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Put Our Marteching Gurus to Work For You

Did you know that one of the most famous of publications, the Michelin Guides, was conceived as a marketing device to sell more “Tyre”? or that the Tour de France was a marketing initiative to sell more “Newspaper”?

At a time when there was no such thing as TV, brands could not buy mass attention, so they had to earn it, from scratch, by creating world-famous brand properties.

In an age of super-saturated communication, It’s not enough to do great story-telling anymore. It’s not enough to ask “what is our brand saying?“. The post-TV, digital-social-media world demands that brands create their own story, building a digital/social property that will earn its media reach through its unique existence.

We believe that the digital/social platform requires a new type of agency. One that is adept at “Marteching” – powering marketing with tech automation. We have brought together senior professionals from tech, marketing & creative communications to offer our experience of over 50+ years into a new service, “movement marketing“, where your brand becomes the STORY as opposed to telling a story.

To see an example of how we have helped a herbal products brand build a 200k plus community of passionate supporters, visit Proud of My Color page on Facebook.

Our marteching has recently delivered 20X increase in traffic and resulted in 5% online sales for our latest customer. Here is an actual Google Analytics grab of this real-life case.


Put our experience across tech powered marketing, business strategy, brand positioning, campaign design, content strategy, social media planning and effective campaign management to work for you and accelerate your business development, user acquisition, engagement and conversion goals with minimal budgets.

Call us to discuss how you can create and build your own social movement that can grow to become a Michelin Pages or Tour de France one day. Lets us know and we will get back for a quick chat. YES, I am interested.


Click to send an Enquiry

Our Tools for Social Media Mining can deliver real ROI by converting page and post likes to conversations. See how…

We recently met with a consumer brand (hair care category) with 100k facebook followers (cultivated by spending close to $10,000 over a year) and an active content publishing team, digital agency and social media marketing agency. The CEO called us as he was frustrated that while the marketing team and agency were gushing about page likes, post likes the spend on social media was having ZERO impact on brand recognition, word of mouth, sales. “Each time we have a review, the agencies mutter about number of impressions, reach etc. By this time the entire population of Bangalore should have known about our brand” he said but each time we do a dip-stick test, our brand is no where on the recall metrics.

So what is wrong here?

If you are only counting likes, comments and shares on your social media marketing metrics you are missing the opportunity to do business!Imagine you do a well researched post about the benefits of “Coconut” oil and target specific users who will benefit most from the content. You invest some $$$ to promote the post to ensure it reaches a large enough sample size. You are delighted to see 245 likes on the post. What do you do next?


In today’s social media marketing, the activity/engagement with a user stops at promoting the post and getting a like. It is assumed that the user will be so highly motivates that they will order the product home or remember to check about the product when they are in the market next time. In both cases, the optimism is misplaced. The consumer has in most probability moved on to the next “like”.

Now imagine that you have a tool that allows you to send a “thank you for liking our post” message and offer a product sample, demo or even consultation. Would that not start a conversation with the user? Could that not lead to a sale; a more informed user? perhaps a post by the user about their experience and even a recommendation/referral?

If you are only counting “likes” as outcomes of your social media marketing, talk to us to setup marketing automation that turns social interactions into biz leads and conversations. Its the only way to drive higher ROI with social media.

Building a WhatsApp media distribution empire of your own

Email is passé. Most consumers sign up on websites, services using Gmail. And it is rare for your email land into the Gmail inbox. More often than not, your weekly/monthly status mails, promotional mails, offers land up in the promotions tab with less than 0.1% views. You might as well be burning money.

Mobile app notifications are an option but it takes huge effort (and cost) to build, maintain and distribute the app. Social media pages were offered as a low-cost attractive proposition but the engagement levels and reach levels have reached abysmal levels and unless one pumps in huge promotional campaigns in social media, chances are your beautifully curated content is not reaching anyone.

So what should a corporate / organization looking to get its messages out to the larger world do? How to ensure you build a digital media reach? How to get the power of the crowd to work for you?

