Exclusive | Tapping the true potential of the digital: Rage's Karthik Kumar

Rage Communications is a full service digital communications agency and technology consulting firm whose prime focus is harnessing technology; particularly the internet, to help clients meet their business objectives. Rage Communications serves diverse objectives such as communication, e-commerce, advertising , brand promotion, lead generation, connecting with customers, employees, and vendors, carrying out surveys, transaction processing and work flow management.

 

It is interesting to note that the first iPhone app on Taj Mahal was introduced by Rage Communications. The app contains detailed, well-researched information as well as interesting anecdotes, myths and legends about the Taj that a human tour guide would add, making the entire experience witty and entertaining.  It works like an audio guide that compiles visuals along with mood-setting music and sound effects that enhance the experience of touring the Taj Mahal.

 

With a constant focus on developing creative campaigns to achieve high impact levels for the target audience, Rage Communications helps in building brands effectively. Boasting of an experience of more than 10 years, the company has worked on over 400 web projects for a diverse range of clients; ranging from Fortune 100 to small and medium businesses in all parts of the world.

 

Adgully caught up with Karthik Kumar, Director, Rage Communications as he shares valuable insights into brand-building.

 

Shedding light on the potential that the digital medium offers for brand building, Karthik said, “Great brands are built by ensuring that the perceptions created by communications are delivered in reality. Given this truism, the digital medium is a great opportunity for consumers to experience the brand virtually. It is sure enough that digital cannot replicate the tactile or sensory experience of the brand, but one can digitally enable consumers to experience the service and experiential values that add value to the tactile/sensory response.”

 

Explaining further, he says, “Consider for example the cleaning power of a detergent powder. While a consumer cannot really experience the cleaning power of a detergent, it is possible to create a simulated environment where the cleaning power of a detergent can be demonstrated in a diverse range of cleaning situations. Or, take the example of a travel services company. A key component of choosing a provider would be their dependability. The digital experience of providing information, answering queries, completing registration formalities, etc would be significant demonstrators of such dependability.”

 

Talking about the client base that Rage Communications caters to, Karthik said, “Rage works with any organisation which believes that digital opportunities offered by the Internet create a new channel of interaction for them with their customers. Our clients include Fortune 50 companies as well as start-ups and small enterprises.”

 

Commenting on India’s role in developing digital communications, he said, “In segments where there is a significant 'pain' factor, digital platforms play a significant role such as in travel services, banking etc. On the other hand, the adoption of the Internet is significantly poor in some of the largest sectors of the economy such as in the case of FMCG products, consumer durables, telecommunications among others.”

 

Shedding light on some of the challenges that the digital medium faces, Karthik said, “The biggest challenge the industry faces is the misrepresentation of the complexity of providing digital solutions by the technology companies. Yes, it is true that the programming to set up a digital presence is easy to learn, but it is equally untrue that anybody who knows the programming can set up a web site. Quite simply a ten year old child who has learnt the programming does not have the intellectual depth to understand transactions or interactions. Neither do such programmers have the ability to understand the business imperatives of the Internet as a channel. The technology companies in their eagerness to accelerate adoption have made it seem child's play; with result that everybody expects the medium to be 'cheap'. What the technology companies have failed to point out is that when you pay peanuts, you get only monkeys.”

 

Karthik’s advice to young professionals keen at exploring the digital medium is, “There are no short-cuts to success. Diligence, curiosity and hard work are the only routes to success, whether it is online or offline.”