Our goal is to help brands achieve better results with less manual effort, allowing them to focus on strategy and creativity.
Established in 2016 by entrepreneur Saket Vaidya, Korra works in the digital marketing landscape. As a Meta-partnered company, Korra brings a blend of technology and creativity to the virtual advertising realm.
The company’s name, “Korra, is inspired by the Hindi phrase ‘Korra Kaagaz’ (meaning blank paper), reflecting their aspiration to create fresh and innovative digital experiences. Korra aims to combine creativity and technology to craft captivating experiences that elevate brands in the digital sphere.
The company offers a one-stop-solution to its customers as it provides an array of services right from website development to comprehensive digital marketing strategies, including augmented reality filters, 2D and 3D animations, chatbot development, search engine optimization and marketing, analytics and data management, cloud solutions, etc. By leveraging its range of services, Korra has successfully served numerous brands, including global giants like Bata, Mamaearth, St. Botanicals, Airtel, etc. Their client portfolio spans multiple industries, and Korra has helped them elevate their digital presence in today’s competitive landscape.
With a team of over 150 professionals, Korra’s vision is to ensure seamless integration of various digital marketing elements, providing clients with cohesive and effective strategies.
Medianews4u.com caught up with Saket Vaidya Chief Executive Officer, Korra
1. What was the whitespace seen in the market when Korra launched in 2016?
When we launched Korra in 2016, we saw a significant whitespace in the market where organisations were trying to fit themselves into rigid moulds constrained by the medium they operated in. We recogniSed the need for a fresh perspective, free from constraints and baggage. The name “Korra,” derived from “Korra Kagaz” or blank slate, embodies our approach. We aimed to provide a medium-agnostic agency focussed on the message rather than the medium, offering innovative solutions to write new success stories with our clients.
2. How does Korra leverage digital automation?
We at Korra leverage cutting-edge technologies and data-driven strategies to streamline and optimise the digital marketing process. This involves integrating AI, machine learning, and advanced analytics into our services to enhance efficiency, personalisation, and effectiveness of marketing campaigns. We focus on automating repetitive tasks, creating data-driven insights, and delivering personalised content at scale. Our goal is to help brands achieve better results with less manual effort, allowing them to focus on strategy and creativity.
3. How is AI playing a role in automating more tasks and enhancing operational efficiency for the agency?
We’re leveraging AI for content creation, allowing us to generate real-time, signal-based creative versioning across text, image, and video. This enables us to create meaningful personalised messages at scale. AI also powers our media measurement and optimization, enhancing our predictive capabilities and streamlining everyday workflows. By automating routine tasks, AI frees up our team to focus on strategic thinking and creative problem-solving, ultimately improving our operational efficiency and the value we deliver to clients.
4. How does AI help brands reach the right audience at the right time?
AI helps brands reach the right audience at the right time by analysing vast amounts of consumer data to identify patterns and preferences. It enables precise audience segmentation, predicts consumer behaviour, and allows for real-time personalisation of content and ad placements. AI determines optimal engagement times across various channels, automates marketing optimization, and enables dynamic content delivery. This improves targetting accuracy, message relevance, and timing, resulting in more effective campaigns and better customer experiences.
5. Could you offer examples of work done recently with brands like Airtel Payments Bank or Sebamed that standout?
At Korra, we focus on creating integrated, multi-channel strategies that leverage the latest digital trends. For brands like Airtel Payments Bank or Sebamed, we might implement influencer marketing campaigns, create engaging social media content, and use AI-driven personalization for e-commerce experiences. We also emphasise data analytics to continuously optimise campaign performance and drive tangible business outcomes.
6. There is a lot of focus on user data privacy with government regulation. How does Korra ensure that this is not encroached upon?
At Korra, we take data privacy very seriously. We ensure compliance with all relevant data protection regulations and implement robust data governance policies. We also regularly train our team on the latest privacy regulations and best practices to ensure we’re always operating ethically and responsibly with user data. Importantly, we maintain full control over our data and do not grant third-party access to it. Additionally, personally identifiable information or any sensitive personal information is never uploaded to the cloud, but is instead analysed locally. This approach helps maintain the highest levels of data security and user privacy while still allowing us to provide effective services.
7. What kinds of innovations should mobile marketers look at doing to grow consumer spending?
Mobile marketers should focus on leveraging emerging technologies and trends to enhance user experience and drive engagement. This includes exploring augmented reality (AR) for immersive product experiences, implementing voice search optimisation, and utilising AI for hyper-personalisation. Additionally, mobile marketers should consider innovations in mobile payment systems, loyalty programmes, and location-based marketing to reduce friction in the purchase process and encourage consumer spending.
8. Are Indian brands recognising the potential of Smart TV advertising?
Yes, Indian brands are increasingly recognising the potential of Smart TV advertising. As the penetration of Smart TVs grows in India, brands are seeing opportunities to reach audiences through targeted, interactive, and measurable advertising on these platforms. Smart TV advertising allows for more precise targetting, real-time analytics, and interactive content, which can lead to higher engagement rates compared to traditional TV advertising. In many of our recent campaigns, such as for Sofy, we consider Smart TVs as a key component of the advertising strategy. This approach reflects the growing importance of Smart TV platforms in reaching and engaging audiences effectively in the evolving digital landscape.
9. Is digital advertising becoming crucial for auto as it can give consumers a touch and feel experience?
Absolutely. Digital advertising is becoming increasingly crucial for the auto industry, especially with the advancements in AR and VR technologies. These technologies allow brands to offer virtual test drives, 360-degree vehicle tours, and customizable experiences, giving consumers a “touch and feel” experience without visiting a dealership. This not only enhances the consumer’s research and decision-making process but also allows auto brands to showcase their products in innovative and engaging ways.
10. What trends are being seen in Live commerce, social commerce, AR Commerce and Voice Commerce?
We’re seeing significant growth across these emerging commerce channels. Live commerce is gaining traction, especially in categories like fashion and beauty, where real-time interaction enhances the shopping experience. Social commerce is becoming more seamless, with platforms integrating shopping features directly into social media experiences. AR commerce is revolutionising how consumers interact with products online, offering virtual try-ons and product visualisations. Voice commerce is growing with the increased adoption of smart speakers and voice assistants, making shopping more convenient and accessible.
11. What role will micro influencers play in the future of influencer marketing?
Micro influencers will play a crucial role in the future of influencer marketing. Their niche focus and highly engaged audiences offer brands authentic, targeted marketing opportunities with higher engagement rates. A tiered approach is essential in marketing strategies – while large influencers help achieve reach, micro-influencers drive conversion at the lower end of the funnel. Brands are increasingly leveraging networks of micro influencers for diverse, effective campaigns and exploring innovative payment methods that turn them into affiliate marketing channels. This trend reflects the growing sophistication of influencer marketing and the unique value micro influencers bring in terms of relatability, trustworthiness, and conversion potential.
12. Is the importance of short-form and long-form video equal for brands in the online space, or does it depend on the category?
The importance of short-form versus long-form video largely depends on the brand’s category, target audience, and marketing objectives. Short-form videos are excellent for capturing attention quickly and are particularly effective on platforms like TikTok and Instagram Reels. They’re great for brand awareness and engaging younger audiences. Long-form videos, on the other hand, allow for more in-depth storytelling, product demonstrations, and educational content. They’re particularly valuable for complex products or services that require more explanation. A balanced approach, using both formats strategically, often yields the best results for brands.
