The Marksman January 2023 Edition

Soham Sheth

A new year brings in new possibilities, opportunities and joy This January, let your creative side take the best of you and let the writer in you blossom.

In the dynamic field of marketing, technology and marketing go hand in hand The paradigm has shifted from an extensive to a minimalistic way of marketing where we believe making an impact on the consumers' mind once and for all should be the manta. At one the marketing campaign should be so impactful, that it leaves the consumer in complete awe of the product

Read on to "Sports Sedition" to know more about experiential marketing and how our beloved brands have made use of the strategy to their advantage

CFA WINNERS:

A splendid collection of articles hereby lay before you Congratulations to all those who have won the winner and runners up positions for the January Edition of The Marksman

Winner - Sidhant Satyajeet, K J Somaiya Institute of Management

Runner up - Archit Vijay, ICFAI Business School, Gurgaon

Rushali Khanna

The inspiring pieces of work can be discovered in the "Featured Articles" section. We were overwhelmed with the response, and we wish the same for the future as we believe you would respond with the same gusto portrayed in the past.

"Write to taste life twice, in the moment and in retrospect."

MEET THE TEAM

Kaizeen Munshi

Vedang Upasani

Saarah Mukaddam

Jahanvi Dhingra

Muskan Aggarwal Verma

Hitakshi Garg

Sreya Biswas

Vrinda Devra

Sreya Biswas

Kickstart

Charzer, the lifeline to all electric vehicles, this app is your best friend if you own an electric vehicle and are in the need of a charging station

Cover Story

The controversy looming FIFA 2022 World Cup in Qatar, was a great attraction not only due to the sport, but to see how brands associate themselves with Qatar and its varied policies regarding homosexuality. 03

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Brand Markive

Tilak Mehta, a young boy of 13 years revolutionized the delivery and distribution segment through his company Paper n parcel Truly, there's no right age to dream.

Marketing Buzz

5 Star leaving a mark on society through it's extremely creative idea of the most minimalistic marketing campaign - Do Nothing, but impact everything.

More than Marketing

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Marketing is not just an external concept, but also internal The employees are as vital as the customers. Netflix and Spotify have revolutionized the concept of employee welfare.

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Hallmark Campaign

The banter between Netflix, Zomato and Blinkit is both a marketing stunt as well as a friendly banter. This is undoubtedly one of the most engaging forms of marketing

Pioneer

Often described as the most complete actor in Bollywood, Hrithik Roshan decided to take his brand one step further by launching his own company HRX

Marketflix and Chill

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Haunted by her past, a talented singer with a rising career, Qala, copes with the pressure of success, a mother's disdain and the voices of doubt within her. 09

Humans of Marksman

President of Tarini Minerals, Mr. Manoj Kumar Pathak gives his insights about the industry, personal experiences, and postpandemic adaptations. 10

Marketing Trivia

It's time to check your knowledge about internet brands How much do you keep up with these new-age brands that are booming through the internet?

KICKSTART Charzer

Good for planet. Good for Business

Priya N N

The traditional engine is becoming ancient, despite transportation being an essential part of modern life. Vehicles powered by petrol or diesel release sizable amounts of pollution, which is why their use is rapidly being phased out in favor of fully electric vehicles Charging electric vehicles is accomplished through electricity rather than fossil fuels. Because there is no engine with EVs, they do not make any noise Electric vehicles are the most appropriate solution for reducing both noise and air pollution Compared to petrol and diesel, electricity is cheaper, which makes the electric vehicle less expensive than servicing a petrol or diesel vehicle for the same amount of travel.

The Indian market for EVs is still in its infancy; however, the hesitation lies in the safety and availability of charging stations. The first concern is being addressed by the stringent regulations that governments have imposed on the production of electric vehicles and their imports and exports Charzer handles the second problem. Charzer is an electric vehicle charging management platform designed for forward-thinking companies that want to launch, build, and expand their own electric vehicle charging business It owns charging stations and lets others host the stations like any other fuel station, except Charzer has developed an application that enables users to track charging stations.

