'We have seen digital growth more in the past few months than in a decade'

In a chat with e4m, Redickaa Subrammanian, CEO & Co-founder, Resulticks shares her views about India’s digital transformation and innovative marketing technologies in the light of the pandemic

e4m by Simran Sabherwal
Published: Aug 13, 2020 3:29 PM  | 8 min read

The Covid-19 pandemic has disrupted everyday life, including business, like never before. Companies had no choice but to reinvent themselves almost overnight as brands re-strategized how they engaged with consumers. A big shift was the adoption of digital by brands as well as consumers as the pandemic forced companies to adopt more robust technologies that can deliver to address scale, speed and complexity of online customer engagement. In a chat with Redickaa Subrammanian, CEO &  Co-founder, Resulticks, we discuss how digital transformation is now the new normal and how marketing automation solutions have been empowering companies.

The pandemic has accelerated the adoption of Digital. How are brands now looking at imbibing digital transformation and adopting technologies such as marketing automation, AI, analytics, blockchain in marketing?   

The pandemic and the social distancing measures created to minimise its spread have undoubtedly accelerated digital consumption. More digital growth has been seen, perhaps, over the past few months than in a decade. Business leaders are realizing that serious commitment to digital transformation is now a must, as the new normal is here to stay.  

Companies have been pushed to reinvent themselves almost overnight and many are realising that legacy tools that got them thus far cannot carry them into the future, or even meet the expectation of the engagement quality that a customer expects today. 

A new generation of marketing automation solutions are empowering companies to maximize the power of both data and AI to harness deeper audience insights, deliver personalized customer experiences, drive efficient marketing decision making, and attribute the ROI of their efforts. More importantly, these solutions allow them to undertake all these tasks that are key to audience centricity at the scale fitting today’s digital explosion.  

 There is also growing interest in the application of marketing blockchain, particularly from the banking and financial services industry. Growth of digital has also brought with it increasing risks of data privacy exposure and data breaches. The sheer complexity of digital interactions as well as the ecosystem of vendors and systems that enable them will also drive consumers and companies alike to demand more transparency and accountability. It makes sense then, that blockchain is gaining the spotlight given its ability to optimize security, increase transparency, and prevent frauds, while allowing companies to gain a more consistent view of the customer.     

How can Resulticks help brands deliver the best customer experience as seamless, individualized experiences across a multitude of channels and in real-time? 

In the wake of Covid-19, B2B/B2C marketers are increasingly looking to grow revenues and, in a cost, effective manner. All of this starts with quality data so that digital marketers can use that data and insights from data to manage, automate and track the success of marketing campaigns through multiple channels. The final measure of success is a contribution to business growth, reduction in the cost of acquisition and increase in brand KPIs. This is where Resulticks scores. With our AI-powered, real-time omnichannel approach, we are helping our clients emerge as a winner in a data-driven world.

Resulticks was built to deliver on the promise of real-time omnichannel customer engagement, providing capabilities required for future-forward companies. While Covid-19 has certainly pushed companies and consumers alike to rely more heavily on digital touchpoints, it is worth noting that omnichannel doesn’t mean all online and offline channels at all times. It means delivering an individualized journey that evolves with each omnichannel customer through whatever touchpoints they prefer. 

What are the solutions that you have offered to clients in the recent past as they looked to evolve their business during the lockdown?  

Resulticks was created to be the transformative centrifugal force between the brand and its audiences, integrating data, engagement, and insights from any data source to any touchpoint. We were awarded the ‘Elevating Customer Experience with AI’ award earlier this year by Microsoft. The platform has been repeatedly named to the Gartner Magic Quadrant for Multichannel Marketing Hubs in 2017, 2018, 2019, and 2020 – perhaps the only brand to be invited by Gartner in just the 3rd year of its inception.

A key focus for retailers in the new normal is how they can get consumers back into physical stores after they have implemented the right measures. For a client with presence in nearly 50 cities across India, we helped orchestrate omnichannel campaigns to assist their recovery efforts as the lockdown eases in certain regions. Beyond targeted communications based on their customers’ product and brand affinity as well as past behaviour, we could boost footfalls with contextual messages. Audiences were encouraged to scan QR codes at the brand’s store to share their contactless shopping experience and memorable in-store safety measures on social in exchange for exclusive offers.

Driving digital adoption during this time is central for almost all industries as offline interactions are suspended, and this is especially true for the banking industry. While younger generations and a good portion of middle-age users have adjusted well to new digital banking touchpoints, senior citizens, by and large, have not. To help a client address this, we enabled them to map out a communication triggered process for senior customers to renew fixed deposits through calls directly, a process for which they would usually visit a branch.

