In an exclusive interaction with MediaBrief, Raman R.S. Minhas, Chief Creative Officer at IdeateLabs, discusses his ‘Ideas with Purpose’ philosophy and outlines how IdeateLabs operates as an extended marketing arm for its clients.
Minhas also speaks about his professional journey, highlighting key challenges and learnings, and discusses the emerging trends shaping the digital marketing industry. Read on.
What inspired your journey into digital marketing, and what significant challenges and learnings have shaped your path in the industry?
I would like to believe I’m in the world of ideas – ideas that move people, solve problems and grow something (not just businesses). Coming from a business family, and having done an MBA, I guess I’ve always been fascinated by the glorious mix of creativity and commerce.
For some reason, the so-called ‘peripherals’ excited me more than the mainstream advertising. And I got into Digital in early 2000s. The challenge, for a large part, has been to get a bigger pie for Digital in terms of budgets, attention and importance. While things have changed, the challenge still remains the same – maybe in a different order.
Across agencies, brands and countries, there have been truckloads of learnings. The biggest one has to be, to stay true. Stay true to your values, to your brand’s voice, and to the reason you’re in this industry.
What are some of your most memorable projects you’ve worked on, and what made them stand out to you?
The most memorable ones are the ones that make a change somewhere. For a global tobacco giant, we used digital gamification for the first time as a way to engage with consumers. This changed the way storytelling was done in a highly regulated category.
Then, for a social cause project, we used the power of digital to connect and educate young married couples in rural India on Family Planning. From customized content to AR filters and interactive storytelling, it changed the way the topic is perceived by the audience.
Recently, for a home & lifestyle brand, we changed the way pet parents think about their furniture being damaged by pets, and turned it into a piece of art, using UGC @ social media.
Every new project is an opportunity to make a difference. The key is to have the end outcome in mind, and the heart automatically works backwards from there.
What drives your ‘Ideas with Purpose’ philosophy, and how do you integrate it into your projects?
It’s funny we talk about this. One, because I myself possibly didn’t release the depth of it when I started mentioning it on my CV as a rookie. And two, now that I somewhat do, not sure if the industry is interpreting it well.
In simple terms, whatever we do should result in something. The sharper that ‘something’ is defined, the craftier the ‘do’ will be. Maybe, it’s for this reason that I’d gravitated towards Direct Marketing, CRM and Digital, as the results are more measurable there. Else, it’s like cracking a joke, and not knowing if and how many people laughed.
Knowing the goal post helps – it certainly drives me. And thus, the team. When we are talking to clients or partners on a project, we try and get a grip on that part early on. Whether it’s stated or not, articulated or not, we discuss and agree, so that the efforts are aligned.
What emerging trends do you see shaping the digital marketing industry, and how do you anticipate them evolving in the future?
It’s amazing how the landscape has evolved over the years. Some of the old conventions have given way to new possibilities. However, the fundamentals don’t change, as long as we continue to be humans. Trends, by the very definition, come and go. These are exciting times that bring opportunities and uncertainties with them.
The rise and rise of influencers will happen. But only the truly authentic will thrive. To the degree that only those brands and campaigns that are true at heart will think about collaborating with them. People are looking for authenticity more than ever before.
Cause-ism is here to stay. The younger audience in particular is not shy of openly associating with Causes that define them. Brands and marketers that get it right will connect with their consumers in the real sense, which is beyond transactional.
Lastly, with IoT, social commerce, seamless multi-screen connectivity, shoppable content and digital payments making rapid progress, everything that we see and hear will become shoppable. The very notion of the ‘dukaan’ – physical or virtual – will change.
How does IdeateLabs deliver end-to-end digital solutions to its clients that set it apart from its competitors?
In a way, there’s little that is very different. But then, it’s the intent that makes the big difference. In terms of services, offerings, elements, it’s pretty much what most agencies do. But IdeateLabs does not operate like an agency, nor would like to be called one.
It’s an extended Marketing arm of the clients – one that is driven to deliver outcomes. The real differentiator is this approach. We are here to make a difference to the client’s business, versus staying at Briefs, posts, campaigns, videos or SEO level.
Understanding the client’s business, turning it into actionables, going about achieving them passionately and linking our remuneration to that is our thing. As they say, people don’t see the crayons, they see the painting.
There are strategic partnerships being forged and new initiatives being finalized. With the rise of MSMEs, the changing face of family businesses and a renewed vigor in legacy brands, the dynamics of our industry are changing rapidly. And we are ready.
What are your aspirations for the future, both personally and professionally? Are there any upcoming projects or initiatives you’re excited about?
Move over VUCA (Volatility, Uncertainty, Complexity, and Ambiguity), these are BANI times! Cracking the recipe to not just navigate, but build a long-lasting impact in these times is something I aspire to do.
The industry, specially the digital side of it, is either settling for too less or is getting commoditized. I’d love to create an R/GA, or something close to it, out of India. Create work that has depth, relevance, brilliance and makes commercial sense to all involved.
As I said earlier, we are finalizing partnerships and strengthening certain aspects that will expand our ambit to fulfil our ambition – we know we cannot do it all by ourselves. We are keenly looking forward to that.
What advice would you offer to aspiring digital marketing professionals aiming to enter and thrive in this dynamic industry?
Be clear about the reason you want to be in this industry for. And no matter what, don’t compromise on that reason.
Striking the right balance between the qualitative and quantitative aspects of the industry is the key to growt. The cacophonic debate on AI and ML replacing human talent only augments the need to get that balance right.