Imagine that you are at a crowded gas station during rush hour and that you are running behind schedule to get to your workplace These issues can be solved quickly and painlessly by downloading an app that pinpoints the location of charging stations for electric vehicles. Using our Electric Vehicle (EV) Charging AppCharzer, you will have access to a network of more than 300 charging stations all over India, allowing you to charge your electric vehicle

You would be able to check the price in advance, make the payment through the app, and book a charging slot at a time that is convenient for you with the Charzer app Through the use of the app, you are able to select the vehicle of your choice, pay, and start the charging process. Charzer also gives others the opportunity

to operate their own charging stations You just need 1 electric charging point for Rs 15,000, in order to start your own hosting business All you need is a spot big enough for a motorcycle to park itself and charge to flow in Charzer gives you a platform to generate additional income as well as helps you increase the number of customers who visit your business and promote your company through the application. It not only provides free installation but also fully automates processes without human intervention. Charzer will assist you in the location for installation, install the stations, perform marketing and will bring customers, and ensure that all legal compliance requirements are met on the host's behalf The company takes care of rent and electricity payments on the host's behalf

FIFA 2022: The Qatar controversy

Sponsorship turned nightmare?

-Jahanvi Dhingra

Football is not simply an ordinary sport but an emotion for millions worldwide. So it is no surprise that the FIFA World Cup invariably has all the eyes set on it, from the enthusiastic spectators to the brands bidding for a spot on the reserved spotlight podium of sponsorships The neck-to-neck is all to ( cue in the unforgettable Puma vs Nike brawl in 2018 that turned as ugly as it gets in the battleground called marketing) get a piece of the buzz generated by the tournament, with 32 nations participating each season and the rich assortment of players waiting to be hackled by brands for the opportunity of representation However, in the eventful showdown that

was FIFA 2022, it wasn’t exactly Messi or MBappe that were a matter of concern for brands, but the host country Qatar. If you have not been living under a rock, you are aware of how the country dissents homosexuality and has laws against the practice of the same Qatar is well known about their radical line of thought. This is just one of the many skeletons in Qatar’s cupboard; the nation is also accused of grossly mistreating its migrant workers With such dark spots surrounding the cup host, and the consequences for marketers in their extended support of an event clouded in controversy, it was a rather big question mark how brands would deal with it.

The Big Dilemma:

The dilemma elicited varied responses from the sponsor ’ s list, with brands holding strong legacy ties with the tournament, such as Coca-Cola and Hyundai maintaining their association decision, saying that sport is an opportunity to bring everyone together They claimed to continue to be an active ally and said they only aim to reinforce their ideals of equity and togetherness through their relationship with FIFA. Brands with a similar stance further expressed that they advocate equal access to all during the event and are not, in any case, compromising on their values by their support for FIFA in Qatar Then there were brands in the same industry at

loggerheads with their opinions While BrewDogs held itself as a proud antisponsor of the World Cup, defining its views and opinions in writing and across viral billboards that spoke for it in volumes On the other hand, Budweiser seemed to have no apparent plans of withdrawing its sponsorship but had to bow out of the original deal due to an unprecedented law regarding public alcohol consumption. It diverted the kegs to the winning team, so the support was evident even though it disrupted for a while Not every brand was on the same side, but each had their own issues with the country's policies. Meanwhile, brands such as Mcdonald’s and Puma provided no response to their decision to have their name across the FIFA banners, among many others

Backlash, being part and parcel of such controversies, was witnessed in the comments, boycotts, and anti-support stance adopted by the masses as their way of backward communication to the brands through the marketing funnel with different socioverse tools to their avail, including but not limited to Instagram, Twitter, and Reddit. It wasn't just limited to the general public, but certain brands participated as well, Including but not limited to Hummel Sports.

