MMA & Isobar, the digital agency from the house of dentsu international, have launched ‘The Voice Playbook’ for India.
The playbook aims to unfold the potential impact of voice on the global and Indian media and marketing industry. It highlights insights that will help marketers win with voice and enhance their brand-customer journey. 'The Voice Playbook' is powered by Slang Labs.
The key focus areas of ‘The Voice Playbook’ are:
Shamsuddin Jasani, Group MD, Isobar, South Asia, said, "Voice technology will become the next great disruptor and India as a market is very receptive to Voice as a medium and Isobar is extremely excited to help brands ride on this new wave. This playbook gives marketers an excellent opportunity to understand how to use voice as a medium/platform to engage with their consumers. By 2021, it’s estimated that 72% of internet users in India will prefer to use a language other than English, and voice will help bridge that language gap. Just like brands needed an internet strategy in the ’90s, a search strategy in 2000, and a mobile strategy in 2010, we at Isobar believe now brands need a voice strategy.”
Gopa Kumar, COO, Isobar India, added, "We firmly believe that voice technology will become the next great disruptor and India as a market is very receptive to voice as a medium. We are already seeing in India that people are skipping typing and moving to voice and are completely at ease with the same. This gives marketers an excellent opportunity to use voice as a medium/platform to engage with their customers. While its use is becoming widespread and consumers are very receptive to it, there is still very less information on how voice tech will affect the various digital marketing platforms or the marketing mix. This playbook in association with MMA aims to decode the how and simplify it, this playbook will help you know about voice technology and will aid in not only being prepared but to position yourself or your brand ahead of the curve."
Moneka Khurana, Country Head, MMA India, said, “In post-pandemic times, contactless experiences, increased voice searches, consumption of vernacular languages, conversational commerce are riding the wave, making voice tech integral to the entire value chain. Hence, marketers recognise the potential of voice with MMA being the first trade body to take the lead to shape the future of voice in collaboration with our voice & audio council enabling ongoing evangelism and education. The voice playbook would act as a toolkit to empower and enable the marketer.”
Kumar Rangarajan, Co-founder and Obsessive Dictator, Slang Labs, said, “When Slang Labs started about four years ago with the intent of empowering the digitally disenfranchised segments of the society to get the same kind of services that the digital-savvy people could, most of the marketing was still focused on the digital-savvy and majorly urban population of India. Post-Covid, even the non-digital savvy populations in urban and rural areas are getting on board the digital highway. But the brands are unable to capture the full potential of this huge market of next billion users. This is where we see Voice Playbook 2021 enabling marketers to understand the key challenges faced by this huge untapped market and engage them on their own terms using voice as the ‘bridge to Bharat’.”