By Amin Ghadiali
In the fast-evolving Indian market, the traditional boundaries of creativity and data are blurring, and the smartest agencies are harnessing this intersection to craft powerful brand narratives. What was once a largely instinct-driven industry has now embraced a new age of insight-driven creativity. For brands aiming to thrive in a competitive landscape, combining data with creative storytelling isn’t just an option — it’s a necessity.
India’s marketing ecosystem has grown more complex with the proliferation of digital platforms. Consumers are no longer passive; they demand personalised, engaging experiences. This shift in behaviour has made the role of data indispensable for creative agencies. According to a Deloitte Digital Report, data-driven campaigns are 5 times more likely to deliver higher ROI than those that rely solely on intuition.
But how does data fuel creativity in Indian agencies? By offering a granular understanding of consumer behaviour, data reveals patterns, motivations, and preferences that creative teams can use to shape innovative strategies. This is especially true for an increasingly mobile-first India, where insights from platforms help brands meet consumers at the right place, time, and context.
For marketers, data is the backbone of most creative strategies, if not all. From analysing regional language trends to monitoring social conversations, they use insights to fuel ideas that resonate deeply with consumers.
Campaign example: Beardo’s digital identity was heavily influenced by the alpha trend that was picking up online. Conversations that resonated with this mindset were tapped into to ensure the brand distinguished itself. In a similar vein, Asian Paints went beyond the traditional “colour” narrative. By analysing online conversations, it observed a surge in conversations around travel. At a time when wanderlust was cool, a campaign — #NoPlaceLikeHome not only created 3X more engagement, but also helped navigate the conversations differently.
Revisiting content strategies based on search trends and customising content to meet audience preferences can lead to a significant increase in engagement, often by 5-7X. This approach not only helps in growing communities faster but also has a positive impact on business performance, return on ad spend (ROAS), and generates valuable word of mouth.
Globally, industry leaders are taking note of this shift. McKinsey reports that companies using data creatively are seeing revenue growth rates 85% higher than their competitors. Indian brands are no exception. For them, the path forward is clear: embrace the fusion of creativity and data or risk being left behind. The days of “gut-feel” marketing are over. Insights provide the roadmap, and creativity brings that roadmap to life.
In this new age, data isn’t just the fuel for creativity — it’s the engine. The brands that realise this will not just capture attention, they will earn loyalty.
The author is country head, Gozoop Creative Digital.
(Views expressed are the author’s own and not necessarily those of financialexpress.com)