Source: Safalta
Q:- New technologies are coming into marketing from time to time, which technologies do you think are relevant from the point of view of marketing?
Ans:- How do you bring design thinking to things? How do you think of this, by pairing each person one by one, you can create something that interests you. For example, when I came to AmarUjala, I was given an option to make a career page and an education page. We went to Jaipur and studied a lot of Times of India, and Hindustan Times to see how they are made, and after looking at all of them, we found out that the child would not know why they are there. To this day his design thinking was to solve his problem. Creativity is not necessary in the form of colors or words, creativity can also be used as a solution. We thought that we should create something like this for the child in which career counseling, what to choose, how to make his resume, and how to ask questions in GD, there should also be a mock interview, so we should create such a session. Rather than technology, I would say that creativity for me will be relevant every time like today you use ChatGPT. We use technology, but how to use technology is decided by the human mind.
Q:- Earlier, when technology or creativity made mistakes, its readability was improved through innovation, but today technology has progressed so much that it can compete with humans, now it has AI tools that are in human creativity. We give a prompt to AI or it creates the article or blog in 10 to 15 seconds. Will humans no longer be needed with the advent of AI?
Ans: I do not understand that humans will no longer be needed because of technology.
There have been many changes in technology in the last 15 to 20 years, television took 10 years to change while the internet took 30 to 35 years to change. Daily new changes are taking place, and their innovation or creation is also being done by humans. If you do not think about the next step then you will get deducted.
What prompt has to be given to ChatGPT or whatever result comes, we will have to go through it as well. Humans will also need to check whether the inputs or prompts to be entered in the result are correct or not the AI has written. Exact Machine cannot be used even as it is written. It is not like AI can replace humans.
Q:- The advertisement campaign of that time is remembered even after 20 or 40 years, the advertisement campaign of today is forgotten within 3 or 6 months. While now technology or creativity is also being used at the upper level or is it still not being remembered then what reason do you think for it? Is marketing being used more or is the first creativity not being used now?
Ans: My opinion on this is that in the initial time, we had a channel named Doordarshan, and after this channel, more and more new channels came, and after 1991 or 1997 - 98 or 2000 it gradually grew, and After that many new channels and news channels started coming. Everyone used to watch Doordarshan, so there was a captive audience at that time, but today's audience does not have time.
Today's audience gets little time to watch reels and scroll. Today there is no captive audience. In earlier advertisements, music was used, and the song was used so that when someone listened to the song, they liked it or remembered it, but in today's advertisement, nothing like that is remembered by the person being advertised. It is difficult to keep.
Q:- You said that you have worked in Amarujala in brand or brand marketing, your experience with any such interesting marketing campaign that is still effective, so tell us about all those campaigns. then tell about
Ans:- Before MyCity, we had launched Compact, we launched it like a teaser campaign, and there was a lot of excitement in the city because we did not use our brand or logo in the campaign. We used elements like Diwali crackers so that it seemed like something in the city, which gave excitement to the people. Many such successful campaigns of AmarUjala are still impactful. Build your career with Safalta
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