Social Panga bags the digital creative & communication mandates for Balaji Wafers
Mumbai/Bangalore, 25th July, 2024: Social Panga, the integrated creative and digital marketing agency with offices in Bengaluru, Delhi/NCR, Mumbai and Dubai has won the digital creative & communication mandate of leading snack brand – Balaji Wafers. Balaji Wafers is one of India’s oldest and prominent snack brands and national snacking company.
The account was won by Social Panga in a multi-agency pitch and as part of the mandate, Social Panga will aim to enhance Balaji Wafers’ online presence and engage with its vast consumer base through innovative social media campaigns.
Balaji Wafers, known for its wide range of delicious and high-quality snacks, has chosen Social Panga to spearhead its social media strategy, aiming to enhance its digital presence and engage more effectively with its audience. Social Panga’s innovative approach and expertise are positioned to elevate Balaji Wafers’ social media to new heights.
Himanshu Arora, Co-Founder, Social Panga said,
“We are thrilled to partner with Balaji Wafers and bring our creative expertise to their social media platforms,”
“The brand has a massive lineage, and we are glad they found trust in us to lead their digital presence. Our goal now is to magnify their brand story and foster meaningful connections with their audience, in new and innovative methods.”
Ruksheen Palia, Vice President – Business & Strategy, Social Panga said,
“Winning Balaji Wafer’s mandate is a big achievement for us. Our objective, from a business and strategic perspective, is to increase brand awareness of Balaji Wafers by utilizing innovative storytelling and data-driven insights. Creating smart campaigns that engage their audience and result in quantifiable business development is something we are dedicated to doing.”
Sandeep Roy, Sr. Manager – Branding & Promotions, from Balaji Wafers commented,
“Balaji Wafers is on a mission to become the coolest snack brand in the digital world, and I’m sure that Social Panga will make it happen! We’re big fans of their work; they’ve got this magic touch when it comes to making brands shine online. We want to create fun and flavorful digital experiences for our consumers, inviting them to interact with us across various mediums. Social Panga understands our vibe, and I believe that their expertise will surely augment our brand personality online.”
Read more: upGrad and Social Panga Launch On-Field Digital Marketing Immersion Program
Unlocking the Power of Generative AI in Marketing
According to McKinsey, Gen AI has the potential of boosting the productivity of marketers by 30%
In the dynamic and ever-evolving world of digital marketing, Gen AI has emerged as a revolutionary force, injecting a blend of unparalleled creativity and razor-sharp precision that transcends the boundaries of traditional marketing strategies. Imagine crafting personalized campaigns that resonate deeply with each customer segment or generating high-quality content at lightning speed—what was once the stuff of futuristic dreams is now a vibrant reality, thanks to the transformative power of Gen AI. It allows us to develop marketing strategies that feel deeply personal and impactful—like crafting a message that speaks directly to you in a voice you trust. This is not about replacing the human touch with robots; rather, it’s about how technology can enhance our human creativity, helping tell stories that resonate more deeply and build genuine relationships.
Enhancing Creativity and Efficiency in Content Creation
One of the most exciting aspects of Gen AI is its ability to refine how we create content. By streamlining how we produce content fundamentally, we have significantly reduced the time we spend on brainstorming, drafting, and refining. Gen AI enables us to efficiently craft not only visually stunning multimedia but also compelling copy, engaging headlines, and captivating subject lines—all intricately aligned with our strategic campaign objectives. This shift in process allows our team to devote more energy towards overarching strategy and less on the granular aspects of content creation, enhancing our ability to connect with our audience on a deeper level.
Personalizing Customer Engagement with Predictive Analysis
Generative AI’s most transformative power lies in its ability to anticipate and respond to customer needs accurately. By employing predictive analysis, this technology enables us to personalize our interactions by tailoring messages that reach and resonate on a personal level, enhancing individual experiences and satisfaction. These actionable insights drive engagement and conversion, as each communication is optimized to meet each customer’s anticipated needs and preferences, bringing real-time impact that traditional methods cannot match.
