Headquartered in Noida, India, Buffalo Soldiers is, full-service advertising agency with a digital heart. With a team of dedicated experts in the field of Design, Development, Branding, and Online Advertising, Buffalo Soldiers specialises in designing stories for brands and businesses, people and products, as well as causes and consciences.
The start-up agency has their second office in Mumbai and a virtual office in Toronto.
As an agency, Buffalo Soldiers said that it prides itself in delivering bespoke solutions rooted in usability, creativity, aesthetics, and craft. With a client roster of Fortune 500 companies for clients like Parker, Global Chess League, Tech Mahindra, Udaan, Fastrack, Sun Pharma, Whistling Woods International, Paree, Idemia, NLB Services, NTT Data, Xebia, WWF, Vitamin Angels, NASSCOM, OYO, University of Adelaide, Data Security Council of India, Buffalo Soldiers believes in offering the best service while understanding the client niche and requirement.
Medianews4u.com caught up with Sumon K Chakrabarti, CEO and co-founder, Buffalo Soldiers.
What goals have Buffalo Soldiers set for the year? What is the game plan to get there?
Our goal this year is to seamlessly integrate innovative technology with our creative flair at Buffalo Soldiers, propelling us to lead and redefine industry standards in a few categories. As a full-service creative agency with a digital heart, we have come a long way in our journey in the last 4-5 years. We started with five-and-a-half people (there was legit an intern doing two internships!) and we’re already at a hundred!
I feel what separates us from every other agency out there is that none of the co-founders come from an advertising background. So we never really learned “what advertising is supposed to be like,” there’s no baggage to carry through. This meant we were very comfortable breaking the current or the “traditional” way. And develop our own way of doing things, be it building teams that came from diverse backgrounds or bringing all our capability in-house to ensure end-to-end control on our process to deliver uncompromising quality to our client partners.
This year we’ve already launched our programmatic ads platform called leAD, which will help client partners reach their audience with incredible precision, leading to better results compared to traditional methods like performance marketing.
We’re about to roll out butterflAI, our influencer marketing platform designed to transform the traditionally lengthy manual process into a quick and efficient one, revolutionising how influencer marketing is done. In essence, our entire journey’s been about pulling in all the expertise we used to seek from outside, right into our own backyard. It’s not just a mantra; it’s the bedrock of how we operate.
Of course, we’re a growing startup, and we’re bootstrapped so we have to be smart about where we put our resources. One of the biggest lessons I picked up during my college days was the value of ‘learning on the job.’ That principle still holds, but we’re also looking to ramp up our training and upskilling efforts. It’s on the radar for us co-founders to enable that soon.
What would you say is your USP?
One of our early teammates often told us that ‘freedom to do good work’ is what is different at Buffalo Soldiers. You can be an intern or the head of the department – if you put a good idea forward and then implement it, it doesn’t matter what your position is. Because ideas are dime a dozen, all that matters is implementation. And we ensure that anyone who contributes effectively is part of the project till the end and isn’t crushed under the traditional “hierarchical” structures of the industry. This has enabled our young talent to really deliver incredible results.
And of course, the fact that none of the co-founders come from an advertising background. That’s equally important.
Is the lack of a thriving and profitable remuneration model the biggest problem that creative agencies are facing today?
Since we have been on this journey, 90% of our clientele has referred to us. I believe if you do good work, people will get to know about you. The shift towards digital media has been swift and pervasive. Agencies must continuously adapt to new platforms and technologies, which requires ongoing investment in skills and tools.
There is no alternative to constant up-skilling.
Also, the Indian consumer base is diverse and rapidly evolving. Agencies must keep up with changing preferences, values, and media consumption habits, especially among the youth.
Client partners are increasingly looking for value-based outcomes rather than traditional fee-for-service models, which challenges agencies to demonstrate direct ROI on their campaigns.
Is lack of respect for IP another issue?
This is a very tricky zone. Of course, IP is very important. But, and there’s a huge but – if you look at it from a product perspective, you will realise that Instagram created REELS taking direct inspiration from TikTok. And now with Gen AI training their models on publicly available data, everything will get copied, and sometimes copies will make it bigger than the original. That’s the reality of the world. So, I don’t waste time over thinking and procrastinating on IPs.
