Ads Made Smart
Outlook Business|June 21, 2019

If your smile is worth a thousand silvers, a frown is probably worth a lot more. Here’s an AI startup that tracks your emotions and helps brands make their content stick.

Shilpa Elizabeth Abraham & Hari Menon
Ads Made Smart

Kullfi Kumarr Bajewala, a prime-time musical series on StarPlus gained massive popularity within a few months since it first aired. And, many might say, it hits the audience with just the right emotions. So, what worked for the show that has recently completed a year of airing?

Before launching KullfiKumarr Bajewala, Star TV team was pondering over how they could create an impactful promo during the launch, and if they could optimise media spends. That’s when a Bengaluru-based startup, Entropik, came into the picture — a company that built the country’s first Emotional Artificial Intelligence technology — AI that understands human emotions, according to the company.

For the show’s promotional campaign, the start-up mapped brainwaves of respondents that represented the target audience. With the help of this technology, they could study how the subjects perceived each character in the promo videos. While the video was played, emotions and expressions of the respondents were tracked, which helped in understanding the ‘high’ and ‘low’ points in the video.

Entropik’s Emotional Efficiency engine scored each promo based on the emotional response, predicting their chances of clicking with the audience. Based on the scores, Star TV could cut down 30% of its marketing expenses. And, the launch campaign went viral! According to the start-up’s co-founder, Ranjan Kumar, his client also saw 3x returns on their media spend of around #50 million.

“We are the first ones to build such a platform in India. We essentially build technologies that track consumer emotions at their points of origin,” explains Kumar.

WHAT’S ON YOUR MIND?

This story is from the June 21, 2019 edition of Outlook Business.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.

This story is from the June 21, 2019 edition of Outlook Business.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.

MORE STORIES FROM OUTLOOK BUSINESSView All
Dynamic Women Achievers
Outlook Business

Dynamic Women Achievers

Discover the vibrant narratives of dynamic women achievers breaking barriers and reshaping the landscape across diverse fields. From trailblazing entrepreneurs to influential thought leaders, this article celebrates the resilience, innovation, and impactful contributions of women who defy norms, inspiring a new era of empowerment and progress.

time-read
6 mins  |
March 2024
Love Sex & Dhokha At Work Place
Outlook Business

Love Sex & Dhokha At Work Place

Not all office romances have a fairy-tale ending like the Obamas. In some cases, love turns sour and complications arise. No wonder HR honchos dread co-workers falling for each other and then falling apart

time-read
5 mins  |
March 2024
INVEST, REINVENT REJUVENATE
Outlook Business

INVEST, REINVENT REJUVENATE

The two-day Outlook Money 40After40 Retirement Expo saw experts speak on a variety of topics on retirement planning, including the need to start early, invest diligently, as well as avoid pitfalls in the market. The expo also focussed on wellness and celebrity perspective on the golden years

time-read
4 mins  |
March 2024
Women Break Through the Khaki Glass Ceiling In Bihar
Outlook Business

Women Break Through the Khaki Glass Ceiling In Bihar

The Nitish Kumar government has taken pioneering initiatives to increase women's participation in the police force, empower women and enable sensitive policing.

time-read
1 min  |
March 2024
Policy Booster for Industrial Development of Bihar
Outlook Business

Policy Booster for Industrial Development of Bihar

With its investor-friendly policies, the Nitish Kumar government has underlined Bihar's new identity as the Land of Industry’, which is widely known for its industrious people and hardworking labour force.

time-read
9 mins  |
March 2024
A NATION STUCK BETWEEN MISSING JOBS AND GROWTH AMBITIONS
Outlook Business

A NATION STUCK BETWEEN MISSING JOBS AND GROWTH AMBITIONS

India grapples with a job crisis fuelled by factors including high youth unemployment, educational and skill imbalance and low female participation, among others. In their book, The Elephant Moves: India’s New Place in the World, Amitabh Kant and Amit Kapoor explore India’s economic evolution through the lens of competitiveness, stressing the need for, and challenges to, policy changes in its run to becoming a developed economy by 2047

time-read
3 mins  |
March 2024
GETTING HER PRIORITIES RIGHT
Outlook Business

GETTING HER PRIORITIES RIGHT

Smita Jatia, vice chairperson of Westlife Foodworld, has donned many a hat—she is a wife, mother, grandmother, businesswoman, mentor and philosopher. While she feels there is no work-life balance for women, she believes it is important to set priorities and say no when necessary

time-read
3 mins  |
March 2024
START-UPS NO COUNTRY FOR WOMEN FOUNDERS
Outlook Business

START-UPS NO COUNTRY FOR WOMEN FOUNDERS

While India is third in the pecking order globally in the start-up ecosystem, women founders struggle to even get a start. Investors see them as less capable and hesitate to fund their ideas

time-read
5 mins  |
March 2024
TAPAN SINGHEL TRANSFORMING INSURANCE: EMBRACING THE DIGITAL REVOLUTION
Outlook Business

TAPAN SINGHEL TRANSFORMING INSURANCE: EMBRACING THE DIGITAL REVOLUTION

Digitisation has touched all industries, and the insurance sector is not far behind. There have been many changes post-Covid, but it is time to understand the next step in this journey. Digitisation has touched all industries, and the insurance sector is not far behind. There have been many changes post-Covid, but it is time to understand the next step in this journey. Tapan Singhel, MD and CEO of Bajaj Allianz General Insurance, speaks about how digitisation can enable the interchange of data to develop capabilities that can benefit customers and save millions of lives. Edited excerpts:

time-read
7 mins  |
March 2024
AWARENESS, GUIDANCE KEY TO RETIREMENT PLANNING : V. VAIDYANATHAN
Outlook Business

AWARENESS, GUIDANCE KEY TO RETIREMENT PLANNING : V. VAIDYANATHAN

DFC First Bank has seen remarkable success in 2023, riding on impressive financial performance, with deposits growing at 40% thanks to customer-friendly banking initiatives and tools. In an exclusive interview, V. Vaidyanathan, managing director and chief executive officer of IDFC First Bank, speaks about the importance of retirement planning early in life, the emotions of those concerned and the tools for retirement planning which can provide financial security and peace of mind

time-read
5 mins  |
March 2024