BC Web Wise is a full-service digital agency offering strategy, creative, media, technology, search, content and digital transformation solutions for brands across sectors. The agency helps businesses build meaningful digital experiences and performance-led growth across consumer touchpoints.
Earlier this year BC Web Wise partnered with Tata Power to launch #SocialRefresh. This was a digital initiative that redefines energy conservation for the digital age by encouraging users to consciously reshape their Instagram feeds for healthier and more mindful digital habits.
Medianews4u.com caught up with Chaaya Baradhwaaj Founder, MD BC Web Wise
Q. How does BC Web Wise’s partnership with mPokket aim to improve the way people find the app through AI led search and digital discovery?
The way people discover brands is changing. They may still use Google or an app store, but increasingly they are also asking AI platforms for recommendations and answers. Our work with mPokket is focused on making the brand easier to discover, understand and trust across this new search ecosystem.
This means going beyond traditional rankings. We need to ensure that the right information about the brand is available, clearly structured and consistent enough for both people and AI systems to find and interpret.
Q. What does joining AMIN Worldwide give BC Web Wise?
It gives us global access without taking away our independence.
Through AMIN Worldwide, we can collaborate with independent agencies across markets, learn from what is working internationally and bring those perspectives to our clients in India. It also gives us the ability to support Indian brands that want to enter new markets and international brands that need strong local understanding in India.
For us, it is access to global intelligence, talent and opportunities while continuing to remain an independently run Indian agency.
Q. BC Web Wise won Gold at Montreux 2026 for Tata Power’s Tanvi the Great. What does that win tell us about branded content today?
It tells us that branded content works best when the brand has the confidence not to behave like an advertiser.
Tanvi the Great was not about placing Tata Power repeatedly in front of the audience. It was about supporting a powerful story that reflected values the brand could genuinely stand behind.
People will spend time with branded content when the story is meaningful enough. The brand earns attention through relevance and emotional connection rather than demanding it through interruption.
Q. The AMIN network spans more than 50 agencies across 30 countries. How could that global access help an Indian digital agency grow faster?
It allows us to learn faster and expand faster.
We do not need to build capabilities or relationships from scratch in every new market. We can access local intelligence, category experience and specialist expertise through agencies that already understand those markets.
At the same time, BC Web Wise can offer its understanding of India, its digital capabilities and its experience with a highly diverse consumer market to other agencies within the network. The real opportunity is not only referral business. It is the ability to combine global thinking with strong local execution.
Q. When AI search replaces traditional links, what should brands focus on to stay visible and trusted by customers?
Brands need to start thinking about two audiences: people and machines.
For people, the fundamentals remain the same. The brand must be useful, credible and consistent. For machines, that information also needs to be clearly structured, available across trusted sources and easy to interpret.
Brands should focus on the accuracy of their digital presence, the authority of their content and the consistency of the information available about them. In an AI led search world, visibility will increasingly depend on whether a platform understands and trusts the brand enough to include it in an answer.
Q. Why is measuring ROI important for digital marketing?
Digital marketing should not become a collection of activity reports.
Reach, impressions, views and engagement can help us understand how a campaign is performing, but clients ultimately need to know what the marketing achieved for the business. Did it generate enquiries, improve consideration, increase sales, reduce acquisition costs or strengthen customer retention?
ROI measurement helps clients make better investment decisions. It also makes agencies more accountable and pushes all of us to focus on outcomes rather than output.
Q. What challenges do you think agencies face when proving real business results from digital campaigns?
One of the biggest challenges is that the customer journey is no longer linear.
Someone may see a video, search for the brand later, read reviews, visit a marketplace and finally make a purchase offline. It is difficult to give one channel complete credit for that decision.
There can also be gaps between the agency’s marketing data and the client’s sales or customer data. Sometimes the business objective itself has not been translated into a clear measurement framework before the campaign begins.
The solution is to agree on the business outcome upfront, identify the indicators that genuinely matter and create better connections between media, platform, CRM and sales data.
Q. The AMIN partnership mentions sharing insights and data. How could that exchange change the way BC Web Wise plans campaigns for Indian clients?
It can help us challenge our assumptions.
India is a unique and highly diverse market, so we cannot simply import an international campaign and expect it to work here. But we can learn from how consumers in other markets are responding to new platforms, technologies, formats and cultural shifts.
Access to those insights can help us identify trends earlier, compare approaches across markets and bring stronger evidence into our planning. We can then interpret those learnings through an Indian lens and build solutions that are locally relevant.
Q. Tata Power’s Tanvi the Great won in Best Use of Branded Content. What makes branded content different from a regular ad?
A regular advertisement usually begins with what the brand wants to communicate.
Good branded content begins with what the audience would genuinely want to watch, read or experience. The brand is part of the meaning of the story, but it does not need to dominate every frame.
The distinction is important. An ad interrupts something the audience has chosen to consume. Branded content has to become something the audience chooses to consume.
Q. Do clients care about awards today or is driving business outcomes far more important?
Business outcomes are far more important. No responsible client is going to choose an agency only because it has won awards.
However, awards still have value when they recognise work that is strategically strong, creatively distinctive and genuinely effective. They give the team confidence, raise the creative benchmark and help demonstrate the quality of thinking an agency can bring to a business problem.
For me, the best work should ideally do both. It should move the business and also be good enough to be recognised by the industry.
Q. With AI changing how people discover apps and products, what skills will young marketers need most in the next few years?
Curiosity and judgement will matter more than simply knowing how to operate a tool.
Young marketers will need to understand data, consumer behaviour, search, content and technology. They will also need to know how AI systems discover, interpret and recommend brands.
At the same time, distinctly human skills will become even more valuable.
These include asking the right questions, understanding culture, recognising a powerful insight and deciding whether an AI generated answer is actually useful, original and true to the brand.
AI can accelerate the work. It cannot replace judgement.
Q. In the coming year, what is the big move or shift that BC Web Wise is looking to make to stay ahead?
Our next shift is from being an agency that uses AI to becoming an agency that helps brands succeed in an AI influenced world.
That includes using AI to improve speed, intelligence and efficiency within our own work. More importantly, it means helping brands prepare for a world in which machines are increasingly influencing what people discover, consider and buy.
We are building stronger capabilities across AI led discovery, conversational experiences, data, content and measurable business outcomes. The objective is not to chase every new technology. It is to understand what is changing in consumer behaviour and help our clients move ahead of that change.
