LS Digital launches CRAFT to boost brand engagement in a digital-first world

LS Digital, an independent digital business transformation company, has introduced CRAFT, a structured approach to help brands strengthen customer engagement in an increasingly fast-paced digital landscape. CRAFT, an acronym for ‘Creating connections, amplifying experiences, and transforming impact’, aims to help brands optimise their digital communication strategies by focusing on personalised connections, immersive experiences, and scalable impact.

The ‘Creating connections’ component of CRAFT targets brand interaction at a personal level. Through hyper-personalised, multilingual content, LS Digital aims to help brands address specific consumer needs and preferences in diverse cultural contexts, enhancing relevance and resonance. By tailoring messages to individual audiences, it seeks to bridge the gap between a brand’s message and its audience, ensuring that communications effectively bolster brand presence across digital platforms.

The next pillar, ‘Amplifying experiences’, focuses on making digital engagements memorable and impactful. CRAFT enhances digital interactions by turning them into immersive brand experiences, whether through digital activations or out-of-home touchpoints.

Each interaction is designed to reinforce the brand’s message across all channels, leaving a lasting impression on the audience. In this way, CRAFT provides brands with tools to develop consistent, captivating experiences that keep their audience engaged.

‘Transforming impact’ centres on optimising video content to reach audiences at scale. Recognising the growing importance of video in digital strategy, CRAFT delivers tools for brands to produce and distribute video content efficiently, maximising the impact of each digital investment.

According to LS Digital, this approach helps brands transform storytelling into measurable results, aligning video strategies with broader business goals.

“CRAFT is a new way of thinking about how brands engage in today’s fragmented digital world,” said Manesh Swamy, managing director and chief creative officer at LS Digital. “It allows brands to move beyond surface-level interactions, helping them build meaningful, lasting connections that can drive tangible business results. Instead of relying on traditional touchpoints, CRAFT looks to identify new, fast-evolving methods through which consumers can connect with brands.”

He highlighted the increasing importance of omnichannel marketing in response to diminishing audience attention spans. In his view, CRAFT provides a streamlined way for brands to engage customers consistently across various platforms, ensuring cohesive messaging regardless of the consumer’s digital environment.

“In a world where attention spans are shrinking, CRAFT empowers brands to reach their audience seamlessly, across platforms,” he noted, emphasising the framework’s adaptability to diverse channels such as social media, web, and mobile.

How CRAFT works in practice

CRAFT's personalised, multilingual communication aims to increase audience engagement by tailoring messages to different cultural and linguistic contexts. This approach seeks to make brands’ communications more relevant and impactful.

Additionally, the CRAFT framework encourages brands to design immersive experiences across various touchpoints. This includes both physical activations, like out-of-home advertising, and digital interactions, creating lasting brand impressions that extend beyond initial engagement.

Video content, a key focus of CRAFT, is deployed on a scalable basis to maximise return on digital investments. By producing high-quality video content, LS Digital enables brands to share compelling stories that can be measured in terms of consumer engagement.

CRAFT’s data-driven personalisation and unified messaging also help brands create consistent narratives across channels, reinforcing brand identity and fostering loyalty. Through its centralised management approach, it aims to streamline operations, easing workflow and increasing efficiency. This comprehensive integration supports brands as they create consistent, data-informed strategies, all managed through one cohesive framework.

“CRAFT represents the future of digital engagement for brands focused on building deeper connections with their audiences,” Swamy added. “By integrating creative, technology, and data, it helps brands to streamline their communication strategies, building scalable experiences that foster customer loyalty and drive growth at each touchpoint in the omnichannel funnel.”

Expanding digital capabilities and market reach

LS Digital, formerly known as Logicserve Digital, offers digital business transformation (DBT) services that combine the expertise of four entities: LS Digital, Langoor, f1studioz, and Social Panga. These capabilities span business consulting, media, creative communication, data insights, technology, and design.

The company’s focus on digital as a business catalyst aims to help brands establish strong presences across platforms, enhancing customer experience through targeted, efficient engagement strategies.

In September 2024, LS Digital expanded into the United States through a joint venture with the American marketing consultancy .fearless, creating .fear-LS. The partnership aims to address ‘digital friction’, a problem increasingly faced by companies adapting to complex digital environments. The venture represents LS Digital’s first major entry into the American market, following expansions into the UK, the Middle East, and Australia.

LS Digital’s transformation into a holistic digital transformation provider has been strengthened by a series of acquisitions. In 2023, it acquired Social Panga, an integrated creative and digital marketing agency, adding further depth to its marketing and engagement capabilities. Prior to that, it acquired Langoor Digital, a technology-focused marketing agency, and Hyderabad-based F1 Studioz, a UI/UX design specialist.

The F1 Studioz acquisition was supported by a INR 60 crore fundraising round, with backing from industry figures including Phaneesh Murthy, former CEO of iGate, Bhupinder Singh, founder of InCred, and Karan Bhagat, founder and CEO of IIFL Wealth. This funding round was aimed at scaling LS Digital’s operations and extending its global presence.