“With digital content, you don’t have to wait for the product to be manufactured”

Ashish Limaye

In the fast-evolving world of advertising, brands are constantly seeking ways to engage with consumers through more immersive and dynamic content. Ashish Limaye, CEO of Craving Digital, is helping companies across industries rethink how they create and deliver content. With a sharp focus on leveraging technology, Ashish explains how digital content offers brands unparalleled flexibility, efficiency, and innovation. In a wide-ranging conversation, Ashish shares insights into the evolving role of digital content in advertising, including the future of Out-of-Home (OOH) advertising. 

“We’re here to help brands reimagine their business through the lens of content,” says Ashish. “Our core focus isn’t on selling products. It’s about solving content creation challenges with a blend of creativity, execution, and technology.” 

The power of digital content: flexibility and scale 

At the heart of Craving Digital’s mission is the ability to create content that’s not only visually compelling but also scalable across different platforms and mediums. Ashish points to a recent project for Tata Motors as an example. “We used 3D CAD data to create a fully interactive digital model of the car. This allowed the brand to change colors, accessories, and even backdrops in real-time,” he explains. “It’s this kind of flexibility that brands need today, where you can adapt content for multiple formats—from websites and social media to digital screens and Out-of-Home (OOH) advertising.” 

This flexibility extends to the ability to produce content long before a physical product even exists. “With digital content, you don’t have to wait for the product to be manufactured,” Ashish says. “This allows marketers to go to market faster and even test consumer responses before launch.” 

Content-driven innovation in advertising 

Ashish emphasises the growing importance of content as a strategic tool for businesses. “Content isn’t just about aesthetics—it drives consumer engagement and business outcomes. Today, brands need to deliver their messages in multiple formats, and each format comes with its unique challenges,” he explains. “This is where Craving Digital steps in: helping brands adapt content to different digital platforms while ensuring consistency in message and creativity.” 

One of the key drivers of innovation in content creation is the use of technology. Ashish highlights how Craving Digital uses a mix of AI, 3D technology, and creative expertise to develop high-quality, adaptable content. “AI is changing how we create content, but it’s not about replacing humans,” Ashish clarifies. “It’s about using technology to streamline the process and make it more efficient. For example, we can create 3D models of products like cars or home appliances and then use AI to generate different angles, textures, or environments. This saves time and opens up endless creative possibilities.” 

How digital content is reshaping OOH advertising 

Jeep billboard showcasing the Compass SUV with the slogan “This is it.”

While digital content is being used across a variety of platforms, Out-of-Home (OOH) advertising is undergoing its own transformation, thanks to digital innovations. “OOH is no longer about static posters that stay up for months,” says Ashish. “With the rise of digital screens, brands can now rotate multiple ads, change messaging dynamically, and create more engaging visual experiences.” 

Ashish explains how Craving Digital helps brands create OOH content that’s tailored for these new digital formats. “We recently worked with Bajaj Pulsar, where we created a dynamic digital OOH ad that showed a motorcycle speeding through a jungle and city landscape—half wilderness, half urban,” he says. “You can’t shoot something like that traditionally, so we used digital content to bring the creative concept to life.” 

This approach offers brands both cost efficiency and speed to market. “By creating content digitally, brands can cut down on production costs and launch campaigns faster,” Ashish adds. “And in OOH, where the frequency and format of ads are changing rapidly, having flexible content that adapts to different digital screens and formats is crucial.” 

AI and 3D: The Future of content creation 

Ashish also addresses the growing role of AI in content creation and its potential challenges. “There’s a lot of talk about whether AI will make people redundant, but the real issue is about skilling,” Ashish explains. “If you don’t adapt, you’ll fall behind. AI is a tool that can solve a lot of creative challenges, but it still requires human input, especially when it comes to design and execution.” 

He also touches on how AI could evolve to better serve brands. “Right now, one of the challenges with AI is that it doesn’t disclose the sources of the images or data it uses, which makes brands wary. But the future is in combining AI with proprietary data, like CAD files, to generate content that’s truly unique to the brand. Imagine creating an ad for a Bisleri bottle, where the AI uses the actual design data of the bottle to generate the visuals—that’s where the industry is headed.” 

Reimagining advertising: content as the core 

At the end of the day, Ashish sees Craving Digital’s role as more than just a content provider—it’s about helping brands rethink how they approach their entire marketing strategy through the lens of content and technology. “Our mission is to help brands reimagine their business using content as the core,” he says. “Whether it’s creating an immersive digital OOH ad or a dynamic e-commerce experience, it’s all about using content to deliver better customer experiences and, ultimately, better business outcomes.” 

Ashish’s vision for Craving Digital is one where content, creativity, and technology seamlessly integrate to provide brands with the tools they need to thrive in an increasingly digital world. “We’re at a point where technology can enable endless creative possibilities, and the brands that embrace it are the ones who will stay ahead.”