EiPi Media is a social media marketing agency with a strong foothold in influencer marketing. With 200+ celebrities from different fields associated with us, Eipi Media works with brands to build awareness and amplify reach with insight-led efficacy. Over a span of just a little above 2 years, Eipi Media has worked with 60+ unique brands and created 185+ videos and immeasurable goodwill.
The USP of EiPi Media is their large Direct Roster, Scriptwriting, Videography, Editing, and VFX.
Eiji Media is India’s first-ever visual effects platform for branded content. At EiPi Media, work is at breakneck speed to build on the capabilities of creating content with high design value, gripping storylines, and visually fascinating interventions in videos that bridge the gap between planning and execution. With visual effects in storytelling, the opportunities are countless and the challenges of the brands and solving them with what we do best – telling stories in a way that’s not told before.
Rohit Reddy, Founder, EiPi Media in an exclusive chat with Medianews4U, talks about launching such a unique platform, their body of work, and the way forward…
When was EiPi media launched? What was the reason to launch something like this?
EiPi Media was launched on 13th June 2018, then I had attended a conference where Gary Vaynerchuck was the keynote speaker and he discussed the growth trajectory of influencer marketing that was just on its way up at the moment. I decided to seize the opportunity and make the most of it which led me to launch EiPi Media with a small team that understood video production and branded content.
The pandemic saw a surge of digital media, how have brands used this surge to their advantage?
The shift from traditional forms of media to the digital medium had started quite a few years back but the surge happened in the last year. Brands are now keener on exploring the various opportunities and are looking at turning things around at breakneck speed. On digital, videos are more cost-effective and you can target your existing and potential customers and therefore, you can design your campaigns accordingly. Brands are now looking at more clutter-breaking content to make their products stand out and instead of just increasing sales; they are focusing on awareness and developing the brand’s personality.
With the new guidelines coming in for Influencers, how are you going to tackle this and how will influencers be affected?
In a way, the new guidelines are fair but they are going to be challenging in their own way. Our strategy had been to make videos that look organic but now we will have to shift to making videos with influencers that are visually disruptive so that even if the audience knows that it’s a paid partnership, it will be worth their while to watch it. The need for content to stand out will take more focus and since we have already shifted to using visual effects in our videos, we have already geared up to take on this challenge
How do you and the brand strategies on an influencer and the content, for the brand to reach its TG?
The important thing is to really understand the brand’s personality and objectives first to identify the KOLs who would be the right fit for the brand. When the influencer promotes a particular product, it should look like they use that brand so that the believability is higher. The match-the-following is done after careful consideration both quantitatively and qualitatively so that the brand is aligned to the way we are conceptualizing and suggesting influencers for them.
Is social media only an urban phenomena or as relevant in tier 3 & 4 markets?
The digital medium has reached the remotest corners of the country and I think TikTok was the biggest proof of that. Suddenly people from a remote village in Madhya Pradesh or Rajasthan were showcasing their skills and using the platform to their advantage. The focus lies in understanding which platform works the best for which demography. The kind of language we use or the style of content changes according to the TG and there is an in-depth study that goes into understanding this behavior.
How do you see millennials handle social media and what is the kind of content they are hooked on to?
Millennials are constantly on social media. They are sharing about the things they love, memes, things they are doing on a regular basis. They are equally invested in the lives of the people around them or the ones they know and the celebrities who are suddenly now closer to them than they ever were. They are looking for infotainment. When they want to learn how to do their makeup or how to style their clothes, they are coming on social media. When they want to get entertained, they are still on social media. So the balance between information and entertainment needs to be cracked so that we seep into the kind of content that they usually engage with.
