In conversation with Shradha Agarwal, Co-Founder & CEO, Grapes

The advertising and marketing industry has undergone a profound transformation in recent years, driven by the rapid advancement of technology and shifts in consumer behaviour. This industry has evolved in response to changing media consumption habits, increased access to digital platforms, and the desire for more personalized and engaging content.

In this insightful interview with Shradha Agarwal, Co-Founder & CEO of Grapes, we explore the dynamic realm of advertising and marketing. Shradha’s extensive experience and innovative strategies provide us with valuable context for understanding how this industry has been shaped by digital transformation, technological advancements, and evolving consumer behaviours.

Agency Reporter- The advertising and marketing industry has witnessed significant digital transformation in recent years. In your view, what are the most notable changes or disruptions that have occurred, and how have these changes influenced the way brands engage with consumers?

Shradha Agarwal- I think the way we interact with technology has changed a lot over the course of the overarching digital transformation. It has become all but natural and definitely way more personalised. So, brands and marketers have adapted to this consumer behaviour, focusing on making the ads more personalised.

The introduction of short-format content was one of the most disruptive moments. Almost every social media platform offers a dedicated short-form video section and significantly boosts the influencer-led content. Short-form video marketing, influencer marketing and social commerce, among others, skyrocketed on the back of this boom, giving both the brands and audiences new ways to interact.

Another notable change has to be OTT. Over the last few years, and especially spurred on by the pandemic, it has shifted how we watch content, bringing in several marketing opportunities and also paving the way for Connected TV.

AI has been one of the most recent introductions to this digital journey. While we are regularly seeing new use cases for the technology, I think the majority of its potential is yet to be explored.

AR- Grapes has recently introduced four new verticals. Could you share the thought process behind these additions and their significance in terms of their impact on Grapes and its clients?

Shradha Agarwal– Yes, we have introduced four new verticals, with the enveloping thought of adding more passion to our work, and in turn, delivering the best to our clients.

Grapes Storytellers Studio is essentially a content studio where we create stories for our brands to increase their mid-funnel presence, i.e. building a community with the consumers, and measurable impact in terms of sales in their lower funnel, across various touch points.

Our AI-enabled experts sculpt comprehensive communication strategies as part of the Grapes Imagine AI Studio, spanning the spectrum from design and technology to data, analytics, and media, but never forgetting the human touch. With AI fast becoming an everyday part of our lives, it only stands to reason that we employ it to best deliver technologically advanced creative solutions to our brands.

Taking the AI thought ahead, the Grapes AI Commerce Lab is an end-to-end AI-powered ecommerce lab where we create content, identify industry gaps and then amplify products through organic, earned and paid means of driving sales.

With Grapes Vernac Room, the aim is to establish a vernacular-specific setup which we leverage to capture individual market insights and pop culture references to create strong, relatable communication strategies.

AR- As the advertising and marketing landscape constantly evolves, how has Grapes been keeping up with the general and technological advancements in the industry? Are there any specific strategies or technologies that have proven particularly effective for your clients?

Shradha Agarwal– Staying ahead of industry advancements is integral to our approach at Grapes. Introducing the four new verticals, especially the AI-based ones, is a step in the same direction, trying to lead the AI conversation for our brands.

We have regularly integrated strong cultural insights with technology. During the peak of the NFT craze last year, we designed a distinctive NFT that charted DS Group’s remarkable journey during their 95th Founders’ Day. This NFT aimed to convey the message of an enduring brand legacy while harnessing cutting-edge technology to establish a connection with the audience. In a similar vein, deepfake technology has also emerged with intriguing applications. In a campaign for WION, we harnessed this technology to craft fake videos that spread awareness about the fake news problem especially prevalent then.

AR- Programmatic media buying and advertising automation have gained significant traction in recent years. How has Grapes leveraged programmatic advertising to benefit clients, and what are the advantages and challenges associated with this approach in today’s advertising landscape?

