CIOInsider India Magazine
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Prasad Shejale
Founder & CEO
In the rapidly evolving landscape of the banking, financial services, and insurance (BFSI) industry, digital business trans-formation solutions are essential for revolutionizing client experiences and operational efficiencies. Leading providers in this field use advanced technologies like blockchain, AI, and machine learning to enhance security, streamline workflows, and personalize offerings. LS Digital, a pioneering name in the global digital business transformation arena, offers a comprehensive suite of services that include business consulting, activation, and transformation through a robust DBT solutions framework.
In an exclusive interview with CIO Insider magazine, Prasad Shejale, Founder and CEO of LS Digital Group, discusses the organization’s offerings, future roadmap and much more.
Tell us about the inception story of LS Digital Group. Describe its brand perso- na & what it represents.
When I founded LS Digital, formerly Logic Serve Digital, the primary challenge was leveraging digital technology to build enterprises in an ever-evolving environment. This seemingly simple task has become increasingly complex with changing consumer behaviours.
Initially, we helped clients with digital media management, enabling them to market their products and services to target audiences effectively. Then, we ventured into programmatic advertising, blending technology with digital media management, and became one of the first Google marketing partners in the country.
Recognizing that digital media management was just one part of the solution, we shifted our focus to comprehensive digital strategies. We introduced a framework for digital business transformation, integrating data analytics, customer experience, digital-first creative, media management, UI/UX design, and advanced technologies like AI and AR/VR.
Through significant acquisitions, including Langoor for CX, f1studioz for UI/UX, and Social Panga for digital-first creative, we established LS Digital as a team of dedicated problem solvers. Today, we employ over 1200 people
across India, Dubai, the UK, Australia, and the USA.
Can you describe the core values that define the culture at LS Digital & how they contribute to your success?
Our company culture is encapsulated by four core values represented by the acronym CHAP: Courageous, Humane, Agile, and Passionate. These values support our vision, shape our culture, and reflect what LS Digital values the most. Living by these values requires us to nurture our innate traits of curiosity, adaptability, and intelligence both philosophically and practically which became the cornerstone of our journey over the years. Today's complex and layered problems demand diverse skillsets to come together to form effective solutions.
We leverage in- novation, integrated solutions, and a worldwide vision based on resolving challenging issues related to digital growth
Let me delve deeper into each of these values:
C is for Courageous. We are ambitious individuals who assertively take risks and step outside our comfort zones. We believe in our work and our peopleand we persevere to achieve excellence in everything we do. We dare to dream. That is why we are Courageous. H is for Humane. Our workplace expresses humanity through empathy, shared values, and the unique talents and pers-pectives each employee brings to LS Digital. We provide purpose, growth, and acceptance to every individual, enabling our transition from personalized to personal. That is why we are Humane.
A is for Agile. We are creative problem solvers for enterprise-grade products. Our team’s mindset is to adapt and thrive in an ever-changing world, quickly acclimating to change while remaining productive in a dynamic environment. That is why we are Agile.
P is for Passionate. Our drive propels us even in the face of challenges. Our pursuit of knowledge is driven by our single-minded passion, enabling us to outdo ourselves. We believe in creating new victories rather than repeating past ones. We are passionate about our ideals, our vision, our partners, our people, our world. We are passionate about technology, creativity, connectivity, data, and the future. Our passion drives us forward. That is why we are Passionate.
Moreover, our ability to bring like-minded individuals together to produce innovative solutions for our clients is a direct result of our culture being cultivated around these values.
Could you talk about the acquisitions of the companies & how you utilize their expertise when it comes to diversifying the portfolio in your company?
Langoor brought remarkable expertise in AI/ML services and enterprise marketing to our team. They assist brands in quickly understanding and adapting to customer shifts by analysing massive volumes of consumer data from social media and searches.
Our UI/UX acquisition, f1studioz, excels in designing user interfaces with minimal friction. By leveraging AI, they create interfaces that are both aesthetically pleasing and seamlessly functional, ensuring an enhanced user experience.
Social Panga, a digital-first creative agency, transforms consumer insights into powerful creative strategies. They tailor messaging and visuals to fit the specific formats and mindsets of different digital channels, such as vertical formats for Instagram.
Briefly tell us about the workforce of the company responsible for its success.
LS Digital’s success is driven by the strength, diversity, and dedication of our workforce. Our team, a mix of seasoned professionals, creative minds, and technical experts, brings unique perspectives that fuel our leadership in digital business trans-formation. We consider our employees our greatest asset, and their pursuit of excellence drives our growth.
Spanning technology, marketing, analytics, and more, our multidisciplinary approach ensures we deliver innovative solutions. Guided by our corporate values, we operate with integrity and a focus on delivering unmatched value. It’s our team’s creativity and dedication that set us apart and propel our success.
What is the future that you have envisioned for LS Digital Group?
Our goal is to establish a Digital Business Transformation (DBT) framework from India for the world, becoming a global leader in this domain. The future involves setting up multiple delivery centres around the globe, each serving as a node to address regional industry problems and share information globally. Our model emphasizes agility and mutual benefit for industry, academia, and local communities.
Recognizing the limitations of the typical offshore delivery paradigm in today's fast-paced market, we aim to go beyond it. We are committed to helping companies thrive in the digital age by providing innovative solutions and fostering collaboration across diverse sectors.
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