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The Power of Storytelling in AdTech: Engaging Audiences in 2024-25

By: Hariom Seth, Founder, Tagglabs

In the ever-evolving world of advertising, technology has become a game-changer. The deluge of ads that inundate our daily lives is a testament to the rise of innovative Advertising Technology (AdTech). Brands are increasingly leveraging sophisticated technologies like AI, AR, and VR to capture consumer attention. However, the key differentiator is not the technology itself but how it’s employed to craft compelling narratives that resonate with the target audience. The true challenge lies in not just reaching an audience but in forging a memorable connection with them.

The art of storytelling has long been a unifying force among people, and its power is rooted in science. Research has shown that character-driven stories can trigger the release of oxytocin in the brain, known as the ‘bonding’ hormone. This biochemical reaction fosters trust and empathy, paving the way for brands to build meaningful relationships with their audience.

Emotionally charged stories allow brands to differentiate themselves by presenting unique perspectives that challenge and inspire the audience. A captivating story, when combined with the right storytelling medium or technology, can have a profound impact. Here are some ways in which storytelling can revolutionise AdTech:

Social Media: In today’s digital age, social media stands out as a critical platform for brand visibility. The most effective form of communication here is visual storytelling. Brands must craft concise, gripping stories that seize the attention of their target demographic. While most brands have a social media footprint, the ones that thrive are those that effectively communicate their brand ethos through storytelling. The tools may be identical, but it’s the narrative delivery that makes the difference.

Virtual Reality (VR): VR is arguably the most immersive storytelling medium available, capable of transporting users to entirely new dimensions. It engages all senses and creates hyper-realistic experiences in 3d that are not easily forgotten. However, its deployment is sometimes limited by factors such as cost and the degree of immersion, which may not be comfortable for all users.

Artificial Intelligence Personalization (AI): AI is being utilised by a range of brands to customise advertising content for individual audiences. A standout example is Royal Stag’s innovative campaign called ‘A Billion Films for a Billion Fans’ that generated thousands of personalised films featuring cricket celebrities, enabling fans to insert their own faces into videos alongside their favorite stars. These personalised moments were designed for sharing on social media, significantly extending the campaign’s reach.

Augmented Reality (AR): AR filters have become a staple in the digital engagement toolkit. They not only augment real-world experiences but also become viral content online, especially as reels. With the ubiquity of smartphones, AR filters offer an accessible way to penetrate any market. Many brands integrate QR codes with AR experiences, prompting users to scan and discover AR animations that align with the brand’s message, making the user an active participant in the story.

3D Anamorphic Billboards: The use of 3D billboards is an emerging trend in AdTech, currently favored by a select group of leading brands. As more public venues adopt the necessary infrastructure for these displays, there is a growing need for engaging, story-driven content. Success in this medium hinges on the narrative’s appeal, visual impact, and the technical understanding of how to best utilize the billboard’s capabilities.

In conclusion, storytelling is a potent tool in the arsenal of AdTech. It transcends mere data and statistics, allowing brands to illustrate their impact and brand messaging on the world through immersive and emotionally engaging narratives. As we look towards 2024, the fusion of storytelling with advanced AdTech will continue to shape the way brands connect with their audiences, turning viewers into loyal advocates.

G-SHOCK goes green! Commemorates World Earth Day with the launch of the limited-edition

G-SHOCK, the trailblazing watch brand renowned for its exceptional durability and visionary craftsmanship, proudly announces the launch of its latest innovation, the ‘Back to G-SHOCK’ G-5600BG-1, on the occasion of World Earth Day. This limited-edition timepiece reaffirms the brand’s continuous commitment to innovation, sustainability, and the relentless pursuit of excellence in watchmaking.

The G5600BG-1 is not only visually striking but also environmentally conscious. Crafted from recycled resin, the timepiece exemplifies G-SHOCK’s dedication to reducing environmental impact while maintaining its renowned durability and style. Each watch features a bezel and band made from resin scraps, ingeniously repurposed from previous CASIO watch manufacturing processes. The vibrant multicolored pattern of the timepiece is a testament to the brand’s innovative design approach, with each watch boasting a unique appearance.

This limited-edition watch has been designed essentially to mark April 12, the birthday of G-SHOCK.

