Art-E Mediatech is one of the fastest-growing MarTech companies integrating creativity, technology, marketing, and consulting under one roof.
Incepted two years ago, Art-E Mediatech has created successfull case studies of some of the innovative campaigns for leading companies like BharatPe, Flipkart, etc to name a few and has provided creative and marketing support and various branding solutions to diversified brands.
Tejender Sharma, CCO & Co-founder, Art-E Mediatech spoke exclusively to Medianews4u on how the business has been shaping up, the success it has achieved and the plans ahead.
Take us through the journey of Art-E Mediatech from its inception. Its mission and vision, values etc? How did you decide on the name, Art-E-Mediatech?
Arte was founded in 2018 by 5 friends. What laid the foundation for it was the fact that we all came with different skill sets but we are all united in our passion to do something different. Not be just an agency but be an agency with a difference. What we had in mind is visible in what we call ourselves, ArtE Media and Tech. We are a perfect amalgamation of the left and the right brain. We transform ideas into digital experiences.
Our core team comprises of…
Rohit Sakunia: CEO and Business lead. Comes with a decade of experience across media and marketing, both traditional and the new landscape. Has worked with marquee brands like Google, ShopClues, Samsung to name a few.
Myself, (Tejender Sharma)I am the Chief Creative Officer and lead all creative development at the company. I aim at bringing ideas to life.
Animesh Mukherjee: Chief Finance Officer. Animesh is a rank holder in CA and also has MBA to his credit.
Priyabrata Kuanr: A graduate from IIT, he is the CTO and leads all tech business development and delivery from Bangalore office.
Why the name: We connect Creativity With Technology to provide a seamless and delightful digital experience. Hence, Arte + E = ArtE
What are some of the services that Art-E Mediatech provides which you personally feel are best in the business?
What distinguishes us from other agencies is our agility and speed. Our org structure enables us to eliminate bureaucracy and move at speeds which sometimes surprise also.
A recent Flipkart campaign was conceptualised, shot, produced and aired in 7 days. It was shot in partnership with Dharma Productions.
In the same week, we shot 2 more films.
Brands come to us because we are there when everyone says no. In fact, a strong culture in our organization is that we always say Yes. We encourage our employees to take up challenges and give a shot at everything. After all, nothing teaches like failure.
Apart from this, our services span the entire gamut of Marketing. From scripting and production to social media marketing and animations. Our solution is one stop. We can shoot the ad, make cuts to run it as a Youtube campaign while posting about it on social media.
You come with immense experience having written screenplays for Walt Disney, Star and Zee Network What were some of the learnings from there that have held you in good stead at Art-E Mediatech?
Yes, it was an amazing experience to work with world’s most trusted & loved companies and we were delighted to help them build a meaningful relationship with their target audiences. One thing that television writing teaches you is timely delivery and you can’t falter there at all, thus it is always about adhering to deadlines. In addition to that, emphasizing on detailed research helps you to formulate the right strategies for Brand Positioning and when this is blended with creativity and technology, it results in creation of a campaign that builds a winning brand, and a seamless delightful digital experience.
How is the business shaping up in times of Covid-19? What has been the impact of COVID on your business?
When Covid hit, we were prepared for the Tsunami. Surprisingly, all our clients have held forth with us. We did see a slight dip in media spends in the initial months, but no change in level and intensity of communication. In the last 3 months, we have shot more brand films than we did the entire year. Fintech clients are seeing a spurt in their consumer growth. E Commerce giants are adding more sellers. Brands are looking to connect and share stories through community Marketing. Our Clients are increasing monthly spends with us and we are also successfully adding new clients.
How have brands changed or modified their communication strategy in the age of smart and effective mar-tech enabled with creativity? And what has been your advice to all your clients?
We have worked more as partners than as advisors for our clients.
A trend we see in strategy is adopting Community Marketing . In the last 3 months, we have signed 3 clients for Community Marketing. All looking to connect to consumers for commerce definitely, but also to provide value to them by building platforms that bring like minded people together.
Some digital trends you foresee in the new normal?
It’s now no secret that Ecommerce will make it big in the new normal. People will shop online for various reasons. To avoid crowds, for entertainment, to break the routine or to just shop! Ecommerce is safer and efficient. Consequently, if you are a new brand or business, speedy GTM becomes key. How soon can you get your platform up? Because your customers are home, shopping.
We have also seen the spurt in consumption of streaming services. People are entertaining at home, working at home, shopping at home. Their couch is where they make business and watch late night movies, even mid day ones after the endless Zoom calls. By the way, ‘zoom call fatigue’ is now an actual phrase.
Storytelling will be key for brands. Rather, Quick Story telling. Brands cannot take forever to design campaigns. Take all the campaigns that were launched in the middle of Pandemic, Uber’s Stay at home or Nike’s You Can’t stop us. Another month or two later, they would have made no sense. Also, they used powerful storytelling. Gripping. Consumers don’t want to see bland, run of the mill ads anymore. If you want to catch their attention, you invest in their sentiments or what matters to them and you do it real time.
Popularity of live streams and video consumptions have already soared. Video Watch times will reach unprecedented numbers as people continue to look for options to engage while other forms of entertainment have slowed down- like going to theatres or on a holiday. Your video need not be great quality, just great storytelling.
Community marketing. Travel is slow if not completely shut down. Local communities are now far more important. People are looking for ways to connect with themselves, their pet projects or even completely change their line of work. An influencer perhaps. Connecting consumers through their common aspirations is key to marketers now.