Balancing Automation with Human Touch
Stepping into the world of AI-driven marketing isn’t just about adopting new technology—it’s about understanding its impact. According to Netcore Cloud’s State of MarTech Report 2024, 7 out of 10 CEOs are gearing up to invest in Gen AI this year, which shows a significant shift towards recognizing its value. However, as we embrace these tools, we must also consider the balance between automation and the irreplaceable human element. It’s about ensuring that our use of AI enhances rather than overshadows the personal connections at every brand’s heart.
Vision for the Future: Integrating Gen AI in Marketing
Looking ahead, integrating Gen AI into marketing is a strategic imperative for staying competitive. Start with a clear strategy by defining your objectives, such as improving customer engagement or enhancing personalization. Invest in training your team to leverage these tools effectively. Begin with AI-driven analytics to gain insights into customer behavior, then expand to content generation, predictive analysis, and automated customer service. Choosing the right tools for different aspects of marketing, like chatbots, content creation platforms, and predictive analytics, can enable marketing teams to fully harness the potential of Gen AI to drive innovation, efficiency, and competitive advantage.
To summarize, Gen AI is not just a technological upgrade; it’s a new way to illuminate and amplify our human creativity, offering us novel pathways to connect with our audiences. For those of us in marketing, now is the time to explore this technology, harness its potential responsibly and creatively, and lead our brands into a new era of digital engagement.
This article is written by Swati Sahai, VP – Marketing, Netcore Cloud
![Swati Sahai, VP-Marketing at Netcore Cloud](https://adtechtoday.com/wp-content/uploads/2024/07/Swati-Sahai-VP-Marketing-at-Netcore-Cloud-225x300.jpg)
Swati Sahai
MarTech | Demand Generation | Marketing | Content Marketing | B2B Marketing | SaaS | Martech Marketing Leader
Swati Sahai, VP – Marketing at Netcore Cloud is a MarTech Marketing leader, skilled at scaling SaaS organizations through demand generation, strategy & content. She is a data-driven, strategic and extremely analytical in her approach to marketing. She has gained global marketing experience, having worked in North America and Asia, and having managed European and APAC territories.
Transforming Challenges into Triumphs: Team Pumpkin’s Journey to Success
Swati Nathani, Co-founder of Team Pumpkin, brings a grounded and strategic approach to digital marketing. With a background in retail operations and consulting, she has played a pivotal role in steering Team Pumpkin’s growth. In this interview, she discusses the key philosophies behind their success, the opportunities in North America, the impact of their awards, and the innovative strategies that set them apart. Her insights showcase a practical understanding of market dynamics, making Team Pumpkin a respected player in India’s digital marketing landscape.
1. As the co-founder of one of the most sought-after marketing agencies in India, can you share some philosophies that have been instrumental in achieving this growth?
It’s incredibly rewarding to see our agency become a leader in the Indian marketing space. Two key philosophies have fueled this growth: fostering a culture of inclusivity and building genuine partnerships with our clients.
First, inclusivity is at the heart of everything we do. We believe the best ideas come from a diverse range of perspectives. Our team is a vibrant mix of talents and backgrounds, allowing us to craft campaigns that resonate with a wider audience and stay ahead of the curve.
Second, we don’t just execute campaigns; we become an extension of our clients’ teams, deeply invested in understanding their goals and crafting strategies. It’s about measurable results, of course, but also about fostering long-term relationships where everyone thrives.
2. Team Pumpkin recently opened an office in Canada, marking your expansion into North America. What opportunities does Team Pumpkin see in the North American market that motivated this move?
While we’ve been fortunate to serve a strong North American client base for several years, establishing a physical presence allows us to fully immerse ourselves in the unique needs and opportunities of the Canadian market. We have identified clear market gaps in both the technology and marketing landscapes within Canada. Our expertise in integrated marketing solutions, coupled with a strong understanding of data-driven strategies, positions us to effectively address these gaps and provide valuable solutions to Canadian businesses and organizations.
