Isobar India, the digital agency from Dentsu Aegis Network, launched a blockchain campaign for global vehicular company, CEAT.
The reason reported behind leveraging the blockchain technology was to create, deliver, and measure the campaign, various news portals said. It added that CEAT would be able to transparently track all payment transactions that are written to an immutable ledger for every valid ad impression. This will enable them to be assured with confidence that the Key Performance Indicators (KPIs) of their campaign are met and reported unambiguously.
Speaking on the launch, Nitish Bajaj, the senior Vice President of Marketing, at CEAT said, “CEAT Tyres focuses on building best-in-class trusted products through a culture of continuous innovation. With that belief, and the promise of this platform powered by Blockchain technology to reach out to a targeted audience is an absolute win-win situation where we put our media investments to maximum use without any spillage, in addition to tracking the campaign at every stage.”
Echoing his sentiments, Shekhar Mhaskar, Executive Vice President, Isobar India said, “Isobar has always been pioneering in putting to use the latest technology innovation in all spheres of its business, and for the ultimate benefit of its clients. Blockchain, which is making waves in every industry, couldn’t be left behind when it comes to offering absolute unambiguous view of transactions, deliveries, and measurement of a digital media campaign. We are proud to introduce this as the first digital media campaign in the auto industry with CEAT Tyres.”
Prachi Karan, Senior Director, Media, Isobar India said, “This is an auto industry-first initiative and we are extremely proud to have introduced this with CEAT Tyres. Staying ahead of the curve, using a creative application of new technology and innovation is something that as a brand both Isobar and CEAT stand for.”
While this is an interesting development for sure, the press release doesn’t get into the skin of a persisting problem. Like we said earlier, just because blockchain is the most used buzz word of the hour, doesn’t make it a magic wand.
For instance, earlier we had reported that the Telangana Government has signed a MoU with Tech Mahindra to launch India’s first Blockchain District in the state. It was signed in order to provide regulatory and policy support to promote the Blockchain growth in both India and globally.
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