Sanjay Mehta Mirum India

In the very first episode of the Marketing Connect podcast, we speak to Sanjay Mehta, the co-founder and joint-CEO at Mirum India, one of the largest digital agencies in the country.

Listen in as Sanjay talks about his journey as an entrepreneur and his thesis on how the business of marketing ought to be!


Transcript:

H

Hi! This is the Marketing Connect podcast! A show, where we get up close and personal with some of the most celebrated marketers in the country. We talk to them and discover the art and science of marketing. After all, we are a show of marketers by marketers. Listen on…

H

This is the very first episode of the marketing connect podcast and I couldn’t have asked for a better guest than Sanjay Mehta. He is the co-founder and the joint CEO at Mirum, one of the India’s leading digital agencies. Listen on…

G1

Hello, I am Sanjay Mehta. I am currently the joint CEO at Mirum and Mirum is a full service digital agency. We are about 11 years old now. We started up in 2009, and when we started, it was called Social Wavelength and it was originally started as a social-media agency but over the years, it has evolved into more of a full services offering in the digital world, which includes service offerings, creatives, media, technology, marketing automation and the works. In 2014 we were acquired by WPP PLC and in 2015 we were rechristened as Mirum, and made part of a global digital agency brand, Mirum. So, we were their India part of the Mirum family, in the world. Other than that, I have been from a personal point of view, 33 years of work experience. We started out first 10 years, was in a hardcore electrical engineering kind of business. After that, about roughly 10 years in a first e-commerce startup, which was called HomeIndia.com and that’s when the whole journey into the internet based businesses began and post divesting out of that, spent a couple of years as a professional working for a company called Compare Infobase Limited, based in Delhi, before starting Social Wavelength and the current journey. So have been a digital professional for a while and one of the early people in this business, and the journey continues.

(00:02:36)

H

So the next question is both of your ventures were essentially ahead of the time as in they were started even before their peak time, so was it by design, was it by luck, and question for you essentially Sanjay is that what do you think will help them stay ahead of the curve in the times to come.

G1

So in case of HomeIndia.com, we definitely realized much later that we were a little ahead of time so you know essentially the idea for entrepreneurship or from a marketing standpoint which is to some extent the subject matter of this article, one tends to look at consumer behavior and the evolving technology going a little forward. I mean, what is there today is well established than everybody knows that you are trying to see that we’re going to be the next level of needs, requirements and how the society is going to involve, what kind of service requirements will be there, and how can I be perhaps playing a role in this in that evolution and being the one who will offer the services and hopefully convert it into a commercial opportunity for myself, so that’s always been the view and so in the case of HomeIndia, that sort of realization come when we started out an e-commerce business based out of India and selling products to you know, initially NRIs and then the world whosoever in the world wanted in Indian flavour. It was good and there was always a sense that. a much larger base is eminent that it should happen just around the corner. But maybe you know, as we’re talking about, maybe we were little ahead, maybe we’re not just ahead in terms of the being around the corner, but maybe three or four years ahead of time so as much hard as we pulled and made it happen, somewhere the scale was just not happening and at some point we reckoned that maybe it’s a you know maybe we are too ahead so let it be and we divested out and as it turned out, just about 3 or 4 years after, we had actually, you know, parted ways. Uh, the Flipkart in the world became very attractive and big, so it was a matter of time, but we were ahead of time in the case of Social Wavelength also, uh, when we got started in 2009, it was early, very, very early days for social media and accordingly early days of companies requiring a social media agency. But then again, the thought was that you know, if you are ahead and you are a developer with a certain experience and expertise in that space and if the market is going to be really, really large, then you know the fact that you were ahead, you have got to experience space and maybe credentials to flaunt when the market becomes big, it’s your choice to pick the larger business opportunities which come, so with social wavelength also, even though we were little ahead, but it was, the timing was much better and we sort of wrote the growth way, when we were sort of in the middle of all that growth was happening, so I think it was not a question of too early, in this case, the timing kind of was perfect. So, I think it’s a call you take that you know if it’s already like today if you were to start, you know one or more e-csommerce business or something or you know probably one more content OTT and which people are doing and even as we speak about it, it seems like ohh my god there are 100 already and you know you want to be 101th, ow you want to differentiate and where will you slice out your share of the market when it’s already so crowded? I mean, it’s not that it can’t happen, but the challenge is bigger compared to if your little early and you know you establish yourself. Also, when you’re early, what happens is that you also have the luxury of making mistakes and getting pardoned because nobody knows better. I mean, you’re the first guy out there so you can make mistakes and learn, and you know the clients will not sort of mind it. Today, if there are certain set like I was seeing some content on one of the other OTTs and while they had great content in the interface, the user interface, I was saying that it’s so clunky because I’m I’ve got spoiled with Netflix, so if something else comes, coming from all the good content, I’m complaining. Yeah, because you know now there’s a base set up, when maybe in the evolution of Netflix, they might have to look worse and grown. And you know, there was a first so you know it’s OK. Maybe this is how it’s done and then they kept getting better. So it’s like that. So I think it’s fine as long as you’re not too ahead of the time and you’re not saying that ohh I will wait 10 years to make something happen, I think, that kind of work drains you out.