Responsible Marketing

The crux of the saga is that marketing today requires not a fisheye view but a holistic one that considers all the social,

legal, and political implications of a particular association Since millennials and gen-z, the target market of most brands listed above, are not sold on a brand simply by an eye spot or an advertisement but by the ethics of that brand, Alas, this controversy also sheds light on how event marketing is a rather complex phenomenon in this day and age, and the logistics of it are enough to put the decision-makers in a dilemma, as in this case.

Responsibility marketing is not a choice anymore but a prerequisite for firms aiming at a good market standing. Also, it is not simply the brands in sponsorship that might be under fire here, but the brand created over the years by FIFA for itself too The authority made an informed decision to conduct the event in Qatar,

which in hindsight does not seem so. many activist organizations lashed out at the organization for backing the choice of location and were in a complete boycott of the tournament A domino effect follows such a decision where if the audience drops, the value of FIFA drops, the channel ratings dip, the advertisement views drop, and the players’ valuation drops. Meanwhile, the cause of the great fall here ends up making millions

To wrap up, marketing itself is no less than a sport today and the brands on the field need to ensure they are not committing any injurious fouls in a bid to score, which may only have a long-term impact on their center players, including reputation and image. Though it was not all as dampened

as it may appear by the situation that had the globe divided in two, and not by the teams this time While World Cup 2022 may not have had a smooth run initially, it certainly concluded on a jolly note where all brands pitched in to congratulate Messi and Argentina for their roller coaster win and had a shot at being featured in the topical spot without any strings attached From Zomato to Adidas to Amul, it was a celebration through and through with word plays, puns, and creative ads At the end of the day, football continues to be a beloved sport and a moment for marketers to capture through their lens At the end of the day, the lines blurred and the victory unified most groups segregated in the controversy, to make a marketable moment that took over the globe.

Papers N Parcels: Lunch to Logistics

India's Youngest Entreprenuer

-Vedang Upasani

They say it all starts with a dream, but what if things start at an age, you understand what a dream is. One such boy from Ahmedabad decided to make a name for himself. He saw a problem and understood a gap in the market. At such a young age, he desired a change, upon which he capitalized and made a business out of it He started his entrepreneurial journey at the age of 13 and made an annual turnover of over 100 crores by the time he was 16 Tilak Mehta is considered as one of the most successful entrepreneurs in India. He also is the youngest to achieve this feat Tilak Mehta is the founder of Paper n Parcel The business deals with day-to-day delivery services, ranging right from a single book

to confidential papers PnP solved problems regarding delivery services and logistics through simplified, original and straightforward ideas Paper n parcel offered services with respect to delivery parcels ,tracking orders. The core competency of the brand is its connection with “Dabbawallas”, which helped them form an enormous network throughout Mumbai Thus, capitalising on this vast network, Tilak decided to start his own online delivery service company The struggle began when he identified that there were not many courier services who could deliver his daily items to his house and a few who could were costlier than the product itself. This was the seed for his business which soon became a huge

tree. He decided to solve the logistical issue by using dabbawallas as his delivery agents to deliver day-to-day parcels His idea was greatly appreciated by his father, who was working for a logistics company, which helped Tilak set up a huge start-up In Mumbai. Dabbawallas provide a huge network which was perfect for this logistical business

He instantly formed a partnership with them to deliver daily items to consumers This network not only gave his business a wider dimension and an increased sales but also helped him gain the trust of millions, which eventually became his USP in this service domain. The company also runs an application through which each step can be monitored. His knowledge and skill at such a young age is the defining part of this entire success story. Only in a couple of years, the company has earned an overall annual

revenue of more than 100Cr and is now recognised as one of the most successful start-ups in Mumbai The 16yr old child has received many awards, invitations and a lot of respect in the sector

He has now become a huge source of motivation for students who prowess such similar talent but often lack the backing and desire to pursue their goals He is definitely an inspiration to the million young minds out there who wish to walk on the same path same day

He received the Global Child Prodigy Award for his entrepreneurial success in this field. He was also recognised as the youngest entrepreneur in the logistics sector at India Maritime awardsHis other accolades include Youngest Entrepreneur Award and Outstanding achievement Award With his hard work, dedication and determination, Tilak has proved that age is just a number

