<ul><li>The platform brings quantitative surveys, qualitative research, online panels and patented emotion AI technologies under one umbrella. </li><li><keyword id="2694863" type="General" weightage="50" keywordseo="trifecta-capital" source="Orion">Trifecta Capital</keyword>, Alteria Capital, and long-time existing investor <keyword id="3208858" type="General" weightage="50" keywordseo="bharat-innovation-fund" source="Orion">Bharat Innovation Fund</keyword> also participated in the latest funding round. </li><li><keyword id="12496323" type="General" weightage="100" keywordseo="entropik" source="Orion">Entropik</keyword> aims to build world-class products out of India, enabling marketing, product and other teams to conduct research. </li></ul>Entropik, an AI-powered market research platform, raised $25 million in a Series B funding. It said on Wednesday that the funding round was led by Bessemer Venture Partners and <keyword id="14912302" type="General" weightage="50" keywordseo="sig-venture-capital" source="Orion">SIG Venture Capital</keyword>. The round also saw participation from Trifecta Capital, Alteria Capital, and its long-time existing investor Bharat Innovation Fund. The platform brings quantitative surveys, qualitative research, online panels and patented emotion AI technologies under one umbrella, making it a one-stop solution for marketing and product organisations. With this latest round of funding, Entropik aims to build world-class products out of India, enabling marketing, product and other teams to conduct research. They will also focus on expanding their footprint across the US, Europe, and Asian markets. “Entropik has grown tremendously, powered by its <keyword id="5935773" type="General" weightage="50" keywordseo="deeptech" source="Orion">DeepTech</keyword> solutions and a high-quality, continuously evolving team. In enabling brands to improve their customers' experiences, they are the engine powering how customers interact with their brands better. Their multimodal platform encompassing brainwave mapping, facial coding and voice tonality is globally unique” <keyword id="3553601" type="General" weightage="50" keywordseo="ashwin-raguraman" source="Orion">Ashwin Raguraman</keyword>, co-founder and partner, Bharat Innovation Fund said. Over 150 global brands across finance, media, consumer goods, food and beverage and entertainment, leverage Entropik's consumer research stack to make consumer-centric decisions. "The world is evolving fast, and brands, whose foundation is understanding its consumer preference and behaviour, are failing to deliver meaningful experiences. The new round also comes as a testament to the rigour and hard work put in by our global team and the trust put by enterprises in our offerings,” <keyword id="878329" type="General" weightage="50" keywordseo="ranjan-kumar" source="Orion">Ranjan Kumar</keyword>, founder and CEO of Entropik, said. "Marketers can now measure more accurately and assess consumer feedback with Entropik's products, like <keyword id="16410861" type="General" weightage="50" keywordseo="affect-ux" source="Orion">Affect UX</keyword>, Labs, and Decode. We are excited to invest and support the team at Entropik as they expand into new markets” Bhavanipratap Rana, Investment Advisor to SIG Venture Capital, said. Entropik claims that it has grown 7x in the last two years, riding on its patented emotion AI technologies, driven by its expansion into the US, Europe, Southeast Asia, and the Middle East. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/news/e-commerce-giant-ebay-to-layoff-500-employees/articleshow/97723210.cms">E-commerce giant eBay to layoff 500 employees</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/finance/news/india-is-launching-a-upi-based-coin-vending-machine-pilot/articleshow/97720261.cms">Cold drinks, candy &amp; now 'change': India to test coin vending machines that use UPI</a>

