MAM
Generative AI and the future of brand storytelling
Mumbai : Brand storytelling is a powerful tool leveraged by marketers to communicate their brand’s values, identity, history and purpose. Marketers see GAI as a productivity booster in brand storytelling, enabling one-to-one personalised experiences and dynamic messaging. According to a SAP report, 48 per cent of companies leverage generative artificial intelligence (GAI) for their marketing and sales content. This illustrates the importance of GAI in enhancing marketing strategies and consumer engagement, improving customer experience, loyalty, and firm performance.
GAI has the potential to create content at scale and even real-time, helping brands maintain a consistent and dynamic presence on multiple platforms. These tools often are easy to use especially by users belonging to a non-technical background. Large brands like Vistara, Zomato, Coca cola, BMW etc. have employed AI in the creation of ads for various marketing channels like billboards, social media and events. Companies like Netflix and Amazon are leveraging GAI to curate personalised recommendations and experiences, effectively turning each customer interaction into a unique storytelling opportunity.
By analysing engagement patterns with AI-generated content, brands can also gain deeper insights into customer preferences and behaviours, further refining their storytelling strategies. Also, the scale at which content is generated, brands can rapidly experiment with different storytelling approaches and monitor their effectiveness to select the best suited story. GAI is also being used in engaging customer experiences at events, experience centres and museums. Museum of Modern Art (MoMA), New York uses AI to enhance their visitor experience by analysing visitor behaviour and experiences. BMW teamed up with an agency to project AI content on their BMW 8 series Gran Coupe. The algorithm was fed with 50,000 images and artwork spanning 900 years.
Some researchers believe that there is a need for more empirical studies to quantify the benefits of GAI in storytelling. The research should focus on measuring the impact of GAI on key marketing metrics such as customer engagement, conversion rates, and campaign effectiveness. These studies will also initiate the development of best practices for implementing GAI in marketing.
While more small to medium companies are enthusiastic about adopting GAI there are a few barriers to the absolute adoption of GAI.
● Cost – The enterprise version of most GAI services charge monthly or annually which can be a hindrance for small companies in developing countries.
● Data privacy – Employing GAI on large scale projects collects proportionally large amounts of consumer data, raising privacy concerns and regulatory challenges.
● Lack of skilled workforce – Since it is a fairly new field of work, there is a dearth of skilled professionals in AI and data science who can develop and manage GAI systems.
● Quality control – Images especially videos generated by AI can be unpredictable as there is a lack of quality control on visual content. Often correcting mistakes made by AI in images and videos can take more time than creating them from scratch.
Although, GAI is great to enhance the creative process for creators and designers, potentially streamlining brainstorming and simplifying development stages. IT cannot entirely replace the need for human generated content. AI on its own is not good enough to develop the entire brand story. It is only a tool that requires more experimentation and study on its effectiveness. As the technology evolves, it is certain that newer innovative ways of leveraging it will develop.
The article has been authored by Tagglabs founder Hariom Seth.
MAM
BHIM rolls out Mahi Way campaign to boost trust in digital payments
MS Dhoni-led push highlights simplicity, safety and instant transactions
MUMBAI: BHIM Payments App has launched a new nationwide campaign titled Mahi Way, aiming to reinforce its positioning as a simple, secure and dependable digital payments platform.
Developed by NPCI BHIM Services Limited, the campaign taps into India’s trust-driven relationship with money, highlighting ease of use and safety as key drivers for digital adoption. At its centre is brand ambassador Mahendra Singh Dhoni, whose calm and no-nonsense persona mirrors the app’s promise of fuss-free transactions.
Built around the line ‘BHIM App se karo pay, it’s the Mahi Way’, the campaign captures everyday payment dilemmas where users are faced with multiple options but ultimately gravitate towards a reliable choice. The films spotlight BHIM’s scan-and-pay feature, alongside instant rewards, to underline speed and convenience in daily transactions.
NPCI BHIM Services Limited managing director & CEO Lalitha Nataraj said, “In India, trust continues to play a defining role in how people adopt and use digital payments. As adoption deepens, users are looking for simplicity and trust, along with the assurance that every transaction is safe and secure. Our new campaign, ‘Mahi Way’ reflects this behaviour where payments happen without confusion or delay, on a platform that users can rely on.”
Conceptualised by Tilt Brand Solutions, the 360-degree campaign will roll out across television, digital platforms, cinemas and outdoor media. The flagship film will run in a 25-second format, supported by shorter edits for digital and social platforms to ensure high-frequency visibility.
Adding a layer of inclusivity, the campaign will be available in 11 languages, spanning Hindi, English and several regional languages including Marathi, Tamil, Telugu, Kannada, Malayalam, Bengali, Gujarati, Odia and Assamese.
Tilt Brand Solutions president and head of creative Kushager Tuli said, “With Mahi Way, MS Dhoni is shown in a more everyday context, not just as a cricketing icon, but as someone who reflects calm and clarity in simple decisions. The campaign brings this into real payment situations, making them feel intuitive and effortless.”
With a familiar face and a clear message, BHIM’s latest push aims to make digital payments feel less like a choice and more like second nature for users across the country.