Furthermore, the packaging of each watch is thoughtfully crafted from eco-friendly materials, reinforcing G-SHOCK’s commitment to sustainability across its entire product lifecycle. Furthering the eco-conscious ethos, in addition to minimizing the environmental footprint of resin waste, the G5600BG-1 is equipped with Tough Solar technology, ensuring it remains charged through sunlight exposure. Other hallmark features include shock resistance, 200 meters of water resistance, alarms, timers and a full automatic calendar.

Toyota Kirloskar Motor Announces the Launch of Fortuner LEADER EDITION – A Signature Style to ‘Lead in Power’

Bangalore 23rd  April 2024: The Toyota Fortuner needs no introduction, and to celebrate the success of this most admired SUV, Toyota Kirloskar Motor (TKM) today launched the LEADER EDITION of the Fortuner in the Indian market. Building upon its renowned features, Fortuner LEADER EDITION brings a distinctive design with many add-on features.

The Fortuner LEADER EDITION stands out with its commanding presence, accentuated by varied style elements. Featuring a dynamic front and rear bumper spoiler, this vehicle exudes an aura of boldness and sophistication, reflecting the true essence of leadership. One of the key highlights of the Fortuner LEADER EDITION is its prominent dual-tone exterior, available in a palette of ‘black, white, and clarity’. This unique combination not only enhances the exterior appeal but also underscores its premium craftsmanship. The interior boasts dual-tone seats that offer unmatched comfort and elegance, elevating the driving experience to new heights. With every detail meticulously curated, from the plush upholstery to the ergonomic design, the Fortuner LEADER EDITION makes every journey, filled with awesomeness.

In addition to its perfect styling, the Fortuner LEADER EDITION is equipped with an array of advanced features designed to enhance convenience, safety, and connectivity. From a wireless charger and TPMS (Tire Pressure Monitoring System) to auto-folding mirrors, this vehicle is aimed at fulfilling the diverse needs of aspiring customers. Moreover, the Fortuner LEADER EDITION comes with black alloy wheels that make a bold statement with every turn. These wheels not only enhance the vehicle’s aesthetics but also reinforce its status as a true leader on the road. Certain accessories developed by TTIPL will be installed by authorized dealers, including rear and front bumper spoilers, to enhance the exterior appeal of the vehicle.

Commenting on the launch of Fortuner LEADER EDITION, Mr. Sabari Manohar – Vice President, Sales-Service-Used Car Business, Toyota Kirloskar Motor said, “Our customers are at the heart of everything we do. Their evolving preferences and desires for enhanced features and driving experiences motivate our relentless pursuit of excellence. The Fortuner LEADER EDITION is crafted to elevate its bold style statement with more add-on features while imparting an unparalleled sense of power and distinction. The Fortuner LEADER EDITION is a testament to Toyota’s resolute commitment in providing best-in-class offerings, leading the way with power & style.

We extend our sincere gratitude to the passionate Fortuner fan base in India, for their trust in our brand. We will continue to excite the SUV enthusiasts with the Fortuner LEADER EDITION offering bold exterior design, eye-catching and comfortable interiors, and advanced high-tech features, positioned to ‘Lead in Power’ ” he added.

Since its debut in 2009, the Toyota Fortuner has been the most-loved SUV in the country for over a decade, maintaining its unrivaled position in the segment. With its premium features, sleek and trendy interiors, top-notch safety standards, and robust performance, the Fortuner has consistently set the benchmark, captivating SUV passionate across generations.

A true leader starts with a bold presence! Bookings for the Fortuner LEADER EDITION are now open. Customers can either book the Fortuner LEADER EDITION online at Toyota India | Official Website (toyotabharat.com) or visit their nearest Toyota dealership.

TTIPL – Toyota Tsusho India Pvt. Ltd.

Overview of TKM

Overview of TKM 1st Plant:

Overview of TKM 2nd Plant:

Noise Celebrates Mother Nature’s Bounty with Angad Achappa

New Delhi, 23rd April 2024: Noise, a leading smartwatch brand that resonates with the pulse of India evokes a sense of responsibility to care for Mother Nature on this International Earth Day – a vibrant biodiversity that is the true essence of our planet’s beauty and vitality. The brand launches the ‘Noise For Nature’ campaign, raising awareness about the crucial need to protect and nurture the Earth’s diverse ecosystems. Under the overarching umbrella of the ‘Noise Of India’ initiative, Noise has joined forces with renowned wildlife photographer Angad Achappa to showcase the beauty of nature. The campaign urges people to march together to celebrate Earth Day by reminding them to conserve nature’s beauty that is the rich tapestry of life that Mother Nature has woven for us.