Entropik raises $25 mn from Bessemer Venture Partners, SIG & others

<ul><li><keyword id="6745141" type="UNKNOWN" weightage="20" keywordseo="entropik-tech">Entropik Tech</keyword>’s latest report looks at the top most ads that were released to celebrate International Women’s Day.</li><li>Using their product Affect Lab the company will gauge the engagement rate, attention levels and overall emotion response to the ads and highlight the ones which did well and reasons for their success.</li></ul>In the past few years, the portrayal of women in brand communication has definitely evolved. Brands are now trying to address various social, economic, political, and cultural issues that women face everyday through their advertisements. From Prega News to Levi’s ad, this women’s day, brands have tried to represent women of different sizes, shapes, skin tones, professions and challenge various gender stereotypes. While we are still far from seeing underrepresented groups of women like a Muslim girl, transwomen or a northeastern girl as the protagonist in an ad that doesn’t talk about inclusivity, we are taking baby steps towards diversity and acceptance with each passing year. We reached out to Entropik Tech, an Emotion AI start-up that enables brands across the world to measure subconscious behaviour of the consumer, to find out how the audience is responding to Women’s Day campaigns this year. Here are some of the most talked-about ads this International Women’s Day: <cmsannotation type="cmsannotation" annotationid="Prega News" text="Prega News">Prega News</cmsannotation> Affect Lab Score: 40.76 Attention: 66.18 Engagement: 23.68 <div type="Youtube" id="X4mWIU-zcvQ" title="#SheIsCompleteInHerself - A Women’s Day Initiative by Prega News | Mona Singh (Hindi)" thumbUrl="https://i.ytimg.com/vi/X4mWIU-zcvQ/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Dove" text="Dove">Dove</cmsannotation> Affect Lab Score: 40.4 Attention: 66.1 Engagement: 23.01 <div type="Youtube" id="E3kWzRB6Yy8" title="Dove | #StopTheBeautyTest (Hindi)" thumbUrl="https://i.ytimg.com/vi/E3kWzRB6Yy8/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Google" text="Google">Google</cmsannotation> Affect Lab Score: 40.38 Attention: 66.3 Engagement: 22.92 <div type="Youtube" id="Oy-L-OVwmZQ" title="First of Many — Women’s History Month 2021" thumbUrl="https://i.ytimg.com/vi/Oy-L-OVwmZQ/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Zivame" text="Zivame">Zivame</cmsannotation> Affect Lab Score: 40.36 Attention: 65.98 Engagement: 22.51 <div type="Youtube" id="ZEFXor8RV2Y" title="Mallika Dua Talks About Problems in Shopping Plus-Sized Lingerie" thumbUrl="https://i.ytimg.com/vi/ZEFXor8RV2Y/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Reliance General Insurance" text="Reliance General Insurance">Reliance General Insurance</cmsannotation> Affect Lab Score: 40.17 Attention: 65.87 Engagement: 23.07 <div type="Youtube" id="82zBk8ytUoE" title="Womentum by Reliance General Insurance I Usha Uthup" thumbUrl="https://i.ytimg.com/vi/82zBk8ytUoE/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Boat India" text="Boat India">Boat India</cmsannotation> Affect Lab Score: 38.61 Attention: 66.12 Engagement: 18.74 <div type="Youtube" id="d2ZpIzdcxzY" title="boAt - I Am A Rebel Ft. Raja Kumari | Kiara Advani | BaniJ | Mass Appeal India - OUT NOW" thumbUrl="https://i.ytimg.com/vi/d2ZpIzdcxzY/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Max Fashion" text="Max Fashion">Max Fashion</cmsannotation> Affect Lab Score: 37.86 Attention: 65.85 Engagement: 17.36 <div type="Youtube" id="qwJ38jZacG4" title="#YouAreSoBeautifull | Max Women's Fest 2021" thumbUrl="https://i.ytimg.com/vi/qwJ38jZacG4/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Levi’s" text="Levi’s">Levi’s</cmsannotation> Affect Lab Score: 37.12 Attention: 65.64 Engagement: 16.06 <div type="Youtube" id="zg9IIbwsreM" title="Levi's® We All Move" thumbUrl="https://i.ytimg.com/vi/zg9IIbwsreM/mqdefault.jpg"></div>

