From Tikka Masala to AI Masala: How Indian Brands Are Spicing Up Marketing with Tech

By Rajneeta Das

India’s marketing scene is undergoing a digital dhaba-style transformation, as vibrant and fragrant as the country’s diverse cuisine. Just like a master chef artfully blends spices to create an unforgettable dish, Indian brands are embracing technology to concoct unique marketing strategies that tantalize the senses and leave a lasting impression.

 The Spice of Tech: AI, AR, and VRh

Gone are the bland, one-size-fits-all campaigns. Today, Indian brands are infusing their marketing with a generous pinch of AI, AR, and VR, creating personalized and interactive experiences that ignite customer engagement. Imagine virtually trying on a lehenga before stepping out or exploring a new apartment complex through a 360-degree VR tour. These are just a glimpse of how brands are using tech to bridge the gap between the physical and digital worlds.

 A Pinch of Hyperlocalization:

India’s vast and diverse landscape presents a challenge for marketers. What resonates in Mumbai might not tickle taste buds in Chennai. To overcome this, brands are turning to hyperlocalization, adding a dash of regional flavor to their marketing messages. This involves using local languages, dialects, and cultural references to create campaigns that feel authentic and relevant to specific communities. Imagine hearing a chai ad narrated in a heartwarming Bengali lilt or seeing a dosa commercial filmed amidst the bustling lanes of Bangalore.

 A Dash of Storytelling:

Indians have a deep-rooted love for captivating narratives. Brands are realizing the power of storytelling to connect with consumers on an emotional level. From tear-jerking video ads that celebrate family bonds to interactive online stories that let users choose their own adventure, brands are using technology to weave tales that resonate with the Indian ethos and values. A recent campaign by Zomato, for instance, used a series of heartwarming short films to showcase the stories of delivery riders, striking a chord with viewers across the country.

The Secret Ingredient: Data

Just like 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 their target audience’s preferences and behaviors. This data goldmine can then be used to personalize marketing campaigns, making them more effective and efficient. Imagine an e-commerce platform recommending sarees based on a user’s browsing history and previous purchases, or a travel app suggesting destinations based on their travel preferences and budget.

 The Result: A Delicious Dish

By using the right blend of technology, personalization, and storytelling, Indian brands are creating marketing campaigns that are as tempting as a plate of freshly made jalebis. These campaigns are not only helping brands reach new customers and grow their businesses, but they are also changing the way consumers experience marketing in India.

Here are some data points that illustrate the power of tech-infused marketing in India:

SpiceJet: The airline uses AI to personalize its in-flight entertainment offerings, resulting in a 20% increase in passenger satisfaction.

Amul: The dairy brand’s AR campaign, which let consumers virtually try on different hairstyles with milk cartons, generated over 10 million impressions.

Taj Hotels: The hotel chain’s VR tours led to a 15% increase in online bookings.

Flipkart: The e-commerce giant’s data-driven product recommendations contribute to over 70% of its conversions.

These are just a few examples of how Indian brands are using technology to create marketing that is as vibrant and diverse as the country itself. As India’s tech scene continues to sizzle, we can expect even more innovative and mouthwatering marketing campaigns to emerge, forever changing the landscape of Indian marketing.

So, the next time you encounter an Indian brand campaign, take a moment to savor the flavors. You might just discover a unique blend of technology, personalization, and storytelling that leaves you wanting more, just like a perfectly spiced dish.

(The author of the article is Rajneeta Das, Head- External Marketing Communications, Marlabs, and the views expressed in this article are her own)