 How has the brand and customer relationship evolved in the last few months? 

According to an EY survey, consumer behaviour in India is radically changing due to Covid-19, with 60% of buyers in the country believing that the pandemic would alter the way they shop. Convenience and safety are key during the era of social distancing, but it is not everything. Simply having digital touchpoints won’t cut it either. 

Companies now have to trove through vast amounts of data generated across their systems and channels to capture a singular understanding of each customer. They need to translate such unified insights into journeys that conform to social distancing measures, maximize convenience and deliver the interactions most relevant to each customer at just the right moment and place. 

What has been the uptick in brands now looking at increasing budgets to Digital, particularly when it comes to technology? 

As I stated earlier, Covid-19 has driven companies to consider/adopt more robust technologies that can deliver to address scale, speed and complexity of online customer engagement in an ever more digitally savvy India. 

Given the pace of India’s digital transformation, the shifts we’re seeing now will continue even after the pandemic and one can expect organizations to allocate bigger portions of their budgets towards the purchase and implementation of innovative marketing technologies. This has been corroborated in recent research amongst business, marketing and technology leaders we commissioned through Valuvox. According to ‘Omnichannel Marketing Readiness in India: A Resulticks Research Report’, 25% of marketers are planning to increase their investments in omnichannel marketing in the coming years.

With data privacy now a big concern, how can brands tailor personalized experiences when reaching out to consumers? 

Personalization is always going to be a balancing act between relevance and invasiveness. Beyond rigorous protections that ensure data privacy, organizations also need to make sure their solutions and processes comply with both domestic and international regulations. 

There also needs to be a coherent, accessible means by which customers can understand and manage what part of their data is used, where, and how. Not every data point should be acted on, and it’s not always good to know everything. Data should translate to experiences that benefit and delight customers, instead of repulsing them with invasive, overly personalized messages delivered with no regard for context or privacy.

 Can you tell us the key takeaways from the recent Resulticks Omnichannel Readiness in India Report?

India’s rapid digitisation and its increasingly tech-savvy consumer population have made it necessary for companies to step up their customer engagement game. The Omnichannel Marketing Readiness in India study surveyed 414 senior marketing executives across 17 industries spanning multiple business types and sizes to get a sense of the challenges, priorities, and platform requirements that define their omnichannel journeys.  

Two key initiatives that marketers consider the most critical to their omnichannel customer engagement strategy include personalization/individualization (75% of all marketers) and a unified, 360-degree view of the customer (64% marketers).

Nearly a third or more acknowledge the criticality of customer data platforms, customer journeys, marketing automation platforms, and real-time marketing to their omnichannel initiatives.

Inability to act on data in real-time and the lack of an effective omnichannel marketing strategy are the two biggest challenges faced by marketers.

Marketers face two more equally formidable challenges—incomplete data across the many diverse channels they leverage for omnichannel customer engagement and lack of analytics and insights.

Omnichannel oriented marketers who have implemented a robust marketing automation platform in the recent past are in a position to successfully leverage newer channels in the communication mix while those with legacy systems are limited by the number of channels they can use.

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e4m WhatsApp Channel launched

Follow our channel for the latest updates in the world of media, advertising and marketing and experience news like never before!

By e4m Staff | Sep 25, 2023 3:57 PM   |   1 min read


In today's fast-paced world, staying informed about the latest trends is of paramount importance. With that in mind, the exchange4media Group has unveiled its WhatsApp Channel - a gateway to real-time updates and insights, curated to keep you informed about industry trends in real-time.

You can now receive all the updates from the advertising, marketing, and media industry, breaking news, insightful articles and in-depth features on key trending topics directly on your WhatsApp, ensuring you're never out of the loop.

Subscribing to our WhatsApp Channel is easy. You can follow the steps below and join our channel to start receiving updates immediately.

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2. Tap on 'View Channel'
3. A new e4m chat box will open. Click on the ‘Follow’ button on the right side
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By subscribing to e4m’s WhatsApp Channel, you gain exclusive access to the most up-to-date information across a wide range of topics and experience news in its most dynamic form.

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Zone Media partners with VDO.AI to expand in India & SEA

The collaboration will allow Zone Media to gain exclusive access to VDO.AI’s innovative advertising tools

By e4m Staff | Sep 25, 2023 11:17 AM   |   2 min read

Zone Media

Zone Media has entered a partnership with ad-tech tool VDO.AI. This collaboration will enable Zone Media to provide clients in India and Southeast Asia with video advertising solutions that drive highly effective results.