With the Noise For Nature campaign, the brand pays tribute to the incredible diversity of life that surrounds us, echoing the heartbeats of countless species that coexist in nature’s delicate balance. From the majestic roar of the tiger to the melodious symphony of birds, every living creature contributes to the harmonious rhythm of the natural world. To celebrate this, people can download the exclusive wildlife-themed watch faces, featuring his captivating photographs, through the Noise Smartwatches via the NoiseFit app that brings together India one watch face at a time. These stunning watch faces not only add a touch of natural beauty to one’s wrist but also serve as a constant reminder of the need to cherish and safeguard the Earth’s precious ecosystems.

Angad Achappa’s talent for capturing the raw beauty and intricate details of wildlife made him the perfect collaborator for Noise. His awe-inspiring photographs not only showcase the marvels of biodiversity but also serve as a powerful reminder of our collective responsibility to protect and preserve these wonders for future generations.

By wearing these watch faces, Noise encourages its users to embrace the spirit of environmental stewardship and become ambassadors for the preservation of biodiversity. Together, we can ensure that the rhythms of life continue to resonate in harmony, and that Mother Nature’s bounty remains a source of wonder and inspiration for generations to come.

Tata Motors celebrates 4 lakh happy customers of the Magic; introduces first-in-its-segment, Magic Bi-Fuel

Bengaluru, 23rd April 2024: Tata Motors, India’s largest commercial vehicle manufacturer, celebrates the remarkable milestone of 4 lakh happy customers of the Tata Magic – India’s most preferred van. On this momentous occasion, the company has introduced a new variant, the Magic Bi-Fuel, to further increase the convenience of its customers. Renowned for its reliability, efficiency, and affordability in last-mile transportation, the 10-seater Tata Magic has been the ideal choice of commuters and operators. The sleek design, safety and passenger comfort of the Tata Magic have been pivotal to its continued successes over the years.

The Tata Magic comes equipped with an array of value-added features such as an Eco switch, gearshift advisor and enhanced driver ergonomics, all aimed at reducing the total cost of ownership. The Magic is perfectly suited for student and staff transportation, and last-mile mobility. The Magic-Bi-Fuel is powered by a 694cc engine and comes with a 60-litre CNG tank along with a 5-litre petrol tank, with a cumulative range of ~380 kilometres on a single fill. Offering unparalleled performance and low maintenance costs, the Magic comes with an exceptional warranty of 2 years or 72,000 km.

Commenting on the milestone, Mr. Anand S, Vice President & Head – Passenger Business, Tata Motors Commercial Vehicles said, “We are elated to achieve the milestone of 4 lakh happy customers for the versatile Magic brand. Celebrating 4 lakh journeys of trust, efficiency and comfort, the Magic continues to be the heartbeat of India’s bustling mass mobility. To commemorate this milestone, we are happy to introduce the first-in-its-segment Magic Bi-Fuel that couples the benefits of CNG with an extended range of petrol. The new variant is engineered to address the evolving transportation needs and further improve the profitability and convenience for our customers. We are thankful for the support and loyalty of our customers and we remain dedicated to continue providing superior mobility solutions.”

As a comprehensive mobility solutions provider, Tata Motors commercial vehicles come with advanced features, efficient powertrains, and richer value-additions. Fleet owners benefit from better fuel efficiency, lower operating costs, high vehicle uptime, real-time tracking, and analytics through Tata Motors Fleet Edge. Its Sampoorna Seva 2.0 initiative provides unmatched vehicle lifecycle management services, including fleet management solutions, annual maintenance contracts,s and roadside assistance amongst others. With the widest service network of 2500+ touchpoints, staffed by trained specialists and backed by Tata Genuine Parts, Tata Motors ensures unparalleled quality and service commitment.

Tanishq Presents ‘GLAMDAYS’ – A Range of Modern Daily Wear Jewellery

Bengaluru, 23 April 2024: With the auspicious occasion of Akshaya Tritiya approaching, Tanishq, India’s largest jewellery retail brand from the house of Tata unveils ‘GlamDays’, a stunning and versatile range of contemporary daily wear jewellery inspired by designs from around the world. Combining elegance with a modern fashion-forward aesthetic, GlamDays promises to elevate your everyday style, becoming a treasured addition to every woman’s wardrobe. In addition to this versatile range, Tanishq will be hosting a series of engaging and interactive styling sessions at its stores. The styling sessions are curated to provide customers with a personalized experience with stylists offering expert advice and guidance to help customers discover the perfect daily wear pieces to complement their individual style and personality.