(00:07:54)

H:

So I want to catch up with Harish as well, so you mentioned that you been working for 33 years, a large part of it, infact, the majority of it has been with Harish as a partner, plus you guys go back to you know your college days and post those days. So, two questions here so one is what do you think has kept the relationship going for all these years? Because you must have had your fair chance of agreement and disagreements and battles, and as you say vocal disagreements and the second question is that if somebody were to start out today, so what kind of skills or software you know tenants would look for in a partner to sort of work with?

G1:

So as you rightly said, Harish and I go back to college times together now as all of us who have been to college know that in college obviously you know, several classmates and several people whom you meet and interact with, but for whatever reason you clearly get along with some, better than others. Something just maybe just the wavelength, or maybe just somewhere you connected a certain level and say hey maybe this is the right person to hang out with, be friendly with and uh, that somehow happened with Harish and me and I guess if you will analyze, there would probably be some tenets which work, uh, and which work from then, I mean, obviously all of us as people have matured over the years, so there was you know that streak of little craziness and everything and like everybody that all that happened. But in spite of all that, there was a connect in the sense that I, I think more of more importantly, I think from then and continuing to date, I think both of us at various levels are very different, but at various levels we have the similar attitudes and one aspect of it is that there is a very balanced analytical approach to things, and even when there would be points of view which are differing on is able to look at it from a high level of analytical process that if you’re debating something around the business it’s very rarely about my versus your wits about OK let’s figure what’s good for the business and like understand from a high level of analytical process And then look at what to do and things of that kind. And I think even as classmates in college or we actually went to the US Apple to go to the same school. So we were sharing an apartment for a couple of years and all that. So all the sort of, uh, you know, understanding of each other ended up happening in those four five years that we spent as classmates. So all you know in some ways we said that all that we needed to know about each other we kind of got to know at that time, so after that it’s been much smoother because we understand you know where each one comes from and you know, like I said in many ways, from a business approach or from work or understanding of things which we appreciate, we would be very different at many times, but when it comes to the hardcore, harder decisions, especially from running a business together, I think we are able to align very quickly because we don’t get emotional from a possessive point of view of my versus your views. my way or your way, we are able to keep those aside and always look at a business perspective. Also at some high level of values, I mean we feel the same feeling, for example, we believe that we need to do good, we need to do the right thing. I mean, maybe we are also driven from a different perspective that you won’t do the right thing because you want to sleep well at night. I mean we don’t want to carry any baggage, that we’ve done something wrong and you know something will come to bite us later. So then you get stressful sleep and we don’t want to do that. So even at the cost of letting go, sometimes a business opportunity or something would rather do it right. Most of the time and almost all the time is the way, so we both agree somewhere our value system is very similar and both of us are very analytical in terms of decision-making. Or, you know, in terms of analyzing things. Beyond that, there are differences in which is good, because that’s what brings different perspectives to the table when we’re thinking about things, and I think somewhere with all that number of years which we have gone by, we will have to, you know chisel down the relationship. Beyond that for others, I mean for to say that you know it’s difficult to say OK, now let me go and look for a partner. But I think, uh, you know too many times I’ve attended these, you know, sessions in entrepreneurship start up in all these conferences and all that when they talk about, you know, OK, you’re coming with technology, you need somebody with finance, and you are a founder and this and that, it’s very, it’s making it look like you know you’re putting something together or an Excel file or something. You know we’re really talking about people here, so foremost in becoming especially in Partner Level, I mean, if you’re getting an employee or so, you need to think about what kind of Culture you’re bringing into your organization. All that but still an employee, if it doesn’t work out for some reason, you know you can part ways quicker, but when it is in partnership, you know there is a lot at stake. There’s a lot of sweat, toil, emotion at stake. So you don’t want to be thinking that ohh you got in and now within a year you find out that you’re not getting along with your partner and it takes a huge toll, so it’s important to find the right person from a chemistry point of view that you both think the same and when you think in those early days when you’re considering partnership, do put hard questions up front with a new person that look things are going fine, over here is the business plan. let’s get together and everything looks good because you created, you have drawn the Excel sheet with everything going right from 20% growth to over 50% growth. Now this will happen that will happen. Will raise this money. We will do this will do that? It all looks like a nice rosy picture and everybody is excited by. But the question to really confront is what happens if things go wrong, right? What will be your attitude if suppose we couldn’t raise money? If we’re struggling? If we don’t get a customer, if we, you know we don’t collect money out of cash, anything of that kind of any and everything, what is going to be the attitude? OK, one is that what do you do at that time in terms of spending for yourself as a business, but would you panic? Would you say Oh, let me close down or would you say, you know, let’s not pay taxes. Let’s do this or whatever, just very openly. And even if both of them think they know you will not pay tax, so thinking the same makes things comfortable rather than we think the other way that’s, uh, that’s where the problems happen. So just basically confronting those kinds of issues and thinking that OK, Are you sure sometimes you’ll get into a certain romanticism about you, know your venture, and now you finally found somebody who would workout that you tend to ignore some things which are there you see because your nose, sort of like your mind is closed than you’re so excited about just going forward. But that’s the problem you know, went over our journey, both in HomeIndia as well as Social Wavelength as well as in Social Wavelength, we’ve had prospects of you know, investors committed, besides the two of us were anyway there but we had prospects of investors in to invest and reaching appointed investor is also like a long-term partner so. We’ve taken this effort try to know the investor as well, not just like a partner, partner investor also, say we will have a meal or two with the person informally to really understand at a core level what kind of a person this is you know what excites them or what doesn’t excite them like you know. I mean just generally all they talk about what they hold high in their life so just to know each other. That is this the kind of person that you know we would spend next several years with. So likewise I mean for understanding that. Chemistry and connect is very very important besides of course besides finding the complementary nature of you know, filling in the gaps that you’re looking for in your organization.

