Interviews

Tell us something about AgencyDigi and its business

"Ideas for the digital world" is the focal point of AgencyDigi. Digital agencies are a dime a dozen today, but what we are trying to build is a company that innately caters to every consumer, whose world revolves around anything digital. Be it the mobile phone, computer, Digital DTH, Digital Signage or POS displays, we as an agency hope to tap into every one of these digital mediums to get marketers and consumers closer to what they want.

Geographically where are you present now?

Mumbai and Hyderabad.

Are you planning any exponential expansions in the near future?

Exponential is such a relative term. We certainly plan to expand geographically and we'll be operational in Delhi from the 1st of July. By the end of the year we hope to be present in 4 locations in India and 2 abroad. This could be considered exponential and at the same time it is not necessarily so.

You're based in Mumbai, but what made you choose Hyderabad?

Well, just for the southern connection. There is a deluge of opportunities in the south that we are looking to tap and that is what induced us to set-up shop down south. Moreover we're a company that aims for seamless digital connect, which can only be achieved through the support of technology. Since technological expertise is the central-point of most southern success stories, we felt it would be a good business move to explore resources down south too.

Tell us something about AgencyDigi— the employer

We're an equal opportunity employer in every sense. At AgencyDigi people work for their own selves and not for someone else. We see the future through the eyes of the consumers and marketers. Our business is driven by them and our sense of providing equal opportunity is not restricted to our employees alone, but extends to our clients as well.

How well is your business placed in the market in comparison to your competition?

We do not have any competition per se. Ideas for the digital world is what we provide and we're chiefly looking at the retail sector, which has at last seeped right into everybody's life. Retail today is big business, so we're planning to tap consumers, at places where we know we'll find them, by using digital mediums that are ever such an integral part of the retail experience. Be it through POS displays, digital screens or multiple other digital mediums that have effortlessly made its way into everyday living.

A brief note about your work culture and work practices

Well, there is nothing that we plan to drill down into people minds. As I'd mentioned earlier each person employed with us is his or her own boss. There is no limitation to what they want to achieve. We just look for people who at the end of the day can laugh at themselves and laugh with others. An issue can be minor or major, as a start-up it will be everyone who will have to work together to fix the problem. Even the roles and responsibilities are not yet clearly demarcated, because we know that this is the time for people to take-up and try-out new things and learn. We can afford to do that now, since we've just started, maybe things might change as we grow, but as of now we're still on the path of realisation. Moreover we are in a space that hasn't been completely explored by our competition. So we're naturally bound to have a lot more freedom to take chances and reverse roles when need arises. We also have a very transparent system in place. Take for instance our website, which actually doesn't exist. People who look for AgencyDigi are just taken to our Facebook page where the real hiring happens, right out in the open where everyone can see it.

How was your stint at Ogilvy and Mather? How long did it last?

Ten long years. It was a brilliant place to be part of. I joined Ogilvy after they bought out my company, eDeltaC, which became Ogilvy Interactive.

What according to you was special about the place?

Unquestionably the people. Ogilvy is a global agency, but surprisingly its one with a heart and soul. People in Ogilvy pay a lot of importance to connecting emotionally, which rarely happens in other agencies. Moreover Ogilvy has some of the most brilliant leaders in the industry. Stalwarts in their domains, it is a few of these exceptional people who made me stay back for so long.

What did you learn while you were at Ogilvy?

A lot actually. From managing operations to running a successful business, Ogilvy had a lot to teach and I was a willing student, who picked-up well from four extraordinary teachers, who were the only reason that kept me in the organisation.

If it was so wonderful, why did you choose to move on?

Well, any agency sees the world through its 30-seconds time-slot that flits across brands and mediums of communication. I was never willing to that for forever. I believe that life is more than those 30-seconds. I've always looked beyond that format and perception. And I wish to chase the life that doesn't end but begins after the 30-seconds dose of indefinite possibilities.

How did you start off?

To begin with I followed by dad's dream to become a mechanical engineer. Worked with technology and reached the highest possible position in that field. The journey was interspersed with other interesting stop-overs, which included my first company. I had to shut shop after it failed, but then other doors opened up and I just walked through each one of them one after another and closed some behind me to reach where I am today.

Any defining moment that changed your life or influenced your decision to take the path you took?

Well that would be the Bombay Stock Exchange. The first time I got a feel of the place the only thought that struck me was the way the whole thing was connected. The concept of the Bombay Stock Exchange thrives on the brilliance of connecting people and information seamlessly. Technology did play a vital role but the inherent instigator was the people and information that necessitated the connection and I was enthralled and inspired to turn that eye-opener into a life-changing connector that would banish boundaries.

What inspires you to chase your dreams?

A lot of things. One would be the people I work with; I like to see the world through the eyes of others. Interestingly even a recent client visit solidified my belief to see things through others' eyes. I was told by a client that advertisers know nothing about the end-consumer. They don't make the effort to know. If they wanted to, all they would have to do is watch people shop at a mall. So when we went back the next time to make our pitch, we had made sure that we had gained enough insights watching people shop. It helped, as it opened our eyes even more to the real people who are the real torch-bearers of a brand. I have always looked ahead and been reasonably successful in predicting the changes that will sweep the world. A media/advertising astrologer is what I have almost become and that is what keeps me turned towards the path that leads to the future.