International Women’s Day: Campaigns that garnered the most engagement this year

<ul><li>In an exclusive report, Entropik Tech lists down top 10 most talked-about ads in <keyword id="10622224" type="UNKNOWN" weightage="20" keywordseo="super-bowl-2021">Super Bowl 2021</keyword>. </li><li>According to Affect Lab, Entropik Tech’s AI platform, Amazon Alexa and Cheetos saw the greatest buzz across social media platforms. </li></ul>Each year, the Super Bowl is a major carnival that brings together the worlds of professional sports and entertainment. It also brings in a huge opportunity for brands across the world to ride on the wave of blitz and fervor. While the Super Bowl looked different this year, even a pandemic didn't stop the commercials. As per SportingNews.com, a 30-second commercial for Super Bowl 54 in 2020 cost about $5.6 million, which is slightly more than the last-month going rate of commercials in 2021. And this year, with a combined TV and digital audience of more than 100 million viewers in the United States, it's the highest-profile advertising space. After the pandemic, brands’ approach to advertising has altered completely across the world. This year, brands spent an extra amount of effort into getting the right tone in their communication to connect with their consumers and spread optimism. So, most ads this year were light and funny to help consumers escape from the grave reality. However, after a year of dry spell, the stakes were high this year. Advertisers put their best foot forward to reach out to a large audience and make the best use of one of the biggest events on the sporting calendar. As per Statista’s latest report, in 2021, advertisers had to pay an average of 5.6 million U.S. dollars to air a 30-second long commercial during the Super Bowl LV broadcast. Since 2016 the average price of a 30-second TV advertisement during Super Bowl stood at around five million U.S. dollars and has risen even further in the last few years. To freshen up your memory of Super Bowl 2021, we reached out to Entropik Tech’s Emotion AI platform Affect Lab, and put together a list of the top 10 <keyword id="10806313" type="UNKNOWN" weightage="20" keywordseo="most-talked-about-ads">most talked about ads</keyword>. According to Affect Lab, Amazon Alexa and Cheetos saw the greatest buzz across social media platforms during the Big Game. Its emotion metrics, as mentioned below, includes attention that highlights the visual appeal of any creative on a scale of 0-100: 1. Amazon Alexa: Affect Lab Score: 43.01 Attention 64.13 Engagement: 29.58 <div type="Youtube" id="xxNxqveseyI" title="Amazon’s Big Game Commercial: Alexa’s Body" thumbUrl="https://i.ytimg.com/vi/xxNxqveseyI/mqdefault.jpg"></div> 2. Cheetos Affect Lab Score: 43.01 Attention 64.13 Engagement: 29.58 <div type="Youtube" id="o7yvrDTtsHw" title="Cheetos | It Wasn’t Me SUPER BOWL LV OFFICIAL VIDEO" thumbUrl="https://i.ytimg.com/vi/o7yvrDTtsHw/mqdefault.jpg"></div> 3. Uber Eats Affect Lab Score: 42.76 Attention: 63.92 Engagement: 28.2 <div type="Youtube" id="D-Q3HNp6dew" title="Wayne's World &amp; Cardi B's Shameless Manipulation | Eat Local | Uber Eats" thumbUrl="https://i.ytimg.com/vi/D-Q3HNp6dew/mqdefault.jpg"></div> 4. Bud Light Affect Lab Score: 42.72 Attention: 64.04 Engagement: 29.08 <div type="Youtube" id="g6CVKs77X74" title="Bud Light Seltzer Lemonade - Super Bowl LV - Last Year’s Lemons" thumbUrl="https://i.ytimg.com/vi/g6CVKs77X74/mqdefault.jpg"></div> 5. M&amp;M Affect Lab Score: 42.38 Attention: 63.98 Engagement: 27.83 <div type="Youtube" id="lKUcHcizEMc" title="M&amp;M’S Super Bowl 2021 (featuring Dan Levy) - “Come Together” :30" thumbUrl="https://i.ytimg.com/vi/lKUcHcizEMc/mqdefault.jpg"></div> 6. Doritos Affect Lab Score: 41.89 Attention: 63.92 Engagement: 26.53 <div type="Youtube" id="BLuqtTn4610" title="Doritos 3D | Flat Matthew Super Bowl LV" thumbUrl="https://i.ytimg.com/vi/BLuqtTn4610/mqdefault.jpg"></div> 7. Jeep Affect Lab Score: 41.81 Attention: 63.51 Engagement: 27.72 <div type="Youtube" id="-gPOPLrUfyw" title="Jeep - The Middle Super Bowl LV Ad ft. Bruce Springsteen" thumbUrl="https://i.ytimg.com/vi/-gPOPLrUfyw/mqdefault.jpg"></div> 8. Tide Affect Lab Score: 41.58 Attention: 63.29 Engagement: 27.6 <div type="Youtube" id="YvjuL6Bci6M" title="Tide | The Jason Alexander Hoodie | Super Bowl 55 Commercial" thumbUrl="https://i.ytimg.com/vi/YvjuL6Bci6M/mqdefault.jpg"></div> 9. Dexcom Affect Lab Score: 41.05 Attention: 63.86 Engagement: 25.68 <div type="Youtube" id="zN8naTqX3TI" title="Dexcom Official Big Game Commercial 2021 with Nick Jonas" thumbUrl="https://i.ytimg.com/vi/zN8naTqX3TI/mqdefault.jpg"></div> 10. Disney Affect Lab Score: 40.76 Attention: 63.45 Engagement: 24.89 <div type="Youtube" id="F6Tnk-Uw0og" title="Get Your Stream on With The Disney Bundle | Hulu | Disney+ | ESPN+" thumbUrl="https://i.ytimg.com/vi/F6Tnk-Uw0og/mqdefault.jpg"></div>

