White is a culture-first experience company that specialises in creating immersive and inclusive brand experiences. With a commitment to innovation and a dynamic approach to understanding diverse cultures, White crafts narratives that look to resonate with audiences worldwide. The company’s work is led with an integrated approach and spans across branded immersions, IPs, conferences and MICE events; retail installations and visual theatre. – across all scales of execution, pan-India and in the Middle East, Asia, Europe and the US.
The team of 80+ ‘custodians of culture’ across creative strategy, design, account management and operations work together to help clients form bonds with their audiences. The company’s rebranding reflects its dedication to staying at the forefront of the industry and creating meaningful connections between brands and their customers.
White has now expanded its business efforts within the realm of integrated marketing with the launch of White Label. White Label is a new content solution division within the company, headed by Rohit Tugnait as its CEO. White Label was launched in April 2024. The division caters to the diverse creative, strategic, and production requirements of clients. The arm serves clientele with operations spanning across Delhi, Mumbai, and Bengaluru, which is where White is operational currently.
Medianews4u.com caught up with Vishesh Sahni, Founder and CEO, White and Rohit Tugnait CEO White Label:
In January, White launched a new visual identity. What does it convey?
Vishesh Sahni – Our rebrand is a testament to our evolution as a company that is dedicated to crafting immersive brand experiences rooted in ‘culture’. We have evolved from building cultural narratives for brands to setting new standards in the experiential space.
This shift reflects our ability to connect with audiences on a deeper cultural level and deliver experiences that leave a lasting impression. The new visual identity is a refreshed perspective, grounded in the same creative principles that have made White a leader in this space.
What role is experiential marketing playing within the advertising and marketing landscape?
Vishesh Sahni – Experiential marketing is no longer just a supplementary tactic; it’s now becoming an essential pillar of the advertising and marketing landscape.
In a world inundated with digital noise, brands are realizing the power of creating tangible, memorable experiences that resonate with consumers on a deeper level. Experiential marketing offers a unique opportunity for brands to break through the clutter, forge emotional connections, and drive brand recognition. It’s a shift away from traditional advertising that relies solely on messaging and toward creating meaningful interactions and immersions that leave a lasting impression.
What strategy does White follow to weave culture into brand narratives?
Vishesh Sahni – Creativity is the lifeblood of everything we do at White, and we take great pride in calling ourselves ‘Creators of Culture-first Experiences’.
Our approach to creativity lies in gaining deep insights into a brand, and from there, building tangible impact in the form of new-to-the-world experiences for our clients. Our ability to tap into global trends, adapt them to campaign objectives, and create narratives that transcend mediums sets us apart from any other agency and also enables us to meet our fundamental goal of creating ‘culture-led’ experiences.
During the festive season, what tactics will White follow so that its clients stand out from the clutter?
Vishesh Sahni – During the festive season, it’s essential to stand out with ideas that go beyond the surface. The festive season is always an opportunity for brands to connect on a personal level with their target audience, and as curators of everything experiential, our focus is on creating campaigns and experiences that are not just festive but also authentic, personal, and meaningful.
By discerning the cultural trends of the season, we aim to partner with our clients in crafting moments that not only elevate the festive revelry but also cultivate enduring brand equity through moments of personal connections with their audience.
During the festive season, will experiential marketing by White play a role in driving conversions, or will it be more about brand building for clients? What are the clients’ goals?
Vishesh Sahni – Usually, it is a combination of both. Quite often during the festive period, brands are looking for direct sales-led initiatives or campaigns. On other occasions, the priority is to expand their reach within their audience base.
During the festive season, brands often engage in fierce competition for attention, leading to a crowded experiential landscape. White aims to assist our partners in transcending and breaking this clutter and delivering impactful solutions. Our approach during such a busy period is to seamlessly integrate our creative thoughts with our clients’ aspirations. With ideas that resonate profoundly, we aim to elevate our clients’ brands and leave a lasting impression.
What growth has taken place in the client base since the agency launched? Which are the key categories that the agency focuses on?
Vishesh Sahni – Since our inception, White has experienced significant growth, building strong relationships with clients and delivering impactful results. We have not only expanded our reach within our existing client base but also ventured into new sectors. Our core expertise lies in crafting experiences in the luxury sector, where we have built a strong reputation for ourselves.
We also serve some of the biggest brands in the spirits, fashion, FMCG, tech, real estate, and corporate sectors. We are also making strides in the automotive space, collaborating with prominent brands like BMW, Hero, and Kia. This expansion is a result of our commitment to delivering exceptional value and meeting the evolving needs of our clients.
