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Tag: Rohit Sakunia

  • We are firm believers that tools don’t build brands, stories do: Art-E Media’s Rohit Sakunia

    We are firm believers that tools don’t build brands, stories do: Art-E Media’s Rohit Sakunia

    MUMBAI: Fancy a tale of entrepreneurial derring-do? Look no further than Art-E Mediatech Private Ltd, better known as Art-E Media, a marketing and technology maven that burst onto the scene in 2018. What began as a mere septet of tech-savvy chaps toiling in a humble garage has, in a rather spiffing turn of events, mushroomed into a formidable force of over 150 bright sparks, affectionately dubbed “ArtEans”. With a footprint stretching from the bustling streets of Mumbai to the glittering towers of Dubai, via Delhi and Bangalore, this outfit isn’t just playing the game; it’s practically written the rulebook for full-stack marketing, creator content, and tech artistry.

    Over the years, Art-E Media has been canoodling with some rather grand names – the sort that make rivals green with envy. Think Google, Coursera, TCL, Sharp, Panasonic, Pantaloon, Ceat Tyres, Jubilant Foods, IndiaMART, Flipkart Seller Hub, Realme Smartphones, and even Hero.

    At the heart of this empire stands Rohit Sakunia, a chap who clearly doesn’t believe in modest ambitions. This whizz-kid not only birthed Art-E Media but also propelled it to a staggering $10 million in annual revenue within a mere four years. But wait, there’s more! He also cooked up INVIZ, which raked in a cool $1.5 million in its sophomore year. Running a tight ship, he’s overseen a crew of over 100, masterminding delivery, creative genius, and the nitty-gritty of business development. And if that wasn’t enough, he’s pumped out content that’s garnered millions of organic views, forging brand equity and building businesses like a true titan of industry.

    Indiantelevision.com’s Rohin Ramesh managed to corner this elusive guru. Expect the resulting interaction to be brimming with juicy details on new technologies, advanced tools, revenue generation, and a whole lot more that will undoubtedly make for a ripping good read.

    Edited excerpts

    On the inspiration behind the inception of Art-E Media

    Honestly, Art-E wasn’t born out of a grand plan. It started over endless coffees and late-night chats where we kept questioning why marketing was either too flashy or too clinical. Why couldn’t it be real? Human? Isn’t that a big question today too in this era of AI.

    For Tejender (my partner) and I, the idea was simple: build an agency where storytelling leads, and technology enables. Where marketing doesn’t feel like marketing. Where brands don’t chase trends but create their own narratives.

    Our vision was to keep it very personal. To be humble but create loads of impact. We always believed data will do the talking but we also didn’t let it kill or cull creativity.

    We have always said to the larger team too. That does not look very ahead of time. Look at the next campaign we are doing. And redefine it for your client. Our motto thus is one honest campaign at a time.

    On how your agency is integrating advanced technologies (e.g., AI, machine learning, big data) into marketing strategies to drive better outcomes

    At Art-E, we’ve always believed technology should simplify, not complicate. AI, machine learning, and data tools aren’t just buzzwords for us. They’re enablers to understand human behavior better and craft sharper stories. That’s what the planners in the team use it for too.

    Whether it’s using AI to predict consumer shifts, personalising content at scale, or leveraging data to decode what’s working and what’s just noise, we love blending tech with instinct. And we are extremely careful too. As I have mentioned above, creativity stays at the core, while technology plays the role of an amplifier. For us, the goal is simple, smarter marketing that feels human.

    On your perspective on emerging trends in marketing, including AI-powered tools and immersive technologies such as AR/VR

    Trends will keep coming. AI, AR, VR, all these are powerful no doubt but at Art-E, we stop a tad bit before getting very excited at something new.  First we use the same and check for ourselves whether it can actually solve a problem. If it does, then we jump in joy. Because now we know that it can tell a story better.

