MAM

Mindshare India creates India's largest audio-conferencing bridge solution 'mSamvaad'

The technology aims to help brands drive engagement in remote media-dark areas of India

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/12/03/Mindshare.jpg?itok=BECn-RwS

MUMBAI: Mindshare, India’s largest full-service media agency and part of GroupM, collaborated with Cosmic Information and Technology Ltd to launch a new voice-driven platform called ‘Audio Conferencing Bridge’ called ‘mSamvaad’. The solution helps connect leading brands of the country to the audience in media-dark areas on the largest voice conferencing infrastructure with a capacity of 25,000 concurrent calls.

A large segment of Indian audiences cannot be reached through the traditional or the new-age digital mediums. This problem of low penetration coupled with low levels of literacy makes it difficult for brands to surpass the barriers of communication in remote areas. However, the rural centres of the country have been recorded as driving the telecom growth in the nation. In the Indian ecosystem, about 450 million active SIM cards are resting on feature phones, the highest across the world. This renders telecom as the medium with the largest penetration in the markets that have low access to data.

Mindshare devised a solution that uses the power of telecom as the key channel to engage, educate and create awareness through SMS, chat rooms and voice calls for one-on-ones as well as conference connections. It also enables a two-way communication on a selected basis. The key differentiator of the platform is that it operates independent of the internet and can be used with any voice-supported device, even landline and feature phones.

In its first venture, Mindshare rolled out a high-scaled engagement program for Horlicks to reach out to mothers in the media dark areas of Bihar for its new variant that improves nutrient absorption among children. The aim of the program was to generate awareness on the brand's scientific credentials through an audio message recorded in the voice of legendary Bhojpuri star, Ravi Kishan.

Mindshare’s approach to deliver the brand message via a 2-way dialogue bore great results. The Horlicks nutrient absorption communication reached 4 million unique users. The 10-minutes conference bridge saw a breakthrough of 29 percent completed listenership. Through the campaign, Mindshare answered the call for nutrition with resounding effect, 81 percent recalled the new variant for its emphasis on nutrient absorption in children. Horlicks observed an impressive increase of 33 percent TOM and 12 percent of L3M usage.

With carrier grade infra, the alliance is one of the largest in-house telecom infrastructures in India on a single location from all leading telecom operators, managed in a high-tech data centre. It has advanced servers, big-data platform, cloud backups, secured firewalls, high speed primary and backup Internet leased lines, and 24x7 power backups under the supervision of team comprising network engineers, data scientists, and engineering minds. The bridge enables massive outreach in minimum time in the most cost-effective way.

Sharing his thoughts on the innovation, Mindshare India national head – mobile Niraj Ruparel said, “Since the past decade, our efforts have enabled number of top brands to engage their end-consumers with the most advanced and innovative voice-based solutions. Our solutions are aimed at penetrating the fragmented consumer segments of India and surpassing the barriers of communication due to low literacy rates and lack of access to data and connectivity. "mSamvaad" is one of our most successful voice product which we plan to take to the next level in the near future. We look forward to extending this platform to all prospects that are looking at customer engagement in rural India.”

“Cosmic Information & Technology Limited is committed & will continue to leverage its large & robust Voice Infrastructure and in-house innovation lab, to co-create quality solutions, which addresses brand challenges and help them to have a simple, yet targetted delivery of message as well as meaningful conversations with their brand audience, resulting into deeper level of engagements.”, said Cosmic Information and Technology Limited CEO Nilesh Bhagat.

Speaking about the success of the campaign, area marketing lead, nutrition, GSK Vikram Bahl, said, “This is a laudable initiative by Mindshare India along with Cosmic Infotech and we are glad to have been a part of it. We have always undertaken efforts to create awareness around holistic nutrition, especially in rural areas and this was a great opportunity for us to achieve our objective. We look forward to many such innovations in technology that can help us deliver intended message to rural markets.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/12/cnbc_0.jpg?itok=GUvz8O6l
CNBC-TV18's #CNBCTV18Tweetathon trends among 10 top twitter campaign

MUMBAI: Celebrating a milestone, CNBC-TV18, India’s leading English business news platform hosted nation’s biggest business unconference- CNBC-TV18 Tweetathon. The digital campaign witnessed industry veterans from a wide-range of sectors. To add more meaning to their anniversary they created &...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/12/Godrej_Interio.jpg?itok=iv-EFBQ6
Times OOH helps Godrej Interio set up Experience Zone at Mumbai Airport

India’s largest outdoor Advertising agency, Times OOH has helped Godrej Interio in setting up a first-of-its-kind experience centre in the garb of a retail space, at Terminal 2 of the Chhatrapati Shivaji Maharaj International Airport in Mumbai.

MAM Media and Advertising Out Of Home
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/12/rahul.jpg?itok=MKHdBQVU
Rahul Mehta joins Kaizzen as Chief Operating Officer

Kaizzen, a leading Public Relations and Digital Media Agency, has strengthened its senior leadership team, with the appointment of Rahul Mehta as COO its India operations.  Mehta will focus on driving business growth across practice areas, providing strategic senior counsel, consolidating existing...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/12/Detel.jpg?itok=kVcshzr2
Detel becomes official gifting partner for 'MTV Beats Turns 3 Contest'

MUMBAI:  Detel, the world's most economical feature phone, TV and accessories brand is the official gifting Partner for the MTV Beats Turns 3 Contest. Celebrating its 3rd birthday with #TeenGunaFun, India’s 24*7 Hindi music channel, MTV Beats promises to bring an exciting line-up for December. The...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/12/mala.jpg?itok=SJQoCbKx
Malabar Gold & Social Beat leverage Thumbstopper Videos to promote #MenInPlatinum collection

On the occasion of International Men’s Day, Malabar Gold & Diamonds has collaborated with Social Beat, a leading digital marketing solutions company, to roll out a brand campaign to promote its ‘Men in Platinum’ collection. The campaign highlights the dismantling of gender roles and brings...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/12/boat.jpg?itok=5clP5Epz
Voice control your world with the all new Alexa built-in boAt Stone 200A speaker

boAt lifestyle, a brand recognized for its Audio electronic products across the world has now expanded its product portfolio by launching its new Alexa built-in smart speaker boAt Stone 200A. The Speaker is not only portable and powerful but smarter now.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/12/PhonePe.jpg?itok=qG1Wej1H
PhonePe recognized among India’s best workplaces by the Great Place to Work Institute

PhonePe, India’s leading digital payments platform today announced that it has been recognized among the country’s top workplaces in the Technology sector by the Great Place to Work Institute. The survey is India’s largest annual study of workplace excellence based on employee feedback and also...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/11/Vicky_Kaushal.jpg?itok=BaCBcbuH
ADK Fortune launches 'Khel Gaye Chief' for Red Chief

Red Chief, one of the oldest and most trusted footwear brands in the Indian market from Leayan Global, has launched its new ad campaign ‘Khel Gaye Chief’ with Vicky Kaushal. Targeting the youth of the country, the new campaign, conceptualised and executed by ADK Fortune Communications Pvt Ltd,...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/10/gny_labs.jpg?itok=ysRXjekV
GenY Labs Closes Seed Round Funding

Mumbai: GenY Labs has announced today that it has raised seed round funding totaling approximately $700k. The round was led by Mr.  BVR Mohan Reddy, Executive Chairman of Cyient and other Indian and Canadian investors. This funding will be used for further development of their unique IP and...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories