Excellent Publicity has completed 13.5 years of transforming from a small start-up into a prominent AdTech organisation. With its innovation-led approach, strong customer focus, and credibility, the company has carved a distinct position in India’s fragmented advertising ecosystem. While the industry struggles with outdated processes, Excellent Publicity has streamlined media procurement and become a trusted growth partner for hundreds of MSMEs as well as major national and Forbes 500 brands.
Founded by Vaishal Dalal with just Rs 75,000 after a failed venture, the company’s journey reflects resilience and disruptive thinking. Its extensive media network now offers access to over 500,000 global media assets — including outdoor, digital, cinema, transit, radio, influencers, OTT, sports, and corporate gifting — making it a comprehensive one-stop platform for national and international campaigns. With AI, automation and real-time data integrated into its media-buying platform, the company enables efficient planning, optimisation and predictive analytics at no added cost to clients.
Post the COVID-19 pandemic, Excellent Publicity has achieved 5x revenue growth. In FY 2024–25 alone, it worked with 1,300+ clients, including Google, Amazon, Honda, Himalaya Wellness, Swiggy, Amul, Axis Bank, and Asian Paints. With a 35% client retention rate and a 4.8/5 satisfaction score, the agency is positioned for accelerated future growth.
Beyond being a 360-degree advertising agency, Excellent Publicity acts as a strategic partner through its virtual CMO model, offering end-to-end marketing execution for businesses with or without in-house teams. It also delivers detailed reporting on media performance, audience insights, engagement metrics, and campaign trends.
The company continues to innovate with proprietary tools, CRM systems, and its newly launched AI assistant, excellentpublicity.ai. A revamped website and additional AI-driven products are also underway. Over the last three years, it has executed more than 150,000 campaigns across sectors, while its media discovery website has attracted 5.8 million+ visitors.
Excellent Publicity is further enabling industry growth through its Agency Partnership Program — a franchising-inspired model that supports agencies lacking resources by managing planning and execution while sharing revenue. With 100+ partner agencies already on board, the initiative is helping smaller firms scale without operational overheads.
By prioritising customer success and embedding innovation into its core, Excellent Publicity continues to push boundaries and reshape India’s evolving advertising landscape.
Medianews4u.com caught up with Vaishal Dalal, Co-founder, Director Excellent Publicity
Q. How has Excellent Publicity evolved as an agency since launching 14 years ago?
We started with two people, one laptop, and a dream to bring structure to India’s chaotic advertising market. Over time, that dream grew bigger than we imagined. From a small media-buying setup, we became a full-stack agency, and today, we’re evolving into a tech-driven advertising ecosystem. What began as a way to simplify offline media has become a mission to simplify advertising itself. Fourteen years later, we’re still guided by the same purpose: to make marketing smarter, fairer, and more accessible for everyone.
Q. Building trust, hiring right, and ensuring consistent delivery were early challenges. Do these remain challenges in a rapidly evolving environment?
They’ve changed shape, but they’ve never disappeared. Trust now means more than good service; it means protecting data and being transparent. Hiring isn’t about resumes anymore; it’s about curiosity, integrity, and a hunger to learn. Consistency today comes from balance, keeping creativity alive while moving fast with technology. What keeps us grounded is our belief that people, when empowered with the right tools, can outperform even the most advanced systems.
Q. The aim is to reach a Rs. 100 crore turnover. What is the game plan to get there, and what will the big challenge be?
We have already recorded a turnover of ₹102 Crore in the books for the financial year 2024-2025. Now, the goal is getting bigger. It’s a ₹1000 Crore vision that we call Vision 2029. We even have a standee in our office displaying this target for everyone to see, manifest, and put out into the universe, so to speak.
Q. The company is now evolving into an ad-tech platform. What does this entail?
It’s a natural evolution. We’re moving from manpower-driven operations to intelligence-led solutions. Our self-serve ad platform unites everything, planning, buying, and tracking, under one intelligent system. It’s built for transparency, speed, and simplicity. We’re no longer just helping brands advertise; we’re empowering them to take control of their entire marketing journey.
Over time, we have realized the advertising industry has become so commoditised that people often aren’t interested in the core reasoning or logic. Media plans are frequently done based on personal bias or subjectivity. Through this AdTech platform and this transformation, we want to bring back the science of media buying and planning. We want to answer: Why this media? and reveal the scientific reason behind choosing a specific media plan. That’s what we are here to achieve.
Q. How will it use tech advances to redefine how brands and advertisers plan, book, and measure campaigns across mediums?
Technology gives us the power to see, predict, and improve in real time. With AI, brands don’t have to rely on guesswork anymore; they can see what works before they invest. Our goal is simple: make booking a billboard as easy, measurable, and data-backed as running a digital ad. When tech meets trust, efficiency becomes effortless.