Winning Hearts (and Stars)

-Saarah Mukaddam

5 Star- Doing Nothing but impacting everthing!

Cadbury 5 star's newest campaign created a spark among many for its 'effortless' idea, which created a storm in the market. The concept of the latest #5stareverywhere campaign ideates the 5-star logo being simplified into literal five stars. The idea behind this change was to resemble the '5-star rating' system, which is seen on every app in today's day and age This way, every app would essentially be promoting the chocolate without even intending to. This also includes cutting the spending expenses on high-budgeted promotional activities They also highlighted the fact that its competitors had to spend a 'boatload' of money on

heavy advertisements, whereas, 5 Star, they had to spend absolutely nothing, leveraging the fact that 5-star blends well with the 5-star rating system as an exceptional marketing strategy without much effort per se. Just a small tweak in their logo caught a lot of attention on social media, with many consumers being huge fans of this clever and eye catchy campaign initiative

Commenting on the objective behind the campaign, Nitin Saini, VP of Marketing, Mondelez, said, "Our goal with the latest Cadbury 5Stars Everywhere campaign was simple: create organic recall for the brand during the festive season while truly living the 'Do Nothing' proposition."

Reliance Digital- Befriend Technology

The tale of befriending technology is precisely what Reliance Digital has encapsulated in its newest advert The advert showcases an elderly woman struggling to navigate through technology in her day-to-day life and how she overcomes it by the help of her loved ones

The film captures the essence of having a friendly face to help someone who fears technology, being put at ease by guiding them through the device. The #technologyserishtejodo campaign is an attempt to create love and trust for the company as a 'friend' who is there for you during the times you struggle with a certain problem, navigating technology in this case.

Tinder- Fun and Eccentric Tinder has attempted to ideate celebrating endless possibilities of moments and the experience of dating via the app Their new 'You Up' campaign follows a young woman who actively chooses a variety of first date options without worrying about the outcome, whether it's a long drive, a fun karaoke night, or simply meeting someone over coffee

The idea aims at the girl putting herself out there and being open to endless possibilities Tinder makes a compelling take on celebrating people for who they are and finding someone with whom you vibe

Employee Rights: Netflix and Spotify

-Muskan Aggarwal Paid leaves supremacy

The combination of data driven strategies along with well thought out HR strategies have done wonders for the organizations One of them is paid parental leaves From a social perspective, Netflix and Spotify have carved their names in history by respecting employee rights and taking into consideration, society as a whole. Netflix offers 52 weeks of paid parental leave to the birth parent as well as to non-birth parents (which includes adopted children), stirring a wave of inclusion among the masses

These leaves can be availed at any time depending upon the needs and comfortability of the child and the parents

This is comparable with the median of 18

weeks at other major tech companies Spotify also offers paid parental leaves, however, it’s for a shorter duration of 24 weeks The company believes that the launch of this initiative resulted in a spike in external job applications which has never abated The parental leave program has been considered one of the most sought benefits during the employee hiring and retention process

When Spotify launched the parental leave programme two years ago, one of the first interesting things they saw in the data was a significant spike in external applications from candidates who wanted to join Spotify The programme also incorporates a one-month “welcome back” initiative, in

which returning team members can ease back into their job with the ability to work from home, on a part-time schedule and with flexible hours, depending on their comfort zone The policy was born out of the company ’ s Swedish heritage and culture, which places great emphasis on a healthy work-life balance, gender equality and the ability of every parent to spend quality time with the people that matter the most in their lives, Kim explained Parents are able to take their leaves up to their child’s third birthday and are encouraged to take full time off, with the added flexibility of splitting their leave into separate periods.

So, far Netflix offers the longest paid parental leaves in comparison to any other organisation Recently Google has increased its paid parental leaves to 24 weeks but still couldn't even stand close

to Netflix in this arena. Paid leaves play a highly crucial role in the lives of a parent, especially as this transitioning phase is special and cumbersome both at the same time Companies which understand their employees in this notion of forced bar graphs and curves, go far in the long run. Netflix and Spotify understood this crucial yet basic strategy of motivating workforce employees a long time back.