With over 10,000 unique designs to choose from and create a stunning new look every day you and your jewellery can #MakeEverydaySparkle. Drawing inspiration from diverse global designs, GlamDays redefines everyday elegance with stylish yet versatile daily wear jewellery that can be adorned everyday from AM to PM. Whether it’s floral pendants exuding delicate charm, bold yet refined gold hoops, evergreen infinity rings, or chic gold bracelets, GlamDays offers a contemporary range of gold and diamond daily wear jewellery, that effortlessly transitions from daytime sophistication to evening glamour. The range caters to the diverse style preferences to create a beautiful new look every day. To add to the excitement, Tanishq is also offering customers Up to 20%* off on Making Charges of Gold jewellery and on Diamond Jewellery Value. In addition, customers can also make use of Tanishq’s ‘Gold Exchange Program’ wherein customers can avail upto 100%* exchange value on old gold purchased from any jeweller in India. With the increasing gold rates, Tanishq is also offering Gold Rate Protection* that allows customers to book in advance and stay protected against increasing gold rates. The offer is valid for a limited time period* only. Each piece in this range is thoughtfully designed to complement the dynamic lifestyles of today’s women comprising extensive designs in 18Kt and 22Kt gold.

With designs inspired from around the globe and the use of differentiated techniques, GlamDays provides a unique assortment designed to be a versatile companion for every look, whether it is pairing for a polished professional look, family dinners, leisure days at home or incorporating them into your minimalist ensemble. GlamDays reflects Tanishq’s commitment to curating a jewellery line that enables self-expression and boosts confidence. With a variety of styles to choose from, GlamDays offers a diverse range of necklaces, earrings, bracelets, and rings offering women to curate a personalized look that aligns with their unique preferences and daily wear styling.

Discover the perfect accessories to complement your daily style and #MakeEverydaySparkle. GlamDays is now available across all Tanishq showrooms and on E-commerce platform https://www.tanishq.co.in/dailywear?lang=en_IN , with prices starting from INR 15,000/- .

Smartsters opens new shop-in-shop store at Crossword, Juhu

23rd April 2024, Mumbai: A design-led children’s furniture brand – Smartsters, comes closer home to more customers with its 35th new store in Linking Road, Juhu. Located within the recently opened Crossword Bookstore, this new store will allow more families to experience and plan home spaces for kids with furniture that is designed for development and growth.

The launch event created significant buzz and was marked by an insightful panel discussion featuring experts from the worlds of academia, child development, and design, focusing on the critical role of well-designed furniture in fostering children’s development by creating spaces where they can thrive.

The panelists included Aditya Patil, Founder & CEO of Ascend International School, renowned child psychologist Payal Narang, certified parent coach & educator Piya Marker, the founder duo of FN Design Studio Farheen Nanji & Naazish Reshamwala along with Bikram Mittra, the Head of Design at Smartsters. Following the panel discussion, the event continued with an engaging storytelling session with the classical tales from Amar Chitra Katha. Children and families gathered to listen to timeless tales that ignited their imagination and sense of wonder.

It is a significant milestone for the brand as it continues to expand its presence in key growth markets, catering to the growing demand for high-quality and premium furniture designed for children right from toddlerhood to their teenage years. With its strategic placement, the new Smartsters outlet is set to become a go-to destination for parents seeking furniture solutions that prioritize safety, functionality, and style.

Ashni Biyani, the visionary force behind Smartsters, expressed her enthusiasm, “As a brand we’re dedicated to crafting homes where every child’s potential is fostered through thoughtfully designed furniture. Partnering with Crossword has been a natural choice for us, as both brands share a passion for enriching lives and creating environments that inspire growth and imagination.”

Guests had the opportunity to explore the new Smartsters outlet through a guided store walkthrough, experiencing firsthand the innovative and vibrant range of children’s furniture and accessories. Smartsters’ extensive range of products, from playful bunk beds, and study desks, to décor & storage solutions, will soon be augmented with a new range of beds and study desks along with cots and cribs for the little ones.