Additionally, our goals in Canada extend beyond simply ideating and executing successful tech and marketing initiatives for private and public entities. We are committed to giving back to the Canadian community and are actively seeking partnerships with non-profit organizations to make a positive impact. Furthermore, we plan to launch a startup enablement program specifically designed to accelerate the growth of Canadian startups.
3. Team Pumpkin has won over 100 national and international awards. How do these awards impact the company’s reputation and growth?
You know, awards are fantastic for team morale, a real pat on the back for all the hard work everyone puts in. But honestly, their biggest impact is on our clients. Our track record of achievements serves as a testament to our commitment to delivering results. It’s a form of independent validation that assures our clients they’re partnering with a company known for excellence. That kind of validation goes a long way in building trust and attracting new clients who are looking for proven results.
4. What unique strategies does Team Pumpkin deploy that sets them apart from others in the industry? Any campaigns that you would like to highlight?
One of the things that truly sets Team Pumpkin apart is our focus on what we call ‘holistic creativity.’ We don’t just think about creating out-of-the-box campaigns. We bring together strategic vision, design expertise, cutting-edge technology, and the latest digital tools to craft truly immersive experiences for our clients. A great example of this is our ‘Har Maa Durga’ campaign for ITC’s Sunfeast Mom’s Magic. This outstanding AI-driven initiative celebrated the spirit of motherhood where we leveraged the power of AI to create a personalized experience for users.
Another example is our ‘Bingo Tedhe Medhe Snack Attack’ campaign. This generative AI campaign created a fun and interactive social media experience for viewers. These are just a couple of examples, but we believe in the power of storytelling, and we use cutting-edge technology to make those stories come alive.
![Swati Nathani, Team Pumpkin, advertising, retail operations, consulting, digital marketing, North America, market dynamics, innovative strategies, digital, marketing, marketing agency, independent agency, Indian marketing, measurable results, crafting strategies, Canadian startups, startups, expansion, opportunities, integrated marketing, technology landscape, tech and marketing, positive impact, reputation, team morale, validation, independent validation, track record, holistic creativity, cutting-edge, AI, artificial intelligence, out-of-the-box, digital tools, immersive experience, strategic vision, design expertise, generative AI, gen AI, storytelling, social media, social media marketing, future, transparency, honesty, integrity,](https://adtechtoday.com/wp-content/uploads/2024/07/Bingo-Tedhe-Medhe.jpg)
Image credit- Bingo Tedhe Medhe Facebook
5. As a successful independent agency, what were some of the challenges Team Pumpkin faced in the initial years and how did you overcome them?
Starting out, Team Pumpkin faced two main hurdles: building trust with new clients and convincing them that social media marketing was the future. We were a new agency, and naturally, brands were hesitant to hand over their marketing to us. We tackled this by being upfront about our values – honesty, integrity, and transparency. This transparency helped us land some fantastic early clients who we built strong relationships with.
I still remember, our first office was in Thane & back then we would have to request people to join the team. From there to now a team of 250+ people, the journey has been nothing short of a rollercoaster. But soon after our launch, we dealt with huge personal blows. Ranjeet, my co-founder, went through a very challenging period because of his Cancer diagnosis & I was also dealing with the same within my family. It was a brutal time, but you know what? It also showed us the true meaning of responsibility. We had a team to build, a dream to chase, and we weren’t going to let anything stop us.
Google Abandons Its Turbulent Efforts to Remove Third Party Cookies
Tech behemoth Google is abandoning its turbulent, years-long attempt to remove third-party cookies from Chrome and replacing it with a new experience that enables users to make an informed decision that applies to all of their web browsing, following several delays in phasing out its use across its own browsers. The massive search engine says it will continue to support third-party cookies for users who choose not to disable them. However, Google intends to implement a new solution: a one-time prompt that allows users to set preferences that will apply across Google browsing experiences—in order to improve user privacy while maintaining the effectiveness of advertising.
