Tanya Swetta, Co-founder and CEO, id8 Media Solutions, in an exclusive interaction speaks about her entrepreneurial journey, what sets id8 Media Solutions apart, how it navigated through the pandemic, how COVID-19 changed the PR, communication landscape, and her plans for id8 Media Solutions’ expansion.

Tanya is an ideator and communications maven, an alumnus of Xavier Institute of Communication, she set up id8 Media Solutions at 21. She has been associated with various respected brands like Marks & Spencers, Di Bella Coffee, SS Homme, Grand Hyatt Goa, Mocha Coffee, Tommy Hilfiger, Lindstrom India, Leena Mogre and Pooja Makhija.

Tanya and her firm were also behind the launch of several luxury brands in India like Jimmy Choo, Coach, Giorgio Armani, Di’Bella, Evion Water Net A Porter. They have also been associated with and launched Sunburn as a music festival property in India and Mad Over Donuts.

How has id8 Media Solutions’ journey been so far?

Founded in 2001, id8 media solutions began its journey using the strategic marketing tool of Public Relations. While studying communication in XIC, I took up a job in PR and was exposed to a gamut of different industries including Hospitality, Film, Consulting, Corporate, and Fashion.

With my background in psychology and philosophy, I have always known that any story has to be multi-dimensional. I saw a gap in the market in terms of having a deeper understanding of how PR can truly help build a brand with an EQ and an IQ, going beyond straight press releases and media interaction.

The economy was booming and many brands were entering the Indian market looking for the right representation. I found myself as the bridge between international brands and the Indian market, becoming the preferred choice of partner for communications and marketing and that is how id8 media solution came to existence.

In 2008, Aman Swetta took a joint management control of id8 along with me to take the agency to new heights. Under his foresight, id8 developed new divisions of Design, Digital Marketing, Filming, Production, Event Management, Graphic & Visual Communication, to deliver new and untold stories with an integrated marketing communications model.

Id8 media solutions today is a full-service brand consulting firm. After nearly two decades of providing unmatched service with a 100% success rate, we are constantly growing with our team providing solutions in Content creation, Design Thinking, Digital Marketing, Social Media Marketing, Public Relations, Film & Television, Influencer Marketing, and Internal Communication Management.

We have a deep-rooted understanding of how to create unique experiences for brands, products, and individuals to differentiate themselves in a cluttered marketplace through the tool of focused and effective integrated marketing communication.

We have the privilege of working with Fortune 500 companies, international brands, and homegrown ventures which has honed our expertise in the industry. We think globally and act locally!

What are id8 Media Solutions’ different verticals, and what sets it apart from others?

We create intelligent, structured, and innovative solutions to a brand’s public relations in the Indian market. The company has extended its arms and included design, digital marketing, filming, production, event management, graphic and visual communication, and a diverse range of other offerings, it evolves id8 as an integrated consulting firm.

We differ from our competitors because our teams work across all parallels of communication which gives our clients an edge when it comes to communicating with their target audience effectively. We use integrated marketing communications in a more comprehensive manner.

How does the current roster of id8 Media Solutions clients look like and where do you see yourself in the pecking order today?

We have been privileged to work with some of the best in the industry. Our clients come from various different sectors and industries and are excellent at what they do and their offerings.

We do not look outwards to compare ourselves to know where we stand in the pecking order, rather, we look internally so see how we can do better and continuously improve our service offering to keep adding more value to the clients marketing efforts.

What has been the impact of COVID-19 on your business and how have you helped your clients navigate through the COVID-19 crises?

The covid outbreak hit us quite adversely; we were “paused” on services from most of our brand partners, clients that we had been servicing for sometimes even more than a decade. Force Majeure was the client’s favorite word when citing contractual terms, plus there was a freeze on all payments.

Our Integrated offering, of digital, content, design and PR and our already ingrained thought process and experience in that direction, immensely helped us to give our clients the correct advice to pivot their strategies through the effective use of the above tools. In some cases, we have now seen a huge rise in the digital marketing appetite of our clients as they have seen a benefit from this strategy in these times.

In some cases, design and content creation came to the forefront which has greatly benefited their goals to create awareness and increase their brand equity. For id8, it has been a time of growth and inner learnings, leading to us being a better stronger faster and more effective version of ourselves! Version 2.0

How have brands changed or modified their communication strategy post-COVID?

The ongoing covid crisis has forced the brands to shift their focal point of messaging more towards purpose than profit and it has played well to the strengths of the PR industry. Deep research and knowledge-based strategies were always paramount but even more so now.

Yes, the way we used to communicate has changed drastically. Adapting to the new normal in ways such as being comfortable on video calls, understanding how to create deeper engagements with peer groups and media online rather than offline, becoming creative with press releases (images, videos) – understanding and practicing the art of storytelling, these are some of the basics that we got into and started to implement.

KPMG’s report A Year off Script outlines that Digital Advertising is set to overtake TV Commercials in the coming years. What would this mean for brands and agencies?

I believe that consumer behavior is shifting rapidly towards these new modes of communication and so is the advertising industry. In recent years, digital advertising has taken over TV advertising. But as technological innovation is constantly redefining the advertising landscape, many advertisers are struggling to keep up.

Modern advertisers are faced with the task of riding this wave of technological change in the ad industry without getting drowned by it. Advertisers who don’t follow a map are quickly losing due to not having enough information about new trends. Ads are becoming more dynamic and personal, advertisement channels are becoming automatically integrated.

Can you share with us your plans for id8 Media Solutions’ brand building and growth?

Our company is based on the four founding pillars of Honesty, Integrity, Quality and Innovation. We constantly are seeking out companies of all sizes who need our expertise and skill set so that we can help them elevate their brand presence and perception in the minds of their stakeholders.

We are a boutique agency with a global outlook. Our plans to open a global office have fructified with our presence now in New York on the east coast of the United States of America. We further plan to continue to create IP’s as well as proprietary software for our industry.

What are some key trends the PR and communications industry should look out for in 2021?

Constantly changing trends in PR and the changing media landscapes in the wake of the pandemic, have caused a complete shift in the ecosystem of the PR world.

Storytelling, voice content, podcasts, analytics are some of the key trends that the PR and communications industry should look out for this year.

What were/ are some big changes that will shape the communication industry in the coming years?

The consumer or stakeholder is the main component of what will shape this industry over the years. A few terms and adjectives that will drive successful communication are trust, integrity, innovation, speed & timeliness and adaptability.