Making Marketing Meaningful For Consumers, Brands

At 29, Anika Tanwar felt too complacent with the corporate consulting lifestyle and was drawn by the thrill she got from her courses in marketing strategy at IIM Calcutta, realising she was interested in radically transforming the advertising and marketing space. ‘Meaningful marketing’ resonated with her deeply. This led her to join Bobble. AI, founded by CEO Ankit Prasad, where she was instantly enamored by their vision to build a marketplace that not only is a form of communication and expression for consumers but also a powerful way for brands to drive value.

Bobble is an AI-powered conversation media platform that is revolutionising the marketing and advertising industry in India through its unique tech-driven innovative solutions. The platform is disrupting the Indian digital marketing landscape by addressing the core challenges of advertisers through its exclusive marketing tool -- Conversation Media Marketing. This sets Bobble.AI apart from any other platform in a similar space. Bobble is in a unique position to help advertisers reach out to 50 million users around the globe and put brands in the right conversations at the right time in a non-intrusive way.

“After proving our mettle in the home market (India), we have started increasing our footprints in Asia (Sri Lanka, Indonesia, Bangladesh). Our success stories are highlighted in our recent partnerships with Indosat Ooredoo and Hutch Sri Lanka, which bear testament to the expansion journey and vision to foray into more markets”, says Tanwar. She affirms that brands are becoming cognisant of the agility and adaptability needed in their marketing and advertising strategies.

She further states that the digital brand marketing mix is ever-evolving, with the entire advertising and marketing media leaning heavily towards spending on mobile, which will see a significant jump over the next decade as people will switch to 100 per cent mobile devices.

More brands are predicted to shift towards non-intrusive, and data-driven formats of advertising marketing. Word-of-mouth, digital conversations, and moment marketing is said to become a major carrier of budgets as hyper-contextualisation, personalisation, and precision of targeting will become the fundamental philosophies of future digitally-savvy consumers. Campaigns are bound to be formulated with AI, AR, and VR at the core. She says, as technology advances, disruptions happen and digital marketers today are becoming open to ‘the next big thing’ that can improve the brand equity multifold. With this understanding, marketers have adopted AI-powered forms of marketing and will continue to accentuate budgets.

A few of Tanwar’s professional achievements include incubation of conversation media, achieving an ARR of Rs 4.8 crore in less than six months, and also being featured in the AR 40U40 Exemplary 8. She has also received numerous awards like the ETShark Award (Gold-50 Shades of Ishq), BuzzinContent Award (Silver -ITC), and the IAMAI Digital Content Award (Gold-Kingfisher).

Her goals at the company include transforming Bobble.AI into a unicorn by 2023 and going for IPO by 2025. Continuous strategising and identifying channels, API integration for products and services, transforming a smartphone keyboard into a super keyboard and more such services which are being delivered by Booble.AI is catalysing their growth.