Abdul Rehman: Building Futur Squad and Learning What Actually Works

Building Futur Squad: A Story of Hands-On Marketing

I started Futur Squad because I was obsessed with the idea that marketing was more than buzzwords and flashy campaigns. In reality, it’s about learning by doing - even if that means getting things wrong at first.

My early days in the agency were far from perfect. I worked long nights, tried every idea under the sun, and learned the hard way that what looks good on paper doesn’t always work in the real world. The first few clients taught me that honest feedback and adjustments matter more than sticking to a rigid plan.

Lessons from the Food Business

Working with food brands in Delhi, like Dilli Cartel and Rehmet Biryani, offered a different kind of education. With food, you can’t fake authenticity, people know when something is genuine. Dilli Cartel wanted to capture the chaotic spirit of Delhi's street food, so we spent time understanding every detail, right down to the story behind each recipe.

Rehmet Biryani was all about tradition. Our approach was simple: share real family stories, highlight the roots, and avoid pretending to be what we’re not. Marketing is sometimes just telling the truth and letting the product speak.

What Actually Worked

After trial and error, I realized some basics always win:

• Talk like a real person. When we dropped buzzwords and focused on straightforward conversations, results improved.
• Stick with the fundamentals: a clear message, good photos, quick replies to comments.
• Show up consistently-even when it feels like nobody is watching.
• Work with brands you care about. Passion for the product makes everything else easier.

Why I Keep Going

These experiences taught me that marketing is about clarity and connection, not tricks. People want to know what you offer and why it matters. Good storytelling lasts longer than any quick social media hack.

Sometimes, data helps, but gut instincts are important too. The lessons from failures stick more than the wins. Every project, every mistake, pushes me to get better.

Futur Squad wasn’t built to become the biggest agency. It’s about helping brands find their voice and audience-brands that are real and deserve to be seen.

Advice for Others Starting Out

Don’t wait to know everything before you begin. You learn as you go. Value honesty more than fake expertise. Build relationships, not just campaigns. And above all, remember marketing is about helping connect people with what they’ll actually like - not manipulation, but real connection.

I’m still learning every day. And that’s what keeps the journey fresh.I started Futur Squad because I thought I knew how marketing worked. Turns out, I didn't know much at all.

The real education came from the ground up. No textbook stuff. Just trying things, watching what happened, and adjusting. Some days felt like progress. Other days felt like I was going backward.

The Early Days Were Messy

When I first started the agency, I had big ideas about how to help brands grow. I'd read all the articles about social media and branding. I thought I had it figured out.

My first few clients taught me otherwise. What looked good on paper didn't always work in reality. A campaign that seemed perfect would fall flat. Another one I wasn't sure about would take off. I learned to stop guessing and start paying attention.

The work wasn't glamorous. It was late nights trying to understand why something didn't work. It was admitting when I was wrong. It was asking questions instead of pretending to have all the answers.

Growing Food Brands in Delhi

As Futur Squad grew, I started working with food brands in Delhi. Dilli Cartel. Rehmet Biryani. itsbao. Each one taught me something different.

With food brands, you can't fake it. People know good food from bad food. They know when a brand feels real versus when it's trying too hard. That honesty became the foundation of how we approached everything.

Dilli Cartel wanted to capture Delhi's street food spirit. Not the sanitized version. The real thing. We spent time understanding what made Delhi food culture special. The chaos. The flavor. The stories behind each dish.

Rehmet Biryani was different. It was about tradition and family recipes. We didn't try to make it trendy. We just told the truth about where the food came from and why it mattered.

With itsbao, we explored something newer. Asian flavors meeting Delhi tastes. The challenge was introducing something unfamiliar without losing what made it special.

Each brand required different thinking. That's when I realized marketing isn't about applying the same formula everywhere. It's about listening first.

What Actually Works

After years of doing this, I've noticed some patterns. Not rules exactly, but things that seem to matter more than others.

First, people respond to honesty. When we stopped trying to sound impressive and just talked like normal humans, things got better. Fewer buzzwords. More real conversation.

Second, fundamentals beat tricks every time. A clear message. Good photos. Actually responding to comments. These boring basics matter more than any growth hack or viral strategy.

Third, consistency wins. Posting once and hoping for magic doesn't work. Showing up regularly, even when it feels like nobody's watching, that's what builds something real.

Fourth, you have to care about the product. I can't make people excited about something I don't believe in. When I work with brands I genuinely like, the work is better and the results follow.

The Lessons That Stuck

Running Futur Squad taught me that marketing is less about being clever and more about being clear. People are busy. They don't have time to decode creative campaigns. They want to know what you're offering and why it matters to them.

I learned that trends come and go, but good storytelling stays. Instagram changes its algorithm. New platforms appear. But if you can tell a story that connects with people, the platform matters less.

I learned to trust my gut more. Data is helpful, but it doesn't tell you everything. Sometimes you need to try something because it feels right, even if the numbers don't guarantee success.

Most importantly, I learned that failures teach more than successes. When something works, you feel good but might not know exactly why. When something fails, you dig deeper. You figure it out. Those lessons stick.

Why I Keep Doing This

Some days, running an agency feels overwhelming. There's always another deadline, another problem to solve, another brand that needs help.

But then I see a restaurant packed with customers because people connected with their story. Or I watch a new brand find its voice and start to grow. Those moments remind me why this work matters.

I'm not building an empire. I'm just trying to help good brands get noticed. Brands run by people who care about what they're making. Brands that deserve an audience.

What I'd Tell Someone Starting Out

If you're thinking about getting into marketing or starting your own agency, here's what I wish someone had told me:

You don't need to know everything before you start. You'll learn by doing. Your first work won't be your best work, and that's fine.

Stop chasing trends. By the time you've mastered the latest thing, it'll be old news. Focus on understanding people instead. That never goes out of style.

Be honest about what you don't know. Clients respect honesty more than fake expertise. Say "I'm not sure, but I'll find out" instead of making something up.

Build relationships, not just campaigns. The brands I work with long-term are the ones I genuinely connect with. It's not about landing a client. It's about growing together.

And finally, remember that marketing is just helping people find things they'll actually like. It's not manipulation. It's not tricks. It's connection.

Where Things Stand Now

Futur Squad keeps evolving. We work with more brands now, but I try to keep the same approach. Stay hands-on. Pay attention. Adapt when needed.

The food brands we've worked with continue to grow. Seeing Dilli Cartel or Rehmet Biryani become names people recognize in Delhi, that's satisfying. Not because of some marketing genius, but because we helped tell their story clearly.

I'm still learning. Every new project teaches me something. Every mistake shows me what to improve. That's the real work. Not having all the answers, but being willing to find them.

This journey hasn't been about becoming the biggest agency or the most famous marketer. It's been about building something real, one brand at a time, and discovering what actually works when you're paying attention.