(00:16:57)

H:

As a marketer, what kind of information do you seek out on a daily basis in the world where we have so much of noise going around, how do you say stop as to what to discard or what to keep abreast with what is happening in the world?

G:

Actually, in many ways, it is an interesting question that You know, I started Social Wavelength when I was 46, so it was a big leap to take because that’s not an ideal age to start a venture and take chances in life. But while I was comfortable with almost everything else that in this field, I think I have a good sense of what I’m getting into it, I have a fair sense of what we need to do the business, now the only insecurity in my mind was that should space is changing so rapidly, constantly new things gonna happen. How will I keep pace? Because if I win the business I’m expected to stay ahead of, you know, tell my client that will happen and that will happen but indeed one of the fields that I worked, it was not very easy. Anyway, I don’t want to go on how I overcame the fear in the field but you know today what happens is that, if you, first of all at an individual level, it was you know overtime one tends to find interesting people whose content you respect or interesting Twitter handles or interesting blogs and podcasts that you have seen and read and heard and now you would have heard much more than what you what you’re seeing now what you’re reading, what you find, which ones are the ones which really inspire you and really get you. You know, getting to the next level so you tend to make your choices based on that. So you need to read a lot to find which ones are going to need to listen to a lot of podcasts to kind of find which ones are good and overtime I’ve done all that, books and everything and even you know following the right people. So with all that having a reasonably decent network of people, in the industry or out of the industry, one is able to discover interesting stuff through typical active social media presence and all that, and then of course follow your niche. Go to places which you sense to be more relevant than others. I think, uh. So I read a lot of, you know, listen to lot before figuring which one seems to make the most sense, and beyond that, when something shows up in front of you on a social media platform like smell it out that this should be relevant and interesting things is that think never like absolutely on top. I think I think a reasonably decent amount of relevant content and information for myself. You want to remain at the cutting edge and you constantly want to be up there, you have to develop that habit of constantly finding content, reading and most importantly to manage not getting overwhelmed by the volume which is out there to pick and choose and be comfortable with not pursuing everything. I mean that FOMO should not happen here because that’s like helpless and Oh my God, I did not read that or I’m not seeing that podcast, it’s OK, whatever extending now and also time is only limited, sort of so expect that you can as long as it is a reasonable case so I think I am okay and comfortable with it at the extent of getting updates. I’m not absolutely on top, but I manage a lot. I think I I end up running long days and I’ve got used to that. I’m I probably sleep around on an average of about 6 hours every day, so that’s good 18 hours of makeup waking time, which is valued and well utilized, I think.

(00:21:02)

H:

Is there anything else like once upon a time you mentioned that you enjoy Scotch while you enjoy walking, so do you think is there any other place to know what is happening around you?

S:

Probably when I get Saturdays or any day little different but I think a lot of these practices, a lot of people also follow, so you know whenever I’m not driving, I will try to utilize most of my time or trying to make some calls or do some work otherwise I like to listening to some of the podcasts, eager to find something more interesting to listen to. I mean, I have done a lot of audio-book reading work. Time is always a constraint so if you are able to, so if I am just walking I mean I have mindful of walking also, and really put all your energy and time in walking and be physical and active and my mind is still consumed with content and as you know I am quite active on Twitter with a decent no. of people I follow and bases with interesting content keep hopping on my Twitter feed. Apart of some good WhatsApp Group which genuinely feed me with the interesting stuff. I value being on some of those groups and it’s across the board and its not just marketing groups which are on investing and share general knowledge like current topics. Fortunately I dont need to go out and look for things as much as things tend to come on my feet because of this network.

