Is hyper-personalisation the future of customer experience or a potential pitfall?

It’s that time of the year, with festivities keeping us busy as we meet friends, and family with a bunch of gifts. No wonder this is also perhaps the busiest season for marketers who release advertising blitzkrieg, as they try to achieve two things: drive sales and brand recall. ? Interestingly, now amidst the traditional and digital marketing tactics, a new player has emerged: hyper-personalisation powered by artificial intelligence (AI) and data analytics. “Hyper personalisation is not essential for every category and neither can it be delivered by every brand.

Read More: ??

Is the consent cookie crumbling under Indian ignorance?

Walking into a store where every step you take is tracked, every product you look at is noted and every hesitation is recorded – creepy, right? This is the digital reality we live in, where these harmless-sounding cookies quietly monitor our every move online. But with the world shifting toward a ‘cookie-with-consent’ model, an alarming number of consumers and brands alike are unaware of laws that protect data. “ In India, a vast majority treat cookie consent pop-ups like something to click on to get to the next page they want. They just want the pop-ups/fine print to stop interrupting their browsing! While global trends push for more transparency, Indian consumers remain largely passive. Many just hit “Accept All” without a second thought,” Siddharth Chandrashekhar, advocate and counsel, Bombay High Court, told BrandWagon Online.

Read More:

Karan Johar’s 50% stake sale to Poonawalla: When film meets corporate giants

“Create with the heart; build with the mind,” Criss Jami, an American poet, essayist and philosopher once said. And yesterday’s announcement by filmmaker Karan Johar to sell 50% equity to Adar Poonawalla is perhaps a leaf from Jami’s philosophy.? With this, Adar Poonawalla-led Serene Productions has entered into a binding agreement to invest Rs 1,000 crore into Karan Johar’s Dharma Productions and Dharmatic Entertainment (collectively, Dharma) at a valuation of Rs 2,000 crore. Through this investment, Serene Productions will hold a 50% stake in Dharma, with Karan Johar retaining the remaining 50% ownership.

Read More: ??

IGAP calls for action from social media giants

While major platforms like Facebook and YouTube provide comprehensive transparency reports, others such as Koo and LinkedIn fall short, making it challenging to assess their adherence to India’s Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, a report by Internet Governance and Policy Project revealed. The report also highlights a lack of clarity regarding automated content monitoring.?

Read More:

Interview: Krishna Rathi, Senior Country Director, Indian subcontinent & Maldives, Agoda

India is the third-largest market for Agoda with close to 10% of its customers originating from the country. With a strong focus on hyper-local partnerships, the brand is tapping into India’s digital capabilities to create a seamless journey for both domestic and international travellers. In this interview, Krishna Rathi, senior country director for the Indian subcontinent and Maldives, Agoda, speaks to Pallabi Dey Purkayastha about the company’s collaborations and on promoting sustainable travel in India.

Read More: ??

Astrotech companies need to add ‘CX’ to their dictionary: The rising concerns of online astrology platforms

Life is nothing but an unpredictable journey, and perhaps for many astrology allows it to be predictable to a certain aspect. This is also a reason behind the rapid rise of online astrology platforms, such as Astrotalk, Astroyogi, and Clickastro. However, customer service and experience have become major areas of concern, with these platforms now drawing flak from users. One of the LinkedIn posts specifically criticised the astrology application, alleging that the astrologers on the platform prolong sessions unnecessarily to increase chat time and charge customers without delivering meaningful insights. “Astrotalk is made to extract money from customers by dragging chat time. Their so-called pundits tell you they check your Kundli, and the customer waits and pays without receiving relevant information. If you don’t give them the desired ratings, they threaten to perform rituals against you,” Taranveer Sharma an aggrieved customer told BrandWagon Online.

Read More:

Google joins hands with Ogilvy to launch new campaign

Google, in partnership with Ogilvy India, announced the launch of its new campaign, Googlies on Google. According to the company, users will encounter 50 unique intriguing and peculiar questions that looks simple but surprising and insightful discoveries are revealed when searched.

Read More:

Micro Vs. Macro: Is influencer marketing the right way?

The festive season is seemingly the busiest season for brands too. From gifts to groceries, brands are constantly on the edge to reach consumers. Consumers’ heavy reliance on social media for purchase decisions and with influencers in the game now, brands are standing at a crossroads to choose between micro-influencers and macro-influencers. “When it comes to influencer marketing during the festive season, it plays a key role in connecting with our audience. As a brand focused on conscious consumers, especially those seeking eco-friendly products, we carefully decide whether to partner with micro- or macro-influencers based on the campaign’s objectives,” Sudip Ghose, founder and managing director, uppercase, told BrandWagon Online.?

Read More:

Only 16% of Indian consumers aware of DPDP Act, 44% willing to pay more for data protection, reveals PwC Survey

Only 16% consumers are aware of the Digital Personal Data Protection Act (DPDP), PwC India’s recent survey revealed. The survey highlights the need for a privacy-aware culture and a privacy-first approach in organisations. Additionally, 56% of consumers are unaware of their rights related to personal data, and 69% do not know they can withdraw consent. The lack of awareness extends to handling minors’ data, with 72% of respondents unaware that parental or guardian consent is required.

Read More:

Archana Anand steps down as ZEE5 Global’s chief business officer after nearly a decade of leadership

Archana Anand, who played a key role in the launch and global expansion of ZEE5, has announced her departure from the platform. As the chief business officer of ZEE5 Global, Anand led the charge in establishing the platform as the largest destination for South Asian entertainment worldwide, a significant achievement during her tenure.

Read More: