Congratulations to you and your team at White Rivers Media on being shortlisted for the prestigious ‘Global Agency of the Year’ award! What led you and your co-founder Mitesh to create the disruptive idea that launched WRM a decade ago, and how have you evolved since then?
Building WRM originated from a shared vision. We aim not for people to be the best, but to ‘Be the Most’. Why? Because ‘best’ is an elusive target, a constant unknown. ‘Most’, however, signifies reaching one’s full potential. We’ve fully embraced the ever-changing digital landscape, continuously innovating to offer our clients cutting-edge strategies that resonate with today’s audiences. Rather than merely following trends, we delve into subcultures, enabling us to create genuinely authentic advertising that deeply connects and drives tangible impact. Our proprietary CulTech Curation Matrix combines data and cultural insights to fuel tech-driven creative strategies with guaranteed effectiveness. Yet, WRM extends beyond brands; it’s about fostering a positive impact. Our ‘Better World’ Initiative embodies our ongoing commitment to leveraging our skills for good and contributing value to society at large.
With the advent of 5G and superior smartphones, the consumer market is going digital. However, how can authenticity be maintained in the reel world while showcasing the real thing?
The digital world can often present a facade of curated perfection, yet for brands, genuine success hinges on authenticity. It’s a delicate balance. By embracing hyper-personalization and real-time marketing, brands can deeply engage consumers, fostering trust and loyalty. Leveraging smart devices offers avenues for immersive, interactive experiences that resonate with audiences. However, it’s crucial to transparently communicate how you collect and utilize data, ensuring customer security. In this ever-evolving digital terrain, brands that innovate while remaining true to their essence will thrive. They’ll deliver tangible value, standing out amidst the crowded feed, and forming genuine connections with consumers, not just followers.
In the world of social media, publicity stunts can make or mar the reputation of brands. What are your thoughts on this and how can brands avoid being on the wrong side of the story?
Publicity stunts can be a tempting tool for brands. However, the line between clever and crass is thin. A well-executed stunt can spark positive buzz and brand association, but a misstep can lead to public backlash and damage a brand’s reputation. Planning is crucial; stunts should align with the brand and the emotional values of the audience. Ditch the smoke and mirrors, be transparent about staged moments, and don’t exploit social issues for clickbait. Respect your audience’s intelligence and avoid exploiting their emotions. Remember, your message should be inclusive and respectful. What works globally might not necessarily translate in India where respect for deep-rooted cultural nuances is a must-have for any successful campaign.
With your extensive experience in digital marketing, you have promoted content ranging from Bollywood films to OTT shows. How have you used big data to craft personalized marketing strategies?
In my digital marketing experience, big data has become a game-changer for personalization. By analyzing data, we gain valuable insights into audience preferences, behavior patterns, and trends, enabling us to tailor marketing efforts effectively. From customer segmentation to predictive analytics, big data empowers us to deliver targeted messages and offerings, enhancing engagement and retention. Despite its potential, challenges like data privacy and analytical proficiency require careful consideration. Nevertheless, with the right approach, big data fuels impactful marketing strategies, driving business growth and success.
To reach Gen Z consumers, brands should develop strategies that resonate with them. As a brand, what are some methods brands should adopt to engage Gen Z consumers?
Cracking Gen Z’s code requires brands to ditch the cringe and speak their language. They want realness, not marketing speak. Social responsibility matters. Align your brand with causes they care about, such as environmental sustainability, a healthy lifestyle, or social causes. Storytelling resonates. Share compelling narratives, from product development journeys to behind-the-scenes glimpses. Make them feel connected. Finally, empower them to be their own hype machines. Create platforms where they can collaborate and build a community around your brand. We’re helping marketers achieve all of that with the help of Capital Z, our one-of-a-kind research lab for brands and marketers to crack the Gen Z code.
WRM has created some of the most iconic campaigns in the last year. Which of them was your favourite and why?
A few campaigns truly broke the mold this year, leaving a lasting impact with their fresh ideas and real-world results. On the AI front, Pulse’s Ganesh Mahotsav campaign and Kung Fu Panda 4’s viral video used cutting-edge tech to grab attention in a big way. Our influencer partnerships were equally big. Quickstyle’s takeover of Mumbai trains with boAt and their internet domination with Coke Studio were both massive wins. On the ground, things got even bigger with Gadar 2’s towering 124-foot mural and Amazon MiniTV’s Hip Hop India setting a world record, creating unforgettable moments. We didn’t forget the gaming community either, bringing iShowSpeed to Mumbai for his first-ever visit. But it wasn’t just about views and likes. The Astral Foundation’s ‘Daughters of Piplantri’ campaign went beyond awareness, showcasing a deep commitment to eco-feminism.
