Born Hi, is a creative-first, data-driven full-service agency that has partnered with over 250 brands across BFSI, FMCG, Fashion, Lifestyle, and Consumer Tech sectors.
Founded in 2011, Born Hi blends creative storytelling with AI-powered performance marketing to campaigns. With 50+ industry awards and a unique philosophy rooted in the concept of Duende — evoking deep emotional engagement — the agency is now reimagining how creativity and AI can co-exist meaningfully in modern marketing.
Medianews4u.com caught up with Poonam Prahlad, Co-Founder Born Hi
Q. Born Hi is focussing on reimagining how creativity and AI can co-exist meaningfully in modern marketing. What does this entail?
For us, AI isn’t replacing creativity but rather supercharging it. We’re utilizing AI to understand consumer needs, uncover valuable insights, and tailor experiences at scale. But the creative lens ensures everything we do still feels human, emotionally resonant, and culturally relevant. It’s about blending data with heart.
Q. How is Born Hi leveraging AI to drive performance marketing for its clients?
AI is helping us make campaigns smarter and more self-learning. From predicting who’s most likely to engage, to testing creative variations automatically, we are optimising faster and delivering more precise results. The outcome is a better ROI and campaigns that continually improve over time.
Q. What role are tech advances in areas like AR, VR playing in helping Born Hi craft emotionally resonant and results-driven campaigns?
AR and VR are letting us move from traditional ads to experiences people can actually live. Whether it’s virtually trying on jewellery, walking through a dream home, or gamifying a story, these tools are making campaigns memorable and much more likely to convert.
Q. Some ad categories have rationalised spends this year. Has that presented a challenge for Born Hi?
It’s made us sharper. Instead of going big blindly, we run modular experiments that scale only when they work. This approach actually strengthens partnerships, because clients see real, measurable results.
Q. What is the festive season looking like for Born Hi?
It’s exciting but measured. Brands want visibility, yes, but they also want every rupee to deliver results. We’re putting together integrated festive playbooks with creativity that grabs attention, and smart strategies to turn that attention into real sales.
Q. At a time when everybody will be shouting, what tactics will Born Hi employ to capture consumer attention for clients before it’s gone?
We focus on being smart, not loud. By spotting micro-moments, tailoring stories for each platform, and timing content just right, we will help our clients stand out not with noise, but with relevance.
Q. In today’s short attention economy has a data driven approach become a must?
Absolutely. Creativity still matters, but data shows us where attention is and how it shifts. The magic happens when data guides the creative process, instead of replacing it. That balance is crucial today.
Q. Born Hi works with BFSI brands. Is marketing in this category becoming more creative compared to a few years back when it would be more formal?
Definitely. BFSI has moved away from stiff, jargon-heavy messaging to storytelling that’s relatable and human. Today, it’s about trust, aspirations, and lifestyle relevance. We are helping clients move from “explaining products” to truly connecting with people.
Q. Hyperpersonalisation is becoming an important focus area for brands across categories. How does this area help Born Hi’s clients standout?
Hyperpersonalisation is letting us replace broad messaging with meaningful conversations. Talking to a new parent about insurance is very different from talking to a young first-time investor. This level of relevance is what makes a brand memorable.
Q. Is building authentic connections with Gen Z and millennials a bigger challenge compared to older age groups?
Yes, because they can spot anything inauthentic instantly. They want dialogue, not a monologue. Campaigns have to be transparent, participatory, and value-driven. With this audience, brands need to earn attention instead of buying it.
Q. Today you have silent consumers who have money. They scroll through content without commenting on posts or liking posts. People who like comments and comment on posts often don’t have money. Given this is crafting narratives that break through algorithmic noise growing in importance?
Exactly. Likes and comments don’t always equate to buying power. The silent scrollers often make the real decisions. That’s why we focus on building recall and trust, even if it doesn’t spark visible engagement. Cutting through the noise is about resonance, not volume.
Q. Given the silent consumers do marketers need to think of alternatives to influencer marketing moving forward?
Influencer marketing still has its place, but it can’t be the only lever. For silent consumers, approaches like community-driven storytelling, personalised content, and immersive experiences often work better. The future lies in integrating influencers into a bigger, layered ecosystem.