(00:23:13)

H:

As a marketer, how do you train yourself to understand the consumers?

G:

Please understand that I might be saying this slightly immodest and not sure if it is something really different, I feel I slightly had a different training or somewhere from a very early age since I started working, I don’t know why, but maybe it’s the genes of the family I come from but generally observing life and if I’m just, even if I’m passing by from looking at a shop nearby or a parlour which shows up or whatever the thing going in my head for whatever reason is what will make this successful and work and why it will work and why it won’t work or is the location right or is their name correct that will resonate with this community? Its not just B2C businesses or B2B businessses or ohh this is some Alluminium dicasting business and this guy is connected to Bajaj family and they would be able to supply to Bajaj auto and that is why they should do well so my head is always thinking of these intuitively. I mean, it’s not like somebody asked me a question and you analyze it, but I don’t know why it happened from a very early age. I mean, I think when people ask me different kinds of things and other entrepreneurs want to bounce things off, I find myself like I said I’m able to give them a valuable input across variety of businesses and core challenges and issues  and tell them exactly where we can get help. Now that is the intuitive approach which means that say if i am in a mall and store and if i sense that ok business is the high end fashion and this is a different kind of community, so in order to succeed what kind of audience he needs to draw and what kind of marketing low he will go down, what kind of a demography will be suitable, does the customer come for enjoyment, so all these things intuitively helped me in becoming a so called professional marketer now as running an agency that helped me even when i was doing my family business which was also a very industrial kind of work and i was aspiring to do something that is consumer experience kind of work in which i would thrive because i thought i can get that part well, understand consumer behavior and create some interesting new approaches to drive consumers and make them come again. So hopefully as a marketer i will be able to come across things like that and get client business.

(00:27:03)

H:

Can I say that you were inherently curious about the world around you and you want to solve the puzzle around your head?

G:

Yes, I think so like curious from like another surface level below the average that would be right. Curious could also be a t a surface level like this is a new shop that has just come up here, but what will make it work, so i was little more curious enough to make this work.

(00:27:35)

H:

For young marketers, if they were to develop this muscle, if I can call this a muscle. Like mentioned, they need to observe things, but apart from that is there anything else that you could train them on?

G:

Curiosity is definitely the biggest factor now. The way it did for me i mean going out, observing things and thinking of them in your head for this, what is it about this work? Otherwise, if you can think more, the point is asking questions to people because asking genuinely interesting questions where you want to go deeper helps a lot because reading theory you are talking to people working in the field and trying to understand from them what is working and what is not working. Unfortunately I find people doing less of that because our world has become screen based world so people are reading article and they think that okay I have got my marketing and consumer behavior but there is nothing like taking to real life people and then learning between the line stories. That’s one thing that I would say that marketers need to do a lot more than they are doing today. A lot more than that a lot of ample stuff is available online but people apply short cut but it’s important to go deeper and understand case studies like generally what worked, what happened, why? How did Starbucks become a success in his life and how is Southwest airline different and its success story and journey. all of this includes marketing but finally marketing drives business success.

(00:30:08)

H:

Staying on this date, so you have been. Create. Crackle and you are normal. If I were to ask you, within the next 10 years by 2030, what kind of marketing the line? That’s all about data automation. What would be the best word in about 10 years?

G:

I think I think Look ahead by six months or a year you will be observed so. Really hard to in the Edward Jenner. Very broad level things which are impacting everything in life and will also impact marketing. Definitely. It is a big one, so we have learning more and more that. Past behavior, not just yours, but of other people in the end, must behavior in the analysis of that. Take another season. Do you snappy? All is well. Open Gmail. Beyond for the German might put in in one way, so hence the whole empty or particle intelligence and machine learning and everything is able to do that well and is able to predict that on this day. Now that distracted I said. And you have all the elements. You have the scars. And then you have all these guys. So a lot of. Wonderful. And that is the past of each of the actors and each other directors and all that. And then there is a behavior around her teasers that there really is that OK. How many people considered how much time they’re spending at one second of the video as well? Cutting off leaking? Kinds of data is being captured now if it’s put through an AI engine. It is it able to save the day on Friday when the film is in the theaters so many people end up it will run for so many days with certain text level of theater up and see. Provided. Next 10 things. In terms of marketing that now since you’re done this teasers now between now and Friday. Not gonna put this kind of communication you happy, but that’s what is working, not announce this music next. Getting people excited. That is the past turn out. Then predict something that you still listening. OK, now you’re done now just wait for Friday. Friday all these things and then get actual impact. Or you know predicting that would happen so it’s getting interesting. Word data is not their big role, but like I said, you still need to get your. ‘cause that’s getting to me is, is that the next year is being given so. Yeah, I was planning on coming together things. Today we have nice passwords and find that one case study which did something and wanna sand and all that going forward that will become far more common, patient a lot more people doing it. Challenge. Especially that now and I asked my Alexa device or my people form or something about something is not giving me an answer. One or two suggestions on how. How many people are in so many different combinations? How’s it gonna happen? I will tell marketer manage to make sure that is protocol. Brian comes out when people are asking for suggestions on something. If it’s speech selling rabbis. Start dating. You wonder how do you make sure that yours is the one which starts coming up in the reference and all that? So there’s a lot of technology dependence. A lot of Science, and then of course an element of that. Will see me beyond that, it’s a. What happened? Looking at it in the next fortnight or next quarter. Spelling for another thing we waited much for the bigger development about wonder telepresence. What impact can have. On a short.