The answer may lie in WhatsApp. With over 400 mi active users in India and a very high ease of use factor which has led to a high sharing /forwarding culture, WhatsApp has become the platform for social engagements. School classmates, office groups, RWA groups, Club groups, Interest groups, political groups – we all have hundreds of groups which exchange information of all sorts – mundane (and sometimes irritating good morning messages) to funny pictures, videos, links, news, op-ed pieces, propaganda stuff, defamatory stuff – WhatsApp has the slice of life content that appeals to everyone.

Building a WhatsApp channel

WhatsApp is a personal tool and not amenable to automation (hope the company will fix it soon). Yet, even in its limited way, it offers a great opportunity for brands / corporates / social organizations to create their own media distribution outlets.

How should brands approach this task? Here’s a high-level plan:

Step 1: Identify the target community -> helps in creating the campaigns driving acquisition of primary partners.

Step2: Create acquisition campaigns to motivate & inspire target community to engage with the brand / corporate / social organization

Step 3: Create capacity to handle incoming traffic; message templates for welcoming partners; message templates for expected roles / content and value

Step 4: Create a content strategy for WhatsApp network. What kind of content will work, what frequency, what format etc.

Step 5: Create capacity to handle enquires & messages

Step 6: Create a mechanism to review & adjust

Case-Study: Banjara’s WhatsApp network

Over the past 3 months, we have created a 5000 strong WhatsApp distribution contact for Banjara’s, one of our marteching clients. The network was created by targeting bloggers, primary product users via social (FB), AdWords (keyword targeting), email (CRM) and SMS (visitors at retail outlets).

The target audience was invited to connect with the official company WhatsApp number to received advance product information, fun videos and posters and exclusive contests which would be available only to this network.

This network is then used to distribute product videos, brand concept videos, user generated videos around brand campaigns (#BinTheTube for example see, user-generated reviews / review videos; user-generated comments on social posts and relevant content. The recipients are encouraged to share and report if their friends and associates liked the share. Special contests and schemes are run for this network and free samples; gift hampers are used to incentivize the partners.


The Banjara’s WhatsApp network has become a key resource in helping spread the brand messaging into the WhatsApp channels. If we assume that 5-10% recipients are sharing the content onwards across 3-6 groups, it gives the brand a like reach of 150,000 – 300000 (assuming 100 members in a group). The secondary and tertiary sharing is harder to assess. One anecdotal proxy is to measure how many content pieces are shared back with the brand executives 


If you have a savvy social content strategy backed by powerful emotional story-telling, building a WhatsApp based media distribution network of your own is highly recommended. Such a network can only grow over time and will yield significant cost saving in media and social media expenses over time.

Need some Pirate Thinking & Guerrilla Tactics for your social media marketing?

Today brands are pouring BIG money into building page “like” community, well researched, well designed content strategy and boosting posts to get more “likes” and shares. However, research indicates that most brands are reporting very poor engagement with their followers.

(a) Most posts have low reach, low engagement (likes, comments,shares).

(b) Facebook post promotion is costly.

(c) The engagement insights are basic.

(d) Brands have no way to follow-up with users who like or comment
on a post other than manual activity (not scalable).

Tikoo Tweet Post_1024x512

So, we did some pirate thinking to get around this challenge.

(i) For one client, we were able to contact 2500 of their followers with
a “10 reasons to download our app message”.

(ii) For another client, we were able to identify the top 20 followers
by engagement on a monthly/weekly basis and create incentive
campaigns to motivate other followers to engage better.

(iii) In yet another use-case, we were able to contact over 200
post “likes” with an automated thank you and follow-up message
starting a business enquiry process

We can teach you how to maximize your social media marketing budgets. And
create more business conversations & leads. Need our pirate cap? Then ping us!

If you are getting low ROI on social media, it’s because you are trying to get more value than your create.

In 2015, the total global ad spends is about $570 bn ( And over the next decade the total marketing technology spends will be $120bn (

Social Marteching

The signs are all around. Tech enabled marketing will lead the future. It’s all about a marriage of data analytics, real time responsiveness and tech enabled story telling. Our own experiment under Marteching is yielding great results for our clients. If you are a start-up founder or an established brand CMO looking to improve ROI on social, talk to us.

Push notifications for a news application

What should be the policy for push notifications for a news app? With early each app sending push notifications most users have the ubiqutous “red star” on most apps on their devices. Does sending a notification for every new story make sense? Does sending a summary notification make sense? Should we think of customized, personalized notifications.