It’s all about Tech Power with AI and Data. We have historical data patterns from more than 10 lakh campaigns across six media, Radio, TV, Print, Digital, OOH, and Influencer. Ultimately, that just makes things simple, measurable, and completely data-backed.
Q. Could you talk about the R&D that the agency does that results in offerings like the AI-integrated ad self-serve platform?
Every innovation we build comes from a problem we’ve lived. For 14 years, we’ve seen where the industry struggles, delayed responses, inconsistent data, lack of visibility, and turned those frustrations into ideas. Our R&D isn’t confined to a lab; it happens every day, on the ground, with our teams and clients. That’s how tools like our Rate Predictor and Media Planner came to life, they’re born out of experience, not experimentation.
Q. Today are brand activities driven by an even combination of performance marketing and brand building? Are the lines starting to blur?
Completely. The wall between brand and performance has all but disappeared. A great story now needs to convert, and a great ad now needs to connect. The smartest marketers know that emotion and efficiency can coexist. When creativity meets data, brands stop selling, they start belonging.
Q. What tactics can brands adopt to better connect with Gen Z and Alpha audiences, especially those that have a legacy that stretches back decades?
You can’t talk at Gen Z, you have to talk with them. They value honesty more than heritage. Legacy brands need to open the door to collaboration, let young audiences participate, not just consume. Be transparent, have a sense of humor, and show what you stand for. Perfection doesn’t impress them, purpose does.
Q. Excellent Publicity believes in staying curious. As tech rapidly evolves, is this area going to grow in importance?
Absolutely. Curiosity has kept us relevant. When technology changes overnight, curiosity becomes the only constant. It’s what drives us to ask better questions, to look for simpler answers, and to reinvent before we’re forced to. That includes every innovation we have built, like excellentpublicity.ai and, of course, excellentpublicity.com.
Q. Could you talk about work recently done that stands out?
Our proudest milestone this year is the launch of ExcellentPublicity.ai, a suite of AI tools built to make marketing effortless for everyone, from students to corporates. It’s more than a product; it’s a statement of intent, that advertising can be intelligent and inclusive.
Alongside, in the last twelve months alone, we have completed work for over a thousand brands. Our extensive clientele includes both major multinational giants and local retailers.
We want to be accessible to everyone. We absolutely don’t want to be identified as serving only elite clients. Instead, we aim to empower even MSMEs and Solopreneurs with the exact same level of data that the top 1% of advertisers get access to.
Q. While digital has indeed become massive, does Excellent Publicity believe that an omnichannel approach that includes traditional avenues like TV and print is more effective even for D2C brands?
Yes, because people don’t live in silos, so neither should brands. Offline builds trust; online builds action. The real magic happens when both speak to each other. Our AI tools help brands map this journey, from the moment a consumer sees a hoarding to the moment they click a link. That’s when marketing becomes truly measurable.
Q. How did AI reshape the ad landscape in 2025? What are the expectations in 2026?
2025 was the year AI became more than a headline; it became a habit. It reshaped how we think, plan, and create. What we’re seeing now is a shift from assistance to autonomy. In 2026, AI won’t just support strategy; it will shape it, learning from patterns and predicting outcomes faster than ever before. The challenge is to keep creativity human while the process becomes machine-smart.
It’s also about making sure that as humans, we don’t become over-dependent on AI. AI plus Human is the combo, the way to go forward, and those are the expectations for 2026. We are automating all the tedious, non-brainy, boring tasks through AI as much as we possibly can, but we are definitely pushing forward with an AI plus Human mindset.
Q. Is predictive analytics going to grow in importance in 2026 as brands look to ensure optimal use of resources?
Without doubt. Predictive analytics turns hindsight into foresight. It ensures that every rupee spent has a purpose. As accountability rises, this intelligence will no longer be a luxury; it’ll be the foundation of every campaign. It’s not just about efficiency; it’s about respect, for time, for budgets, and for impact.
Q. How did Excellent Publicity come up with the idea of a Student Entrepreneurship Programme?
We’ve always believed that entrepreneurship can’t be taught; it has to be experienced. The Student Entrepreneurship Programme was born from that belief. We wanted young minds to feel the pulse of real business, to think like founders, not followers. It’s about turning curiosity into courage, and classrooms into launchpads.
Q. Someone wrote that advertising work is often mediocre because clients don’t pay fairly. Is hiring right an issue as a result? What is the way forward?
The industry indeed faces that perception, but we’ve learned that excellence doesn’t depend on pay; it depends on pride. We hire people who see this industry as a craft, not a job. Fair pay and mutual respect matter, but so do shared values and trust. When clients and agencies see each other as partners, creativity stops being a service and becomes a shared success.