Google to keep third party cookies; introduces reformed approach
This “updated approach” is the result of advertisers’ persistent concerns that their capacity to gather data for customized ads will be impacted by Chrome’s phaseout of cookies, forcing them to rely on Google’s user database. A “new experience in Chrome” is being introduced, which will enable users to make decisions about their web browsing that are well-informed and flexible. A new prompt from Google will allow users to select how they wish to be tracked when using its search products.
Read More: Google’s Third-Party Cookies Deprecation Rolls Out Today
Google and its deprecation plans since
Third-party cookies are tiny data files that are used to collect information and display highly targeted advertisements. They typically track an individual user’s online activity without the user’s consent. To protect user privacy, they have been removed from several browsers, such as Mozilla Firefox and Safari. It is important to remember that Google had previously declared that it would postpone the phase-out of third-party cookies until 2025, with the initial phase-out scheduled to begin in 2022. At the time, a number of prominent figures in the industry said that the advertising landscape ought to keep adapting to new developments and experimenting with new platforms that promote the use of first-party and zero data.
According to the UK Competition and Markets Authority, Google’s plan to phase out cookies would have a significant negative impact on competition in the digital advertising space. According to Anthony Chavez, vice president of Privacy Sandbox, which is supported by Google, preliminary testing by ad tech firms, including Google, suggests that the Privacy Sandbox APIs may promote the uptake of privacy-enhancing technologies.
However, Google has decided to maintain the APIs in the Sandbox and will keep investing in them to increase their usefulness and privacy. The Sandbox will get more privacy features, such as the recently revealed IP Protection in Chrome’s Incognito mode.
Read More: Google Delays Third-Party Cookies Phase-Out Yet Again!
What does this mean for advertisers and marketers?
Google’s decision to maintain third-party cookies is indicative of how dependent the business is on advertising income. Experts surmise that this might actually be a blessing in disguise, particularly if Chrome users choose to reject third-party cookies as a result of Google’s plan. The APIs in the Sandbox may be able to target users without cookies if a significant number of them decide that cookies are not for them. Although it’s still unclear if consumers will have more options, it’s safe to say that many advertisers were relieved to hear this news. A large number of them were ill-prepared to accept the substantial adjustments needed to operate digital campaigns without cookies.
Still, it is imperative that marketers look into ways to lessen their dependency on cookies and get ready for the future. More than ever, marketers must be open and detailed about the data they gather and use. They also need to learn how to explain to customers that the value lies not only in free samples or content but also in more personalized services, products, and content that improve customer experiences.
Marketers breath a sigh of relief
More than 90% of the search market is controlled by Google. It has, however, long yearned to strike a compromise between user privacy and advertising demands. In January 2020, Chrome pledged to phase out the technology in two years. However, Google extended its timeline upon realizing that the advertising industry was not ready for the change. The tech giant has since twice extended its deadline, the most recent one being in April of this year. A few months prior, during the testing phase, Google disabled third-party cookies for one percent of Chrome users worldwide.
Google has canceled its plans to phase out third-party cookies, but not before scaring many marketers into focusing on taking control of their own first-party data and considering full-funnel tracking and dismantling internal silos. With this change, markers can now produce more tailored and pertinent content to increase traffic and make efficient use of their first-party cookies for attribution and remarketing.
From the standpoint of the customer, this change is essential. Users expect brands to prioritize their privacy while maintaining the quality of their ads as they grow more aware of data privacy. Contextual advertising also lives up to these expectations, offering a smooth and unobtrusive experience.
Read More: Google Plans to Phase-Out Chrome Third Party Cookies On January 4, 2024
Google’s Privacy Sandbox’s terms may violate privacy terms
After carefully weighing the opinions of many stakeholders, including publishers, web developers, standards organizations, civil society, the advertising industry, and regulators like the UK’s Competition and Markets Authority (CMA) and Information Commissioner’s Officer (ICO), the decision was made to implement a new user “experience” rather than sunset third-party cookies.