Top 10 most talked about ads in Super Bowl 2021: Entropik Tech Report

<ul><li><keyword id="241594" type="General" weightage="100" keywordseo="magma" source="Orion">Magma</keyword> is a B2B supply chain enablement startup operating in the building and construction materials space. </li><li>The funding round also saw participation from Unicorn founder angels Aayush Phumbhra (Chegg), <keyword id="4549709" type="General" weightage="50" keywordseo="varun-alagh" source="Orion">Varun Alagh</keyword> (Mamaearth) &amp; Srini (BigBasket, Bluestone). </li><li>The company plans to utilise the investment towards expanding their product offerings, cater to the existing factory waitlist and grow the team. </li></ul>B2B manufacturing and supply chain enablement platform for building materials, Magma has raised $3.3 million in its seed round led by <keyword id="1153745" type="General" weightage="80" keywordseo="general-catalyst" source="Orion">General Catalyst</keyword>, with participation from Accion Venture Lab and <keyword id="8830555" type="General" weightage="50" keywordseo="titan-capital" source="Orion">Titan Capital</keyword>. The funding round also saw participation from Unicorn founder angels including Aayush Phumbhra (Chegg), Varun Alagh (Mamaearth) &amp; Srini (BigBasket, Bluestone). Existing investors <keyword id="543048" type="General" weightage="50" keywordseo="weh" source="Orion">WEH</keyword> ventures and All in Capital also doubled down in this round. Founded in February 2022, the company plans to utilise the investment towards expanding their product offerings, cater to the existing factory waitlist and grow the team. The company’s product stack includes factory and supplier specific applications that aid partner factories in procuring raw materials, finding global buyers and getting access to energy and resources. “Post covid, factories and suppliers are moving their base from China to Southeast Asia, with India being on the forefront. Additional efforts have been put in by international buyers to diversify their sourcing, further presenting an opportunity for local manufacturers to take a significant wallet share,” <keyword id="16410942" type="General" weightage="50" keywordseo="neal-thakkar" source="Orion">Neal Thakkar</keyword>, founder and CEO, Magma said. Magma has onboarded over 80 factories and is projecting to close its first financial year in March 2023 with an annualised GMV run rate of ₹150 crores ($18 million). “We believe that India is emerging as a global manufacturing hub. This is leading to the digitization and upskilling of factories, such as those Magma is empowering in Morbi, Gujarat and other parts of India. We are excited to partner with Magma on their journey to digitise the ceramics and industrial chemicals industry in India and help their customers compete on a global scale,” <keyword id="1973987" type="General" weightage="50" keywordseo="anand-chandrasekaran" source="Orion">Anand Chandrasekaran</keyword>, partner at General <keyword id="80023" type="General" weightage="80" keywordseo="catalyst" source="Orion">Catalyst</keyword>, said. In August 2022, Magma raised funding of $515K in pre-seed round with participation from WEH ventures, All in capital, <keyword id="9908414" type="General" weightage="50" keywordseo="pointone-capital" source="Orion">PointOne Capital</keyword>, Angelist India, along with notable angel investors including founders of Groyyo, Fashinza, ManMatters and more. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/entropik-raises-25-mn-from-bessemer-venture-partners-sig-others/articleshow/97724062.cms">Entropik raises $25 mn from Bessemer Venture Partners, SIG &amp; others</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/finance/news/india-will-grow-at-6-4-in-fy24-says-rbi-projects-fy23-growth-rate-at-7/articleshow/97722702.cms">India will grow at 6.4% in FY24 says RBI, projects FY23 growth rate at 7%</a>

B2B manufacturing platform Magma raises $3.3 million in seed funding led by General Catalyst