Shradha Agarwal– Programmatic advertising has indeed become a cornerstone of our approach at Grapes. It allows us to target specific audiences with precision, optimising campaigns in real time for maximum efficiency and effectiveness.

The advantages are numerous. Firstly, programmatic advertising enables us to reach a larger and more relevant audience while minimising wasted ad spend. It also provides transparency and data-driven insights, allowing us to make informed decisions and fine-tune our campaigns continuously. Programmatic advertising has been a powerful tool in our arsenal, offering clients a way to achieve their marketing objectives efficiently and effectively.

AR- With the festive season approaching, what standout strategies are brands and agencies adopting for this period? Are there any prominent trends or creative approaches that you find noteworthy for this season?

Shradha Agarwal– Data will be given utmost importance this season to divide the potential consumer base into cohorts for targeted executions. Bucketing the budgets and efforts becomes all the more essential for the brands as the festive season clashes with the ICC Men’s Cricket World Cup. Here, data analysis will allow us to target specific searches, or exact micro-segments of the audience, in order to maximise the ROI.

Connecting with the audience at various touch points across channels and throughout their purchase journey will also be a key strategy. This means a well-placed multi-channel strategy will deliver the required results in both the lower and upper marketing funnels, building brand connections and driving sales.

We can also anticipate the festive tone combining with the tones of the Cricket World Cup. Given the timing of this sporting event, we can expect a blend of festive and sports-related themes to dominate, as brands will not want to miss out on either of the year’s biggest seasons. Brands that can craft a captivating narrative by seamlessly combining these elements will leave a lasting impression on their audience.

AR- Data privacy and consumer consent have become crucial topics in the industry, especially with the rise of regulations like GDPR and CCPA. How does Grapes approach data privacy and ensure ethical practices while delivering personalised solutions?

Shradha Agarwal– At Grapes, we truly believe that data analytics is a crucial part of delivering a relevant and impactful campaign. That’s why I can say with confidence that data protection and privacy laws don’t impede this, but rather provide us with first-party data, which is way more specific and authentic, having been collected directly from the consumer.

AR- Artificial Intelligence (AI) has been a major player in the advertising and marketing space. Do you see AI continuing to be a strong point of communication in the industry in the coming year, or do you anticipate any shifts or changes?

Shradha Agarwal– Artificial Intelligence (AI) is still very much a growing field, so there will definitely be shifts and changes, but in order to better leverage the technology. The tech itself is experiencing advancements in real-time. Only recently, ChatGPT got the ability to surf the internet. That might increase its potential for real-time reporting, and contextual and relevant copywriting. So, yes, AI will continue to be a significant point of conversation.

Many brands have used AI for several creative executions, but the key would be to utilise the tech to execute a creative vision that would otherwise be impossible. Recently, on the occasion of Friendship Day, we set out to showcase how friendships have taken on different ways of expression over the years but the essence is timeless. We brought out the beauty in this timelessness through an AI-generated video for Dabur Gulabari, mapping friendships through the ages.

AR- Looking ahead to 2024, what other trends do you envision shaping the advertising and marketing industry? Are there any emerging technologies or consumer behaviours that you believe will have a significant impact?

Shradha Agarwal– Connected TV (CTV) is quickly becoming a preferred viewing platform for a small but dedicated consumer base, which will only grow as we step into the new year. This fast growth makes it one of the most popular trends to tap for brands and marketers. CTVs provide a highly precise audience targeting capability, making it an excellent platform for targeted festive ads and campaigns. This platform can be harnessed for both middle and lower-funnel marketing, allowing brands to innovate significantly in terms of how they integrate their products and services compared to other mediums.

Having mentioned first-party data, I think it will be one of the significant trends of the new year. As brands and marketers adjust to the changes brought in by the data protection laws, the focus will also be on how to best leverage the first-party data being garnered directly from the user, for maximum impact.