In addition to the regulators’ concerns, Google has been under increasing pressure from the publishing and advertising sectors. The Privacy Sandbox’s effect on campaign performance and advertising effectiveness is one of the industry’s main worries. In addition to raising antitrust issues, new research suggests that Google’s Privacy Sandbox terms might be unlawful in terms of privacy.
Here’s what they said
Anthony Chavez, vice-president of Privacy Sandbox, in a blog post said,
“We are proposing an updated approach that elevates user choice. Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time.”
He further added,
“As this moves forward, it remains important for developers to have privacy-preserving alternatives. We’ll continue to make the Privacy Sandbox APIs available and invest in them to further improve privacy and utility. We also intend to offer additional privacy controls, so we plan to introduce IP Protection into Chrome’s Incognito mode.”
Read More: 2024 Union Budget Signals a New Era for Indian Sporting Excellence and Youth Development
Dentsu Creative Promotes Sonia Sharda to Senior Vice President
Sonia Sharda has been elevated to Senior Vice President at Dentsu Creative. She had spent the previous year in the role of Vice President of Business. On LinkedIn, Sharda announced her promotion.
With more than ten years of experience consulting in a variety of fields, including Social Media, Digital Marketing, Media Strategy, Consumer Insights, Market Research & Analysis, and Client Servicing, Sonia is an accomplished marketing and business specialist. Her background includes work in the automotive, FMCG, B2G, food and beverage, education, hospitality, B2B, and e-commerce industries.
Sonia worked together with a number of well-known businesses over her career, including Orient Planet, Prime Vision Studio, and WATConsult.
Read More: Birla Opus Paints Appoints Burson as Strategic Communication Partner in India
Shaurya Tyagi joins JSW as head of digital marketing
JSW has appointed Shaurya Tyagi as head of digital marketing. He was associated with Reliance Retail as the head of digital marketing and loyalty (JioMart Partner) for the past two years.
Prior to this, he has worked with OPPO, HDFC Life, Publicis Groupe and more.
With over eleven years of experience in digital marketing and e-commerce, Tyagi has record of improving digital marketing efficiency, sales performance, and brand preference.
He has built and managed digital teams from the ground up, creating an impact in ever-changing, tech-dominated landscape.
Mohit Taneja Joins Jindal Stainless as Head of Marketing
Mohit Taneja, who previously led Vedanta as Group Head of Brand, Digital, and ESG Communication, has joined Jindal Stainless as Head of Marketing. He leaves Vedanta After more than ten years. He will use his years of experience and expertise in his new position to spearhead meaningful brand initiatives and effective marketing campaigns.
Jindal Stainless appoints Mohit Taneja as head of marketing
He joined Vedanta as Senior Manager – Brand and Communication in October 2023 and was promoted to Lead – Brand and Communication in April 2017. Following this, in April 2017 he was promoted to DGM-Brand and Digital, and in April 2022 he was named Group Head-Brand, Digital, and ESG Communication.
Taneja’s previous endeavors
Prior to that, he spent three and a half years working for the Adidas Group. In May 2010, he started working for the sportswear company as an assistant brand manager for Adidas India. In April 2012, he was allowed to become brand manager for Adidas India. He developed and implemented integrated marketing strategies at the brand, segment, and company levels while serving as Adidas India’s assistant brand manager. Taneja researched social and digital marketing, media planning and buying. He investigated the preparation and implementation of new product launches.
Taneja also worked for the Times of India for about four years prior to joining Adidas. He was the Manager of Brand Activation for the first two of those years, then the Senior Manager of Brand Activation for the final two. His areas of expertise include consumer, retail, and luxury marketing; brand strategy; corporate communications; digital; public relations; market research; advertising; and media planning and buying.
Read More: GroupM Minimised Programmatic Video Campaign Carbon Emissions with PubMatic & SeenThis
Beyond the Buzz: Real-World Digital Transformation
What is Digital Transformation?
“Digital transformation is the fundamental rewiring of how an organization operates.”
–What is Digital Transformation by McKinsey
Digital Transformation is an ability to change and improve the work process for the organization to reduce friction, make things efficient, generate higher revenue improve gross margin. It could mean different things for different companies or even departments.