<ul><li>Cloud-based companies operating in the Indian market are pursuing a multi-product approach. </li><li>Previously, Indian start-up founders had to move to the United States to sell their products, but the pandemic has enabled Indian companies to sell remotely to both domestic and foreign customers. </li><li>Of the 2,364 startups funded in <keyword id="3658" type="General" weightage="100" keywordseo="india" source="Orion">India</keyword> in 2022, 469 were cloud and Software-as-a-Service (<keyword id="6395918" type="General" weightage="20" keywordseo="SAAS" source="Orion">SaaS</keyword>) companies.</li></ul>As much as 4.7% of all the VC dollars that went into cloud-based companies in 2022 — flowed into India. Also, 2,364 startups were funded in India during the year, and 469 of them were in the cloud and Software-as-a-Service (SaaS) companies, said a report by <keyword id="290936" type="General" weightage="80" keywordseo="bessemer-venture-partners" source="Orion">Bessemer Venture Partners</keyword> (BVP). “Cloud spending in India grew nearly 22% last year, putting it nearly in line with the entire continent of Europe. Importantly, India’s growth in public cloud services spending vastly outpaces its overall growth in IT spending (2%), more so than for other geographic regions,” the report said. India currently has eleven Cloud and SaaS companies that are considered centaurs (a business that reaches $100 million of annual recurring revenue), which includes three companies that achieved centaur status last year. <cmsannotation type="cmsannotation" annotationid="Indian startups early adopters of multi-product strategy" comment="subhead2" text="Indian startups early adopters of multi-product strategy">Indian startups early adopters of multi-product strategy</cmsannotation> According to the report, cloud-based companies operating in the Indian market are pursuing a multi-product approach. Vertical SaaS firms are developing additional products that cover different stages of the customer journey, while horizontal SaaS companies are diversifying into other business segments that are related to their core offerings. The fact that the Indian cloud market is able to develop multi-product solutions rapidly is a testament to the country's skilled developer workforce and its customer base for SaaS products. Previously, Indian start-up founders had to move to the United States to sell their products, but the pandemic has enabled Indian companies to sell remotely to both domestic and foreign customers. <cmsannotation type="cmsannotation" annotationid="Indian SaaS companies are using AI to productise services" comment="subhead2" text="Indian SaaS companies are using AI to productise services">Indian SaaS companies are using AI to productise services</cmsannotation> The report finds that the Indian cloud market is also leveraging the potential of AI. “In particular, Indian SaaS companies are leveraging AI to help productise services,” says Anant Vidur Puri, partner at Bessemer Venture Partners. Notably, leading cloud companies are incorporating Language and Learning Models (LLMs) in conjunction with human resources. For example, Entropik uses facial expressions and tone of voice analysis to generate user research with emotional intelligence, while Leena AI assists HR teams in creating customised virtual assistants for their respective company's needs and culture, the report said. Indian startups are also leveraging the cloud to offer services and utilise LLMs to enhance accuracy and quality. For example, Pepper Content assists content creators in improving their work and has integrated AI into its quality assurance process, which is later reviewed by employees. Similarly, Perfios helps underwriters analyse credit profiles by using AI to gather and analyse data from various databases, providing lenders with a more complete view of creditworthiness compared to traditional banking methods. In India, AI is being used to improve job performance rather than replace humans. Last year, venture capital investors invested $53 billion in cloud companies outside the US and Canada, accounting for 42% of global cloud VC investment. Additionally, cloud and SaaS deals made up almost a quarter of all venture-backed startups worldwide. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/inflows-into-equity-mfs-hit-1-year-high-in-march-on-robust-sip-and-thematic-fund-investments/articleshow/99466043.cms">Inflows into equity MFs hit 1-year high in March on robust SIP and thematic fund investments</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/news/xiaomi-launches-a-new-line-up-of-air-purifiers-a-tv-and-a-vacuum-mop-in-india/articleshow/99464429.cms">Xiaomi launches a new line-up of air purifiers, a TV, and a vacuum mop in India</a>

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Entropik raises $25 mn from Bessemer Venture Partners, SIG & others

Eetika Kapoor

International Women’s Day: Campaigns that garnered the most engagement this year

Karuna Sharma

Top 10 most talked about ads in Super Bowl 2021: Entropik Tech Report

Karuna Sharma

B2B manufacturing platform Magma raises $3.3 million in seed funding led by General Catalyst

Eetika Kapoor

Cloud spending in India grew by nearly 22% in 2022, says Bessemer Venture Partners

Anagh Pal