National Geographic India’s One for Change

April 23, 2024, New Delhi: In less than 50 years, Earth has lost 69% of the average wildlife population. Wildlife play a significant role in the stability of the environment, ecosystem, and our lives. The quality of our existence is determined by how well we take care of them and our planet. National Geographic in India, with a mission to ignite hope and change among viewers and the wider public, celebrates Earth Day with the third season of its Earth Day initiative, ‘One for Change’. The brand initiative advocates for positive environmental impact through small individual actions, highlighting how just one small act by everyone can have an enormous impact. This season, National Geographic India, is presenting five thought-provoking narratives emphasizing the need for change in our lives from the animal kingdom’s perspective.

The films hope to encourage viewers to bring about a change in their daily lives, by shedding light on wildlife species’ struggles against deforestation, climate change, plastic pollution, water scarcity and air pollution. Each video raises awareness about pressing global issues, such as the staggering amount of plastic in our oceans, the loss of million hectares of forests, the melting of trillion tons of ice, droughts and the deteriorating air quality around the world. These hard-hitting films will take viewers on an emotional journey, inspiring them to act now and adopt sustainable practices into their daily lives.​

“At National Geographic, our 136-year rich legacy of authentic and powerful storytelling has been captivating the audience, inspiring them to care about the world in new ways. In season 3 of the ‘One for Change’ initiative, we present a fresh viewpoint, offering insights through the eyes of wildlife as we witness the rapid destruction of their habitats. We’re also empowering individuals with actionable tips to lead conscious lives, driving positive change one step at a time. This Earth Day, we’re shedding light on the stark realities we face and how each of us can contribute to a brighter future for our planet,” said Gaurav Banerjee, Head – Content, Disney+ Hotstar & HSM Entertainment Network, Disney Star.

In the previous seasons of One For Change, the brand brought forward inspiring stories of real-life changemakers to educate people about how one change can create a big impact. This season, National Geographic India, is urging people to adopt a change towards a greener planet through a series of 30 sustainability tips via the brand’s social media platforms. These easy to follow, actionable tips can bring about a big difference towards planet conservation in the long run.

Tanishq Presents Glamdays – a Range of Modern Daily Wear Jewellery

23rd April 2024: With the auspicious occasion of Akshaya Tritiya approaching, Tanishq, India’s largest jewellery retail brand from the house of Tata unveils ‘GlamDays’, a stunning and versatile range of contemporary daily wear jewellery inspired by designs from around the world. Combining elegance with a modern fashion-forward aesthetic, GlamDays promises to elevate your everyday style, becoming a treasured addition to every woman’s wardrobe. In addition to this versatile range, Tanishq will be hosting a series of engaging and interactive styling sessions at its stores. The styling sessions are curated to provide customers with a personalized experience with stylists offering expert advice and guidance to help customers discover the perfect daily wear pieces to complement their style and personality.

With over 10,000 unique designs to choose from and create a stunning new look every day you and your jewellery can #MakeEverydaySparkle. Drawing inspiration from diverse global designs, GlamDays redefines everyday elegance with stylish yet versatile daily wear jewellery that can be adorned every day from AM to PM. Whether it’s floral pendants exuding delicate charm, bold yet refined gold hoops, evergreen infinity rings, or chic gold bracelets, GlamDays offers a contemporary range of gold and diamond daily wear jewellery, that effortlessly transitions from daytime sophistication to evening glamour. The range caters to diverse style preferences to create a beautiful new look every day. To add to the excitement, Tanishq is also offering customers Up to 20%* off on Making Charges of Gold jewellery and on Diamond Jewellery Value. In addition, customers can also make use of Tanishq’s ‘Gold Exchange Program’ wherein customers can avail up to 100%* exchange value on old gold purchased from any jeweller in India. Wedding jewellery customers can avail of an exciting offer of 18% fixed making charges on gold wedding jewellery* as well. The offers are valid for a limited period* only. Each piece in this range is thoughtfully designed to complement the dynamic lifestyles of today’s women comprising extensive designs in 18Kt and 22Kt gold.

With designs inspired from around the globe and the use of differentiated techniques, GlamDays provides a unique assortment designed to be a versatile companion for every look, whether it is pairing for a polished professional look, family dinners, leisure days at home or incorporating them into your minimalist ensemble. GlamDays reflects Tanishq’s commitment to curating a jewellery line that enables self-expression and boosts confidence. With a variety of styles to choose from, GlamDays offers a diverse range of necklaces, earrings, bracelets, and rings offering women to curate a personalized look that aligns with their unique preferences and daily wear styling.