6 min Read
Back in February 2017, we launched the first version of aDintellé (then called aDintell). With Print, TV & Radio modules along with a basic Virtual Collab module. (Btw, the Virtual Collab module is another story by itself.)
We made an elaborate plan for aDintellé. After all, we had a formidable inhouse competitor (Mediaware) with 2+ decades of live experience. And as if this was not enough, India launched its GST regime in July of the same year! By the way, Mediaware was facing its own challenges of managing the pre GST & post GST regime.
We were equally concerned how Indian receptive agencies would be to a new cloud-based aDintellé offering. All in all, there were just too many factors.
We released the first aDintellé app for TV Monitoring on the 1st of September. 2018. As it turned out, Indian agencies were still fighting to meet GST compliance – so we had an uphill task convincing them to use the app! We pitched to a few new agencies so that the product could be certified by live users, but all things considered, progress was poor. But we had decided to build aDintellé & worked on the product relentlessly. Soon we were ready with the aDintellé Digital module. This was followed with aDintellé Cinema & Outdoor. Although adoption was poor, we kept showing aDintellé to our existing agency clients as well as new ones multiple times. We were rewarded with sound feedback, which we used to improve the offerings – but the adoption was not yet significant.
As if things were not tough enough, we were accused by chip manufacturing giant Intel Corp of being cyber squatters of our own domain! The matter was heard by WIPO, Geneva who exonerated us of the frivolous charges after 2 long rounds of arguments & hearings. But things did not stop there! In a case of relentless pursuit, Intel launched another lawsuit in Delhi High Court, in the Court of Justice Manmohan Singh. The kind judge steered a mutual agreement vide which we agreed to add a trailing “e” & Intel agreed to withdraw its suit. aDintellé is since pronounced as aDintelle.
I think that’s cool. Let me know your view 🙂.
Glimmer of hope
Before long, we were at the end of 2019 & crossed into 2020 – right into the dark clouds of the Covid-19 pandemic. After the initial jolt, manufacturers realized that the bulk of middle-class consumers needed most of their daily supplies. This meant that marketing activities were required, which in turn translated to a role for agencies!
To meet the demand from marketers, agencies adapted smartly to the situation with a work-from-home strategy. And we saw the proverbial ray of hope!
We relaunched aDintellé as a cloud solution for agencies to get their work done from anywhere.
New generation, new expectations
Finally in 2021, adoption started happening with the aDintellé product becoming more stable each month & the Virtual Collab module becoming a superstar in its own right! Today, we have enhanced the offerings & user experiences in all our modules. As we build new modules for BTL/Creative agencies as well as Digital agencies.
As the old gives way to the new, the offering must be enhanced with a larger vision & greater expectations!
To reflect this, the aDintellé brand is loaded with a lot of symbolism:
Today, we’re thrilled to see the response aDintellé has received so far and can’t wait for more agencies to try it. If you are or were an existing user of Mediaware (or even if your agency never used Mediaware), do check out the aDintellé experience by clicking here.
As India (Bharat) prepares to enter a golden era of unprecedented prosperity, aDintellé promises new offerings for the Indian ad industry.
Look forward to your feedback
As the Head of Product at a pioneering SaaS company named Mediaware Infotech Pvt. Ltd.; that has been at the forefront of developing software solutions for advertising agencies for over two decades
In the fast-paced world of advertising, where deadlines are tight and clients are demanding, agencies need to stay ahead of the game to ensure their clients are happy.
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