Key facts
- Liqvd Asia is pursuing growth through artificial intelligence and acquisitions.
- The company has filed draft papers for a Rs 37 crore SME IPO.
- IPO proceeds will be used to acquire the remaining 23.21% stake in AdLift for Rs 9 crore.
- A Rs 9.15 crore investment is planned for a video content production hub.
- Liqvd has created an AI-focused unit called AiKonic Studios.
- AI has reduced production timelines and costs for campaigns, with one campaign's versions produced in a week at 30% of the original cost.
Creative-led digital agency Liqvd Asia is strategically integrating artificial intelligence and pursuing acquisitions to drive its next phase of expansion. The company, which has filed draft papers for a Rs 37 crore Small and Medium-sized Enterprise (SME) Initial Public Offering (IPO), aims to enhance its service offerings for brands seeking faster, personalized advertising solutions.
As part of its growth strategy, Liqvd Asia plans to allocate a portion of the IPO proceeds towards acquiring the remaining 23.21% stake in performance marketing firm AdLift, a transaction valued at Rs 9 crore. This move is intended to consolidate creative and performance marketing capabilities under one umbrella, addressing the growing client demand for integrated offerings.
Furthermore, the agency is earmarking Rs 9.15 crore from the IPO funds to establish a dedicated video content production hub. This initiative is supported by Liqvd's deepening investment in AI, with the company automating approximately 60% of its content creation processes. Founder Arnab Mitra highlighted the creation of an AI unit, AiKonic Studios, which combines large language models with human oversight to produce creative goods efficiently.
Mitra noted that AI has significantly impacted production timelines and costs, citing an example where 250 versions of a film were generated in a week for a Parle campaign, at 30% of the original cost. The company is also experimenting with hyper-personalized advertising and has developed proprietary language models to manage API costs and reduce reliance on external systems. Mitra also reported an 80% increase in cost per person revenue, attributed to AI implementation.