    AI-powered tools help us work smarter: We agree. AR/VR helps us build experiences that engage deeper this too. But the focus stays on why we’re using them, not just what we’re using.

    We are firm believers that tools don’t build brands, stories do. These tools at best are probably amazing paintbrushes. And we’ll use them wherever they help create something meaningful.

    On the evolving role of influencer marketing and the impact of technology on this space

    Influencers today are storytellers and not billboards. And we use them precisely that way. We use tech to find and fit a voice that will resonate for the brand and not just plain echo the communication. The problem happens when you try to use influencer marketing for selling. The idea is to connect. Because when the connection happens, the selling or the impact definitely follows.

    On strategies for building trust and fostering meaningful engagement with consumers in an increasingly digital world

    For me, trust isn’t built through fancy campaigns or viral content or even through the biggest brand ambassador. It’s built in those small, consistent, vital moments where brands choose honesty over hype.

    At Art-E, both Tejender and I and also our CEO Amit often tell our clients to stop marketing to people and start talking with them. Being more human. Being more transparent. We have said that saying no sometimes is ok and apologising is ok too. And on top of all this, listen more than you speak.

    For our clients we ensure realness stands out in the digital chaotic world. Our strategy? Keep it simple. Keep it honest. Keep it human. That’s how you build trust.

    On your plans for the future

    Our plan for the future is very simple. We just intend to stay restless. How can you rest in an era like this where tech is disrupting our business so often. So we intend to keep questioning the obvious and keep chasing stories that matter.

    We’re focusing more on blending content, commerce, and tech in ways that feel seamless. They don’t look forced. We are expanding into experiential and immersive spaces too, but again, only where it adds genuine value to the brand narrative.

    We love numbers. But the goal isn’t just growth in numbers. It’s growth in impact. To stay boutique in mindset, but global in our thinking. And to ensure every campaign we craft feels less like work and more like a conversation worth having.

  • Gen Z expects brands to be transparent, socially responsible, and engaging: Rohit Sakunia

    Gen Z expects brands to be transparent, socially responsible, and engaging: Rohit Sakunia

    Mumbai: As brands navigate the complexities of a dynamic marketplace, a new trend is emerging: the preference for gen Z individuals in marketing agencies. Born between the late 1990s and early 2010s, they are not just the target audience for most campaigns; they are becoming the architects of those campaigns. Their perspectives on culture, community, and creativity align seamlessly with the demands of a new-age consumer base that values relatability over rigidity.

    This shift towards tapping into gen Z talent is not a fleeting trend. It signals a deeper understanding that those who live and breathe the cultural zeitgeist are best equipped to translate it into compelling brand narratives.

    Indiantelevision.com caught up with Art E Mediatech founder Rohit Sakunia, an independent marketing agency with a presence in Delhi, Mumbai, and Dubai to know more insights on this topic.

    Edited excerpts

    On driving the shift towards gen Z as the preferred target audience for marketing agencies

    The shift towards gen Z as a primary audience is driven by their growing purchasing power and their undeniable influence on digital culture. Being the first digitally native generation, they shape online trends and behaviors, making them critical for brands aiming to remain relevant. What sets gen Z apart is their loyalty—it’s not easily earned but is reserved for brands that genuinely align with their social values and personal identities.

    For instance, brands like Nike have successfully tapped into this by aligning their campaigns with causes that matter to gen Z. At the same time, companies like Glossier have built communities around inclusivity and self-expression. This approach fosters a strong emotional connection and ensures long-term engagement. gen Z’s digital fluency and trendsetting behavior can drive viral success, and when brands resonate authentically with their values, the resulting loyalty is both impactful and enduring.

    On describing the key characteristics of gen Z that make them appealing to marketers

    Working with brands targeting a young, dynamic audience has shown me that gen Z values authenticity, inclusivity, and personal connection. These traits make them incredibly appealing to marketers. In my experience, adapting strategies to embrace these characteristics has been key—like developing influencer partnerships that genuinely align with their values. A great example is how zoomers’ affinity for authenticity drives the popularity of brands like Patagonia, which champions environmental causes transparently and integrates these values into its product lines.

