Our aim is to simplify complicated information, says Neena Dasgupta of Zirca

Zirca Digital Solutions recently launched a new initiative called Ungeek, which is a series of reports and insights compiled together for marketers to understand the audience in an uncomplicated way. The reports use easier to understand words, diagrams and words to simplify information to a larger number of marketers.

Speaking about the initiative, Neena Dasgupta, CEO and Director, Zirca Digital Solutions, said that with all these reports, they are trying to look at consumption from the lens of the consumer. She said sometimes insights and data can be very complicated and they aim to simplify such points for marketers.    

“I want to tell marketers that today your consumer is getting inundated with messages from across the world. It is like a Chandni Chowk market of information. The consumer is doing discovery and eliminating noise today. You must ensure that you are not a part of elimination and understand your consumer's mind,” Dasgupta said.

She said it is important to know where exactly the audience is spending time as they have become shifty due to the number of options present. 

Zirca’s first paper from the series “Food and Beverage Trends in the New Normal” talks about the consumption of food-related content, e-commerce and the audience’s behavioural changes with food during the lockdown phase. Dasgupta said the paper has seen a large number of downloads.

Talking about how the report leverages marketers, she said, “Consumption of food content has gone up practically all the more now during the pandemic and because of that the time to spend and experiment with food has gone up. That has also led to people watching food channels, even though people were already watching things such as Masterchef. Now, for a marketer, I think food is a category of passion and experience in senses. For every marketer that is trying to connect with senses, advertising over food has immense value.”

She said it is important for marketers to understand the persona of their consumers and their mindsets. According to Dasgupta, marketers also need to pay better attention to each graphic, body copy, colour scheme and choice of words. She said such insights will further help marketers come up with better advertising concepts.

The report suggests that the consumption of food channels has grown on television along with digital. Asked if these channels can change the perception of marketers and get better advertising response, she said unless these provide better GRPs, reach and numbers, they cannot be a mainstream choice. She said these channels must instead focus on content collaboration and being available on digital platforms.

“However, they are relevant and important. I believe that if a client is spending 10% of their money on concepts that allow them to integrate, it helps. Consumers today are at different touchpoints, there is no defined audience and it is difficult to recognise digital consumers from a TV consumer,” Dasgupta said.

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