In a strategic move, media buying company Publicis Groupe India is bolstering its technological capabilities to tap into the substantial funds marketers are allocating for tech expenditures, particularly with the growing trend of brands incorporating Augmented Reality (AR), Virtual Reality (VR), and Mixed Reality (MR) in their campaigns.

Amaresh Godbole, CEO-Digital Technology Business at Publicis Groupe India, emphasized the transformative journey of their clients over the past decade, highlighting the imperative need for the company to evolve and align with their clients’ transformations. He underscored that brands are channeling significant investments into business and marketing transformation, often within the domain of Chief Marketing Officers (CMOs) or in collaboration with Chief Data Officers (CDOs) and Chief Information Officers (CIOs).

Keying into the shifting landscape of branding and marketing expenditures, Publicis Groupe India is adapting to the surge in creative commerce, social commerce, live commerce, and trends such as personalization, immersive product experiences, the utilization of creators and influencers, and conversational experiences in shopping.

Godbole, who rejoined Publicis in February 2022, highlighted the differentiating factor of the company’s approach compared to traditional IT services firms. While IT companies tend to focus on systems and solutions, Publicis Groupe India prioritizes starting with the user, reflecting its DNA to deliver creative-technology experiences that support marketing campaigns.

Drawing on insights gained from global acquisitions by its parent company, Publicis Groupe, including Sapient, Epsilon, Profitero, and Citrus Ads, the Indian arm is strategically incorporating Artificial Intelligence (AI), Machine Learning (ML), Web3, and Mixed Reality to enhance its technological offerings for brands.

In the context of recent events, the convergence of the festive season with the Cricket World Cup presented an opportune moment for Publicis Groupe India’s tech business to create unique cricket-centric experiences by leveraging fan behavior. Notable among these initiatives is the Nissan Roar AI-powered experience campaign, developed for Nissan Motors India. This campaign enables fans to use their microphones to roar in support of their favorite cricket team. The AI analyzes these roars, provides a user profile, and matches it with the best-suited Nissan model.

Godbole, with an extensive background, having served as the head of creative and capability at Google India and previously holding roles at Publicis Groupe for over a decade, emphasized the company’s commitment to staying at the forefront of technological advancements to provide innovative solutions in line with evolving market dynamics.

Publicis Groupe India’s strategic integration of technology into its core offerings reflects a forward-looking approach aimed at addressing the dynamic needs of modern marketing and solidifying its position as a key player in the ever-evolving landscape of digital transformation.

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