    By focusing on these aspects, I’ve honed my ability to create personalized, community-centered campaigns that truly resonate with this audience. It’s rewarding to see these efforts translate into higher engagement and brand loyalty, underscoring how understanding and embracing gen Z’s unique characteristics can make a real difference for brands.

    On rise of gen Z impacted traditional marketing strategies

    The rise of gen Z has significantly reshaped traditional marketing strategies, and transitioning brands from conventional methods to more agile, digital-first approaches has been a defining part of my career. Managing campaigns on platforms like TikTok and Instagram has challenged me to think creatively and stay adaptive, ensuring our strategies resonate with this audience.

    TikTok’s emergence as a primary marketing platform reflects gen Z’s demand for engaging and creative content, prompting brands to embrace short-form video formats and storytelling styles that feel authentic. This evolution has allowed me to refine my expertise in areas like short-form video content and influencer marketing, both of which are critical for building genuine connections with younger audiences.

    On zoomers use of technology and social media influence their preferences and behaviors

    Gen Z’s use of technology has shaped them into discerning consumers who value accessibility, quick answers, and seamless online experiences. Their reliance on social media platforms like Instagram, Snapchat and TikTok for discovery drives their preference for brands that deliver visually compelling and easily shareable content. This behavior has redefined how brands connect with this audience, emphasizing the importance of creating experiences that are both interactive and engaging.

    For instance, utilising features like filters or challenges on Instagram or TikTok can capture their attention effectively while fostering a sense of community. Social media not only influences their purchasing decisions but also cultivates their need for connection, making community-building a critical component of marketing strategies tailored to this generation.

    On key expectations zoomers has from brands and marketing campaigns

    Gen Z expects brands to be transparent, socially responsible, and engaging. They look for campaigns that align with their personal values, are inclusive, and reflect diversity in meaningful ways. This generation also values quick response times and personalized interactions, expecting brands to actively engage with them on social media and demonstrate authenticity through action rather than just words.

    For instance, companies like Ben & Jerry’s resonate strongly with gen Z by publicly supporting social issues, which not only strengthens their brand image but also builds trust with consumers who deeply value activism and meaningful change. These expectations challenge brands to go beyond traditional marketing and truly embody the values they promote.

    On challenges marketing agencies face when targeting gen Z and overcoming them

    Targeting gen Z presents both an exciting opportunity and unique challenges for marketing agencies. This generation is incredibly discerning, with little patience for inauthentic content, short attention spans, and a high demand for meaningful engagement. To navigate these hurdles successfully, agencies must rethink their strategies—prioritising transparency, crafting bite-sized yet impactful content, and collaborating with relatable influencers over mainstream celebrities.

    For example, the use of micro-influencers has proven effective, as they can authentically engage with niche gen Z communities, creating trust and fostering genuine connections. Pairing this with data-driven insights to craft hyper-personalized campaigns ensures that the messaging resonates deeply with this audience, turning challenges into opportunities for stronger engagement and loyalty.

    On seeing the relationship between marketing agencies and zoomers evolving in the next 5 to 10 years

    In the next 5 to 10 years, I believe the relationship between marketing agencies and gen Z will evolve into a more collaborative and purpose-driven partnership. As gen Z matures, their expectations will continue to rise, particularly in terms of brands being proactive on social issues. This will drive agencies to engage more directly with gen Z consumers, working alongside them to co-create campaigns and experiences that feel authentic and meaningful.

    In addition, agencies will need to embrace new technologies, like augmented reality and AI, to meet gen Z’s increasingly tech-savvy standards. Future campaigns may include interactive AR experiences or community-driven initiatives, where gen Z has a direct voice in shaping brand messaging and even product development. This shift will not only redefine how brands engage with gen Z but also elevate the way they collaborate with this generation to drive long-term loyalty and impact.

