Digital agency Razorfish and Adobe have come together for a joint initiative for the Indian market. Leveraging their global partnership, the two companies will develop solutions focused on digital personalization for marketers in India.

The two companies outlined a joint go-to-market (GTM) strategy and roadmap that includes:

• · A focus on industry vertical comprising Retail, Automotive, Telecom and Banking, Financial services and Insurance (BFSI)
• · Expansion of current teams to support this initiative across key regions
• · Combined training and support services for customers in India
• · Co-investment in marketing-centric idea exchange events, focusing on digital marketing trends, challenges and opportunities specific to India

An official statement said that Adobe and Razorfish will leverage their global strengths in technology and digital strategy respectively across all verticals to help customers stay ahead of the marketing curve. With Indian marketers rapidly adopting digital strategies, this initiative will opens up significant opportunities for both organizations in the country.

Umang Bedi, Managing Director, South Asia, Adobe, said, “India is seeing a massive change in terms of digitization that is sweeping across the country, creating new opportunities and challenges for marketers. Today customers demand products customized to their needs and marketers need to rise to this challenge. Adobe’s leadership in digital marketing and Razorfish’s expertise in creating groundbreaking digital strategy and innovation, together promises to digitally transform brands by making each experience relevant for different customer segments and personas across spectrum. We are excited to jointly bring our global best practices and though leadership to India.”

Kanika Mathur, Managing Director, Razorfish Neev India, said, “The rapidly evolving nature of digital marketing presents increased challenges across emerging markets like India, with many marketers struggling to integrate digital components in a way that is efficient, effective and measurable. It is imperative for marketers to thor­oughly under­stand and respond to cus­tomer behav­iors, atti­tude and needs. Increasingly businesses are responding to customer requirements by building relevant and engaging expe­ri­ences across web and mobile platforms. Adobe and Razorfish will together help brands and marketers identify opportunities, work with them to create digital strategies and execute these strategies end-to-end.”