Mirato Media Solutions is a triad comprising a Creative Agency, Production House, and Postproduction Studio. Their mission is to provide seamless and bespoke creative solutions that resonate perfectly with your brand. Emphasising streamlining the creative process, they exceed expectations with each project they take on.
Their expertise lies in Creative Strategy and Ideation, where their team focusses on crafting stories that connect with a brand’s target audience. Whether a company requires a comprehensive creative strategy or innovative ideation, they aims to have the client covered.
When it comes to Production Excellence, Mirato Media Solutions handles the entire production process with professionalism and creativity, delivering compelling TVCs, DVCs, Product Videos, Explainer Videos, Still Photography, 2D/3D Animation, Static Renders, AR & VR experiences, and social media campaigns.
With creative collaboration from ideation to final execution, Mirato Media Solutions is the ultimate one-stop creative destination dedicated to aligning every project aspect with your vision and objectives.
Medianews4u.com caught up with Karan Walia, founder, CEO Mirato Media Solutions and Arshpreet Kaur Biji, Mirato Media Solutions creative director, scriptwriter
Q. What is Mirato Media Solutions’ USP in a competitive landscape?
KW: Mirato Media Solutions provides unparalleled technical and execution expertise, offering comprehensive end-to-end services from script to screen. Whether it’s strategy, conceptualization, production, or post-production, we manage every aspect of the project. Our team knows the ins and outs of ideation and execution. The understanding of the technical side ensures the highest quality solutions and faster delivery than our competitors, with realistic timelines that don’t depend on third parties—giving our clients both confidence and efficiency throughout the process.
Q. What tactics does the agency employ to ensure that the brand narratives created stand out in a competitive environment?
AKB: We live in a society where advertising has become a key differentiator for a lot of products and services. It becomes all the more important for ads to stand out. There are numerous ways to do that.
At Mirato, we take pride in our script-to-screen model where our creatives are involved from start to finish. This helps us maintain the core idea throughout the process. This ensures that the brand ethos, visual identity, tone of voice, and style of storytelling, all remain intact and in sync.
We also take the time to really understand our audience. We know that different groups respond to emotions in unique ways. There is no workaround to research in advertising. Some of it comes from experience, and some of it comes from traditional methods of talking and engaging with the TG. It all boils down to how observant one is and how they utilise that in the storytelling. This has been a key driver for us at Mirato.
Q. When conceptualising a campaign, what does the agency keep in mind to ensure that the concept travels regardless of the platform?
AKB: The key is to come up with a strong insight that is derived from the core audiences’ behaviour. The insight becomes our anchor, no matter what we ideate, it always needs to land the message that is true to the insight.
Also, when we conceptualise a campaign, versatility is key. We think about how audiences interact on different platforms. Each platform has its quirks, and we tailor our content to fit those and having a strong core insight makes this process easier.
Q. Which are the key categories that the agency works in, like FMCG?
KW: Mirato Media Solutions works across various categories, including FMCG, Entertainment, BFSI, Hospitality, Pharma and Technology. Our collaborations with renowned brands like PepsiCo, Amazon Prime Video, ACG, Ageas Federal Life Insurance and the Accor Group illustrate our versatility and ability to deliver tailored solutions for different sectors.
We don’t limit ourselves to traditional advertising, but we also take pride in offering diverse solutions including Virtual Reality experiences, AR, On ground events, Animation & VFX, Branding, and Long-format content.
Q. How is the festive season looking for the agency?
KW: The festive season is a great time for us to showcase our creative skills. Everyone is in a mood to splurge, and brands don’t want to let go of that opportunity. Festive time advertising in India brings out the best emotional stories that are rooted in culture. We are always excited about it!
We always aim to create memorable experiences that really connect with people and boost brand visibility.
Q. Is the clients and agency focus going to be about balancing short-form content like Reels with long-form communication?
AKB: We are living in a time where attention spans are reducing yet increasing. While we’re addicted to reels, we are also binge-watching 45-minute web series episodes! Balance will always remain the key. But more than that it is about choosing the right medium for the message. Reels and short-format content have proven to be successful in the direct promotion of a product or service and also in explaining its features and benefits.
