By Shruti Menon Seeboo
Introducing Emmanuel Upputuru, a luminary in the realm of brand innovation and communication. As the Founder & Creative Chairman of EFGH Brand Innovations, Emmanuel has established himself as a visionary leader, pioneering the integration of technology with creativity to redefine how brands connect with their audiences.
With a wealth of experience and a keen insight into the evolving landscape of brand communication, Emmanuel brings a unique perspective to the forefront of discussions on the intersection of technology and creativity. As a featured speaker at the prestigious Brand Magic 2024 in Mauritius, Emmanuel’s expertise promises to enlighten and inspire audiences seeking to navigate the ever-changing dynamics of the industry. Excerpts:
1. Could you elaborate on how technology is revolutionising creativity in brand communication? To your mind, what are the specific advancements or tools driving this transformation?
Few years ago, there was a lot of talk of VR and AR. And then crypto, NFTS, metaverse were trending couple of years ago. But they all played little cameos and either exited or they hang around with little consequence. But AI is the biggest story today that is impacting not just creativity but everything. We are living and breathing it already. It’s like when internet came into being first. And the scary or the most exciting part (depending upon how you look at it) this is just the beginning. Every brand is playing with it – it’s like when social media came – you had to have a social media handle. So, brands are doing something, or anything with AI – The tools that manifest in generating images, videos, and of course copy writing through Chat GPT.
2. In what ways do you foresee the integration of technology reshaping the traditional processes of ideation and creativity within brand innovation?
One of the most tangible ways it will change is how we will think. AI will become a sounding board – let’s see what it throws up – or what it thinks of my idea. It’s like Joaquin’s Her – but in the creative department. When we began our careers, the inspirations used to come from life around us, these would get stored in our memory banks and when the time came these ideas, thoughts would fly on their own to our rescue. Then platforms like Pinterest came along and award-winning work – where people could see and then try and get inspired by them. Now we have a live tech partner. A live-in tech partners.
3. Can you share examples of successful brand communication campaigns that have leveraged cutting-edge technology to enhance creativity and engage audiences in novel ways?
There must be loads of them. Allow me to share an example from my previous agency – our team developed Good Vibes for Samsung. It is a two-way communication app for the deafblind. It converts text or voice into vibrations & vibrations into text or voice. Using Morse Code, a language almost as old as Braille, Samsung Good Vibes breaks down the barrier of communication for the deafblind. The app interprets every letter of the English alphabets & numbers into Morse Code and Morse Code into English alphabets & numbers. When I sent a message to a deafblind girl at a centre in Delhi from my phone and she messaged back, I had goosebumps. It won more than hundred awards globally.
4. As we embrace new technologies in brand communication, how do you ensure that creativity remains at the forefront, and that technological innovations enhance rather than overshadow the essence of a brand’s message?
I think we give too much importance to technology. It’s just a tool. We created it, we have every right to use it. And I mean in the most literal sense of the word “use”. Let technology feel it’s been “used” – if you know what I mean. But of course, it’s too dumb to not have its own feelings. At an individual level, creative people need to be prepared, to be humble to learn and understand the latest in technology and see how to “use” it.
5. What challenges do you anticipate brands might encounter when adopting innovative technologies in their communication strategies, and how can these challenges be effectively addressed?
With a traditional asset like film for example – where one can guess how much would a film production cost and the timeline. But the same task becomes challenging with innovations. When you are creating, using, working with truly innovative technology it means you are by default you are dealing with the unknown. Two big factors of the unknown are: costs and timelines. What’s the cost of development and deployment and how do you calculate timelines because there are so many dependencies and variables. Part of the solution and the complexity is also to get the right partners who understand the scope of work and are best placed to deliver. And then ownership.
6. Looking ahead, what emerging trends or technologies do you believe will have the most significant impact on the future of brand communication, and how can brands prepare to leverage these advancements effectively?
This is tough one to answer. I don’t think I am even the right person to attempt an guess. Creative folks are not prophets. We scan what’s happening right now, what’s available. Our play is to connect two seemingly disparate technologies and tell a brand story. Now I can only imagine Artificial Intelligence and Machine Learning growing by leaps and bounds. These are exciting times we are living in.
At Brand Magic 2024, attendees will have the unparalleled opportunity to gain invaluable insights from Emmanuel, a visionary leader at the forefront of revolutionising brand communication. Emmanuel’s expertise lies in harnessing the power of technology to elevate creativity and drive meaningful engagement. His talk promises to unveil the latest trends and advancements shaping the future of brand innovation, offering practical strategies for navigating the evolving landscape.
Don’t miss this chance to be inspired, informed, and empowered by Emmanuel’s profound wisdom and visionary outlook. Join us at Brand Magic 2024 and embark on a transformative journey into the limitless possibilities of brand communication in the digital age. For more information: www.brandmagic.mu
