Voynic Media is a marketing solutions provider dedicated to delivering practical, data-driven strategies that help businesses achieve their objectives. The company specialises in enhancing online presence and providing measurable results tailored to each client’s unique needs.
Its range of services includes Search Engine Optimisation (SEO) to boost website visibility, Performance Marketing, Social Media Marketing for consistent audience engagement, and Content Marketing. Voynic Media also offers Strategic Business and Investment Consultation, along with Corporate Mentorship and Digital Marketing Training.
A key differentiator for Voynic Media is its commitment to crafting customised strategies aligned with individual client goals. Backed by a team of experts and a transparent, straightforward approach, the company empowers businesses to effectively manage their digital presence and achieve impactful outcomes.
Medianews4u.com caught up with Sudeshna Roy, Co-Founder Voynic Media
Q. Today brands expect marketing to drive actual ROI. How is Voynic Media adapting its strategy in this environment in 2025?
In today’s fast-paced landscape, brands often chase trends—and as marketers, it’s our responsibility to distinguish between hype and what truly drives results.
At Voynic Media, we see our core role as educating clients on what genuinely aligns with their unique objectives. With AI being heavily glorified, it’s more important than ever to ground expectations in reality.
Our approach is rooted in reverse-engineering the client’s goals, allowing us to design outcome-driven campaigns that are both strategic and achievable. We make promises we can keep and ensure complete transparency by involving clients at every stage. For us, it’s not just about doing the work—it’s about building a clear, thoughtful rationale behind every plan and execution.
Q. Could you talk about recent work done that stands out?
One recent campaign we’re especially proud of was for a fashion pageant celebrating plus-size women. The brand approached us at a later stage after working with other agencies that couldn’t deliver the results they were hoping for. Staying true to our principles, we started by digging into their historical data to understand what had (and hadn’t) worked before.
From there, we built a performance-driven campaign that boosted their lead generation by 3.5X—all in a short span of time. But we didn’t stop at media buying. We also helped shape content that genuinely resonated with their audience, tapping into real emotions and cultural insight.
What made this campaign special wasn’t just the results—it was everything we learned along the way. It gave us deeper insight into consumer behavior, which in turn made our campaigns even sharper. We truly believe the best work comes when we stay curious and treat every project as a chance to learn and grow.
Q. The key to standing out in the digital cacophony is relevant content whether it is short form or branded content. What tactics does the agency follow to deliver this?
Breaking through the digital cacophony isn’t really about the length of the content. While short-form formats like Reels are currently trending, that doesn’t mean long-form content has lost its place. The truth is, if the context aligns with someone’s interest, even longer content can hold attention effortlessly.
The real key to standing out is creating content that triggers an emotional response. And when we say emotional, we’re not just talking about happiness or sadness—it can be curiosity, nostalgia, humor, inspiration, outrage, or even FOMO. It’s about tapping into emotions that feel personal and immediate to the viewer.
Think of it like this: even in a noisy, crowded room, we instantly turn when someone calls our name. Why? Because our name is deeply personal—it’s tied to our identity. That’s the exact principle we apply in content creation. To cut through the noise, we need to understand what truly matters to the audience—their desires, fears, hopes—and craft content that feels so personal, it demands their attention and drives action.
Q. As clients demand accountability, are digital agencies shifting towards a performance-based remuneration model?
Yes, there’s a clear shift in how brands want to engage with digital agencies. Clients today are not just looking for service providers—they’re looking for partners who are equally invested in outcomes. At Voynic, we’ve embraced this shift by offering hybrid engagement models that blend a base retainer with performance-linked incentives.
This model works especially well with e-commerce and app-driven businesses, where results can be clearly tracked—whether it’s lead generation, purchases, installs, or repeat conversions. The base retainer covers strategy, creative, and media planning, while the performance component is directly tied to KPIs like ROAS, CPA, or conversion volume.
This structure not only aligns incentives on both sides but also fosters deeper collaboration. We’re not just delivering campaigns—we’re co-owning growth targets. It pushes us to be more data-driven, agile, and proactive in optimisations.
Moreover, this model builds greater trust and transparency. Clients feel confident that we’re accountable, and we get to focus on what truly matters—driving measurable business results.
Q. In the Search Engine Optimisation area Google has changed its algorithm and search indexing rules. It has also brought in AI overviews. How is this affecting the strategy of brands and digital marketing agencies in 2025?
Google’s AI Overview has started taking over the most valuable real estate on the search results page—right at the top, above traditional organic listings. It’s reshaping how users consume information by offering instant, summarised responses powered by generative AI. While this innovation marks a major shift in search behavior, it’s still in its early, evolving stages.
At this point, the AI Overview isn’t always consistent. Its accuracy, source attribution, and content freshness are still being fine-tuned. For brands and digital marketers, this presents both a challenge and an opportunity.
The challenge lies in the reduced visibility of organic listings, which now often sit below AI summaries, potentially impacting click-through rates. The opportunity, however, is to adapt quickly and create content that is AI-friendly, well-structured, and deeply authoritative.
Brands now need to:
– Focus on first-hand experience content (like expert blogs, case studies, reviews).
– Implement structured data and schema markup to help search engines understand content context.