  • Art-E is on a growth spree; plans to double Workforce in the Coming Quarter

    Art-E is on a growth spree; plans to double Workforce in the Coming Quarter

    Mumbai: Art-E MediaTech, India’s leading integrated marketing and technology agency has announced its robust plans to double its team size. As part of the hiring and growth strategy, the company will double the employee strength along with the current strength of 150 employees in the coming quarter.

    Since its inception in 2018, Art-E has successfully bagged prominent brands as its clients that has further spurred growth of the agency. In tandem, the company plans to add more professionals in Paid Media, Technology, Social Media Management; Creative, Influencer Management and Production departments across Delhi and Mumbai.

    Talking about the hiring strategy, Art-E co-founder and partner Rohit Sakunia commented, “Since our inception we have been able to maintain an attrition rate below 8%, all because of our strategic talent development initiatives. In line with this, our goal is to attract top talent across all vertices to drive innovation and success into all the projects for our clients.”

    In a span of six years, Art-E has continued to maintain a consistent growth trajectory with a 40% CAGR of business growth. It is also continuing to record a 10% hiring rate every quarter and a 20% employee growth rate YOY, resulting in the company strategising the current team expansion plan to support its steady growth.

    “Backed by our culture of business excellence, we’re confident that our talented team will bolster our company forward,” he added.  

    In addition, Art-E is looking forward to collaborating with universities and institutions to identify and nurture young talent. This association will offer enthusiastic students internships and full-time employment job opportunities, which will ensure a pipeline of skilled industry experts to contribute to the company’s future growth.  

  • “At Art-E we’ve believed in the most cliched yet the most simple strategy”: Rohit Sakunia

    “At Art-E we’ve believed in the most cliched yet the most simple strategy”: Rohit Sakunia

    Mumbai: Art-E Media Tech is a full-service truly integrated marketing and technology agency aimed at nurturing digital marketing and advocacy of brands in India and across borders.With a strong presence across key metropolitan hubs including Delhi, Mumbai, Bengaluru, and Dubai, Art-E Media Tech boasts a comprehensive network that allows them to cater to clients nationwide. This reach ensures that brands from various industries and sectors can leverage Art-E’s expertise and resources to enhance their digital presence and achieve their marketing objectives.

    Art-E Media Tech offers a diverse range of services tailored to meet the unique needs and goals of each client. From social media management and video production to performance marketing, branding, design, influencer partnerships, and tech services, Art-E provides a holistic suite of solutions designed to drive engagement, foster brand loyalty, and ultimately, generate measurable results.

    Indiantelevision.com caught up with Art-E founder director Rohit Sakunia where he shared invaluable insights into the ethos and achievements of Art-E, offering a glimpse into what sets the agency apart in the dynamic world of digital marketing and technology.

    Edited excerpts

    On the journey of Art-E Media Tech so far

    We’ve been in business for the last 5-years. From starting with one resource and 5-partners to now plus 100-members and a 10M business is a journey we are all surprised and proud of. We are now present in 4-Indian cities and are soon opening our first international office in the GCC region. We work with a diverse range of clients across the spectrum of Mobility, Consumer Durables, FMCG and Big Tech. There was a time during the pandemic when we were like all others a little apprehensive of growth, but not only did we survive that, Covid made us even stronger.

    On an impressive clientele including Hathi Mustard Oil, Bosch, TCL, Flipkart, and others

    At Art-E Media, our core focus lies in fostering enduring partnerships with our clients, founded on transparency, collaboration, and delivering outstanding outcomes. Our approach begins with a thorough understanding of each client’s unique needs and objectives. We invest time in comprehending their vision, challenges, and goals, tailoring our services accordingly. Working closely with clients, we develop customized strategies aligned with their brand identity and target audience. On top of it we also ensure we are available to their needs on a regular basis at hours where there is a need.