What are some of the campaigns done recently by Buffalo Soldiers that stand out?
When we think about our campaign strategies, we’re really focused on crafting messages that resonate deeply, especially in areas where there’s been a tendency to stick to the old playbook.
Now, take B2B marketing as an example—it’s often seen as a bit dry or overly cautious. Scroll on B2B feeds on LinkedIn and you will find the same imagery from Shutterstock or Adobe Stock being used over and over and over again. There is a veritable lack of imagination, that’s the feel you get sometimes.
But we’ve actually found it to be an incredibly rich area for creativity. It’s like, while everyone else is playing it safe, there’s this huge opportunity for us to shake things up and bring some excitement into the mix. So, for us, B2B isn’t just another sector; it’s a space where we can truly innovate and make a real difference.
Let’s take our recent Women’s Day campaign in 2024 for a B2B brand called Newgen as an example. That campaign really broke the mould and earned a spot-on Ads of The World. It’s a testament to how B2B companies can step out of their comfort zones and execute bold, innovative campaigns. It shows that even in B2B marketing, there’s room to challenge the status quo and create something truly memorable.
Take product shoots as another example, generally there’s a set palette on how these things happen, but we make it a point to innovate even the simplest briefs. We helped Fastrack launch their #BeBoth campaigns with Babil Khan and now we are helping them launch their VYB 2.0 campaign. In both instances, we’re not just ticking boxes; we’re going beyond conventional methods to create something unique and interesting.
Parker India is a great story. We didn’t just acquire the business from a network agency, after a multi-agency pitch, we created a new brand proposition for them called #UNWRAP to position the Parker Pen as the perfect gift, which changed this iconic brand’s positioning after several years.
So that willingness to take find new perspectives and break the traditional molds is something that’s a key part of our identity
Are we seeing startups cutting back majorly when it comes to budgets for ads?
Startups are increasingly focusing on return on investment (ROI) in all areas, including advertising. This leads to more targeted, data-driven campaigns. You often will see that reaction in response to the shifting economic landscape and changing market dynamics. But that is all for the short-term, because India’s growth story is just beginning to unfold. Along the way, there might be some market corrections, but stay bullish on India. Each one of us should know that we are operating in the most dynamic market in the whole world.
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When you work in digital do you have to think differently?
We don’t just work in the digital space. Though we have a digital heart, we are a full-service creative agency which works across platforms – digital to mainline, in that order. But your thought process for an idea doesn’t change, your thought-process for implementation is what changes.
How do you go about finding the right talent to scale the business?
Attitude, attitude, attitude. There’s nothing else that matters in a talent for me.
Finding the right talent to scale a business is indeed one of the most significant challenges for a growing startup. It’s like assembling a dream team; each member needs to not only have the requisite skills but also share in the vision and energy of the startup. Startups need individuals who are not just skilled in their respective areas, but are also adaptable, thrive in a fast-paced environment, and are ready to wear multiple hats. Additionally, cultural fit is crucial. The right talent should resonate with the startup’s ethos, work style, and long-term objectives. There is no one-fit solution to find such talent – this isn’t just about evaluating their technical skills, but also understanding their problem-solving abilities, mindset, and potential for growth.
How we used to recruit when we were 10 people versus how we recruit at 100 people now has significantly changed. For me, the most important piece of jigsaw in this puzzle is my gut. I tend to depend on it a lot! Ultimately, the aim is to create a team that is not just competent, but also passionate and committed to the journey ahead.
What role will A.I. play in creating ad campaigns? Are you already using A.I. a lot?
We have been early movers in using tools built on generative AI. But we also inherently believe that you cannot outsource your creativity to the machines. The truth is, the initial spark, that unique idea, has to come from a real person. There’s something inherently humane about creativity that machines can’t replicate—at least, not yet.
We think of AI as a kind of supercharged assistant in the realm of advertising. It’s not there to replace the spark of human creativity but to amplify it. Imagine you’re brainstorming for an ad campaign. Traditionally, this could involve sketching out ideas, maybe some storyboarding, lots of back-and-forth with your team—essentially, a lot of time-consuming manual work. Enter AI tools like Midjourney, DALL-E or RunwayML or Galelio or Perplexity. They’re like having a creative sidekick that never gets tired. With Midjourney, you could input a brief description of the mood or theme you’re aiming for in your campaign, and it’ll churn out visual concepts almost instantaneously. It’s not just about speed; it’s also about variety. You get to explore a broader range of ideas in a fraction of the time it would normally take.