As an official partner of VDO.AI, Zone Media will gain exclusive access to their platform and innovative advertising tools. This partnership will further strengthen Zone Media's ability to deliver exceptional digital marketing campaigns and drive significant business growth for their clients. By combining VDO.AI's cutting-edge technology with Zone Media's extensive expertise in the digital marketing landscape, the partnership aims to revolutionize the way brands connect with their audiences through video advertising.
Arjit Sachdeva, Co-founder, VDO.AI, shared their perspective on this partnership: " We are thrilled to announce our partnership with Zone Media, With Zone Media's regional insights and VDO.AI's capabilities, we look forward to helping brands in India and Southeast Asia achieve their marketing goals through highly targeted and engaging video campaigns. Together, we aim to set new standards in the digital advertising landscape and provide brands with the tools they need to succeed."

"We are excited about joining hands with VDO.AI" said Sumit Gupta, CEO of Zone Media. "This collaboration allows us to provide our clients with industry-leading video advertising solutions that are tailored to their specific needs. VDO.AI's advanced creative solutions, coupled with our strategic digital marketing expertise, will enable us to deliver outstanding results and drive exceptional brand experiences for our clients in India and Southeast Asia."

Mrityunjay Kumar, President, Zone Media, said with Zone Media's deep understanding of the local market and VDO.AI's robust video advertising capabilities, brands in India and Southeast Asia can now benefit from highly targeted and engaging video campaigns that deliver maximum impact. The partnership promises to unlock new possibilities for businesses seeking to enhance their digital presence and accelerate growth.

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PhonePe launches Indus AppStore, challenges Google’s monopoly

The store promises zero platform fees and no commission on in-app purchases as opposed to Google, which levies 15-30%

By e4m Staff | Sep 25, 2023 9:07 AM   |   2 min read

indus appstore

In a bid to challenge Google's monopoly, PhonePe has launched “Indus AppStore” promising zero platform fees and no commission on in-app purchases. 

“Developers can commence the process of registering and uploading their applications with immediate effect,” the company officials announced in Bengaluru on Saturday.

They also said the app listings on the platform will be free for the first year, following which a "nominal" annual fee will be charged.

The Walmart-backed fintech firm PhonePe projects its app store as the first such 'made-in-India' platform. PhonePe acquired IndusOS in 2021 and has since been working on the app store. 

The Indus app store will offer support for third-party payment providers, compatibility with 12 Indian languages, and a streamlined login system centred around phone numbers.

It is noteworthy that Google charges a 15-30% commission on in-app purchases. 

Speaking of the launch, Akash Dongre, CPO & Co-Founder, Indus Appstore said, “India is poised to have over 1 billion smartphone users by 2026 offering us a massive opportunity to build a new-age, localized Android app store. Despite being such a large consumer market, app developers have always been forced to work with only one app store - Google Playstore - for distributing their apps. Indus Appstore hopes to provide app developers a credible alternative to the Google Playstore - one that is more localized and offers better app discovery and consumer engagement. We are excited to open up the Indus Appstore Developer Platform today, and invite all developers to list their app on the Made-in-India app store.”

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After Netflix, Prime Video enters ad race

Ads will first be introduced on Prime Video content in the US, UK, Germany and Canada, in early 2024

By e4m Staff | Sep 22, 2023 5:26 PM   |   1 min read

Prime video
Amazon has announced that it will introduce ads in its Prime Video streaming service in 2024. The ads, the e-commerce giant said, "will allow it to continue investing in compelling content.” 
According to a press release from Amazon, the ads will first be introduced on Prime Video content in the US, UK, Germany, and Canada, with France, Italy, Spain, Mexico, and Australia to follow later that year.”
The date for the introduction of the ads is not specified, with the release just stating it to be in “early 2024”. 
In the release, Amazon has said it doesn’t have plans to change the current price of its Prime memberships in 2024, and Prime members will be notified of the change several weeks before the ad injections begin, along with details to sign up for the ad-free option.
"To continue investing in compelling content and keep increasing that investment over a long period of time, starting in 2024, Prime Video shows and movies will include limited advertisements in the UK," Amazon said.
Amazon’s decision to introduce ads follows similar steps taken by by rivals including Disney+ and Netflix.

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ICC to release vertical feed for Men’s Cricket World Cup

The innovation will enable an easier viewing experience on mobile phones

By e4m Staff | Sep 22, 2023 11:25 AM   |   3 min read


The ICC Men’s Cricket World Cup 2023 world feed match coverage, which is supported by Disney Star, will see ICC TV produce an additional vertical video feed.