When it comes to social causes, Netflix and Spotify use their social media platforms to show support for various movements such as Pride month, etc by taking more inclusive steps for women as well as for the elderly workforce. Netflix never fails to set an example on how to target -and appeal to - niche and minority audiences through various spot-on marketing techniques and social media campaigns.

Zomato, Blinkit and Netflix's collab

Taki i Mishra

In what has been an amazing social media campaign of recent times, Netflix India, Zomato and Blinkit have come together in a banter that is both an exemplary marketing tool and a friendly banter among these brands. The brands put their funny hats on when they turned the popular Hindi film dialogue 'Tum Doodh Mangoge Hum Kheer Denge' into a spoof and used it to create a tagline for their brands' promotion.

It all began with Blinkit, the instant delivery app posting a photo of a billboard that read- 'Doodh Mangoge Doodh Denge' as it is into delivering dairy products and groceries to its customers at their doorstep. What followed next was a hilarious banter when the food delivery

app Zomato joined in and posted 'Kheer Mangoge Kheer Denge.' This attracted a lot of attention from Twitter users, who could not resist hopping into this war of tweets that were ongoing between Blinkit and Zomato. Interesting comments from some Twitter users read- Dear Crush! Waqt Mangoge, Saath Denge!, Companies Job mangoge, rejection letter denge!

Being the truly creative heads that they are, Netflix also joined the bandwagon to capitalize on what seemed the perfect time and place to promote their new series, Wednesday. Tapping onto this 'perfect moment ' Netflix India tweeted the viral picture, including an additional billboard promoting their new series.

The post from the online streaming platform read-'Friday mangoge, Wednesday denge' This banter between the brands was very well received by Twitter. As well for customers, it recieved a hearty welcome from them as it turned into a big time sensation. The tweet by Netflix received more than 18000 likes ever since it was posted A lot of users engaged with the tweet through comments like- 'Password Mangoge, Password Nahi Denge!'

Another user commented, 'Next Season mangoge, cancel kardenge ' Some users who did not find this to be in good taste took the opportunity to express their displeasure with these brands with comments like- I wish you would really deliver what your billboards promised. Netflix has lost its OG power, Blinkit is full of fake promises, and Zomato is on

exploiting customers mode This did not kill the ongoing buzz with Netflix reposting all three tweets on their wall with the title'It's a great day to go out and look at billboards.'

Zomato's comment on the post read- 'yup! It's a Wednesday, after all.' Blinkit replied by saying- 'Binge watch karoge, Popcorn hum laa denge' to which Netflix repliedRecommended for us: Hum Aapke Hain Corn. This banter between these brands is an example of collaborative marketing, which is a new concept that has been gaining popularity among brands This form of marketing is especially getting so popular because not only does the interaction benefits the brands, but it also allows users and customers to engage with these brands while also organically promoting the brands and saving promotional costs

PIONEER

Hrithik Roshan

HRX - For the Fashionable looks

-Hitakshi Garg

Hrithik Roshan is a renowned Indian actor known for his versatile roles, unmatchable dancing skills, and fashionable attractive looks He started his career in the year 2000 with a leading role in the movie ‘Kaho Naa Pyaar Hai’ and performed in numerous movies after that winning more than a few awards.

Often described as the most complete actor in Bollywood, Hrithik Roshan decided to take his brand one step further by launching his own company HRX with co-founders Sid Shah, Afsar Zaidi, and Kamal Punwani in 2013 HRX is the first celebrity brand in India that is focused on the sports and active lifestyle space.

Alphabets ‘HR’ in the name of the brand

are the initials of the celebrity and the letter ‘X’ refers to ‘extreme’. The brand’s motto is to encourage customers towards homegrown fitness by providing them with athleisure clothing and required equipment for their extreme home workouts

Many celebrities often launch their own brands, especially in the fashion industry and fragrances but most of these celebrities only lend their names to these brands to engage their fans That is not accurate when it comes to Krrish.

