Transforming Lives, New product launches & Growth, the 3 focus areas for us in 2022
By Girish Upadhyay, Chief Marketing Officer, Axis My India.
The consumer brands targeted in the last 2 years are not the same that one had targeted a few years ago. The pandemic has changed the world as we know it – Consumption behavior, spending patterns, media viewing habits, beliefs, and aspirations, all have witnessed a drastic transformation. As one of India’s foremost consumer data intelligence organizations, Axis My India, constantly strives to deconstruct the motivations and perceptions that define the workings of the most populous and complex democracy in the world and we continued to do the same in 2021.
With diversified offerings including but not restricted to psephology, consumer research, new-age advertising solutions, and a soon-to-be-launched two-way communication & facilitation platform, Axis My India has a physical presence in 700+ districts and mobilizes engagement with over 190 million Indian households.
We are on a mission to actively contribute every day to transform a billion lives and have the vision to connect and resolve problems of all 25 Crore Indian households.
OUR KEY FOCUS FOR 2022
Axis My India is currently at an inflection point, as we look to take to fruition some never before product offerings, the marquee being – India’s first offline-online people empowerment platform. This platform will be focused on listening and facilitating the resolution of various issues of an everyday Indian, including giving them information about various government benefit entitlement they have based on their need, employment opportunities, and other curated content like news and relevant information. It will have a dual purpose of bridging the gap between metros, small towns, and remote villages in the hinterland; and connecting citizens with the central & local government administration. We want to use our scale and expertise to truly bring about a meaningful difference to the lives of everyday Indians through this platform. The platform will provide Advertising & Content model for corporates basis users’ real-time data and sharper targeting based on demographics, preferences, psychographics, occupation, and most important interests and grievances. It is currently in the advanced stages of development with strategic technology partners, and we will launch the pilot version of the platform shortly.
In the space of market research, we have launched the country’s largest syndicated brand study Consumer Trust Index, which measures current consumption & future purchase intent across 40+ categories with a 1Mn+ sample spread across 737 districts. This study will give insights on consumer’s purchases, usage, loyalty shift & media consumption which will help brands to make effective marketing decisions.
Audiences no longer see a difference between traditional TV, streaming, outdoor and digital and therefore measurement shouldn’t either. Brands need media measurement of content across platforms, services and devices. Our All Media Measurement Study captures media consumption habits across 700+ districts and again with a sample of 1Mn+ a year.
Among other studies our Brand Equity measurement tool measures real valuation & demand of a brand beyond just financial parameters. In 2022, we will strive to aggressively expand by engaging with all echelons of the industry with our superior data and research offerings as we continue our journey towards becoming India’s No.1 Consumer Intelligence Company.
With the vision at hand, we also seek to align with like-minded organizations and/or individuals with the requisite know-how and techno-commercial credentials to partner with us in our next quest for growth. Equity partnership & investment on talent & cutting-edge technology, given our domain expertise, will be of significant interest.
In 2022, we are ready to rebuild hope & aspirations together!