Mumbai: We all blow out birthday candles and wait for our wishes to come true. The life of SoCheers co-founder & CEO Mehul Gupta and co-founder & director Siddharth Devnani is such that their dreams have already come true – with the 10th anniversary of their baby – SoCheers.
Traveling to their work to Navi Mumbai everyday with the commute and routine getting to them, Gupta and Devnani decided to take the plunge into entrepreneurship. A commute gave birth to SoCheers! Quite, literally. The duo always had that seed of entrepreneurship but as it is rightly said, when it’s the time it’s the time. After a lot of brainstorming, research and development and also understanding their calling towards digital gave rise to SoCheers in 2013.
It was the time when convincing a brand to adopt digital marketing was like trying to climb a steep mountain without any gear or support. Though they knew that they would have to fasten the process, considering the pace at which the advertising ecosystem evolves, the duo did not shy away from work that came that way. Building off small things, like two or three interns, an apartment and small clients and projects, they built a place for themselves in the industry.
Headquartered in Mumbai, the agency is servicing both domestic and international clients. Today the agency has expanded to include over 160 passionate individuals who have consistently produced clutter-breaking campaigns, which aim to make a significant impact while setting industry standards. SoCheers has worked with over 450 clients and currently has a strong client roster of more than 100 brands comprising several prominent cross-industry names like Amazon Prime Video, Tata Consultancy Services, Star Group, Lupin Group, Sony Pictures Entertainment India, Godrej Interio, PokemonGO, MeeMee and Popeye’s India, to name a few.
In a market where surviving and getting the opportunity to service global brands as an independent agency is rare, SoCheers has maintained its independent status with pride and success. The 2020-21 fiscal year, even with the pandemic, saw a 39 per cent increase in overall revenue and it rose to 65 per cent in 2021-22. Moreover, the production capabilities skyrocketed from 2X to 10X in the midst of the pandemic and the team size grew from 90 to 160+.
Over the last couple of years, SoCheers has augmented its creative capabilities by blending crisp and intense storytelling with the relevant and latest digital marketing technologies to build impactful and meaningful campaigns, which have given the agency an edge over the others. Campaigns like The Family Man Job Hunt (Amazon Prime Video), Mirzapur S2 – Purvanchal Ke Samachar (Amazon Prime Video), Venom #ChocolatesMissing (Sony Pictures Entertainment India), The Big Move (Tata Consultancy Services), Nickelodeon #YogaSeHiHoga (Viacom18 Pvt. Ltd.), BreastFeeding Week (MeeMee), etc. have not only gotten insane love from the audience but have also produced definite and bold results for the brands.
Indiantelevision.com caught up with Gupta and Devnani and had a chat with them on the 10th birthday of SoCheers to know about their journey, the challenges that they faced along the way, their vision and way forward for the agency, and more.
Edited excerpts:
On the journey of SoCheers.
Gupta: During our commute to work in Navi Mumbai, Sid and I realized that we had always harbored an entrepreneurial spirit. Digital came naturally to us because we were always intrigued by its ever-evolving nature and the potential it held for brands to reach and engage with audiences in new and innovative ways. We spent hours brainstorming ideas, researching market trends, and developing strategies, fueled by our shared passion for this dynamic field. With relentless determination, we pooled our resources and established SoCheers – a full-service, independent creative digital advertising agency. We started small, but with time, our agency grew bigger, and we kept adding newer services to cater to the evolving needs of our clients. We poured our hearts and souls into each project, designing campaigns that were not only visually stunning but also strategically sound, with a focus on creating a lasting impact.
Devnani: We had a deep affinity towards helping brands establish their digital presence and thrive in the online world. It was then that we decided to take the leap and turn our expertise into a reality. Our journey was not without challenges, but we relished the process of building our agency from scratch. We drew inspiration from our name – SoCheers – which represented our unwavering enthusiasm and positive energy as we tackled every project that came our way. We were, are and will be the #CheerSquad, a team that celebrated every milestone, learned from every setback, and kept pushing the boundaries of creativity. Our objective has always been to create campaigns that leave a lasting impact, and we take great joy in the creative process.
On the identification of a market gap which you plan to fill with SoCheers
Gupta: A decade ago, the digital landscape had several players with limited demand and supply. However, there was still anticipation of the impending boom in digital, which enabled us to position ourselves in the right place at the right time. We all new digital had that power of reach, but there was an amount of unawareness and fear amongst the brands and the agencies. The major gap, we believed, was in terms of service quality and people training. And, somewhere we both were of the opinion that the success of any agency hinges on its people, and we continued to prioritize training to ensure that our team stays ahead of the learning curve.
Our main focus since then has been on identifying and addressing gaps in service and creative ideation, which are common challenges across agencies. We are committed to nurturing talent that shares our passion for what SoCheers stands for.