– Use clear, concise answers to common queries in content to increase chances of being pulled into summaries.
While the AI Overview is still evolving, it’s clear that the future of SEO is moving toward semantic search, entity-based relevance, and credibility. Early adopters who reframe their SEO strategies to align with these changes will have a strong competitive edge.
Q. Is the agency working with clients to leverage new digital formats like meme marketing that connects with Gen Z?
Yes, in certain cases, we’ve seen meme formats deliver outstanding results. However, their effectiveness largely depends on the nature of the product or service and the broader marketing strategy.
At Voynic, we don’t recommend jumping on trends for the sake of it. Instead, we assess whether a format—like memes—can add meaningful value to the brand narrative and genuinely connect with the audience. If it aligns with the brand’s tone and objectives, we use it strategically and mindfully.
Q. As a digital agency how important is continuous learning and adaptation in the face of rapid technological change?
The digital space is constantly evolving, and staying updated isn’t just a good-to-have—it’s essential for both our clients and our own growth as a business. At Voynic, we upgrade our tools and processes whenever it makes practical sense and adds value.
Post-COVID, as our team shifted to working remotely, we quickly realised the need for a solid team management tool to ensure everyone stayed aligned and responsive. Since then, we’ve actively explored new tools and tech to find what works best in different situations.
We also make it a point to stay ahead by subscribing to industry newsletters, attending key events, and constantly learning—because in this game, being one step ahead makes all the difference.
Q. Digital is often used for performance marketing. But can it also be used to build brands?
Yes, absolutely. The top of the funnel is all about awareness—it’s the starting point of every customer journey. Building awareness organically takes time, but with well-executed performance marketing campaigns, that process can be much faster and more impactful.
That said, building a brand goes beyond just visibility. It takes the right strategy to break through a crowded market and truly connect with your audience. When done thoughtfully, performance marketing isn’t just about quick results—it can play a powerful role in long-term brand growth too.
Q. How is the agency leveraging AI to quicken work turnaround times and bring in operational efficiency?
We use AI to handle repetitive tasks and assist with research—it really helps cut down the time and effort involved. However, we’re not overly dependent on it. Not because we’re trying to make a statement, but because AI is still evolving.
While it looks impressive on the surface, there are still a lot of nuances and fine-tuning needed before it can be fully relied on. That said, AI has definitely improved our efficiency in many areas, and we’re excited to see how it continues to grow and what more it can bring to the table.
Q. Could you talk about advances happening in digital measurement that allow brands to better define and measure ROI?
Sure! There have been some really interesting advances in digital measurement lately, and they’re making it much easier for brands to define and track ROI more accurately.
Earlier, a lot of brands relied on basic metrics like impressions, clicks, and reach. While those numbers still matter, they don’t always tell the full story. Now, with better tools and smarter tracking systems, we can dive much deeper into the customer journey—from the first touchpoint all the way to conversion and even repeat purchases.
Platforms are becoming more intelligent with features like multi-touch attribution, which helps identify which channels and campaigns are actually driving results. This means you can clearly see what’s working and what’s not, instead of just guessing or relying on last-click data.
Also, tools like Google Analytics 4, Meta Ads Manager, and data visualisation dashboards are helping marketers pull together data from different sources and see the bigger picture in real time. You can now measure not just traffic and conversions, but also user behavior, time spent, drop-offs, and more.
Another big change is the rise of AI-driven insights. These tools don’t just collect data—they help make sense of it. They highlight patterns, suggest optimizations, and predict future trends, which is super helpful when planning your next move.
All of this means brands can now spend smarter, reduce wastage, and focus their budgets on what’s actually bringing returns. It’s no longer just about spending money—it’s about spending it wisely and being able to prove the value of every rupee spent.
Q. What impact are retail platforms like Amazon, Jio and Flipkart having on brand strategy especially during the festive season when consumers visit them for product information?
Retail platforms like Amazon, Flipkart, and JioMart have become much more than just places to shop—they’re now powerful discovery and decision-making platforms, especially during the festive season.
During this time, a huge number of consumers visit these platforms not just to buy, but to research products, compare prices, read reviews, and look for deals. So, they play a big role in shaping consumer perception and purchase decisions.
For brands, this shift means that marketplaces have become a key part of their strategy—not just for sales, but also for brand visibility. You’ll often see brands running exclusive offers, enhanced product listings, influencer-led reviews, and even video ads directly on these platforms during peak seasons.
Q. Can data-driven insights help reduce wastage of digital ad spend? Is wastage the biggest issue in digital marketing today?
Yes, data-driven insights can definitely help reduce ad spend wastage. In fact, that’s one of the biggest advantages of digital marketing today—you don’t have to guess. With the right data, you can understand what’s working, what’s not, and optimise campaigns in real-time.
Wastage usually happens when ads are shown to the wrong audience, or when budgets are spread too thin across underperforming platforms. But when you use insights from past campaigns, audience behaviour, and conversion data, you can make smarter decisions—like refining targeting, adjusting creatives, or reallocating budgets to high-performing channels.
And yes, wastage is one of the biggest challenges in digital marketing right now. With so many platforms and formats available, it’s easy to overspend without seeing real results. That’s why being data-led is not just a good-to-have—it’s essential for running efficient and impactful campaigns.
