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Artificial Intelligence Advertisement Marketing Image Credit: Outlook Business
Artificial Intelligence Advertisement Marketing Image Credit: Outlook Business

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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

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 r


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