Here’s a quote from a friend I think of highly as a good thinker of new tech.

“I have stopped following any press these days. No news channels nor economic times or any such information now. For me most news has become non-actionable. The media content has become exponential both from generated content or syndicated content standpoint. After sifting through pages of content you are still trying to find the actionable items in those. I have started following social media and have started calling some of my connections JENA (Just Enough News Agent). The job of this person is to tweet around what he has read and if you have a few good connections they provide you a pretty descent exposure to the filtered new events.”

How do we make the notification actionable. What sort of news content is actionable?

In past articles, we have talked about building inNews as an aggregator that determines the BIG news at this time based on the volume and velocity of news articles on that story line and presents the top news with all related articles. It seems logical then to offer a customized, personalized option to the user to choose to receive notifications which will bring to focus the BIG news at that time so the user can check it out. But what will make it actionable? Can we link the notifications to the temporal value of news consumption?

As a user, I may be interested in the top news in the morning to know and also to re-affirm my knowledge of the top news stories from the previous day; by mid-day as I want to catch up on any major breaking stories during the day (especially financial or political) and end of the working day so I have a mental framework for catching up on the news in the evening as needed.

So if we link curiosity about the “news of the day” with the temporal and offer an option to the user to choose which notifications she is interested in, can we bring new value to the user? The answer of course lies in offering the solution to the user and testing the hypothesis.

Coming up in the next inNews release: personalized push notifications bringing you the top news of the morning, mid-day and evening. So that you stay abreast of news. And we get to see you daily. Stay tuned.

India’s Pariksha Labs Claims Next-Gen news reader designed for mobile that shows ‘The Big News Now’ based on text semantics automation

Pariksha Labs, a leading publisher of mobile apps for Indian content, has announced a major update of its news reader/aggregator app “inNews“. The company claims to have pioneered sophisticated news automation technology to automatically determine the Top news at any time, and show only the Big news in its updated reader.

Mobile users exhibit an entirely new way of consuming news stories, different from printed newspapers and even web-based news portals. Mobile users glance at their devices multiple times a day; they need to know the Big, trending, breaking news and quickly see all the stories related to this news on the mobile device. They want the option to read detailed stories but only if there is significant interest. They are looking to share big, breaking news with their social and professional networks quickly to establish their own social brands.

Meeting this need requires a new way to present mobile news. The existing apps, both single brand news readers and/or news aggregator apps, simply convert the printed/web style news to mobile instead of recognizing this fundamental difference for the mobile user. The result is that users must use multiple apps, visit multiple feeds and go through multiple stories to identify the top stories and understand all points of view on the story. Even aggregator apps present news in the old catalog style: source->category->story. The user has to do all the hard work of browsing, move between many screens and it takes a good amount of time to get a sense of what is truly trending.

inNews addresses this by leveraging sophisticated news automation technology to automatically cluster news stories based on their keywords and related entropy. Using powerful server technologies, inNews can determine the Top news at any time based on the volume and velocity of stories emerging on the topic. This is then presented to the user with all the related stories in one place. With a single tap, users can see all the articles published on a story, check out the headlines, the picture used and decide which ones they want to follow. By presenting The Big news Now, inNews aligns strongly with the mobile users’ need to quickly catch, view and share the breaking news.

inNews is built using perhaps the most powerful news automation technology in India,” said Mr. Arvind Jha, Founder/CEO at Pariksha Labs. “While other news readers have taken a labor-intensive route, we want to address the problem using our technological edge. Very soon we can provide our users with the life-cycle view of news – how a story develops, matures and gets phased out as new stories emerge. For those serious about news on mobile, inNews is a must have app,” he emphasized.

How inNews Works

How inNews Works

inNews is a Free app that aggregates over 1000 news feeds and processes 3000+ stories daily across 10 categories. “We will continue to improve our news automation technology and are looking at introducing pay-per-view type models in partnership with the news publishers. We believe that the mobile customer wants to be delighted and only a superior technology adoption can create the right impact for a news reader app,” Mr. Jha claimed. Pariksha is working on extending its news automation technology to provide personalization, media monitoring solutions, advanced search and keyword-based filtering for the app, he said.

inNews is currently available on both Apple AppStore and Android Play Store. The app is also available on all Amazon devices from the Amazon store. Links:

Play Store:

App Store:

Amazon Store:

Pariksha Labs Pvt. Ltd. is a leading Indian app publisher focusing on content for Indian residents/diaspora.