(00:35:34)

H:

Next is our favorite buzzword with a lot of clients these days, ‘cause that marketing plan say that 15 is for that which is larger than the paper said. Communication inside something. In some cases it create the company to actually. How does digital payroll? 

G:

Passed my new head game that I was thinking about this as like a way. Interesting, that brand would know now there was some telecom language. It taken up the place of Tiger or something like that and. This is a. This is not sounding sincere at all, and they’re just trying to not word one of another thing. Consumers buy. And that had been my. Unless you are as a brand you really read it because there are some French. There is a very strong Association, which is therefore. Lego. Nothing start. So stop doing that. So in short you associated maybe for a consumer. Also there is a positive space that they’re trying to deal with that. In the past I was looking at you. Those guys. In the consumer. Just trying to Hoodwink the consumer thinking that they care so much. Everything OK? Behavioral insights and you see that. Millenial generation, and you know people around that age. Branch would stand for something. And it’s becoming to be extended the preference. I mean you want today. I mean the number of posts that I’ve seen recent days from people who say that the big retail big box. Most guys let us down. Just look on time, even when the lock down open that game my business to the scanner because it’s not for me in my tough Times Now it’s like. Like an Amazon or Flipkart would be a lot of convenience for a lot of people now. How do people are and how much they really follow through on this promise? Right now they’re saying on social media or not. The fact that they’re actually connecting that always. Thinking I’ll make up business, I mean a brand preference. Because of that, it’s time for something in life. People are actually making choice because it this guys are never certain value system. In gender, diversity or. Cause that one stands for and then you stand for it consistently through your communication through your actions as a brand, not just communication. Not level rising, but in terms of actually, there’s an incident in your office. Outlook actually react at that point. No one stands for or not in that same issue to order in a more consistent way then. Uh, audience, which actually you know, respects. That’s time and use their preference to that brand. So because of commercial compunction, innocence in a brand of slightly more posed to take a stand. Don’t take a stand for that well against you or not, I don’t know so called marketing is not necessarily. Campaign thing anymore. As long as you’re consistent in sentence meaning the particular demography of the audience which believes in that cause will also reward. For taking that stance, and in that respect.

(00:39:50)

H:

Next track. It does. How people? What? About how people are saying that he will support the local Karen’s in the time. The lock down. And Secondly. What opportunities you seek?

G:

So, uh.And it’s Preston singing comes off. Uh, an update the literally their future of electric post program. Assumption of Normal Life which open happened at some point right now. It’s not talking here when it happened, but that it happens. The normal of course. We all realize it is not a normal, isn’t new, not an that normal in many ways of first of all businesses. Small businesses with large companies would have come out of a fear of costs. Selling 21 for my body. Sharks are not. People have nothing productive but still selling, create and whatnot. So everyone is coming from. Shop of sorts and coming back soon near future.  I would say that the problem. I would be that everybody will be typing that better communication and marketing to the extent that is necessary to actually self surgery are wide. River had allowed intent. Flight thing and all that so I. That was sent out. I don’t foresee this number after the world having gone through a shocker of this kind from Leslie once in a lifetime on one more than that, 170 or something of that kind, that kind of things are going untreated, right? Come back that formal. Production. I mean, first of all, let me know. Hotels. Well, that extent. Excess Mississippi right? And even if you do that. What can happen? What are Microsoft needs? Cause anything beyond that is, in some sense access earlier when it was. Not turn off. Like that? Take that cost. Everything is all that. Successful. And then the corresponding corrections. Oh my God. Requirements close all other things. Consumption. What level of consumption first place an order? Extend offer at work. Spectacular choir because it was promising. I don’t know how. Not saying no something else. What’s your skin on your? Will come back so. Cortana turn on marketing spaces. IPhone in a much more better. But still branch will actually be spending money. Changing all that we would see. Ross Pacific in terms of the ships that cannot see the most certainly is now. We’ve seen enough articles and enough even jokes around it that an award all over efforts wouldn’t do it to get in our digital transformation of high on the agenda of plans. Alright, I’ll start that for us today, so no more and more obviously realizing that having a very strong digital focus, whether it is to actually sell only comment whether it is to run business operations using external means and marketing using visual. Is definitely something that realization is hugely exciting. See Yours in the CX or sitting at home and and are running their every right now so some of them are already started putting out. In discussions of them gone and soon as they get a chance, I’m sure every conversation start with service providers as well as to how their business get transformed rapidly before the first kind of when. Business operation, so we should certainly see as being one of the planters in that space. At this point we different challenges to maintain. Our revenues are now because of clients reaching marketing, spending everything. But at least we believe that. Once things settle down, the opportunities will come equally or more and hopefully will be able to actually come back to business partners. And all that, but that’s just. Is that there should be a? Acceleration boards unfortunately that will come back to the first of some of the other. Cheryl don’t check. Take a photo. Providing reduction with the. Even things like. For example. Smart, was it lost its ground a lot. I think for a long time. Not one of us. Or actually do a sports schedule with other people around you. Relaxing in a few steps away. So all those means not marketing huge bets on the IPL and stuff like that. All that money needs to be spent. This is pretty simple traffic. You know they look for the means to get the same results and will definitely looks like being one of the big benefits.

