Rewind'23: Content remains the single biggest differentiator - Rajshekar Baddam, Aha

It’s that time of the year when we review the most significant industry developments as the year draws to a close. Adgully is reviewing the year 2023 for the M&E, advertising, digital, marketing, PR, and communications, along with leading names in the industry as part of our annual Rewind series.

Recapping the year 2023, Rajshekar Baddam, Head of Marketing, Aha, speaks about the dynamic changes in the media and entertainment industry, especially OTT, during 2023; the deep focus on content; impact of AI on advertising and marketing strategies of brands; outlook and expectations for 2023, and more. 

Key trends in OTT in 2023

Recapping the major developments in the OTT space in 2023, Rajshekar Baddam said, “One of the predominant trends in the industry is that content remains the single biggest differentiator. With the proliferation of multiple platforms and increased consumer choices, creating content that resonates with the audience has become crucial.”

He further said, “At Aha, we recognise the significance of this trend. Our strength lies in understanding the preferences of Telugu and Tamil consumers, allowing us to curate content that aligns with their tastes. This positioning gives us a competitive edge in catering to the diverse preferences of our audience. Moreover, we acknowledge that distribution and accessibility play a pivotal role in reaching a wider audience. Ensuring that our content is easily accessible and distributed efficiently is a key focus area for us. By optimising these factors, we aim to maximise the number of customers who can sample and enjoy our content.”

Major developments at Aha

Continuing further, Baddam said that the year 2023 has been exceptionally positive for Aha. He shared that in the first half of 2023, Aha experienced robust performance, attributing the success to a string of blockbuster content months. Noteworthy titles such as ‘Samajavaragamana’ and ‘Baby’, alongside original productions like ‘Newsense’ and ‘Ardhamaida Arun Kumar’, played a pivotal role in driving this success, Baddam said.

“Building on this momentum, we implemented strategic pricing initiatives that included the introduction of an affordable mobile plan. Simultaneously, we fortified our top-tier Gold offering by incorporating enticing features such as early releases, 4K resolution, and Dolby support. These moves significantly contributed to a strong start to the year,” he added.

He further said, that looking ahead, Aha has an exciting lineup of content scheduled for December and beyond. “With this compelling content slate and the positive trajectory we’ve maintained throughout the year, we are confident in closing 2023 on a high note,” he affirmed.

How AI is changing the dynamics of advertising and marketing strategies for brands

Undoubtedly, 2023 has been a year of Artificial Intelligence. Noting the growing spread of AI, Baddam pointed out that AI is key to revolutionising advertising and marketing strategies for brands by enabling unparalleled personalisation, enhancing customer experiences, and refining content recommendations.

He added, “AI can help analyse extensive datasets, tailoring messages to individual preferences. Chatbots and virtual assistants powered by AI provide real-time customer support, increasing satisfaction and loyalty. AI algorithms can help deliver accurate content recommendations, boosting engagement. The industry’s aggregated customer data becomes a strategic asset through AI, facilitating precise targeting and campaign optimization. In summary, AI holds tremendous promise and we are excited at the prospects that it offers.”

Outlook and expectations for 2024

“We are eagerly anticipating the opportunities that 2024 brings, and our strategic plans for growth and expansion are geared towards meeting the evolving needs of our audience,” Baddam said, adding that in the coming year, Aha’s primary focus will be on deepening its presence in both the Telugu and Tamil markets. “We understand the unique preferences of these audiences, and our commitment is to tailor our programming to cater specifically to their needs. This targeted approach aims to not only maintain our current market position, but also to foster significant growth in these key markets,” he added.

Baddam further said, “A cornerstone of our growth strategy is our exciting content lineup for 2024. We have curated diverse content that appeals to every member of the family. Our goal is to solidify our position as the preferred family entertainment app in both languages, offering a comprehensive and enjoyable viewing experience for our audience.”