    Furthermore, we believe in the power of regular client engagement. Our monthly physical meetings offer invaluable opportunities to deepen connections, gain insights into evolving needs, and strategize collaboratively for the future. By prioritizing personal relationships and demonstrating unwavering dedication to client success, we build enduring trust and confidence in our services.

    On specific services and offerings do you provide to the clients                        

    As a full-service integrated agency, we offer a comprehensive suite of services tailored to diverse industries like mobility, consumer durables, and e-commerce. Our offerings include strategic planning, brand development, creative services, digital marketing, website development, e-commerce solutions, data analytics, and public relations.

    For mobility industries, we focus on enhancing brand visibility and user engagement through targeted digital marketing campaigns, programs that suit the TG and properties that scale awareness.

    For consumer durables, we emphasize brand identity and reputation management through creative content and strategic PR efforts.

    For e-commerce, we specialize in creating seamless online shopping experiences, implementing effective digital marketing strategies, and leveraging data analytics to drive sales and revenue.

    Overall, our client-centric approach ensures that we deliver tailored solutions to meet the unique needs and challenges of each industry, driving measurable results and long-term success.

    On scaling over 10 million dollars per financial year within just four years is a significant achievement

    At Art-E we’ve believed in the most cliched yet the most simple strategy. That you take care of the work and the revenues will take care of itself. We’ve just taken care of our clients like one of our own. We’ve also taken care of our people and grown them faster than the industry and these two things have meant the business has taken care of itself. We are one of the fastest growing agencies with the lowest attrition rates.

    On providing insights into Art-E’s approach to leveraging social media, video production, performance marketing, branding, design, influencer partnerships, and technology services to deliver comprehensive solutions for brands

    As the founder of Art-E, I’m excited to share our approach to delivering comprehensive solutions for brands. At Art-E, we believe in harnessing the power of social media, video production, performance marketing, branding, design, influencer partnerships, and cutting-edge technology services.

    Our team combines creativity with strategic thinking to craft engaging social media campaigns that resonate with audiences. Through expert video production, we bring brands to life with compelling visual storytelling.

    In performance marketing, we leverage data-driven strategies to maximize ROI and drive measurable results. Our branding and design services ensure that brands stand out in a crowded marketplace, while influencer partnerships amplify brand reach and engagement.

    Finally, our dedication to innovation means that we’re constantly exploring new technologies to stay ahead of the curve and deliver unparalleled solutions for our clients.

    At Art-E, we’re committed to empowering brands with holistic strategies that drive growth and success in the digital age.

    On new developments does Art-E have in the pipeline to further enhance its services and offerings in the digital marketing and technology space

    This is an interesting question that always gets us exciting. What’s New? What’s Next? This is how our current focus looks like

    ●    Original Content up for grabs: Creating content on moments/topicality/issues/current affairs that is relevant to that aspect and can be used by any brand. For example, we recently created an anthem, “Aayega teesra” for the Indian Cricket Team during the ICC ODI World Cup 2023, which got the attention of a lot of brands to collaborate with or even purchase the entire IP. Here is the link for the anthem for reference:

    ●    Changing the way we look at building brands: Most agencies focus on solving a marketing problem or a campaign problem. We are working with brands to provide solution for their business problems and how those could be solved. For example: A brand was struggling with a business problem, which was they could not get users to register for their warranty. With help of technology and BTL communication, we provided them with a solution to have their purchasers register for warranty. This helped enhance the overall experience of the customer with the brand and made their after sale services more effective.

    ●    AI with logic: Everyone is going after AI for writing copies and creating visuals/videos and few of them are able to add a story line to it as well and not just making it look cool. That’s become hygiene for us. We are now integrating and providing solutions with AI in technology and content as well while connecting them with the media promotions. This is helping in giving the users a way more personalised experience with the brand. We are sooner launching AI in one of the largest ecommerce portals we’ve built grounds up for one of our clients.