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<ul><li>INCA has a new partnership with <keyword id="1286040" type="COMPANY" weightage="20" keywordseo="Hanson-Robotics">Hanson Robotics</keyword>, creator of Sophia, ‘the world’s most advanced human-like robot’ to make her available as an influencer partner to brands in the APAC region. </li><li>The collaboration marks Sophia’s first-ever ambassadorship work with an agency. </li><li>With the ambassadorship for INCA, Sophia will be working with brands to create relevant and engaging bite-sized content and connect with brand audiences across various social media platforms. </li></ul>INCA, GroupM’s brand-safe influencer marketing solution, has struck a partnership with Hanson Robotics, creator of Sophia, the world’s most advanced human-like robot to make her available as an influencer partner to brands in the APAC region. The collaboration marks Sophia’s first-ever ambassadorship work with an agency. Widely recognised for her influence as a celebrity and disruptor, Hanson has previously worked with renowned brands such as Etihad Airlines, Audi, Alexander Wang, and Huawei to magnify Sophia’s status as the world’s first robot citizen and connect with audiences across the globe. She now joins INCA’s global network of brand-safe content creators and influencers to help brands create influential content that brings brand stories to life. <keyword id="7065968" type="PERSON" weightage="20" keywordseo="Atique-Kazi">Atique Kazi</keyword>, lead for INCA in APAC, said: “Sophia is the perfect ambassador for brands looking to intelligently engage with their consumers. As an advocate for scientific education and sustainable development, Sophia’s persona is a natural fit for many brands looking to create compelling content, reach, and engagement around these incredibly important topics. She has the capability to generate facial expression, mirror people's posture, and discern emotions from the tone of voice, all of which help people to identify and form a connection with her. She is also a perfect fit for INCA’s mission in APAC to connect brands with remarkable key opinion leaders (KOL).” Influencer marketing has unlocked new opportunities for brands to connect with their customers and is predicted to grow in the next few years by 30.6 % CAGR as marketersseek more efficient and data- driven options in reaching out to consumers. INCA’s partnership with Sophia showcases how it also enables the use of technology to build human connections with brands. As GroupM’s proprietary AI solution for data-powered influencer selection and content creation, INCA enables brands to run content marketing campaigns across and beyond social channels in achieving real and tangible outcomes for marketers. With the ambassadorship for INCA, Sophia will be working with brands to create relevant and engaging bite-sized content and connect with brand audiences across various social media platforms. Kazi added: “While we see changes in how consumers are influenced by multiple sources, we are confident that this is the right time to introduce a new influencer into our network that exemplifies humanity as well as the technological achievements of our time. As we collaborate with Sophia, we are in awe of how technology can showcase the marvels of artificial intelligence (AI) in a humanoid form.” <keyword id="377853" type="PERSON" weightage="20" keywordseo="David-Hanson">David Hanson</keyword>, CEO and founder of Hanson Robotics, commented: “Sophia is our pride, and we trust that her wealth of experience as a global influencer will pave the way for INCA to reach many more milestones in the future. To witness Sophia’s growth as a character and a platform has always been an exciting experience, and we cannot wait for the successes she will achieve with her new role as a brand ambassador in APAC.”

You might soon see Sophia the Robot in ads as INCA adds her to its network of influencers

<ul><li>India is the 9th largest market in ad spends and 5th highest contributor to incremental ad spends.</li><li><keyword id="50691" type="General" weightage="100" keywordseo="digital" source="Orion">Digital</keyword> to reach 45% media share in 2022.</li></ul>GroupM India, today announced their advertising expenditure (Adex) forecasts for 2022. As per the GroupM futures report ‘This Year, Next Year’ (TYNY) 2022, the ad spends are estimated to reach 107,987crs in 2022. This represents the estimated growth of 22% for the calendar year 2022. India to be the fastest-growing market among the top 10 global markets and retains its 9th rank in 2022. Commenting on the TYNY 2022 report, Prasanth Kumar, CEO, GroupM South Asia said, “The pandemic has pushed the envelope towards digital and has hence topped the pie, with advertisers keen to explore more of it. Ecommerce and Telco will drive the economy, we also expect FMCG and auto to slowly catch up and contribute towards this growth.” Tushar Vyas, President – Growth and Transformation, GroupM South Asia added, “With the pivot to digital by consumers and companies alike, digital emerges as the largest medium in 2022 with an estimated share of 45%. Digital is estimated to grow by 33% in 2022. As digital capabilities enhance and connectivity becomes omnipresent, technology will further poise and change almost every sector of India’s economy.” Parthasarathy Mandayam, Chief Strategy Officer, GroupM South Asia, said, “With consumers gravitating towards themes like sustainability and sensitivity, brands are adapting rapidly, and media has the power to lead this change. Flexible, specialist and distributed teams are the order of the day and this trend will be further enhanced with the arrival of 5G. The emphasis on performance marketing has further accelerated and is at the very core of marketing. Intelligent &amp; responsible leverage of first-party data will be critical for brands &amp; marketers in driving this.” Atique Kazi, President – Data, Performance &amp; Digital Products, GroupM India added, “Marketers will have to bring together innovation, intelligence and integration in their strategy to win on Digital. In 2022; we will also see addressable TV coming to India in some scalable form and connected tv surge with smart TV sales and new fibre/broadband connections will be on the rise. Focusing on eCommerce, performance marketing, outcome-based media and addressable data is winning formula in 2022.” Sidharth Parashar, President – Investments &amp; Pricing, GroupM India said, “While digital is set to take the larger pie, we are expecting a noteworthy revival for OOH &amp; cinema too after a tough period. Advertising on e-commerce, the rise of influencers and short format videos along with OTT has witnessed growth in 2021, which would continue in 2022.” Ashwin Padmanabhan, President – Partnerships &amp; Trading, GroupM India added, “The rapid digital transformation of companies, brands and the way they connect with consumers is reflected in the global <keyword id="1831042" type="General" weightage="20" keywordseo="advertising-spends" source="Orion">advertising spends</keyword> as well as the way even traditional media is expanding with their digital extensions. India in 2022 will see a rapid manifestation of these Global trends and thus fundamentally altering the media industry.” GroupM also shared some of the top trends that will shape the Indian consumer and therefore industry. The trends presented were around the shifts in organizational structures, consumer sensitivity and sustainability, digital experience, data, commerce, creator ecosystem, growth of sports business, use of technology, performance marketing, addressable TV and evolution of offline media.

Digital to overtake TV to become the largest medium in 2022; Ad spends estimated to cross Rs 1 lakh crore in 2022: GroupM TYNY report

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You might soon see Sophia the Robot in ads as INCA adds her to its network of influencers

BI India Partner

Digital to overtake TV to become the largest medium in 2022; Ad spends estimated to cross Rs 1 lakh crore in 2022: GroupM TYNY report

BI India Partner

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