Talking Point: Helping build brands online, ala Google

“With eight Google products having around one billion users per month, we help companies build their brands in the digital space,” he said. Kallayil said his job does not involve building/ promoting Google or its other products, but helping other firms build their brands in the digital space using his company’s products. The yoga guru at Google and the author of The Inter net to the Inner-neta, Kallayil would easily pass as a movie industry personality with his snazzy shoes, designer socks, bright red pants, black shirt and black coat, and few would believe he is a corporate executive, with roots in Kerala.  

“India is a land of colours. So, I decided to wear bright-coloured clothes. Also, working in Google one need not be formally dressed,” said Kallayil, who was here to speak at a seminar on “Reaching Out to the Mobile Indian” organised by the Indian Institute of Management-Calcutta Alumni Association, Chennai chapter. 

On the advertising trends in digital era, Kallayil said there will be more video advertisements in future, but said they would not be intrusive and cited You Tube spots that give the option to skip the ad in four seconds. It should also be noted that most TV commercials are for five seconds. “The major trend is the increase in mobile phones, online videos and the use of artificial intelligence,” he said. 

By analysing the online searches and knowing the trending pattern, corporates could access data that could help them to launch appropriate products to suit market needs.  

Kallayil sees huge domestic potential considering its internet population is soon expected to overtake that of the US. The company is developing a product for India that is simple but declined to reveal details. The digital space or the internet is a great leveller as it offers even a small company in an Indian village an opportunity to market its product globally. “Small Indian firms can market their products not just to the Indian diaspora but also to an entirely new market segment if targeted properly. That is where we come in,” Kallayil said adding the cost could be even be as low as zero!