What does Digital Transformation means for your organization?
Few weeks back I was talking to a friend of mine, it was a refreshing conversion. We connected through LinkedIn, thought of connecting through phone to exchange thoughts, considering both of us worked in the same field of #DigitalTransformation.
During the conversation, we realised the area of digital transformation for him and his organization was totally different than what I am focusing on. This is pretty much normal, when it comes to interpreting Digital Transformation and its scope in an organization.
- How do you determine what should be the focus area in your org for Digital Transformation?
- Will Digital Transformation make a Bottom Line impact on your organization?
- Where do you get started in your Digital Transformation journey?
So many questions, lets just start with a Deep Dive in to what are the key areas of Digital Transformation.
Key Pillars of Digital Transformation Strategy
Here are the key pillars for Digital Transformation Strategy in any organization. I am calling out the key areas which are essentially reflecting across the organisations by size and capabilities.
![Amit Kurhekar, AI, big data, data solutions, TransformTechX, digital transformation, digital transformation strategy, fundamental, rewiring, revenue generation, bottomline, industry 4.0, manufacturing, supply chain, digital curve, consumer experience, digital marketing, big data, analytics, AI, cloud migration, employee experience, social media, chatbots, onboarding, lifecycle, IoT, internet of things, robotics, AR, augmented reality, virtual reality, VR, cloud, performance marketing, email, email marketing, content strategy, outbound calling, data strategy, BI, business intelligence, predictive modelling, generative AI, data migration, microservices, cloud compute, cloud storage, data lake, employee remote access, mobility, RPA, ChatGPT, Gen AI, machine learning, realtime visibility, predictive maintenance, competitive advantage, digital marketing, user acquisition, lifecycle marketing, email lead generation, omnichannel, customer care, traditional marketing, interactive experiences, target audience, email marketing, AI adoption, big data strategy, high performance computing, HPC, model training, digitally mature, ML Ops,](https://adtechtoday.com/wp-content/uploads/2024/07/1714564639181.png)
Key Pillars of Digital Transformation Strategy via #TransformTechX. Image Credit – Amit Kurhekar’s LinkedIn
Customer Experience:
Customer experience has been one of the key focus areas in the Digital Strategy of the organization. Some of the key capabilities under consumer experience are –
- Chatbots – used primarily to engage with customers
- Social Media – Engage with with customers online and solve some of the pain points
- Onboarding & Lifecycle- as a part of any business, when customers are onboarding
The Digital Transformation Strategy for this vertical has gone through major revolution in 2023. With emergence of ChatGPT and Gen AI, the chatbots have gone through major transformation, now they are more personalised and interactive.
Industry 4.0:
Industry 4.0 is a broad area, applicable to Manufacturing and supply chain. Various capabilities applicable will differ by company, its maturity in digital curve. If the organization is digitally mature the discussion for Industry 4.0, could start with how the data is to be used for Business intelligence, realtime visibility, machine learning and predictive maintenance.
Some of the advance capabilities like supply chain control tower and visibility help the companies drive significant competitive advantage.
Robotics, RPA, are another set of areas supporting the Manufacturing organizations to drive the productivity impact.
Digital Marketing:
The Digital Marketing is one of the key areas for organization to drive growth, acquire new users, engage existing users etc.
Customer acquisition via performance marketing, email lead generation, emails for lifecycle marketing. Consider omnichannel approaches for customer reach and interactions via multiple channels of customer care. These elements illustrate how digital marketing is integral to transforming traditional marketing approaches into more targeted, analytics-driven, and interactive experiences.
The specific digital marketing mix can differ significantly between organizations depending on their industry, target audience, and strategic goals.
For instance, a startup focusing on direct-to-consumer products might heavily invest in social media and content strategy to build brand awareness and engage with a broad audience. In contrast, a B2B company might prioritize email marketing and outbound calling to generate leads and establish direct relationships with potential clients.
