Mumbai: At the heart of modern business success lies effective communication and strategic brand campaigns. Here enters BottleOpeners, the pioneering omnichannel communications commerce consultancy. With an unwavering focus on achieving outcomes, Bottle Openers leverages its deep understanding of advertising, media, design, and technology to create integrated solutions that drive tangible results for clients.
Indiantelevision.com in conversation with Bottle Openers founder Sachin Kumar had a chat on their genesis, ensuring seamless collaboration, influencer selection and more.
Sachin Kumar is a marketer by profession and a sportsman at heart. Raised as a table tennis athlete, Kumar’s background in the sport instilled in him the attributes of speed, agility, and volatility, which he playfully incorporates into his role as the head of the agency. With nearly two decades of experience working in advertising and digital marketing for some of the world’s top brands like Whirlpool, Apple, and Coca-Cola, Sachin’s advertising DNA, sensibilities, and acumen flow down to the entire team.
Edited Excerpts:
On the genesis of Bottle Openers and your inspiration behind creating a consultancy focused on omnichannel communications commerce
The name “Bottle Openers” is intentionally devoid of keywords like ‘digital’ or ‘advertising.’ It is simple and relatable to both clients and employees. It signifies the company’s core philosophy of being a solution-driven agency that unlocks the full potential of brands.
Our approach combines art, copy, code, and media into a seamless framework that is irreplaceable by any other tool. It revolves around shaping a brand’s desired outcome and then strategically bringing all the solutions together. This unique amalgamation empowers us to create impactful and innovative results that set our work apart. We believe in the power of holistic thinking and working collaboratively to achieve the best outcomes for our clients. Our framework stands as a testament to our dedication and passion for delivering exceptional and unparalleled solutions in the ever-evolving landscape of marketing and branding.
On the insights into the creative process that drives the development of Bottle Openers’ original and effective brand campaigns
As a think tank, our main focus lies in business matrices such as the TOM score and sales numbers. Our team is adept at strategising and implementing various types of campaigns, including TV, OTT, Amazon, and performance marketing, to achieve these objectives. We pride ourselves on our ability to think creatively and bring together diverse formats to drive success. By harnessing the power of these different marketing channels, we aim to create impactful campaigns that resonate with our target audience and drive tangible results for our clients or organisation. Our dedication to innovation and collaboration ensures that we stay at the forefront of the industry and deliver exceptional outcomes.
On ensuring seamless collaboration among your specialised teams
The practice involves dedicating time to train employees in comprehending their job roles holistically. This encompasses recognising the impact of their tasks within their department and aligning them with broader organisational goals. By fostering an integrated perspective, individuals gain insight into how their work contributes to both the specific team’s functions and the overarching performance metrics. This approach promotes a better understanding of the interconnected nature of their responsibilities and the larger company objectives, enhancing overall efficiency and collaboration.
On Bottle Openers research method to gain insights on building successful integrated communication strategies requiring a deep understanding of both companies and consumers
We dedicate time to educating individuals on deriving valuable insights through direct interactions with our customers’ end-users and by analysing our own first-party data. This approach provides us with a profound understanding of market trends and the necessary trajectory for our brand. By engaging with consumers, we grasp the evolving market dynamics and align our brand strategy accordingly. Leveraging first-hand data empowers us to make informed decisions that steer our brand in the right direction, fostering a responsive and consumer-centric approach to our business endeavors.
On the strategies that you employ to stay at the forefront of omnichannel communications trends
We anticipate a significant surge of activity in the AI realm, aimed at enhancing business efficiency for our clients. The burgeoning potential of AI is set to revolutionise how enterprises operate. Through advanced algorithms and data-driven insights, AI promises to streamline processes, optimise resource allocation, and unlock innovative avenues for growth. By harnessing AI technologies, we aspire to empower our clients with cutting-edge tools that can amplify their operational prowess, lead to data-informed decisions, and ultimately, catalyse their overall business effectiveness in an ever-evolving marketplace.
On Bottle Openers quantifying the impact of its campaigns and ensuring they align with the client’s performance goals as measurement and results are crucial in assessing campaign success
“Measurement” encompasses a wide scope and varies in its application across different mediums. Nonetheless, our primary emphasis centres around crucial business metrics, notably the enhancement of the TOM (Top of Mind) score and the augmentation of sales figures. While measurement strategies may differ based on the platform, our core attention remains directed at these pivotal indicators. Elevating the TOM score reflects our commitment to brand recognition while bolstering sales numbers signifies the tangible success of our endeavors. By tailoring our measurement approaches to these key objectives, we align our efforts with overarching business goals, ensuring a comprehensive and effective assessment of our impact.
On Bottle Openers’ approach to selecting influencers that align authentically with a brand’s message, and measuring the effectiveness of such collaborations
We use relevant technology tools to analyse their profile analytics as well as do qualitative research on the quality of content that the influencer has on his/her page to identify the right influencers.
The effectiveness of such collaborations is measured in terms of delivery of the overall brand matrices which are identified before the beginning of the campaign.
On anticipating new trends or areas of focus for Bottle Openers in the coming years and its plan to continue delivering measurable results for clients
At Bottle Openers our approach involves a constant exploration of emerging trends that have the potential to significantly influence our clients’ businesses. This process is a delicate balance between art and science, as each client’s unique needs and objectives require tailored innovative solutions.
On his advice to emerging professionals or agencies looking to make a mark in the field of integrated communications
My recommendation to newcomers and organisations entering the integrated communications field is to combine creativity and strategy. Develop a thorough understanding of your client’s objectives and target audiences. To handle the industry’s volatile landscape, embrace innovation and agility. Develop great client relationships and prioritise open communication. Invest in ongoing education to keep current on developing technology.
Finally, stand out by continuously creating compelling campaigns that demonstrate a strong dedication to generating tangible outcomes, making an everlasting mark in this very competitive market.
On sharing a sneak peek into a project or campaign that Bottle Openers has in the pipeline
Let the campaign become a case study.
