Content is basically everything a brand wants to communicate to the audience in a pleasant way- Rishi Palak, Business Director Advocacy, Wavemaker
By Rachit Juneja
Jan. 28, 2023
1. Introduction and Background
I have a B.tech, a computer science engineering degree, and an MBA.
When the digital era began to boom near the end of my MBA, I became interested in digital marketing. Later, through internships, I began to learn about more and more organisations in the same field, such as cloud computing and digital marketing.
2. How did the content journey start?
At the time, there were only about 5-7 startups, and I was thinking about taking the risk of joining a startup rather than an MNC. After a year and a half of experimenting and learning the fundamentals of everything and how it works, I started working with one of the top media agencies. I used to be a member of the content central team, and that's where the content journey started.
3. Views on Influencer marketing and content creation
Content is basically everything a brand wants to communicate to the audience in a pleasant way; as a result, internet consumption increased significantly at the time. Influencer marketing entered the picture in 2016 and exploded into this crazy space, prompting us to consider creating a platform where all brand influencer activities could take place.
4. What do you feel about taking influencers as long-term partners?
Some industries, such as FMCG and fashion, may be open to long-term partnerships and collaborations. In contrast, others, such as automobile and insurance, may operate on a quarterly budget and may not be able to commit to long-term partnerships. It's important to research and understand the industry you're looking to collaborate with and how they typically operate in terms of partnerships and collaborations. Additionally, it's important to have clear and open communication with the brand or company to understand their budget and availability for long-term partnerships.
5. Most interesting campaigns you’ve done recently
Two of the most interesting campaigns we worked on were for Mondelez’s brand Cadbury Dairy Milk Silk Valentine's Day in 2022 (link) and Bridal Asia in association with Jacob’s Creek (link). Both campaigns were shortlisted for Emvies. They were a huge success, and everyone involved did an outstanding job.
6. What is your secret to executing a successful campaign?
When it comes to building a successful brand, data is key. At our company, we believe in a strategic planning philosophy that prioritizes long-term goals over short-term. This approach is grounded in data, not perception.
We understand that there are times when short-term campaigns are necessary, such as for product launches or occasion-specific events. However, our overall strategy is focused on building a framework that encompasses the long-term vision for the brand.
Data has played a vital role in our conversations with brands and continues to be a crucial aspect of our approach. By utilizing data to drive our decisions, we aim to build a strong and sustainable brand. As the industry continues to evolve, the importance of data in brand building will only become more pronounced.
7. What’s next after influencer marketing?
Influencer marketing now has 4-5 legs, and native advertising, in my opinion, is one of the best ways to do brand communication that brands are exploring. Influencers have a limited amount of time to converse. This year and next will see an increase in social and life commerce, which is a more relaxed approach to advocacy.
8. What are your plans for 2023 as far as social media is concerned?
Many people believe I have a strong social media presence and encourage me to make it public. I'm self-assured and enjoy being in front of the camera, but I don't see myself opening up to the public. I'm okay with being filmed, but I'm not keen on making my Instagram account public.
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