Big Data, AI and Cloud:
Majority of the companies are now either already using or exploring the use of AI. According to Anthony Cardillo on explodingtopics.com
“Over 77% of companies are either using or exploring the use of AI.”
This primarily means the adoption of AI has grown significantly, as compared to last decade. With the willingness to adopt AI, the big data and Cloud adoption comes up automatically. Most of the companies, would have some elements of data, AI and cloud adoption.
For companies to adopt and use AI, they need to have solid big data strategy, and cloud strategy. Cloud is enabling the speed of adoption at much faster pace.
In early last decade, most of the struggle for AI development used to be around how do you allocate high performance computing (HPC) resources for your model training. The model training which used to take hours and days, can now be done in seconds and minutes. The cloud infrastructure is much scalable to address the demand for training of the models, or inferring insights to run the business.
The adoption strategies for Cloud, AI and big data technologies could differ dramatically depending on what companies are doing, what is their end goal and where are they in their journey.
e.g. few companies who are predominantly are on premise infrastructure and have not started their journey, might just start with migration of on-premise data to cloud, and create a data warehouse/lake.
The Digitally matured organization might have already established cloud architecture and would have implemented microservices architecture. They would have data warehouse. They might already be using the some of the business intelligence tools for visualization.
Organizations in transform zone, which are digitally matured, who started their data transformation journey few years back, their focus might be how to develop, deploy, and maintain the existing and new models. Some of the platforms and tools which would support their journey in ML Ops to develop, deploy and maintain the AI models, operate more efficiently.
Conclusion:
When you hear,”I am leading Digital Transformation in my organization!”, now your next question should be, tell me more, which area of Digital Transformation?
We have discussed some of the most important and key verticals through which an organization can move forward their Digital Transformation Strategy.
This article is written by Amit Kurhekar, Head of Data and AI Solutions.
![Amit Kurhekar](https://adtechtoday.com/wp-content/uploads/2024/07/Amit-Kurhekar-300x300.jpeg)
Amit Kurhekar
Digital Transformation Strategy | Data | AI / ML / Analytics | Digital Marketing | Product Management
Amit Kurhekar is a semior executive and digital transformation expert with a proven impact of over $100 million USD in the fintech, CPG, and manufacturing sectors.
An alumnus of the Kellogg School of Management & BITS Pilani, Amit has pioneered several data-driven AI and digital initiatives globally. He is the author of the influential TransformTechX newsletter, focusing on digital transformation, AI, and Industry 4.0, which has garnered over 2,500 subscribers. Join Amit’s journey for cutting-edge insights and innovative strategies shaping the future of technology via TransformTechX.
#TransformTechX is a newsletter focused on Digital Transformation, AI and Industry4.0. Find more here.
Dentsu Creative India Appoints Abhijat Bharadwaj As CCO – Dentsu Creative Isobar
In a strategic move to elevate its creative vision, Dentsu Creative India has appointed Abhijat Bharadwaj as the Chief Creative Officer (CCO) of Dentsu Creative Isobar.
Abhijat’s appointment underscores Dentsu Creative Isobar’s commitment to creating compelling brand experiences anchored in creativity in today’s digital-first, multi-platform world. His leadership will play a pivotal role in setting new creative benchmarks, foster a culture of innovation, and nurture a dynamic team of next-gen creatives.
Co-reporting to Amit Wadhwa, CEO, Dentsu Creative India and Sahil Shah, President, Dentsu Creative Isobar, Abhijat will work very closely with the leadership team to drive the agency’s creative agenda forward. He will focus on further strengthening the creative prowess and the exceptional talent pool that Dentsu Creative Isobar has built over the years working with many iconic Indian and global brands.
This creative focus, coupled with a deep, native digital-first mindset will empower brands to navigate the complexities of the new age through non-linear journeys in a creatively impactful manner. It will also fortify Dentsu Creative India’s leadership in driving transformative creativity, solidifying its market position.