Devnani: Agreeing and adding to Mehul’s viewpoint, I feel that a decade ago, although there was ample time spent on digital platforms, brands were very cautious about leveraging the same. Convincing brands to venture into digital advertising was a significant challenge at that time, unlike the current scenario. It did take some time for brands to embrace digital advertising, but our objective from the beginning was to bridge that gap by creating compelling content for a brand’s target audience. Our aim was not only to win brands over but also to deliver optimal results for them.
On what differentiates SoCheers from other creative and digital agencies in the market
Gupta & Devnani: The ethos! We have, are and will always abide by our core philosophy of keeping “People Over Processes’ and ‘Ideas over Patterns’. Apart from that, it is our deep-rooted enthusiasm, insatiable curiosity, transparency, collaborative culture, constant endeavor to keep a cheerful environment for our employees, and emphasis on creativity and innovation are somethings that distinguish us from others.
On the kind of revenues, you clocked last year? What kind of revenues are you aiming for this year?
Devnani: When we set our goals for the year, we aim high to achieve our desired numbers quickly. But beyond quantitative targets, we also believe in setting intangible goals, such as shaping our perception among various stakeholders.
In the past year, one of our primary aims was to diversify our client portfolio, and we successfully did so! We made significant strides in the BFSI, Fashion, and Consumer Retail sectors, with renowned players like Wacoal, Universal Music, Ed-a-mamma, Croma, Yes Bank, Kotak Securities, and more coming on board. Building on this momentum, our big goal for 2023 is to further break into new sectors, both nationally and internationally. This will allow us to scale up our ideas and executions even further. In 2022, we also strengthened our client relationships, ensuring continued partnerships with a remarkable growth of 44 per cent.
On the challenges that you faced in your decade-long journey, and your learnings and lessons from the same
Devnani: As an agency in the ever-evolving digital landscape, we have faced various challenges, both from an industry and people’s perspective. Keeping up with the changing dynamics of digital and its consumers is an ongoing challenge that requires us to constantly evolve our strategies and come up with innovative ideas. This can be particularly challenging when it comes to generating out-of-the-box ideas that stand out in a competitive market.
As a people-first agency with a team of 200+ employees spread across different cities, attracting and retaining diverse talent is another challenge we face. We strive to create a work culture that fosters creativity, efficiency, and innovation, while also staying in tune with the needs and demands of our team members. Managing teams in multiple locations requires us to ensure that our work culture and commitment to innovation are consistent across all locations, to deliver the best results.
From a client’s perspective, as an independent agency, we face the challenge of competing against bigger agencies for clients who may prefer larger groups. We also focus on improving operational efficiency to maintain healthy margins without compromising on our commitment to delivering top-notch services to our clients.
Despite these challenges, we view them as opportunities for growth. We embrace the dynamic nature of our industry and strive to stay ahead by constantly innovating and adapting. We are proud of our independent status and work hard to maintain a strong work culture that fosters creativity and attracts top talent. We believe that overcoming these challenges will only make us stronger and better positioned to deliver exceptional results for our clients and create a positive impact in the digital advertising industry.
On the three offices – Mumbai, Delhi and Bangalore
Gupta: We are headquartered in Mumbai with the majority of our team located there while our strategic presence in Bangalore and Delhi allows us to better serve our clients and tap into the abundant local talent pool.
Devnani: So, we don’t look at these markets as differentiating revenues and clients. We are present in these other two states to serve certain clients because in Bangalore we are very bullish on the kind of talent we have. Similarly for Delhi.
On the kind of new work can we look forward to from SoCheers
Gupta: Based on the beginning of 2023, it appears that this year is shaping up to be extremely busy. The year has kicked off on a positive note, with the addition of new retainers and projects, resulting in the first 3 months of 2023 being our busiest ever yet. You will surely see more integrated campaigns with innovative use of influencers and videos. With our newly launched vertical, SoCheers Spark, there will be a considerate amount of work towards cause-driven, impactful and meaningful communication from our end.
Devnani: Our consistent goal year after year is to diversify into different industries, and we will continue to double down on this objective. To achieve this, our strategies will evolve as needed. We will focus on growing individual businesses such as outreach, ad films, analytics, and media, which will contribute to the overall growth of our agency.
In addition, tech innovation will be a key growth area for us in 2023. We have seen in the past that it drives customer and campaign goals, as well as enhances our agency’s visibility in terms of media footprints and awards. These innovations will encompass social platform features, unique collaborations, tech-driven innovations, and more.
In summary, these are the growth and business strategies that SoCheers will implement in 2023.