(00:47:13)

H:

He looks like being one of The Big Bang. Opportunities.

G:

I can say I think it’s just too It’s still such anymore. Space song. Can I speak please on the weekend? So at this point is end it so you can pick some few things which are like you happen, but they could be a lot more sense. Pros and cons and minus is which we will know once. You know it. It’s it’s bang in the middle of it. We’re not in the very beginning and definitely not anywhere close to the end of the crisis person. So we’re still very much in the middle. Whether it last three months, right last six months? And what kind of infected leaves by the time it sort of goes away out of life in that sense. It’s a question mark, you know, because of that, it’s it’s like hurting just so many people. Tommy workers it’s a call them on all the food upstairs. All the talk about that. Like love you should come to the mind of people outdent like labor and all that. But in a freelancer is as much a daily wage earner as guy on the construction site, right? This is the people who are in a company. Companies trying their best to retain them. You know, maybe they’ll be salary cards or something, but not size to at least launch. For the finance and like little first thing said OK stop on outsourcing work. Themselves are less busy, so keep them busy so. Purchase expected a lot of challenges for me there in Outdent Society, so we don’t know what it is, but. Seems that. Hopefully this whole you know Internet. Why you being stuck at home. We all say that thankfully you had water, electricity and Internet and the essential supplies. So we’ve been able to manage. Imagine if there was some somekatastrophy where even more through electricity were curtailed or something. I mean the kind of. I can visualize visualize this as well, but if you had any of these things missing, much more crazier, right. So now Internet, assuming that you know that is there. Things around like genuine business around it, like whether it’s a whole fintech space or whether it’s the space healthcare and around Healthcare. No time ever in, at least in my life that people have read so much and learn so much about why this is in vaccines. And like you know what not as a common people, right? So it says a heightened awareness around the subject of Health and subject of taking care of oneself as never before. No, no, nothing at this level of awareness in the common people. So all those things part. See Yourself Fitness and well being so it’s like your personal trainer and can really work. Or whether we get signal or like education at woman constantly evolving? What kind of Education? Because the world is going to require different kinds of training. So but the fact that if you have an engine which delivers education over the Internet and diversity, people on a pretty much as a sass model of sorts. I mean, that’s that’s in one space in similarly friend tag and financial solution then. Start on health care. How many commas? Means another sticks and all that song. Looking after and to be the beneficiaries going forward, they could be more and they could be some others which we are not able to see today until things settle down and we see what the new normal looking like.

(00:51:31)

H:

So tell me some others which we are not able to see today until things settle down and we see what the new normal looking like. Tell me, ask. Very important or the most important financial time, not natural. Keep your eyes on the dashboard and think across the peak of it in the post over. Like for example, you mentioned that post covid other way will become the centerpiece in terms of the focus. So so so what are those that?

G:

I mean it’s a business. Track practice revenue and revenue indirect cost so you’re. You know and. Remove continues to be there five times there and under control, so you’re able to see the picture that you know you’re you’re giving your. I heard about the water, right right? That is second in it should be there and then also the second part is cash flow. So in terms of recoveries and money would be profitable but not. So that’s a big challenge. Second, a metric and. I would say that the. When you mix. Uh, infographic of sorcerer dashboard of sorts for everything mixed. One is that a are you a? Or what are you not? Anyway, so I didn’t comes off one business vertical becoming like 80 last and everything else, especially for multi word. Are we having a reasonable balance across our different verticals? Be’cause one or the other vertical could face challenges at any point. Then if you’re reasonably balance and the other would still help you in a balanced out. Your overall number was. Similarly in applying wise, not secured very heavily into like that. One be crying because I’m writing. Stop that everything. Challenges also challenge the fact that the level of. Business across your different revenue cycle so you all not all monies which come in contribute equally. So are we having some legacy telling some businesses which are giving everything for the actual level there are indicative for the company, in which case is also again was the same thing is that everything makes from that. From a domain and geography make strong different verticals. That’s an interesting useful metric work API watching be beyond the revenue costs and cash.