According to his co-founder Afsar Zaidi, Hrithik has been involved in developing HRX’s brand identity from day 1. That’s why the two key ingredients of the brand

fashion and fitness, are also the two main strengths people recognize in Hrithik Roshan He also celebrated his birthday this year by launching the first standalone offline store for the brand in Bengaluru’s Phoenix Market City on social media

The brand first launched its merchandise online on Myntra com Initially, only menswear athleisure clothing was introduced in November 2013. But now there are several: apparels, gym equipment, accessories, footwear, and even bicycles available on the HRX website HRX conducts certain fitnessbounded events that are supposed to push your physical boundaries Boot camps focused on a healthy lifestyle, running, yoga, etc. take place regularly. The brand is also organizing an HRX marathon in Mumbai in 2023

In 2017, the brand partnered with Cult fit to launch India’s first-ever celebrity-designed workout across various cult centers The brand also offers a range of audio devices that are well received on Flipkart since June 2020 The audio range is a carefully curated range of products for fitness enthusiasts and music lovers. Continuing with their partnership both HRX and Flipkart came together to launch Sports Equipment for home workouts in 2021.

Hrithik Roshan has always proved that whether it comes to acting, dancing, fashion, or even launching his own company, he is a star that shines brighter than the rest And when it comes to building his brand he is the guy that can make the body anomaly of having an extra thumb a well-known trademark

MARKETFLIX

CHILL

"Pheron Naa Najar Se Najariya"

The phrase means, 'don't turn your eyes' which is truly what this movie is, a gem you literally cannot take your eyes off.

"Qala," is a psychological musical drama starring Tripti Dimri and newcomer Babil Khan The late 1930s and early 1940s provide the backdrop for the movie It is the tale of a playback singer who gives the film its title The nostalgic narrative was a hit with the crowd, who praised it as "nothing less than a flawless painting".

Qala, a period drama about women and music, has unequaled visual and aural grandeur thanks to director Anvita Dutt and her entire team of talented cinematographers, production designers, sound editors, and editors.

Qala is about the unspoken link between a mother and daughter, as well as an artist's search of some type of nebulous perfection and praise. The film's haunting atmosphere contributes to its allure, but its true power lies in the heartbreaking story it tells about creativity, ambition, gender, through its story but mainly its of music.

Rare are the films whose soundtracks have original songs that are universally lauded by audiences, but Qala’s music has proven to be different from all Music is just one of many reasons why Dutt's soulful sophomore venture scores on many fronts. Qala's exquisite diversity of music that penetrates the soul and vibrates with the symphony of love has garnered attention

We've been listening to this film's soundtrack on repeat, and now social media is full of amazing renditions the movie's beautiful music pieces. The movie's song "Ghodey Pe Sawar" has gone viral thanks to its heartfelt lyrics and music video. The tune that has everyone talking has also set Instagram on fire and got people grooving to its rhythms, be it in the form of recreation by the girls from Ladakh or simple dancing or singer’s rendition has given a beautiful reply to the original song with a man ’ s perspective and this is just one of the many songs that have gained love.

Whereas the other songs by Amit Trivedi, such as "Rubaiyaan" and "Shauq," have the power to alter one's state of mind. This

soundtrack is typical of what Indian films became known for in the 1940s. A poetry, a painting, a piece of art, the movie has been called many names but one emotion that has remained constant regarding the film was that the movie was a revolutionary masterpiece in the history of cinema. Qala has dared to peer into the unseemly workings of a seemingly normal relationship, where painful yearning and remorse lie at the relationship's very center Despite its morally ambiguous plot, this piece of art was universally adored purely due to the power of its music Overall, the Netflix original's serious subject matter and leaps between the real world and the protagonist's mental struggles may make it difficult to watch Qala may be rewarding, though, for those who are captivated by its mystery

HUMANS OF MARKSMAN

Mr. Manoj Kumar Pathak

President, Tarini minerals Pvt Ltd. -Akash Verma

What are some crucial life lessons that you have learned throughout the years?

