Mad Men Marketing is a marketing agency based in Delhi, India. Under Managing Director, Vaibhav Arora’s leadership, Mad Men Marketing has collaborated with brands such as Dabur, Haldiram’s, India Gate, Crax, Aqualite, and English Oven, delivering marketing solutions. Demonstrating a commitment to staying ahead of industry trends, the agency recently launched the ‘Mad EnAible’ division, focussing on Generative AI (Gen-AI) to create high-quality campaigns with remarkable efficiency. Notably, they produced an AI-generated Holi campaign for Haldiram’s in 72 hours.
His entrepreneurial ventures extend beyond Mad Men Marketing. He is also the founder of Madly Talented, a platform aimed at nurturing creative talent, and serves as the Director of Marketing at Aeon Sports (India) Pvt Ltd, associated with the ‘one8 Select’ brand by Virat Kohli.
Medianews4u.com caught up with Vaibhav Arora Mad Men Marketing MD.
Q. How has Mad Men Marketing grown its offerings and services since launching in 2014?
I started Mad Men Marketing with a vision to empower brands and businesses by providing integrated creative and tech solutions, highly focussed on create high quality assets while providing a great ROI to our clients. We are happy to say that we have realised our vision to grow our offerings across advertising, creative, digital, production, technology, media and now AI and Talent Solutions.
Q. The word Mad in the name is meant to denote passion. How important is passion in succeeding in the marketing and advertising space?
We believe that if you want it bad enough, you should go mad enough to achieve it. Passion is the key ingredient for our success and we salute the mad commitment of our mad crew who ensure they put everything on the line to provide the best results to our clients.
Q. Clients increasingly want accountability and actual ROI from marketing. Mere engagement is often not enough. Is remuneration increasingly being linked to business outcomes for Mad Men Marketing?
Marketing is not marketing but mere talk and communication if it doesn’t lead to actual tangible business results. At Mad Men we ensure whatever be the size of the client from Haldirams to a startup called Anour – every investment made needs to provide a good return to the business.
Q. Could you shed light on Mad Men Marketing’s move into gen AI with Mad EnAible?
AI is the present and the future and we were lucky to have forayed into this domain as early adopters. If used in the right manner and for the right objective, Gen AI can help reduce cost and time and in a lot of cases upgrade creative output to great heights while providing you the room to experiment as much as you want.
Our Mad EnAible teams are actively working on AI Powered solutions with our new offerings focussing on Agentic AI and building custom AI infrastructure to boost business and brand reach and performance.
Q. How is gen AI going to transform the marketing landscape in the coming three years?
Gen AI is here and is here to stay. Gen AI will help increase volume of output and make brands and businesses experiment with different types of creative solutions they wouldn’t usually have invested in traditionally. In the next three years we see 75% of marketing asset creation for brands and businesses being generated by AI.
Q. Haldiram’s latest Holi campaign took just three days to do. What have been the learnings from this?
Our key learning is that if you put together the right mix of people, develop a strong creative workflow and are willing to invest behind harnessing the power of AI then you can achieve great results in very limited time and the Haldiram’s Holi Campaign is a true testament to that belief.
Q. Will Gen AI allow Mad Men Marketing to cut manpower costs? Or will it enhance human creativity?
Gen Ai does help us in cutting costs in various domains but the more important purpose of Gen Ai for us is to enhance and amplify our creative teams who with the efforts of Mad EnAible have been able to increase their productivity by over 100% across roles and domains.
Q. Is there a danger of ads looking the same with lots of clients using Gen AI? How will Mad Men Marketing avoid the sameness challenge?
AI is advancing and perfecting itself each day and every organization invested in building AI infrastructure like ours is trying to create models and engines which provide closest to real and unique deliveries on all our projects. The instruments remain the same but its upon us to be the right Maestro to this orchestra and create beautiful and unique symphonies for our client partners.
Q. Another challenge is the need for continuous upskilling and the proper understanding of AI’s capabilities and limitations. How is Mad Men Marketing approaching this challenge?
AI is fast and keeping pace with it is a challenge but what is life without challenges. Here at Mad EnAible we have invested behind a team of EnAiblers who are dedicated to the research and advancements in AI with a sole purpose of ensuring that our teams stay up to date and at times ahead of the curve when it comes to AI powered solutions.
Q. How is Mad Men Marketing using AI to help finetune campaigns in real time based on social media feedback? Any recent examples?
We at Mad EnAible are building AI agents with a dedicated purpose of utilizing all AI social media listening, planning and execution tools to run, handle and optimise our social media campaigns on a real time basis. This real-time sentiment analysis has helped us transform our upcoming client campaigns and plans for our entire client roaster.
Q. How does Gen AI help optimise a campaign across different platforms from traditional to digital, experiential and also across formats long form, short form, so that the message stays constant?
Gen AI is the EnAibler and the secret lies in how and for what purpose are we enabling it. We are heavily using AI to define communications, ideas and campaigns keeping an omni-channel approach in mind which usually involves a phygital integration – empowering physical mediums by creating real-time Ai directed interactions which sync back to digital integrations of the campaign.
Q. Is a forward-thinking mindset of paramount importance in using Gen AI?
Be Patient, Stay Updated and Keep Generating Relentlessly and it will yield results.
Q. What role is Madly Talented playing in nurturing creative talent?
Madly Talented is a next gen talent agency focused on empowering the creator economy. Backed by the creative Firepower at Mad Men Marketing and Mad EnAible, Madly Talented is discovering, nurturing and building the next era of creators across the country who are Creative First, Business Savvy and now AI Powered.