Paiksha has a portfolio of apps around Indian content and claims a combined user base of 100,000 downloads. It has introduced the concept of virtual currency for in-app transactions and has reported initial success with the experiment. Users can transact across apps through a common registration mechanism. The other apps published by Pariksha includes inTube – an app to quickly see latest movies on YouTube; Filmi Filmy – an app to find and watch Hindi film songs in video; and ThotOfU – an app to send mobile greeting cards.

Pariksha also offers R&D focused Software Development services and specializes in building new products for its customers. For more information, visit:

Key learnings from building a “voice search” for hindi film songs

A couple of posts ago, I talked about the idea that “audio search” makes so much sense for a music app. We have been working behind the scenes looking at voice to speech technologies and evaluating them with a view to offer voice search in our app “Filmi Filmy”.

We are happy to report that we were completely wrong when we first thought of this – Since all of the song titles are entered in English but represent Hindi words phonetically eg: “O mere dil ke chain”, “Gata rahe mera dil” we think that we can use a voice to speech engine to take user inputs, turn them into phonetic English and use the English text as the search keys.

It turns out that is it much more elegant and natural to take the voice input “O mere dil ke chain”, render it as the hindi string “ओ मेरे दिल के चैन” and search for the hindi string in the database. One significant advantage to this is that it reduces the complexity of the phonetics completely. It does not matter if the “ke” is spelled as “key” anymore as in Hindi it will always be spelled as “के”.

The challenge of course is getting a database of film song titles entered in Hindi. Nearly all song databases have English transliterated titles – and may we add- not two of them spell the same song the same way. A healthy inheritance from English led and US led software is that from YouTube to the home grown Gaana nearly all the songs are in English.

We are happy to report that fortunately a bit of innovation and tons of persistence can solve this problem (we may not have a huge cash chest at Pariksha but we are certainly not short on tech coolness). One of our engineers figured out a way to use existing open-source tools to build hindi equivalents of the titles.

The results are spectacular, to say the least. Consider for example this song search using voice search with hindi titles v/s text search with English phrases below:

Text Search With English Phrases                                                Voice Search with Hindi Titles

We need to do a bit more work on the hindi song titles and improve the error handling on the search and this should be ready for public use. Now consider the scenario we had described earlier – Imagine slumping in a car after a long day and with no energy to type to search, all you have to do is say the song and voila the app will play it on your phone, ear-phone or connected blue-tooth speaker. Dare we say, it is not long before this will be a reality!

Using AngularJS Integration for Adobe’s Common Extensibility Platform (CEP) Extensions

CEP Extensions are the preferred way for developers to extend Adobe CC applications. In an earlier article, we presented an overview and some tips on migrating plug-ins to CEP extensions This article presents the case study from integrating Angular JS in CEP extensions.

Design Principle

In an era of mobile applications, the user now expects everything available in single page, and wants to accomplish everything without making much effort. All the server interaction should be invisible to user. Like conventional websites, there’s no room for page reloads, page transitions etc.

Therefore, as far as possible, we recommend that all CEP Extensions should be Single Page Application. We can achieve this by using Angular JS framework as described below.

Angular JS

AngularJS, commonly referred to as Angular, is an open-source web application framework maintained by Google and a community of individual developers and corporations to address many of the challenges encountered in developing single-page applications. Its goal is to simplify both development and testing of such applications by providing a framework for client-side model–view–controller (MVC) architecture, along with components commonly used in rich internet applications.
Read More…

Why AngularJS is best choice for your CEP Extension?

