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Cited alongside global category leaders
How Definer Brands helped Fyno get cited alongside leading CPaaS and DPDP platforms, leading to a shorter sales cycle
We had great product content, yet we were not showing up in AI search results. Definer Brands audited the gaps, rebuilt the strategy, and within two months of execution, we were showing up in places we simply weren't before. Fast, focused, and the kind of work that actually moves the needle.
- Aniketh Jain, CEO and Founder, Fyno, Next Gen Communication Platform
Recognised as Next-Gen CPaaS alongside global leaders
First results in
under 2 months
Cited alongside OneTrust, Privy, & Leegality for DPDP
The Context
The Challenge
Strong product. Zero category demand to capture.
Fyno sits at the intersection of CPaaS, CCM, and Martech as middleware for BFSI. Buyers didn't know the gap existed, so they weren't searching for a solution. No category, no demand, and a sales cycle that required educating from scratch.
Our Approach
Create demand by teaching AI engines the category.
Definer Brands built content that taught AI engines a new category: communication middleware sitting between CPaaS, CCM, and Martech for BFSI. Comparison pages defined the gap. Regulatory triggers like DPDP and TOTP prompted buyers to actively search for it.
The Work
A content strategy built around demand triggers, not features
Fyno has 100+ capabilities spanning orchestration, compliance, cost optimisation, and delivery. Rather than trying to get all of them ranked, Definer identified the two demand triggers where urgency was highest and buyer intent was most active.
Step 01 - Mapped 100+ features to the queries buyers were actually asking
A full content and visibility audit identified which of Fyno's capabilities mapped to real, high-intent queries already appearing in AI-generated answers. The audit filtered out product noise and surfaced two priority trigger areas: DPDP compliance enforcement and TOTP-based OTP delivery, both driven by active regulatory deadlines creating urgency across Indian BFSI enterprises.
Step 02 - Used DPDP as the sharpest entry point into the category
A single, strategically crafted article made one argument: the DPDP technology stack is incomplete without a middleware layer that validates channel-level permission from the user before every send. The article was structured for AI citation with the right architecture, question-format headers, FAQ sections, and clear category framing. Google AI Overview absorbed the argument and began listing Fyno as a communication platform for DPDP compliance alongside OneTrust, Privy, Leegality, and Seqrite.
Step 03 - Comparison content redefined Fyno's category for AI
AI engines didn’t categorise Fyno as CPaaS forget about a next-generation alternative. Definer Brands built comparison pages against legacy CPaaS platforms, making architectural differences explicit and defining what legacy CPaaS cannot do and why that gap exists at the middleware layer. Structured for AI extraction with clear entity relationships and direct comparative claims, the content repositioned Fyno's category identity entirely.
The Results
Category recognition in AI search. Driven by two articles.
One article on DPDP compliance. One article repositioning Fyno against legacy CPaaS infrastructure. That is the total content investment that produced the following:
Google AI Overview now cites Fyno as a Next-Gen CPaaS player alongside global category leaders.
The same engine lists Fyno for DPDP use case alongside players with significantly larger footprints & domain authority.
Two articles. Two categories. Both confirmed in AI search.
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