On the IPL extravaganza
Gupta: Our campaigns for IPL have already kicked off, with clients such as Croma, Royal Challenge, Black & White ginger ale, and Dream 11 already showcasing their communication strategies. Typically, during this time of the year, brands target a wider audience to gain traction from diverse viewership. To effectively cater to different brand cohorts, it’s crucial that our account strategy is designed accordingly. The IPL season presents a prime opportunity for us to help brands reach the masses in India through our tailored approach.
Devnani: In conclusion, IPL serves as a prime platform for brands to achieve the largest reach, as it is the biggest media property in the country. Many clients choose to associate with IPL to gain visibility on a national level, making it a go-to advertising space for brands seeking to capture widespread attention.
On the way you have seen the creative and digital space evolve ever since you started SoCheers 10 years back
Gupta: From digital being an experimental medium in the marketing mix to becoming a preferred medium, the creative and digital space has undergone significant evolution in the past decade. One notable change has been the shift in consumer behavior, with the widespread adoption of smartphones, social media, and online shopping. This has led to increased reliance on digital channels for communication, information, and commerce.
Social media platforms have emerged as powerful tools for brands to connect with their audience, build communities, and drive campaigns. Content creation has grown significantly due to the widespread use of digital platforms, leading brands to create top-notch, relevant, and captivating content in different formats. Additionally, the emergence of influencers has further advanced creativity in the digital realm.
Devnani: Furthermore, data and analytics have emerged as vital components that empower brands to make informed marketing decisions and optimize their strategies. Brands are now placing a strong emphasis on delivering personalized experiences through digital channels, such as tailored content, targeted advertising, and seamless user interactions. In addition, the increasing prevalence of the mobile-first approach, the expansion of mobile internet users after Jio, the acceleration of OTT (over-the-top) platforms, and the impact of the pandemic have all contributed to mobile optimization, responsive design, and mobile app development becoming top priorities for brands.
In summary, the creative and digital space has seen significant changes in the past decade, driven by shifts in consumer behavior, the rise of social media, content explosion, data-driven marketing, focus on personalization and customer experience, rapid technological advancements, and the growing importance of mobile. Brands need to constantly adapt and innovate in this dynamic landscape to stay relevant and succeed in the digital realm.
On the new advertising and digital techniques that you vouch for when it comes to providing solutions to your clients/brands
Gupta: A thorough study of understanding the target audience followed by planning the content and account strategy to design the campaigns is a basic technique every agency follows. From a digital standpoint, the new-age advertising mantra is simple – ‘keep it simple and as real as you can be’. I have noticed over time that even in the mainline medium if the advertisement is relatable and builds a connection with the target audience, there is a successful marketing campaign.
On the idea of launching SoCheers Spark
Gupta: As our advertising campaigns have progressively reached billions of individuals, we recognize the opportunity to utilize this vast potential for generating positive change. Advertising holds great power with its extensive reach across diverse audiences. By creating a digital brand mark, we can inspire people to take action and contribute to positive transformations in the world. Our next milestone is to heighten awareness and interest in societal issues that can bring about meaningful benefits. As we commemorate a decade in business, we are excited to embark on this impactful journey.
On the clients on board for SoCheers Spark? And would the creatives for these brands be any different?
Devnani: Currently, we haven’t onboarded any clients for this new vertical. However, the creative approach will vary depending on the nature of the campaign. Our primary focus will be on generating purposeful, impactful, and influential campaigns that raise awareness about unspoken causes. What sets Spark apart is that we are not solely reliant on clients – we are willing and capable of driving impact on our own. We are also open to collaborating with brands, but our foundation is built on doing good regardless of external partnerships.
On how do you see the SoCheers Spark vertical take shape? Any targets or plans set in mind for it?
Devnani: In the future, we envision the SoCheers Spark vertical taking shape through leveraging our extensive network, insights, and expertise to initiate meaningful initiatives that drive positive change. Our plans include creating a significant impact on individuals and communities at scale and making some noise with impactful campaigns. We seek to provide our creative teams with captivating challenges as an addition to their usual brand-building endeavours, tapping into their creativity and innovation. We are currently focusing on specific thrust areas, and you will soon witness the rollout of these campaigns.
On your vision and way forward for SoCheers. Where do you SoCheers in the next five years?
Gupta & Devnani:
– Keep creating innovative, clutter-breaking and lasting campaigns
– Be the industry disruptors – Keep up the memento of not being called ‘just another digital agency’
– Creating campaigns with a global impact
In a nutshell, let’s remain true to our name, SoCheers, as we enthusiastically cultivate our exceptional creative skills, reinforce our unique market position, and explore new opportunities for growth. Let’s aim to expand not only in terms of our team, brands, and reach, but also become the top choice for brands seeking influencer marketing, digital advertising, and media buying & planning services.
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