How does White leverage advances in AR and VR to create meaningful brand experiences?
Vishesh Sahni – AR and VR are powerful tools that allow us to create immersive and unforgettable brand experiences. By leveraging these technologies, we can transport consumers to new worlds and engage their senses in unique ways. Whether it’s a virtual product demonstration, an interactive gaming experience, or a personalized user journey, AR and VR offer endless possibilities for creating innovative and engaging campaigns. At White, we are constantly exploring new ways to utilize these technologies to push the boundaries of experiential marketing and deliver truly exceptional experiences.
How is AI impacting the experiential marketing space?
Vishesh Sahni – AI is reshaping the experiential marketing landscape for the good, empowering us with tools to craft more personalized and immersive experiences. By harnessing these tools, we can delve into the depths of consumer behavior, preferences, and emotions. This insight then enables us to tailor our experiences to individual needs, forging a more meaningful connection for brands with their audience.
Moreover, AI catalyzes White’s thirst for innovation, empowering us to create interactive elements, immersive experiences, and personalized content.
India has been described as being like Europe—many countries in one place. So when White conceptualizes an activity, is it often tweaked a lot for different states and cities? Any examples?
Vishesh Sahni – India’s diversity is a fascinating aspect of its culture. While there are many similarities across different regions, there are also nuances that need to be considered when conceptualizing campaigns. We carefully analyze the specific cultural and regional contexts to ensure our campaigns resonate with local audiences.
One notable example of this approach is the Blenders Pride Fashion Nights. For this campaign, we strategically paired fashion designers and musicians from each region to create a more authentic and resonant experience for local audiences.
In April, White launched a content solutions division, White Label, through a partnership. What is the market gap that it is looking to address?
Vishesh Sahni – Many of our repeat clients have expressed a desire for a single agency to handle all their campaign needs. We were constantly being told to take on the content mandate of a campaign in addition to the design and experiential aspects that we would execute. It made sense in our natural progression that we bring on this expertise to offer clients too, and recognizing this demand, we partnered with Rohit Tugnait to launch White Label.
Branded content work in India is lagging behind other markets like the US. What growth do you see taking place, and will India follow the US in terms of trends?
Rohit Tugnait – I would say branded content in India is still catching up to markets like the US, but it’s important to note that audience profiles differ greatly between the two countries. In the US, the average viewer has a much higher spending power compared to the average Indian viewer. This creates a significant gap in ROI for brands.
For example, the Super Bowl, the biggest sporting event in the US, draws around 120 million viewers, and brands pay approximately $7 million for a 30-second spot. In contrast, India’s IPL reaches about 700 million viewers, yet a 30-second spot costs just $65,000. This discrepancy highlights the difference in the spending power of the audiences.
When brands in India launch campaigns, they prioritize ROI for every dollar spent. As a result, advertising-led units take precedence, while branded content—which focuses more on storytelling and aligning with core audience values—takes a backseat.
Although branded content can help brands foster long-term affinity with consumers, Indian brands tend to have a lower appetite for this approach. They often want to be at the forefront of the story rather than supporting a narrative that showcases their values.
This is where India lags behind the US. While business economics are important, the key to branded content success lies in allowing agencies to craft strong, engaging stories where the brand plays a supporting role—rather than the brand being the centerpiece with the story taking a backseat. If Indian brands can embrace this shift, there’s potential for significant growth in the branded content space.
Is creating IPs a key focus area for White Label?
Rohit Tugnait – Absolutely. IP creation is a core focus. For any company, long-term value is built through intellectual property. At White and White Label, our goal is to combine our strengths to build IP that resonates with communities and is developed in a way that is both valuable and monetizable, ensuring it sustains over the years.
So far, what progress has been made? Are the existing clients of White also doing work with White Label?
Rohit Tugnait – We are in the early stages of introducing White Label to the market. Currently, there are several ongoing conversations, and we are confident these will materialize into executions during the festive period.
Is it a challenge to create branded content solutions that are not intrusive for the consumer?
Rohit Tugnait – It’s challenging but not impossible. We always start by identifying an insight, cultural trend, or emerging subculture that is on the verge of becoming mainstream, which allows us to craft an engaging story. We then layer the brand’s philosophy into that narrative to provide support.
Consumers are drawn to content that entertains, enlightens, or evokes emotion—sometimes all three. Our goal is to strike the right balance in delivering these elements. When we get it right, consumers actively seek out the content rather than feeling like it’s being forced upon them.
