NFX Digital: Removing the Ambiguity behind Advertising with Analytics
Date: Wednesday , October 12, 2016
With India\'s constant economic growth and the influx of MNCs, the growth of Indian advertising market is on steroids. Brands are willing to spend Rs.3,50,000 for displaying their ad on TV for ten seconds. But, the million dollar question is: Is that advertisement strong enough to enthral the consumer? The answer is an ambiguous \'sometimes\'! Because, most of the time, brands fail to get adequate bang for the buck because they rely on their gut feeling while conceptualizing their advertisements, instead of testing their concept with consumers before releasing the ad, since advertising research costs ample time and money. NFX Digital nullifies the ambiguity behind advertising by providing solid insights to advertisers, marketers & brands through its gamified consumer insights portal - Adytude.com.
Adytude\'s fun-filled front-end collects a database of consumers\' opinion on a certain ad by letting them play with the ad and by asking a bunch of customized questions based on it, which would evaluate the ad\'s strength in the most efficient, quickest yet most cost-effective way than any other options in the market. Unlike other cumbersome market researches, this self-administered online research engine utilizes video as a trigger to obtain answers; hence the reactions are unprompted, and relevant. Once their feedback is submitted, consumers immediately earn AdCash that can be redeemed for merchandise in NFX\'s rewards gallery. Meanwhile, Adytude\'s advanced analytics engine in the backend leverages database & emotional algorithms to gauge the communication effectiveness of the ad and sends the results to its clients in a miniscule time of seven days.
Handholding Organizations through Marketing Wilderness
Powered by Adytude, NFX has created diverse customized solutions including pre-testing, idea evaluation and validation, concept testing and purchase pattern analysis, post production and pre-media boost among others across domains such as FMCG, e-Commerce, Entertainment, and Financial Services to name a few. \"Organizations, especially growing startups have ample ideas (features to incorporate or locations to expand to), but are lost without proper guidance that would back their ideas. We not only give our clients intelligence, but also help them to act on it and handhold them as long as they need us. We are bridging the gap between consumes and brands by giving them the fastest and the most efficient way to talk to consumers,\" explains Vir Kullar, Co-Founder, NFX Digital.
Cruising Through the Challenges
The company that has today filled its portfolio with marquee clientele and award nominations faced the scepticism of the industry when it was established in April 2014. Yet investors lapped up, because, Shivjeet Kullar (Founder), who incepted this concept is no novice in advertising arena. Denizing as an advertiser for 27 years, it was a natural progression for Shivjeet to elevate advertising research from traditional space to the online world, since he was well aware of the importance of understanding the user behaviour journey. As Shivjeet\'s reputation precedes him, NFX attained seed investment from the likes of Prahlad Kakkar (Film Maker) & Atul Kasbekar (Fashion Photographer turned film producer), and later from Indian Angel Network, while the company\'s sustained strategy of unremittingly reaching out to more organizations increased the number of clients across the spectrum in its pipeline.
Though this eliminated the struggle of magnetizing industry\'s best talents, the company invested exhaustive time in ascertaining that the candidates were a perfect fit for the organization in terms of culture and work ethics. Resultantly, NFX built a vibrant work environment with the right blend of seasoned industry stalwarts with years of experience in their respective fields and digital millennial who respect & follow the veterans\' guidance. \"At NFX, youthful enthusiasm is backed by experience. Luckily, I\'m on both sides of the spectrum,\" remarks Vir.
Pioneering Novel Technologies
NFX is keen on making its game more gamey - more engaging & exciting. The company is currently testing innovative technologies that would permit it to derive consumer insights by tracking their facial expressions, eyes, or mouse movements while they watch a video, instead of just asking questions - a novel technology India hasn\'t experienced yet. Planning to roll out a mobile app by the end of this year, NFX also has international expansion plans in its cards.
Shivjeet Kullar, Founder
A winner of over 120 National & International Awards for creativity, this advertiser is also an author, playwright and event conceptualizer, who got recognized as one of the \'Top 10 Most High Profile Creative Names in India\' by Campaign magazine.
Vir Kullar, Co-Founder
Vir is a digital native & content expert with plentiful experience in devising online road maps, strategy, campaigns & execution. Three years with 22feet Tribal Worldwide & years more from online consulting, he was the digital lead on Royal Enfield, Bacardi, Huawei, Dewar\'s & others.
Office: New Delhi
Offerings: Online insights to brands, advertisers & marketers through Adytude - a gamified online research engine
Clients: Pepsi, Shopclues, Jabong, TVS, Bajaj, Hyundai, Innocean, OKAYA, Times of India, JK Lakshmi Cement, MahaVastu, Genesis and Coca-Cola, startups at inception stages, to name a few
• Compared international ads to see which resonates best with Indian audiences for Doritos
• Compared animatic scripts for an ad release in the 2-wheeler auto category
• Performed a colour test for growing e-Commerce firm, Shopclues.com
• Tested a pilot for an international MNC, Discovery Channel
• Accomplished an online research for an Italian brand, Canali Suits, which led to the success of an offline event