ultimately depends on the emotional connection it forges with its target audience. To produce genuinely effective advertising campaigns, it is crucial to achieve a balance between creative tech and emotional resonance,” Singh reiterated.

Bassi cited the example of a campaign Cheil did for Samsung India, taking inspiration from the life of a patient with motor neuron disease. Tying up with Asha Ek Hope Foundation, the campaign used a mom’s voice as an AI Voice assistant to guide her daughter.

Blending tech with creativity

According to Ruparel, embracing collaborations, investing in upskilling, leveraging data and staying agile are the four things needed to create a successful tech-driven campaign.

Singh advises keeping the core objective of the campaign in mind. He said, “To create an impactful outcome, it's crucial to have a deep understanding of your target audience and their preferences, as well as the latest trends and innovations in the industry.”

Using data analytics to track consumer engagement and fine-tuning campaigns in real-time can also deliver the right results, he said. “Although a campaign's success ultimately depends on the emotional connection it forges with its target audience. To produce genuinely effective advertising campaigns, it is crucial to achieve a balance between creative tech and emotional resonance,” Singh reiterated.

by Tanzila Shaikh