IRCTC, the largest e-commerce site in the country, has entered into an exclusive partnership with Simpli5d Technologies, a leading digital advertising and audience Intelligence company to enhance their security and boost advertising revenues. Captcha, a security tool used to differentiate between humans and other malicious programs, was until now offered as distorted letters but this is all set to change. Now with this partnership, IRCTC would be using innovative image based NLPCaptcha by Simpli5d Technologies.
“At IRCTC, security and user experience are the most critical concern for us and at the same time we look for new avenues of revenue other than the core business of ticketing,” explains a senior official from IRCTC. “NLPCaptcha fits in beautifully into all this – it provides better security, enhanced user experience and an altogether new stream of advertising revenues for IRCTC. We look forward to a long term and mutually beneficial partnership with Simpli5d Technologies,” he added.
IRCTC, which has a massive reach, accounts for more than 1 million e-commerce transactions per day. More than 100 million captchas are solved on the platform every month and all these will be replaced by NLPCaptcha, a patent pending technology to monetise captchas by Simpli5d Technologies. These Captchas will carry messages from leading brands in the country. This presents a unique opportunity for the brands to engage with the unique and premium audience of IRCTC. This exclusive partnership gives Simpli5d Technologies sole monetization rights for the entire Captcha inventory on the ticketing website.
Amit Mittal, Founder and CEO at Simpli5d Technologies is excited about the new association. “This partnership with IRCTC is a huge milestone for us,” says Amit, “On an average 125 million captchas are solved on IRCTC every month and this gives us a reach of more than 50 mn unique audience. Effectively we will be reaching out to every person in India who does an online transaction and we are sure that our advertisers would love it.”
“This is a win-win situation for everyone. We are committed to continue delivering the best results for our advertisers as well as for IRCTC. Delighted to have leading advertisers like Lava, Airtel, Pepsi, Dabur etc. already on board” says Sidharth Oswal, co-founder at Simpli5d Technologies. Simpli5d Technologies is backed by YourNest Angel Fund, Dheeraj Jain of Redcliffe Capital and Udaan Angel Partners.
NLPCaptcha is becoming widely popular and has been adopted by hundreds of websites and advertisers across India, Europe and South East Asia. The key USP for advertisers is its ability to provide guaranteed attention of the end user and a brand recall which is as high as 229% more than traditional banners (as per a study done by Effective Measure, an independent market research company). It delivers significant cost saving for advertisers, with figures as impressive as 85% as verified by Sizmek, a global ad serving and validation platform.
Several brands have shown interest in the platform, with Lava, always looking for innovative platforms to reach their consumer is a launch partner. With recent association with M.S. Dhoni as a brand ambassador, they are looking out to rapidly expand their already growing consumer base.
“Lava wants to strengthen its brand in India and aims to reach out to millions of consumers. IRCTC with its wide reach provides an ideal platform for our ambitions. NLP Captcha platform provides high engagement with our brand message and therefore we are excited about this tie-up.” Harish Aswani, Digital Lead at Lava.
“IRCTC is one of the biggest e-commerce platforms with a massive reach when it comes to Display advertising in India. With NLP Captcha, we can not only reach out to desired TG of Lava, but at the same time we can ensure that all the interactions will be driven by real humans only and not by bots.”. Sachin Bhatia, Digital Director at Motivator.