The ICC’s vertical feed will be a first-of-its-kind coverage for the sport across all 48 World Cup matches. The technological innovation will provide fans with an easier and more intuitive viewing experience on mobile phones, allowing them to consume content on the go in the most convenient handheld position.

For fans, this transformative approach to consuming ICC events will provide more access to World Cups than ever before. The vertical feed will provide a special experience with the addition of split screens in its coverage. With a focus on building more context to the on-field action, the split-screen feature will unlock an additional dimension for the viewers and provide a further sense of proximity to the action and their heroes.

The production will use a carefully curated array of dedicated vertically oriented cameras, whilst utilising the world feed cameras for split screens. The production will also feature match graphics and bespoke production enhancements to enhance the vertically oriented coverage.

The vertical video feed will also make use of traditional technical and editorial storytelling tools to further elevate the coverage. Key features like ball tracking, player tracking and field plot will be tailored to fit the vertical format. The coverage will also have a world-class commentary panel calling the action.

ICC Chief Commercial Officer, Anurag Dahiya said: “Cricket fans always look forward to the high-quality broadcast coverage of ICC events. With this in mind, the ICC TV team continuously strives to tailor our coverage to fan preferences. We are very excited to launch cricket’s first-ever vertical video production at the ICC Men’s Cricket World Cup 2023. This game-changing initiative promises to transform the fan viewing experience. It is an innovative approach to cricket coverage that will place fans at the centre of the action bringing them closer to the game than ever before and providing a world-class production to the biggest Cricket World Cup ever.”

Sanjog Gupta, Head – Sports, Disney Star said: “Consumers’ preferences and habits are evolving more rapidly than ever before, catalyzing the emergence of new user experiences. Disney Star has always played a pioneering role in taking cricket viewing experiences forward and is now proud to collaborate with the ICC to bring to sports fans for the first-time ever the ‘vertical feed’, on ICC Men’s Cricket World Cup 2023. The ‘vertical feed’ aims to deliver to digital users, enhanced convenience, engagement and immersion, beyond the differentiated screen orientation. With its uniquely designed production style entailing cameras, graphics, direction, replays and other enhancements, it promises to change the way cricket is watched.”

The ICC Men’s Cricket World Cup kicks off on 5 October.

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Homegrown internet browser Veera launched

The mobile-only internet browser has been founded by Arjun Ghose

By e4m Staff | Sep 21, 2023 11:12 AM   |   2 min read


Veera, the ‘Made in India’ mobile-only internet browser, was launched on Thursday.

Currently in beta, Veera has been envisioned as a challenger browser for India by Arjun Ghose (previously an investor with VC firm Falcon Edge / Alpha Wave and McKinsey), Rahul Pagdipati (Chairman of the Board Zebpay & Board Member at Brave browser), Aditya Julka (serial entrepreneur Founder of Paddle8, entrepreneur-in-residence at Harvard Business School) and Kanu Gupta (founding leadership of Goldman Sachs in India, serial investor).

Veera has been funded by a slew of blue-chip investors, including Ayon Capital, COG Network, 6th Man Ventures, Folius Ventures and iSeed Ventures, as well as marquee angels such as Aalap Mahadevia (Briarwood Capital), Kabir Narang (B-Capital), Nikhil Mohta (Carlyle, ICICI Ventures), Kevin Hu (Brevam Howard), Saneel Srini (Moralis Capital), Ashwin Ramachandran, Viram Shah (Vested), and Dr. Devaiah Pagidipati (Freedom health, Physician Partners, Anion Health).

Arjun Ghose, Founder, Veera, said, "Our mission was to craft a faster, safer, and private browsing sanctuary for Indian internet users. We embarked on this journey to build an internet experience that resonates with India's uniqueness. With the average user spending approximately 7.3 hours per day online Veera's impact as the window to the internet for a billion Indians is undeniably significant. But, let me assure you this is just the beginning; there are a whole bunch of features in the pipeline that we are super excited about and will launch shortly."

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Video personalisation with AI: On every marketer’s festive checklist this year

Brands are capitalizing on Generative AI to realize a host of benefits, from scaling up personalization efforts to tailoring content to individual preferences, at a previously unimaginable scale

By Shantanu David | Sep 21, 2023 8:42 AM   |   5 min read


Shah Rukh Khan is on a roll these days, and not just because of the massive success of his last two outings to the cinema. While his AI- powered Cadbury ad earlier this year generated much attention and many plaudits (including a Cannes Lion for Cadbury and agency Ogilvy Mumbai), ITC Sunfeast and media partner IPG just announced a new campaign which will allow consumers to ‘co-star’ with India’s King using the power of, you guess it, Generative AI.