The first has to be product quality and consistency. The strength of the product is what sells it Second, customer outreach It was figuring out demography to spread the product to the masses and creating awareness for it to have a mass appeal Third-customer commitment and delivery. In my 32 years of experience, a customeroriented approach has proven to be the basis of marketing. The customer is the most valuable asset of marketing Word of mouth is the most reliable advertising tool. These have to be the fundamental lessons to be kept in mind

Can you give insights about the industry or bust a few myths?

Steel advertising is purely based on performance and consistency. To outperform competitors, your product needs to perform better than others No advertising strategy can work until your product does. For FMCG, however, the demography you cover changes perception Another one, one should never assume that your product will be preferred, is the best, and will remain the best With technological development, change is the only constant to evolve with the market.

How did the industry cope with the pandemic, and what changes have been made post-pandemic?

The pandemic made us think differently out of compulsion, given the restrictions and changes that came with it We were adjusting to the brutal realities of business

Physical presence became unimportant - something we couldn’t have thought of earlier The steel industry, fortunately, reached great dividends during the pandemicdue to the demand and supply dynamic. Luck- I would say, was a factor here. Sometimes, logic and rationale don’t work since it is a demand-driven industry.

Internet Brands Crossword!

Across:

1. This application just added the ”notes” feature

4. They just allowed inter state food delivery service

6. Oops! They canceled your rides the last minute

Down:

2. Without them your song list of the year would not have been wrapped

3. The company just got its browser logo look more brighter

5 Elon Musk took over this blue little bird

Applications of AR in Marketing

Is it the next big thing?

-Sidhant Satyajeet

Augmented Reality (AR) experience uses a camera to alter or improve the user's perception of the real environment While web-based access is also possible for this experience, app-based access is currently more frequent The use of augmented reality (AR) experiences is a novel technique to add experiences to real-world objects and qualities, such as location or recognizable images and objects

Consumer acceptance of AR started soon after the 2007 release of the iPhone. Particularly from a commercial standpoint, the story starts in 2008. When a webcam or smartphone camera was directed at a print advertisement for the Mini, it rendered a 3D image of the vehicle overlaid on the page. The next ten years saw a significant advancement of AR in marketing thanks to technological advancements that will be discussed later Up until around 2014, it was mainly used for branding "stunts" in public places, which usually involved cameras snapping pictures of people and their surroundings, adding virtual features, and then displaying them on a screen

This assisted in introducing and promoting AR as a marketing channel to a wider consumer base With the launch of Snap Lenses in 2015, AR exposure began to scale in real life. 30 million photos were embellished with Lenses in only the first year,

including marketers With augmented reality, brands may finally reliably reach scale For instance, Taco Bell's Cinco de Mayo Shell Lens in 2016 received over 224 million views on the day it was released and was shared by millions of Snapchat

users By 2018, over 70% of Snap users have used or viewed an augmented reality Lens every day on average Through Lens Studio, the Snap community developed over 300,000 Lenses, which received over 35 billion views

Then, in 2016, Pokémon Go launched, the most widely used AR application of all time, it has generated over $2 billion in revenue from in-app purchases and has been downloaded about 800 million times

CALL FOR ARTICLES

globally through 2018 Google unveiled AR in Search in May 2019 Users are given a sense of scale and detail by being able to view and interact with 3D things directly from Search and place them there.

Users have the opportunity to view some creatures in 3D and augmented reality while searching for them in Google, like when looking for "great white shark," for instance. The first companies to collaborate with Google to display their 3D content in Search were NASA, New Balance, Samsung, Target, Visible Body, Volvo, Wayfair, and SONOS. This allowed users to interact with 3D representations of objects and place them in the real world straight from Search.

