Everymedia Technologies Pvt. Ltd. was founded in 2009; it is one of India’s leading digital media tech companies. The company caters to a variety of clients across films, brands, media owners, and celebrities. Every media is a Digital Experience Company for evolutionary brands. The company creates work that matters to people by transforming brands, the re-imagining customer experience at every touchpoint: digital, social, virtual, and physical.
Gautam B Thakker is a serial entrepreneur and a self-confessed workaholic. He looks into the overall management as well as strategic growth and development of the company. Under Gautam’s leadership, EveryMedia has played an integral role in revolutionizing the way brands, movies, and political campaigns are implemented in India.
In an exclusive chat with Gautam B Thakker, Chief Executive Officer, Everymedia Technologies, he shares his insights on Digital Marketing, branding for films, and much more…
The pandemic has seen the surge of digital platforms, how are the digital agencies facing this new challenge in regards to talent?
It has been a year since major digital agencies, including ours, shifted to the work from a model and since then, we saw the quantum of work across industries and verticals increase significantly. One of the key challenges faced by all the agencies during this period is the mental and emotional wellbeing of its employees and the toll the pandemic and lockdown took on each individual. Another key challenge that everyone faced was recruiting talented individuals through virtual interviews. While hiring the right people is challenging in itself, it was more difficult to understand how a person would adapt to the current working situation through virtual interaction. It is important to recruit adaptable and flexible people in every team so that the company flourishes, however, the pandemic took away the opportunity to have face-to-face interaction and understand the new talent, while it also took away the ability to exchange each other’s vibe and energy that a team does when they work with someone in the same physical space. In fact, the surge in demand for Digital Platforms has paved the way for good content i.e. films, movies, and web series to release in the digital space last year. Digital marketing, digital advertising, and consumption of news also saw a massive spike ever since the pandemic started. This growth in demand meant that the digital agencies needed more talented individuals to help them rise and succeed. Discovering smart and talented people to handle such projects has posed one of the challenges for all digital agencies and we will have to come up with an optimum solution to help identify young, dynamic, and experienced personnel.
Are you seeing a shift in how brands are now looking at digital as the front runner when it comes to delivering their brand communication?
Yes, we are seeing the shift quite evidently. Considering the number of existing brands in the market and the choices that are available for the consumer, I would say digital platforms have opened up the market for everyone. For each choice, there are multiple options provided at varied price points and you need a smart mix of digital communication strategies to get through to your audience. Initially, brand communication was seen as an information outreach. Creativity while imparting necessary information to the public was the only major factor to drive consumption. Now, it has become a two-way street.
A brand needs to constantly engage with its audience and convince them to stay on its social media pages and they also need to position their products in the best way possible for people to notice them. So now, communication has largely become based upon interaction. In fact, digital platforms have also opened avenues for different points of view. Brands are open to various interpretations of what their product might mean to different sets of their audience because their target group has transcended the stereotypical way they used to look at a particular product and hence, communication has become more open, which in turn has led to brands adapting to the changing mindset of the consumers faster than ever before
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