Embracing ethics propels your brand in the cutthroat marketing arena: Venugopal Ganganna

Embracing ethics propels your brand in the cutthroat marketing arena: Venugopal Ganganna

We believe that we are on the path of a continuous journey.

Venugopal Ganganna

Mumbai: In the rapidly advancing era of digitalisation, we've transitioned from conventional tools to harness the power of AI. Brands are no longer focused solely on reaching their target audience; instead, they are delving into the realm of digital to craft messaging that is not just impactful but also tailored to be highly relevant and meaningful to the consumer.

Langoor is a 'born in the digital era' digital marketing agency is challenging /changing the very way marketers make sense of digital disruption and navigate their way to Impact Business x Marketing x Brand Performance. Going beyond the elementary impact of digital in terms of search, social and storytelling, marketers need to look at their customer journeys in the digital domains and focus their action based on insights of digital behaviour and contextise their marketing mix strategies and action.

Indiantelevision.com in an email interaction with Langoor CEO Venugopal Ganganna on the growth of the agency, the technological innovations we are witnessing, AI and much more…

Venugopal Ganganna straddles many roles and brings exceptional organisational skills to the fast-paced creative environment at Langoor. What sets Venu apart is his ability to think at the intersection of data, technology and creativity to cultivate big ideas that can deliver real business results.

With over two decades of experience in enterprise building, technology delivery and extensive execution capabilities, Venu has turned Langoor into a formidable force in the industry - one that combines the capabilities of a creative agency, marketing consulting practice, and a data + technology powerhouse. His nuanced understanding of digital marketing and the manic pursuit of execution excellence, combined with a technology-led communications strategy, has helped Venu create a new experience agency model - EX (Enterprise Experiences), CX (Consumer Experiences), and WX (Web 3.0 Experiences).

Edited Excerpts

On the launch of Langoor in 2012, and a lot of changes Langoor has gone through in these 11 years

Langoor’s journey so far has been remarkable, marked by continuous growth and innovation. From our humble beginnings as a digital agency, we have expanded our offerings and evolved into a strategic partner for brands on their digital transformation journey, helping them navigate the ever-changing digital landscape. We started out as a global company based out of Sydney and had an R&D centre in Bengaluru to tap into the technology expertise. Between 2015 and 2019, we matured most of our digital services, by operating at the intersection of technology, creativity, and data.

Over the last two years, we have been a pioneer in crafting immersive experiences for some of the world’s leading brands. Our commitment to innovation, cutting-edge technology, and creative excellence has positioned us as a trailblazer in shaping immersive digital landscapes that redefine brand engagement.

Earlier this year, we announced a strategic partnership with Quilt AI (an AI-powered insights company that aims to provide a more holistic, nuanced view of humanity using Internet data). Using cutting-edge artificial intelligence, the collaboration aims to transform the way marketers engage, connect, and understand their audiences. Combining Langoor's digital-first marketing strategies with Quilt AI’s unmatched expertise in Diagnostic, Predictive, and Generative AI, this alliance aims to reshape the way marketers harness the power of artificial intelligence.

We believe that we are on the path of a continuous journey. Every six months, we strongly believe the need to innovate, and build new practices, and new capabilities – and that is something we have gotten extremely good at.

On some of these tools like big data, programmatic, and analytics, which are now passe, everyone is talking of AI, how are you as an agency looking at this trend now; will all creative ideation centre around AI

We envision AI as a game-changer for brands, propelling creative delivery into a new era of efficiency, innovation, and growth. With AI, we are building models that address the key concerns of CMOs – cultural dynamics, consumer psychology, category, and brand values. These are the elements that all CMOs need to unlock to derive a deeper understanding of culture, customer, and category.

With our three-pronged approach to AI - predictive, diagnostic and generative - we are helping marketers get a deeper understanding of diverse consumer behaviours, cultural nuances, and market preferences that influence audiences, identify emerging trends, and seize growth opportunities.

On being the first movers in the digital era, how are brands today navigating through various digital terms to focus on their consumer's buying patterns, and weave a strategy which is digital and offline

To adapt to the rapidly evolving digital space, we are noticing brands embrace a culture of agility and continuous learning. We, for example, stay ahead of the curve by investing in talent, leveraging emerging technologies, and fostering a collaborative environment. This allows us to anticipate industry trends, offer cutting-edge solutions, and deliver exceptional results for our clients.

On brand’s looking at various avenues and people to take the brand story to their consumers, how do you bring synergy into it

In the ever-changing digital world of today, traditional marketing strategies are no longer effective. Organisations must change to remain efficient, competitive, and relevant in the face of rapid evolution of technology that is affecting every facet of society and industry. Services for digital transformation provide the know-how, tactics, and resources needed to negotiate this changing environment and seize new opportunities.

By embracing a holistic approach to technology adoption and integration, businesses can leverage digital transformation services to take the brand story to their consumers.

On the behavioural patterns of consumers in Tier 3 & 4, they are now digitally savvy and vernacular advertising seeing huge traction how are brands tailoring their messaging for these consumers

With the increasing internet adoption in India, there is a rising demand for content in local languages. Consequently, advertisers are recognising the importance of crafting regional advertisements that go beyond mere dubbing. This shift is evident in user behaviour, as reflected in the significantly higher click-through rates of regional creatives. Brands are adapting to this paradigm shift by localising content, understanding cultural norms, and crafting marketing strategies tailored to the unique needs and preferences of individual cohorts.

On the trends you are seeing globally and in India in the usage of AI

As more marketing teams onboard AI capacities for operations, brands will have to keep up with compliance demands to do right by customers.

Ethical concerns may surround AI, such as algorithmic bias, transparency, consent, and accountability. Marketers should actively communicate how they’re working to identify and mitigate these risks and take responsibility for their AI systems' actions.

With consumers increasingly sensitive to data privacy, many are willing to switch providers for better privacy practices. Ethics shouldn’t be seen as a hindrance but a competitive advantage in today's marketing landscape.

On the vision and mission of Langoor

Looking forward, we envision further expansion and innovation (in key markets) for Langoor. We aim to strengthen our position as a leader in the digital space by embracing emerging technologies, enhancing our service offerings, and fostering strategic partnerships. Our vision is to continue delivering exceptional results for our clients, driving digital transformation at the intersection of creativity, data, and technology that resonate with audiences in an ever-evolving digital world.