Today, content is king. Brand perceptions are subject to change, both positive and negative, and realizing the same thing, brands big and small are catching up. In the midst of this, new age unconventional media networks are gaining momentum.
Kulfi Collective and Owled Media are among the brands attracting more and more attention from consumers. Why? Due to its non-traditional approach towards AdTech as a whole.
To understand all about cracking the code to stand out in this fluid creative market, TechSparks 2022 saw a panel discussion on ‘Content Chameleons: Changing Brand Perceptions’.
The session, moderated by Aishik Purkait, Producer, Your historyFeatured ayush wadhwa, Founder and Creative Director, Owled Media; Y advait gupt Co-Founder and CEO, Kulfi Collective, on the panel.
Being content creators among the changing trends
Ayush notes how surviving in this period, where the consumer spectrum of sharing a common taste for particular content varies substantially, is itself a task to be mastered.
He says, “Building a business today on content when you don’t own the distribution, it’s really hard. When you don’t own the distribution, you just own the content, which is purely creative. There are no numbers attached, there’s no there’s a way to measure the success of this. So how do you put a price on that? How do you put a value on that?
Reflecting on the mistakes he made earlier in his career, Ayush states: “The [creative] the landscape is very competitive, so you need to have a different/clearer vision to start something that is already very crowded.”
Advait further highlights the complexity of the digital landscape saying: “Web3 adds to the [digital landscape] complexity, in some shape or form, but it’s also creating more opportunities. We’re at a stage where the experiences are going to become much more important than the content itself, and that’s a trend we’re very excited about.”
Standing out in the market
Similar to the creative ecosystem, as opportunities continue to thrive, differentiating your platform demands significant attention.
Advait has simple tips to make this happen. “Find your niche and stick with it. It’s not about going further, it’s about going deeper,” he says.
It also highlights the importance of harnessing contemporary Indian technology and talent to achieve success. “India has a huge competitive advantage when it comes to talent. So talent in one and technology in the other.” he adds.
Reflecting on the technological aspect, Ayush touches on the idea of shortening the content creation process. He says: “In general, it’s about thinking about how you can do something, which used to be done by 100 people, but now can be done by 10 to 20 people and still be powered by humans.”
Also, Ayush’s reference formula is similar to that of Advait. The benefit of agencies that offer specialized services that leave their mark stands out.
He says, “I think after a point, startups would want specialized services. So finding that niche and offering specialized services would help.”
The next important thing according to him is agility, and we cannot agree less. Living in a world of technological evolutions means keeping up with the latest technologies and developments to stay afloat.
Shaping the next decade
Ayush’s wish for Owled Media’s roadmap for the next decade includes making it one of the few agencies that can create global impact. Ultimately, the goal is to build a stronger network and attract more entrepreneurs to the company’s ecosystem.
Advait highlights how the commerce of the content community has a great opportunity in the coming years.
In addition to the same, Ayush highlights how, nowadays, the creators are a team unto themselves, producing, directing and everything else, single-handedly.
“So, I think it’s not going to be about creators against companies, it’s about creators and companies, collectively meeting the demand for what the audience wants,” he says.
Adding to what’s in store for the future, Ayush says, “The opportunities in Augmented Reality right now are huge, yet the competition is minimal. The additional opportunities are not just on the services end, but also on the education and brand end”.
Adding to Ayush’s perspective, Advait concludes the session by hinting at the growing opportunities across the mixed reality ecosystem, whether in virtual reality, augmented reality, or a combination of both.