(00:54:19)

H:

If I call them media companiesMedia companies Facebook. Money spent on publishers. How do you see this?

G:

There wasI think I can never been broken scenario because you know, we’ve only yours, you know. He has erase that accomplished. And one year and then another company come to dominate the next year and the first one. You know, like, let’s say the computing age at IBM and we went Sun Microsystems end most kind of people who sort of big big dealers in every time. And then of course, Microsoft Microsoft is only company by far, was straddled across multiple eras sandwiches while most valuable company in the world. An exception, but otherwise you know. One coming in now how is work is of course for each other. Also understand that yeah, right Facebook and Google Amazon. Times I’m saying from a media POV. Add and everything like with the Chinese company charge you know cause first of their own large market side number. Then again, because they become popular beyond their borders with outside. About whatever. Sonic like a screen. You know from where you’re coming from your neighborhood, thinking that will properly and all that well. One is a. One second. Found a space in this business is. I have faith in, you know, while they may or may not, every operational goals, reactivity, inspirational, and a certain focus in the drive. Now, whether you’re continue to maintain that level of competitiveness to stay absolutely on top. How fast you know someone you might know. More than one. Oh, so that’s why when I’m angry. She asked. Alpha organization uh is often characteristic that comes from the original founder, but beyond that I mean that is. That was not the first. And it was able to come and break. Something different, anyone like instead? What separates Crown is complete on intruder game. Like I mean in the initial statement. What is this about? Right now. Something about the new platform? Just. Becoming that blue water engaging fat which. Christmas begins hundreds of millions of people and it can dispose italic down. I was second place and grew around the whatever. On one side or the world, connectedness around Facebook with all your friends and family and everything goes out like really hard. Like pause, like something else comes up and just raise some inherent attractive features able to go away. Like if I see what it would be. You know somewhere in a garage in the Silicon Valley, you know with a few programmers you know trying to actually make it happen. But I also believe that. You’re not woman like the snow lockdown situation. Then there will be something with special emerge. And you know, maybe in the next five years something challenge. Right? Changing everything. Everything is at the gas. No, he says. Different formatting, size of content differently of connecting like one click connection on her phone or I don’t know what I mean. I just concepts word could change and something comes up smarter, sharper and just take it. Picking up places that. I don’t see them very very strong. Very very formidable clear strike, but, uh, I don’t see either.

(00:59:20)

H:

This entire you know everybody’s from anybody. I don’t see you there. This entire leadoff you know people next door that are suddenly become huge influencers for a brand new audiences. So in the most covert word, how do you see those people in there? How does the regular regular celebrity? Out there.

G:

So I think now So I think space is real. It’s not up that it’s not about. You know I have so many followers and I create and I’ll get like Sony like something that. Transactional. One of the things which is which is all started out and I still a lot of it, happens that way. Finally, what is this all game of intensive marketing or what was the purpose? Stop playing game. Celebrity celebrating associated with your crack. The cell cycle Trader said Rd multi car or whatever. Appeal let you know like I love stop running water like I let’s go something because he says or something like that. No, because just like same was true. A mass media product like cinema or cricket? That, uh, a lot space is not that alone anymore, because like you said, the next node I can also manage everybody. The publisher because of social media and somebody can have an interesting, unique reason. As well. Nothing on beach. Treat it like this. When I was actually saying is the reason why you. Yes, very pretty or something and they follow. Trust. I. Morning getting. Call to action to happen in a marketing space that. So answer back is saying that they are doing this morning. I’ll trust them when I buy the blood buddy see so I know it’s not going and seeing certification that Israel for sure not trusting the word of a certain brand. What time people have all become know for you of the French speak because they think all those communications. Turn off. Next week. Sort of see that. Hey Uh Oh, I see at this point right now and will do that because it’s OK. Start saying somebody has enabled who inspired that seemed level of trust to celebrating this little and much more than a brand can do on their own, but that definitely becomes. Not that interesting part of the mix now. How do you spell search? So that is just some. The weather last month. Space then that is more relevant. Same space. They want it. In a celebrated space. Stop. So white so. You can be a crossing a Coca Cola Pepsi at the same time of space of three months or six months from there. That’s what some influences position. Randomly picking up Contacts and of course the branch. Also shortsighted to work with such influences when they have themselves seen that there are consuming Fencible endorsing a computer before and not tomorrow in the market. Us one more popular. As a space, my chores work. Influence of Invanz understand the relevance of influencer marketing as being more than getting a few lights on the backs, most for the day. But we actually drive actually drive. Shop that position customer, then it will be done with a lot all Science in the charity like how’s everybody already happens, in which case it is atmosphere.