Now let's talk about Lenskart, one of our favorite Indian eyewear companies. In less than 10 seconds, Lenskart Virtual Augmented Reality creates a curated list of styles with the use of an AI-assisted face detection feature Customers may select from more than 10,000 styles, place any frame over their face to see how it would appear in real life, and even share looks with friends and family by applying amusing stickers

Customers can use this function to virtually hold and feel eyeglasses online. Through a gamified augmented reality (AR) experience, Zynga collaborated with Snapchat to

create a Lens commercial that promoted the start of the "Made in America" event in CSR Racing 2 With personalized features like the user's name dynamically appearing on the license plate, the advertisement allowed Snapchat users to imagine themselves as driver.

Through a gamified augmented reality (AR) experience, Zynga collaborated with Snapchat to create a Lens commercial that promoted the start of the "Made in America" event in CSR Racing 2.

With personalized features like the user's name dynamically appearing on the license plate, the advertisement allowed Snapchat users to imagine themselves as driver

AI in Content Marketing

Will this really guide the future ?

-Archit Vijay

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"AI is not about machines taking over the world, but about making our lives easier and more productive."

Tim Cook

Artificial Intelligence (AI) has been making waves in many industries, and content marketing is no exception From automating repetitive tasks to providing insights and personalization, AI has the potential to revolutionize the way content marketers approach their work. In this article, we will explore the role of AI in content marketing and how it can shape the future of the industry. One of the most significant benefits of AI in content marketing is its ability to automate repetitive tasks. Many content marketers spend a significant amount of time

on tasks such as keyword research, content optimization, and data analysis. With AI, these tasks can be completed much more efficiently, freeing up time for more strategic and creative work. For example, AI-powered tools can analyse large amounts of data and provide insights on which keywords are trending or which topics are resonating with your audience This information can then be used to inform the creation and optimization of content Another area where AI can play a significant role is in personalization. As technology advances, customers are becoming increasingly accustomed to personalized experiences They expect to receive relevant and engaging content tailored to their specific

interests and needs. AI can help content marketers achieve this by analyzing data on customer behavior, AI can help content marketers achieve this by analyzing data on customer behavior, preferences, and demographics. This information can be used to create content that is personalized to each individual customer, increasing engagement and conversion rates. In addition to personalization AI can also play a role in content distribution and promotion. By analyzing data on customer behavior, AI can identify the best times to post content and the platforms that are most likely to reach your target audience. This can help content marketers create more effective distribution and promotion strategies In addition, AI-powered tools can also help with influencer marketing by identifying influencers who are most likely to reach your target audience In

conclusion, AI has an amazing potential to revolutionize the way content marketers approach their work. From automating repetitive tasks to providing insights and personalization, AI can help content marketers create more engaging and effective content As technology advances, we can expect to see more sophisticated AI-generated content and more advanced targeting and segmentation The future of content marketing is likely to be shaped by AI, and those who embrace it will have a significant advantage over their competitors. It's important to note that while AI can automate repetitive tasks, it does not replace human creativity or strategy. Content marketers understand how to use AI to enhance their work and thus stay informed about the latest developments in the field and be able to adapt to new technologies

C A L L F O R A R T I C L E S

February 2023 Edition

The Marksman provides one and all the opportunity to discover their hidden talents in the literary field through our "Call for Articles" . For the upcoming month, the articles can be sent on any of the following topics:

When creativity doesn't work in marketing!

Apple vs Google: Fight for Small Businesses

Aggressive vs Discrete Marketing: What works better with Gen Z?

Please ensure that there is no plagiarism and all the references are clearly mentioned.

Kindly follow the guidelines given below:

One article can have only one author. Your article should be approximately 550-600 words (strictly adhere to the word limit)

The article must have relevant pictures that can be used to enhance the article. Send in your articles in .doc/.docx format to marksman simsr@somaiya edu

Subject Line: Your Name Institute Name Course Year.

Kindly name your file as: Your Name Topic.

The best adjudged article will be given a Winner's certificate. The First Prize Winners will be awarded Rs. 500 Cash Prize.

Deadline For Submission Of Article: 22nd February, 2023

QUOTE DECK

Culture eats strategy for breakfast!

-Satya Nadella