Everything that's 2D will transform into 3D: Niraj Ruparel, WPP

The e4m TechManch event in Mumbai on Friday brought together industry leaders to explore the future of creative technology. Niraj Ruparel, Emerging Tech Lead at WPP & GroupM India, and Dale Imerman, VP of Immersive Technology & AI at WPP, headlined the event with their presentation titled “NEXTWAVE FEATURE—Shaping The Future Of Creative Tech”.

“Modern-day marketing with 5G speeds, everything that's 2D is going to transform to 3D,” says Niraj Ruparel, emphasizing how advancements in technology are reshaping marketing strategies with immersive experiences.

Ruparel, who has been a part of e4m TechManch for several years, reminisced about his first session during the COVID-19 pandemic, which featured a unique fireside chat with AI machines like Amazon Alexa and Google Assistant. "It was a classic example of human-machine interaction," he noted, reflecting on the innovative spirit of e4m TechManch.

Ruparel also recalled previous year’s event where he showcased hologram technology, making it possible for industry leaders like Amit Doshi from Britannia Industries to appear live via beambox from different locations.

On Friday, he introduced a new dimension of creative technology with a 3D avatar of former cricket coach Ravi Shastri. “5G is here to do some heavy lifting on computing,” Ruparel said, underscoring the transformative impact of high-speed connectivity on marketing technology.

Meanwhile, Dale Imerman highlighted WPP’s approach to integrating technology and creativity. "WPP Open is effectively a marketing operating system," Imerman explained. This system aims to streamline the marketing process by incorporating AI and data to enhance content creation and media efficiency. He emphasized the importance of WPP Open’s "proprietary AI brains" in delivering customized and effective marketing solutions.

Anushree Venkatesh, Deputy General Manager Consumer Marketing Manager, Platinum Guild International, also took the stage sharing insights on how technology has transformed their marketing efforts. "Technology is a natural fit for us," she said, referring to their latest AR campaign set to launch in August. This campaign aims to create an immersive experience that tells the story of platinum in a captivating way.

The event concluded with a discussion on the value of experimentation.

Imerman asserted, “The cost of not trying something and having your competitors do it is far higher than the cost of failing and learning from it.”

The sentiment resonated throughout the event, highlighting WPP’s commitment to pushing boundaries in creative technology.