(01:04:02)

H:

Acquired stop marketing list having

G:

We impressed by this one movie Innovation Artifactory, which is the story of the other side funky. It also says the drive that the man has been. It’s not really well, and but it shows a story of this gentleman and his family was probably his marketing team. If my colleagues wife in there. Blade, and the way he actually convinces audiences to come and see his shoulder known, takes with very bigger means. Takes a ship and goes to UK and your tries to get your money or like partnership from their income. Bring him back and all that fabulous story of. Russian next marketing, like somebody, is convinced about something and just wants people to look like, convince, be convince people to do the way one come. True that is 1 second second is again in the same sort of genre. Noisy marketing is communicating an idea and getting a lot of people to believe and follow with you, right? So that again is the best choice of marketing for me at least they impressed. Second round seven doing the same kind people story and you know he also not impacted create the second number. 2nd Row and you can see that again this person. This amazing genuine 2 micro speaking in the way. People in babies is sharpers. OK now I’ll be easier simplistic lifestyle, but he knows what you know what. What things to pull to the right people and get his way, whether it is with the British people, whether it is with the Congress party, over there with his followers and people around him. And the right message. But that’s the kind of impact that you know he gets a nation behind him, right? You know, in a in a time when there was no Internet. I don’t know how to communicate across. And still, you know, he’s able to get ahold mission driven around him and make. Certainly that also nonviolent everything. Again, a great story, and likewise you know again in 1/3 Cup. Not not factor fiction. Part of the same kindness is in align, right? Just because of the challenge of getting. Let go. Seemingly impossible task of. Playing and winning a cricket game and just kids the whole village to rally around him. You know gets people to work around it. Actually come and people never play cricket before trying to figure something. And I mean these are all inspirational stories. There may be more, but these are the ones that came to mind. 

(01:07:07)

H:

Question you want. After if you want to give. For example, commonly Hot skills or some skills would be quiet. OK, so wait. Uncharacteristic of the Times that we live in.

G:

Everybody lives in our word rethinking Apple instantaneously, it flexes and all that. On Mr. Preciate that. Create an owner. Skilled marketing skills. Next effort experience so. He had it for a long time with the cleaning tend to constantly improve. I mean, I’ve seen people working. Two years ago I think. I will do something else. I think I’m doing something else that’s fine. Let’s see if you wanted to be the best Copyright now you want to be the best. Since last time I mean it takes time and effort and learning to get there. Work week success. Because it’s under one second thing I tell, especially at the payment. All that, but sometimes you could be in a space and you know it. Still marketing. For example, some marketing space today. Strange that. It’s a hot space. It will only grow many fold over the next several years. So if one is already there today only so somebody has started five years back. He’s just going to become hot property already is in that direction now, you. Probably not noisy and just keep flowing. As long as you don’t screw up yourself, you will still grow. Add a certain reason space. Maybe there’s a. I’m not talking about money, but I’m just saying from a growth rate POV. On the other hand, if you choose to take a little more effort today, you can sharply improve your groceries and become a leader in no time because you know, unfortunately, the average percent today, even on this element that I have, and I share the further announced at the drive. In younger people is sadly on average. I’m not some more, everybody is not that great. Across somewhere in this so much destruction and show me everything. So in life that you have from a professional career perspective, one is often. It’s OK to accept. Oh, you know? Like what type of effort? As against, it’ll probably, and I’m not saying mine were amazing in earlier time when you didn’t have enough choice and this was only thing you could came to this well then enough should. Finding yourself better than bacon better. I’m not, I don’t see it on average will be always exceptions. So I’m saying if you can be in the exceptional part owning your skills, the leaders. Today the pricing and marketing guys or people who came from a traditional media background reason, rising background brand names. Testing spectrum. Names. And it will be levels or more noise. Example of speaker. Let me know. I’m not sure you bark end isn’t that it needs a certain level. I mean, even you know, read that level and we are in a very different way or more. Your face sweet. Close space constantly was, so when a young marketer today put it clearly aspire to be one of those leaders provided you. My skills so well take everything I know unfortunately. And get out for us. This piece is job security was not you. Because that remind folks was more than supplied. Somebody is not within a particular organization organization, so I don’t want to continue. From getting business and pick some other job, maybe 20% more also. So if that’s not driving you that. Thank you. Population and. What’s going to happen then? So I think that.

(01:12:19)

H:

So I think that was it. I hope you enjoyed the conversation.

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About Marketing Connect

In this podcast we get up close and personal with some of the most celebrated marketers in India.

HOSTED BY

Saurabh Garg is an entrepreneur, writer, and an adventurist. With The Podium, he wants to learn the method in the madness from other entrepreneurs, creators, and adventure junkies.

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