Angular provides:

  • 1. MVC Framework : With Angular, you can architect your extension in MVC pattern. Views present the data in various DOM elements and Controllers are the behavior behind the DOM elements. You don’t have to worry about registering callbacks or watching model changes.
  • 2. Two-way data binding : Suppose, your extension needs to update the user with some information. Angular makes it very easy to update the view when the model changes and update the model when the view changes. So, you won’t have to worry about DOM manipulations from now!
  • 3. Routing : Your extension is getting more complex. Is it involving multiple pages? No Problem.
    With Angular, you can provide different routes to your extension (via a service called `$routeProvider`). This routing service makes it very easy to wire together controller, views and templates. For e.g., you want to move from A.html (having A_controller as it’s controller file) to B.html (B’s controller is B_controller). As soon as you route to B, its controller will take over the execution from A_controller.
  • 4. Services : Okay, MVC and routing are fine. But you want to share some functionality across multiple views. Can Angular help you?

Yes. Angular Services are the singleton objects that you can use to organize and share code across your extension. To use an Angular service, you add this service as a dependency for the components that need the service (This is called dependency Injection).

Here is the architecture of an extension that we have developed using AngularJS


Business Case

We were required to develop an extension wherein :

  • 1. A user can login into the extension.
  • 2. His project list stored at the cloud will be fetched.
  • 3. He can tag these projects to the documents.
  • 4. As he works on the document, his activities will be recorded and stored to the cloud against the selected project.
  • 5. When he changes the document, the associated project will automatically be changed.
  • 6. Next time when he opens the document or takes that document to a different location, the project association will remain intact with the document and can log his activity from there.
  • 7. Add or edit the project details like name, colour code etc.
  • 8. Last but not the least, it needs to be supported by Photoshop, InDesign, Illustrator, InCopy and Premiere Pro.
Benefits observed and time saved

In above scenario, the main advantage that Angular has given us is the decoupling of different components of the extension into views (and their controller). For example, we have created separate views-controller pairs for Login, Project List, Create/Edit project. This makes testing, debugging and code-maintenance very easy. Background tasks like tagging a document, observing the user activities were implemented using the services.

So, later on when we need to extend the functionality for other apps, there was no need to touch the views that were independent of the apps like login page, project listing etc. We only added the services of the dependent components. For example, tagging a document is implemented differently in Photoshop than in Illustrator, so we just added the service for it and whoa, our extension was ready for a new app! Furthermore, due to lazy initialization of the services, the appropriate service came into play only when it was required.

Promoting your Business made easy!

Your own business: Check

Your loyal customers: Check

Now, what is missing? Umm, aren’t you forgetting your presence on the social media. It is one of the biggest platforms in today’s time to connect with customers.

So you created a Facebook Page for your business, what now then? It’s time you get your page in front of your customers, in front of the world. If we put it in a more fancy way then, it’s time for you to drive traffic to your page, increase engagement, and promote your business.

People want to connect with you. And they just need a gentle reminder sometimes. Here are a few ways which can boost up your business possibilities:

1- Cash in on your Network

People have already joined your your e-mail list, but they don’t check mails on a daily basis. Although, you will find them scrolling down the screen on various social networking sites and they would love to connect with you on any of them. So, what do you do then?

Send out an e-mail to your contact list, inviting them to connect with you on your social networking pages, be it facebook or Twitter or Linkedin etc.

Once people connect with you on social media, you’ll automatically show up on their newsfeed and it will be easy for you to engage with them.

People forget to act even when they want to act! So, you may have to push, cajole and request folks a couple of times and across multiple channels to get this going. Be persistent without being offensive and see how persistence pays!

2- Guide your Customers to you

Add various social network sites badges to your website or blog. A badge is an icon you create that links fans from your website to your social networking pages.

Make sure your social networking pages have useful content, interesting engagements and something of value to your customers. If you keep promoting your own products, chances are your pages will become monotonous.

3- Share your page link with friends and family

There are millions and billions of monthly active users on various networking sites be it Facebook, Twitter, LinkedIn or Pinterest. That’s quite a big pool of potential new customers you can connect with. Tap into these larger networks through friends and family.

4- Take your business to new social heights

There is a big difference between social media and social media marketing. Social media marketing enables you to be found and be relevant. Share the link of your website on various other social media platforms, share your work, and put it in front of the eyes of the people. Send out the link on Twitter, add a link in all the descriptions for your YouTube Videos or Flickr Photos.

5- Promote it offline too

Promote your social media networking pages on all of your print marketing materials including business cards, menus, flyers, signs, t-shirts – anywhere it can be visible.

The more followers you have, the more your reach increases.