Adytude: Wiping off the usual, From Advertising to Backvertising
Human emotions and thoughts are the fuel that ignite powerful relations between a brand and its customers. Motivations, lifestyles, attitudes and even buying behaviors stem from a core human instinct. The more consumers understand and involve with your brand on a human level, the more stories are buzzed about your brand which helps it to touch people on a human level. This whole mechanism, Consumer insights pushes your brand beyond growth by making it a part of consumer’s lifestyle and connecting with not just on an emotive level. Advertising, traditionally, has been a monologue by a brand to its potential customers. But, in a world where Brand Personality and Perception is perhaps the key driver for sales, Companies are marketing to an audience they don’t completely understand by spending millions on a medium that changes quickly with the changing trends. Notable Adman and the brain behind famous tagline ‘bol mere lips’,Mr. Shivjeet Kullar channelized his advertising and branding passion to fix this ‘one problem’ all marketers have in the 21st Century- understanding the Digital audience in India.
He termed his Idea as ‘Backvertising’.
Shivjeet realized the need to hear back from the people who are watching the communications for which companies are spending millions on. He wanted to enable consumers all over the country to respond to brands in an atmosphere which is most comfortable to them ensuring that their opinions are self-administered, absolutely candid and motivated by consumers’ intrinsic. He wanted every brand; small, medium and large to be able to afford research, without making it a long laborious effort. Creative Guru, Shivjeet Kullar, along with Mr.Vir Kullar was ideating for months with the simple insight of infusing a faster (TAT), more efficient and modestly priced creative platform for using consumer insights in planning and strategizing campaigns. And this was the advent of world’s first Gamified Consumer Insights Engine- Adytude in April 2014.
“Adytude accumulates these voices of customers’ hearts to get you answers for your business questions in a quick and cost efficient fashion through its gamified insights engine.”- Mr.Vir Kullar, Director& Co-founder, Adytude
Within a short span of time, Adytude has established itself as the blue diamond of branding empire. This one of its kind platform offers every type of consumer insights or research that can be conducted through a digital medium channelized with its gamified insights engine to brands and companies. This digital platform of Modern Market Research for the modern marketer can perform communication tests, validate assumptions, check understanding, comparative studies, usability, geography tests , new feature feedback, packaging studies, other opinion related studies, and much more. At first, there was a lot of skepticism on whether people would be adequately motivated to volunteer their time and share their point of view with brands and companies. Glancing at the statistics available till date, there is no looking back for Adytude. It’s the live consumer connect site that has been valued at $100 million by Deloitte! Adytude broke the ice with;
- Its peerless gamified system
- Getting to the magical ‘First 500 users’, converting its initial clients, diving and drenching into the market what our market really wanted
- And finally adapting an agile and efficient manner.
With an initial funding by friends and family, Adytude hit a whopping target of $100,000. Hungry for more, our sights are set on tripling our revenue
Entering in the hearts from a virtual platform
The virtual presence has been a plum job for Adytude. Starting with Market Research and Consumer Insights, this platform is bridging the gap and has users volunteering their time to come and participate in 3 forms over traditional research:
- Speed responses
- Large sample sizes
- Lower investment cost
This ingenious alternative to traditional research pushed the biggest names in Advertising behind this venture. The likes of Prahlad Kakkar and Atul Kasbekar are all part of the 15 member Advertising and Consumer Council who have joined together to create this digital property. The front end is where brands serve their advertisements to their Target Audience in a video format and get their honest feedback while the back end churns out deep analytical research to pinpoint key insights for clients.
Adytude.com furnishes customer insights and rewards the feedback in a fun avatar, with videos as triggers, and a plethora of prizes. While some close competition is present in the market, Adytude is yet ahead of the pack. Powered by principles of gamification, the company invests in technology to empower them in consistently staying on top with improving the experience and interaction for participants.
What started as a simple engine to test the effectiveness of Ads in a more efficient way, was modified and customized (shoutout to our Research and Tech Team) to do ANY kind of research.
Employees who work together, play together, will progress together. Adytude possess all-inclusive atmosphere where everyone has direct and clear contact with the founders, and can always find an audience to their POV. The company looks for ways to motivate people to use their interests and hobbies in their work, and encourage them to constantly strive to outdo themselves.
Minds behind Adytude
Mr. Shivjeet Kullar- Founder, Adytude
With over 25 years as a Creative Director, Playwright and Event Conceptualiser, and holds over 120 National and International awards to his credit Mr. Shivjeet Kullar needs no introduction. He has been rated as India’s Top 10 Powerful Creative Names in the Indian advertising world by the Campaign Magazine. With best of brands and campaigns under his belt, he has also penned the bestseller ‘Taking The Taj’. He has written legendary campaigns like Bole Mere Lips, Shah Rukh ‘Mayur’ Khan, JK Laxmi Cement and the campaign that won BJP and Vajpayee the national election.
Mr. Vir Kullar, Co-Founder – One of the brightest young minds in the digital world
Shubho Sengupta, well known Social Media Evangelist once quoted, “I feel Vir is one of the top young digital talents in the country today. In my opinion he is going to be one of the game changers in the digital world within the next 5 years.”
This Digital native, now co-founder of Adytude has been the digitalnaut in the online space for almost 9 years. His head has never been on rest, with his first internship at the age of 16 managing a Dirt Bike championship; he continued his professional voyage as a freelancer & running a business from home during college. With a Marketing course from Wharton University and being the digital lead across some of India’s biggest and finest youth brands, Vir has contributed for notable clients namely Royal Enfield, Honor by Huawei, Bacardi, Dewar’s, Dunkin’ Donuts, Nike, Red Bull, Archies, Greenply, WildStone, Eristoff, and more. He has also worked for notorious companies like 22feet Tribal Worldwide, NetProphets, Olive Global, Times of India (NIE) and much more. Words will fall short showcasing his experience and skills! He has also worked in Production, Advertising, Music sourcing and editing, Writing, Content, Strategy, Roadmapping, Branding, and a whole lot of Ideating!
He breathes digital and like many people his age, lives a larger part of his life connected with the same.
Overpowering Challenges and Installing milestones
Initiating with an entirely new concept was the biggest challenge for Adytude. After the first few dozen times, Adytuders learnt that if they can prioritize and sort out what comes their way, each challenge will roll out in a ‘major milestone’. In addition to keeping communication across teams and partners transparent, having sight of the larger picture has been essential in keeping Adytude on track.
Blessed with clients’ appreciation and hard work, the company has been awarded ‘Startup Of the Year’ by Silicon Magazine.
Adding more sparkle, Adytude has recently hosted its own awards- SuperStartUps India with SuperBrands, a recognition for startups in India where the judge was a not a panel, but rather 1000’s of people from all over the country, logging onto its digital platform and voting for their favorite startups in India.
Road to future voyage
“We have plans to launch in 30 countries, the first of which will be in 2017. We are going to employ innovative and possibly completely novel technologies to further our footprint, and to empower the community of marketers and brand managers on a regular basis with information and insights. On the technology front, we plan to create and launch a native app with geo and augmented reality features, apart from mouse and eye tracking for respondents. Adytude started with funding from friends and family, and more recently from Indian Angel Network to a sum of $1 Million (~6.6Cr). We are now putting these funds to use, and may take another round towards Q2 2017. To expand further, we focus on increasing our B2B customer base through networks, events, seminars, talks, outreach on digital, and regular pitching and knowledge sharing.
We’re now planning our next big initiative, which will reward talented companies and individuals for excellence in ad film creation.”- Vir Kullar
It seems certain that Adytude and it’s rise will soon be the stuff of startup legends