Shreyansh Baid, CEO & Founder, his journey began at a tender age of 14, at a time when the family business fell through. He went to client presentations straight from school. Every project was a lesson. Every client interaction was a new experience.
As he strongly believes in“Our ambition is to create the most powerful and purposeful brands. Whether venturing into new areas, sharpening presence, or deepening audience relationships, we pit creativity against brand challenges.” This is truly evident from our interaction with him.
Shreyansh Innovations was founded in the year 1996. They believe in the 5 Ds – Dig,
Determine, Distinguish, Draw and Deliver, to get to the heart of the matter and create communications that move people. Brands such as Manyavar, Greenply, Lux, Gini&Jony, BSL Suitings, H.M Diwan Jewellers, PS Group, Dhoot Group, Simaaya, Straavi, are among the leading clients and the ones that have entrusted upon the agency to create enthralling campaigns for them.
In a conversation with Medianews4u, Shreyansh Baid, CEO & Founder, Shreyansh Innovations spoke about the growth, recognition and much more:
How was the year 2019? What were some of the key objectives that you had set out to achieve this year?
A year is usually judged by additions to the roster but we’re on a new high. 2019 was a milestone year for us. We’ve opened our Mumbai office with digital marketing as our key reason for being + a new film production unit. On the brands front, the agency was awarded 3 key products of Emami Group without a pitch.
The major ad duties were moved from a national agency in Mumbai to our Kolkata office. The complete mandate for BSL Suitings, and 11 Wickets. 2019 came to a close by welcoming Sir Amitabh Bachchan and Ranveer Singh to ManyavarParivar.
While advertisers are currently spending most on digital mediums, the question that arises is will advertisers ever overlook traditional for digital or will the two continue to co-exist without getting into a debate?
If you ask a layperson if they can recall a great ad they liked, they’ll probably be able to tell you a TV ad. Yes, brands are spending more on digital because everyone is looking at their screens, brands are worried about ‘best practices’ and trying to adhere to them, making many things look and behave the same.
Creativity is about originality and ingenuity, it is unexpected and surprising. The medium doesn’t matter, content and communications will always prevail.
How have brands evolved when it comes to spending on digital as compared to traditional spend on TV/Print?
Brands with a lineage, that have been built by the traditional mediums still respect TV/Print. They have added digitally to complement their marketing while staying in the game. New age e-commerce brands are spending more on digital since that’s where they sell. Traditional media charges a huge sum to show an ad to uncountable people. Online media serves an ad to a target, on-demand, and charges a small amount when he takes action (views/clicks/purchases), given the several variables, it is up to the advertiser to decide what works best.
Since digital is an ever-evolving medium, which is some of the key trends you spotted in 2019, exclusively.
Digital Marketing is a confluence of creative, data, tech and media. The content ecosystem has moved towards what your audience is looking for and not what you’re trying to push to them. To collate, curate and create, some of the key trends we used to our advantage were Stories, 6-sec Thumbstopper ads, Ad sequencing through the funnel.
How are brands leveraging the adaptation of IoT, AI, ML? What’s the way forward?
Brands are looking for the right agencies to help them navigate the digital world where everything is possible. The bigger brands with higher outlays have adopted AI, ML to their advantages. Some of the other start-up brands that have been able to do so have seen phenomenal results. The way forward – every brand will sooner than later use them to further their ambitions.
How has Augmented Reality and Virtual Reality based marketing solutions worked for Indian brands?
Early days, the consumers have had a go with both AR and VR but it hasn’t really led to a deeper engagement yet.
India is now a mobile-first country, how are you leveraging this to the benefit of your clients?
Experiential content, actionable posts, interactive videos, vertical format communications, snackable content are some ways that we’re leveraging mobile for our clients.