It’s about using technology to speed up the creative process, enabling you to experiment more freely and refine your ideas in ways that were previously unimaginable.
What factors prompted your entry into long form content with Eating Potatoes?
We have a very strong video team, led by someone who I believe is a generational talent. When we registered Eating Potatoes as a company, we bootstrapped and produced a 19-minute long short docu-drama called ‘Never Ask Why’, based on a true-story.
’Never Ask Why’ is a journey of loss and hope weaved by the beautiful game of football / soccer, a saga of unfulfilled dreams playing catalyst to uplift talented, underprivileged under-15 football players. The unfulfilled dream of a young football fan became the catalyst to help achieve the dreams of talented young under-15 football / soccer players who come from very underprivileged and under-nourished families, struggling to meet their daily needs.
In 2023, ‘Never Ask Why’ won 63+ awards & laurels across global film festivals, including the Cannes World Film Festival, The French Duck Film Festival, Oregon Documentary Film Festival, Paladino d’Oro Sport Film Festival, New York Movie Awards, Naples Film Awards etc. We also had a close shave with the Oscars & BAFTA when we became Semi-Finalists at the Academy Award & BAFTA qualifying Flickers’ Rhode Island International Film Festival.
In India, the rise of Over-The-Top (OTT) platforms has truly been a digital revolution, reshaping the entertainment landscape from the bustling cities to the serene countryside. It’s a vibrant tapestry of change, where the mobile phone has become a gateway to a universe of stories, transcending traditional boundaries of cinema and television.
The mobile phone, in India, has evolved into a personal upfill that fits in your pocket. It’s like having a magic window where you can witness a myriad of stories from around the world with just a few taps.
OTT platforms have ignited a content revolution. They are like a vast ocean of stories where viewers can dive in to find something that resonates with them, whether it’s a high-octane Bollywood drama, a regional-language gem, or an international blockbuster.
In rural India, the advent of affordable smartphones and data plans has been like a key unlocking a treasure chest of content. For populations that once had limited access to mainstream media, OTT platforms are a window to a new world of entertainment, education, and information, diminishing the urban-rural divide in media consumption.
And at Eating Potatoes, we firmly believe that India is on the brink of an unsatiated desire to consume content on OTT platforms or even YouTube. The maximum impact will be in Hindi and other vernacular languages. We firmly believe that the demand for video content will give rise to a lot of players in this market. Because a handful of companies cannot ulfil this demand.
Beyond entertainment, we also believe that how students learn is already undergoing a major change. There’s also a surge in educational and documentary-style content, turning the mobile phone into a classroom or a window to different parts of the world and various aspects of life.
What does the name signify?
Who doesn’t like eating potatoes? We chose the name ‘Eating Potatoes’ for our video production company because, just like a good potato dish, our videos are versatile, satisfying, and always leave you wanting more. Much like how potatoes can be mashed, fried, or baked in various ways, our videos come in different styles and flavours to cater to all tastes. So, just like enjoying a delicious plate of potatoes, we aim to serve up a feast of engaging and fulfilling video content that will leave you coming back for seconds!
But the real story is a silly one! I love to cook and love to feed my friends. So, I am an avid watcher of several cookery shows, including MasterChef Australia. So, when MasterChef US was being telecast in India, featuring Gordon Ramsey, I also started watching it. The production company was called One Potatoes, Two Potatoes and it had a beautiful jingle that had me captivated for many years. Since then, there was a personal longing to use the word ‘POTATOES’ in a company name!
What is the investment being made into it? What projects are in the pipeline?
We are in the initial stages of launching a documentary series on the original start-up CEOs of India. The series aims to spotlight the lives of legendary Indian CEOs, revealing aspects of their journeys that are seldom seen in the public domain.
We are also reading a few scripts for potential thriller series. We are also in talks with a few investors to come in as production partners. While I can’t share a lot as of now, I can promise that you will keep hearing about us in the coming days.