And while Khan may be the shiniest example, he’s not the only star shining a light on how brands can use AI to deliver personalized experiences to customers like never before. From Virat Kohli and ViVo to Ayushmann Khurrana and Wakefit, brands and celebrities are turning to the technology like never before, just in time for the festive season.

Sanjeev Jasani, COO, Cheil India, says, “After brands like Cadbury led the way, advertisers have become more confident and have started experimenting with Generative AI to create personalized video ads. This technology allows brands to efficiently generate multiple variations of video content, catering to diverse customer preferences. It's a cost-effective way to scale up personalization during high-demand periods and goes a long way in delivering a great experience as well.”

Anupreet Singh, Chief Revenue Officer at Gan.ai, a video personalization company that leverages the power of generative AI to provide its ever-growing roster of clients is even more emphatic. “In one sentence, I would say that any brand that does not use video personalization during this festive season will face a very hard time in having any kind of brand recall. And the reason why I say that is because the number of brands that are trying to do that this season are a lot. If a brand is sending a text message or a generic video, in the larger scheme of the total number of messages that you will get, you'll never remember that something like that happened. So, I think the acceleration of the use of AI in this festive season will be massive.”

Gan.ai’s list of clients reads like a who’s who of both Indian and global brands, as more companies turn to the technology, but because of the efficiencies of AI in cost as well as quality, Singh says the technology is being embraced widely.

“Companies are now joining the fold because they are seeing direct ROI out of it and a lot of these big brands are using us to build their top-of-mind awareness to cut through the noise and create a campaign that really stands out. Also, a lot of upcoming brands are looking at it as a performance marketing hack. Brands like Alliance Group are using us for their communications across the board. And even several start-ups and smaller brands are turning to us,” says Singh.

Vivek Kumar Anand, Chief Business Officer, DViO Digital, says that as brands seek to capture the attention and emotions of their audiences during the festive season, utilising AI allows them to stand out, remain relevant, and create memorable experiences. “The landscape of festive advertising is evolving, with AI playing a pivotal role in shaping the future of how brands communicate and engage with their audiences. Advertisers are teaming up with Generative AI to craft festive adverts that feel just for you. It's about adding that personal touch, making visuals stand out, and ensuring everything's set for the festive rush.”

He adds, “Here at DViO, we fully embrace AI, refining our new tool with insights from past projects. And we're not the only ones; big tech names are pouring resources into AI, underscoring its massive importance in the market.”

Amitt Sharma, Founder and CEO, VDO.AI, says that advertisers are tapping into the tremendous potential of Generative AI to transform their festive ad campaigns by allowing the creation of dynamic, personalised and engaging CTV/OTT advertisements at scale.

“In fact, we've been experiencing a surge in requests from brands seeking to collaborate on customized AI campaigns with us for Q4. This trend underscores the ever-growing appetite for innovative AI-driven solutions that can elevate brands' engagement with their audiences and drive meaningful results,” says Sharma.

Atrayee Chakraborty, Knowledge and Strategy Partner, Lodestar UM, says that Generative AI adoption in advertising is experiencing rapid growth. According to a recent study conducted by the Interactive Advertising Bureau (IAB), a remarkable 40% of advertisers intend to incorporate generative AI into their marketing campaigns within the next year. “This marks a substantial increase from a mere 10% in 2021, underscoring the technology's expanding influence in the industry.”

“This technology capitalizes on a wealth of data, including past purchase history, browsing behaviours, and social media interactions, to craft personalized content that encompasses everything from scripts to storyboards and visually engaging elements. Brands are capitalizing on Generative AI to realize a host of benefits, from scaling up personalization efforts, to tailoring content to individual preferences at a previously unimaginable scale,” says Chakraborty.

However, Jasani cautions that brands should exercise caution in the area of data privacy and take all necessary permissions before implementing these ideas. “The technology is fairly simple but the beauty is in what idea you wrap around it. Even though technologies like Generative AI are fast catching on, I still believe that in our business of communication, you will need an idea to make it stand out and do its job. That’s why the business of ideas can never be replaced by AI but will only be enhanced by it.”

Sharma agrees, noting that brands need to be watchful of the potential pitfall of excessive reliance on technology, which could result in a disconnect from their audience. “Striking the right balance involves prioritizing interactive and audience-centric advertising strategies. These strategies may encompass localized and IP-address enabled ad delivery, incorporating elements of gamification, and incorporating remote-based integrated polls. These measures serve to engage viewers while remaining sensitive to the evolving needs and preferences of the audience.”

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