While long format content is a great way to build brand visibility and create a long-standing relationship with the customers helping them become brand custodians eventually. This requires a deep understanding of how audiences engage with different forms of content pieces. This is where we offer tailor-made solutions for each brand we work with. This differs from campaign to campaign as well. Each problem is unique and requires attention to be able to yield results.
Q. How is AI helping the agency quicken the turnaround time for projects?
KW: AI has been around for far longer than we realise. It is only now that we see mainstream use of the term. While AI tools are a great help in automating mundane tasks that just take up time and effort, the potential of AI when it comes to creativity is still untapped.
AI has opened avenues that seemed far-fetched. We now have the opportunity to create references to the exact idea we have in mind. We can mix and match styles and see what that communion could look like. AI has definitely helped in making the creative process faster, and more efficient, and it has widened the scope of what agencies can offer to brands. It is only a matter of time that AI tools become an intrinsic part of agency life.
Q. Does the agency often adopt a cinematic approach to campaigns? Kindly elaborate.
AKB: Ad campaigns don’t allow for a very crucial tool of storytelling – ‘pause’. Our stories need to be cinematically rich allowing us to convey a lot more in just 30 seconds.
KW: We always ensure our productions have that cinematic value. Storytelling is at the heart of great advertising, and a cinematic style enhances that narrative. By using high production values, strong visuals, and engaging sound design, we create content that captivates audiences.
Q. Could you talk about the regional work done with Mountain Dew in Punjab?
KW: While working on this campaign for Mountain Dew, we realised how important region-specific narratives are. India is the land of diversity and every region has its own cultural nuance. We knew we had to make this story grounded and deeply rooted in Punjabi culture for the audience to even notice it.
Crafting the script for ‘Darr Nu Daraa 2.0’ was all about finding the right balance.
For Punjabis, fear isn’t just an obstacle; it’s something to face with courage. We made sure this mindset was woven into every part of the campaign— from the dialogue to the song’s message. The lyrics were designed to capture that true Punjabi spirit, showing that fear is meant to be confronted head-on.
Q. Is there now a clear demarcation by companies and also by Mirato Media Solutions in terms of how content is created for different parts of the country? Any examples?
KW: Absolutely, we recognize the importance of regional nuances in content creation. At Mirato Media Solutions, we customise our strategies to reflect these differences. For instance, our campaign for Mountain Dew was tailored to resonate specifically with the cultural dynamics of Punjab, ensuring that our messaging was both relevant and impactful.
Q. Does the agency often look to rope in local faces and local influencers who can effectively address regional nuances?
KW: Absolutely! Working with local talent and influencers is a big part of our strategy. They bring authenticity and a real understanding of regional culture, which helps us communicate our brand messages more effectively. Plus, local influencers often have a stronger connection with their audience and by leveraging these voices, we make our campaigns more relatable and impactful.
Q. There is a trend of celebrities adopting their old film roles for ads. How does this help the campaigns stand out?
AKB: Some characters become bigger than the stars playing that role! For instance – the relatability Jab We Met’s Geet has, Kareena doesn’t. Bringing back their iconic roles hits home and sparks nostalgia for audiences.
This approach not only grabs attention but also helps people remember the brand better. It’s like connecting the dots between the past and the present. By tapping into that familiarity, we create campaigns that resonate with viewers, making them more memorable and impactful.
Q. Are agency margins getting squeezed putting a challenge on the quality of creative work?
KW: While tighter margins can present challenges, our commitment to delivering high-quality creative work remains unwavering. At Mirato, we always strive to provide the best creatives within any budget. Our comprehensive approach from ideation to production, and our deep technical understanding of the production process enable us to allocate the right resources effectively.
This approach allows us to provide innovative solutions and produce high-quality creative work that meets our client’s needs. By being resourceful and focusing on efficiency, we ensure that the quality of our creative output is never compromised.