Read more: Dentsu Promotes Madhura Ranade to EVP – Business & Branded Content
Commenting on his appointment, Amit Wadhwa said,
“Abhijat is not just an exceptional creative talent but a visionary leader for this new age. His passion for excellence in both work and team building will set new industry standards. Alongside our formidable team of creative leaders, we are confident that Abhijat will propel us to new heights of success and recognition.”
Sahil Shah added,
“Abhijat’s entry unlocks a new level of growth for us. In today’s day and age, brands need a creative agency that solves problems, regardless of platforms or mediums, because that’s how non-linear and multi-platform the consumer is. And in this new era, I believe we have a phenomenal talent pool, with strong creative capabilities and the right culture to be in the pole position. With Abhijat leading our creative from the top, I am certain we are now a team to beat.”
With over 17 years of advertising experience, Abhijat has led successful campaigns for prominent brands such as Star Sports, Swiggy, AM/NS, Mercedes-Benz, and Godrej. He has spearheaded iconic campaigns like ‘Netflix for All,’ Bhuvan Bam’s Pizza Hut campaign, and the groundbreaking ‘Yeh Diwali Football Wali’ campaign for the Indian Super League. Notably, he was also the creative force behind the celebrated ‘Teen Ka Dream’ Adidas World Cup campaign. Abhijat’s career includes key roles at top agencies like Leo Burnett, McCann, and Creativeland Asia. He has also headed the premium sports vertical at Star Sports, where he played a pivotal role in promoting the culture of football, tennis, and F1 in India. Known for his relentless pursuit of creative excellence, Abhijat combines strategic thinking with unbridled enthusiasm in his new role.
Abhijat said,
“Joining an iconic global brand like dentsu is truly exciting. My goal is to unlock new opportunities for Dentsu Creative Isobar in India and build a best-in-class team that delivers creative solutions and exceptional value for our clients.”
Dentsu Creative India recently reimagined its creative business to align with the evolving needs of its clients. Dentsu Creative India now encompasses three portfolio brands: Dentsu Creative Webchutney, Dentsu Creative Isobar, and Dentsu Creative PR. Dentsu Creative Isobar is a creative agency of the new age with deep and native digital expertise, also offering digital++ solutions like tech-enabled experiences, social listening & ORM, paid media planning, multi-platform UI/UX, SEO, branded content & influencer partnerships, and digital commerce.
Read more: Dentsu appoints Annette Male to drive integrated growth and innovation
Saurabh Gaur, Ex-Times Internet, Starts PerformAce, a Digital Marketing Services Company
Saurabh Gaur, a seasoned veteran of digital media sales, strategic leadership, and business development, has announced the launch of his new venture, PerformAce. With his visionary leadership and unwavering dedication to excellence, Saurabh, who has over 16 years of distinguished experience, is poised to completely transform the digital marketing industry.
Saurabh Gaur launches PerformAce
After starting his career at ICICI Lombard, Saurabh progressed through positions at Games2win, Sify Technologies, and Times Internet, spending 11 years there. Saurabh flourished in a number of roles during his time at Times Internet, including national sales head and business head of HYPP, where he was instrumental in accelerating revenue growth and leading calculated business expansions.
Among his many achievements, one that stands out is the creation of the HYPP business unit, which experienced revenue growth in comparison to the previous year and won awards for outstanding performance. His next position at Mensa Brands further demonstrated his abilities as a team leader and revenue manager, laying the groundwork for his business endeavor.
Read More: Dentsu Promotes Madhura Ranade to EVP – Business & Branded Content
Saurabh’s role at PerformAce, a digital marketing services agency
Saurabh’s leadership at PerformAce will concentrate on utilizing tactics to propel client success and surpass expectations. His unwavering dedication to perfection and enthusiasm for innovation have the potential to completely alter the landscape of the industry and raise PerformAce to new heights.
Here’s what they said
Saurabh Gaur said,
“PerformAce represents the culmination of my professional journey—a commitment to excellence, visionary leadership, and transformative growth. Our mission at Performance Ace is simple yet bold: to achieve the impossible and deliver unparalleled results in digital marketing services.”
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