Alt Strategy

Providing consulting services for top executives (CXOs) such as CEOs, CMOs, and ad agency owners. In the 10+ years of experience, I have also conducted workshops for various Indian government organizations, as well as public and private entities.

Highlights:
1. Assisting in framing marketing strategies at different points along the value chain, including charting consumer journeys, developing personas, brand positioning, PR, social media, growth strategies, and media strategies.

2. I work on various aspects of business strategy. A few examples are sources for ancillary revenue generation (Airline brand), scalable and fun recruitment strategy (Gaming startup) to sales resource optimization (Health tech B2C), identifying new consumer segments in a highly competitive market (beauty brand), framing an investor and business strategy for SE Asia (marijuana tech) , creating new product line or feature (book publisher) and finally  GTM strategy for different clients (health tech ,insurance , tech services etc). I am also working with agencies from marcom to tech agencies to tranform their outreach efforts and increase sales.

3. I was the youngest member on a UN-sponsored project to evaluate 'Depiction of Women in Advertising' & consulted on the digital aspect of the project.

Fractional CMO / CGO & Trainer 

Think of this podcast as an agony aunt for your business and marketing challenges.  People share their questions and I try to respond with some real, practical, and hopefully insightful business solutions including the latest marketing tech tools.

🎧 Listen to the podcast here 🧠 :  https://li.sten.to/altstrategy-podcasts. You can DM me your questions.

🎧🎧 Podcaster -Agony Aunt for your Business📈 & Marketing 🧠Problems

CANDID CONVERSATIONS

The one with the biggest social impact but failed. Realized that cause and $$ is the most difficult thing.

Details:
Started from a blog post which went sort of viral then an offline meetup called Honest Conversations . Rebrand as an online platform called Candid Conversations with the aim to scale it.

In a world where urban loneliness is increasing rapidly, people are more
stressed & which is impacting their work & lives, where we are more divided &
where people fail to share with each other what's really on their minds. I felt there
was a need to create 'safe spaces' for people to have honest conversations & to
come closer as humans. 
It started as an offline project and we took it online pre-covid with traction + great reviews and steady organic growth.

However the concept of 'loneliness tech' may have seemed too strange or rather I failed to raise funds for it and bootstrapping wasnt possible after a while.

Creator, Founder

Cupidly / Magical Shaadi

Launched Magical Shaadi, an online platform to solve the various challenges involved in planning & conducting a wedding. Rebranded as Cupidly.in which was acquired and had a 2nd successful business (after several hiccups ) :-)

Highlights:
1. Magical Shaadi didn’t succeed for a while ( lots of mistakes from my end) until we pivoted to a single vertical in the ecosystem under the brand name Cupidly.in, an eCommerce marketplace. 
2. Achieved unit profitability for Cupidly within the first month & showed enough promise to be acquired within 3 months of the pivot including acquisition of all the IP which was created earlier. 
3. Ideated & helped create the product including defining user flows

Founder & CEO

Brandlogist Communications Consultancy

I started Brandlogist as one of the first medium agnostic boutique, communication consultancies in India. Our clients included Zee TV, Blackberry Menswear, Rocket Internet-Office Yes, Sahara Star, Aamby Valley, Pepperone, RC Cola, Skymet Weather, Headhonchos, etc.

Highlights:
1. Started with an initial capital of 100$ & grew to 140,000$ in the first full financial year. 
2. Brandlogist was known for its creative work & having a very different work culture. 
3. Two of the campaigns I conceptualized - one won an award 'Chennai Express for Zee TV' & the other was shortlisted on Best use of Social Media marketing 'Spreading Chi' 
4. Did unique omnichannel campaigns for Office Yes (OOH branding on lifts to QR Codes to CRM integration) & Peperone (BTL + Social media activation to community building via ‘Peperone Girls’ & a referral-based rewards strategy) 
5. Like all my previous leadership roles I played a major part in 1.Recruiting 2.Training & mentoring 3. Setting KPIs & conducting performance reviews (including some unique formats) 4. PR & speaking for the business at various conferences and events 5. Employer Branding 6. Account Management 7. Managing P&L 8. Establishing new divisions, offices and Business Development

our culture :  https://tinyurl.com/brandlogistculture . 

we shut down because of a disconnect with the belief system in advertising : https://tinyurl.com/brandlogistshutting

OgilvyOne

I was responsible for growing the business along with setting up capability in social media, ORM & Analytics. Also worked on digital positioning & strategy for our various clients including UNICEF, British Airways, Honda Jazz, Spice Mobiles, Yahoo.

1. Worked on the pitch and helped win the UNICEF - ‘Awaaz Do’ account. A 360 campaign where we worked with influencers, celebrities, BTL activities & finally fundraising for UNICEF.
2. Framed the social media strategy & helped launch brands like British Airways launch on Social Media. 
3. Coordinated with internal & external stakeholders including other divisions in Ogilvy for integrated campaigns &
4. Identified & recruited external partners to build capability for social media, ORM & technology for Ogilvy Delhi.

Digital Head-Delhi

Drizzlin Media

Responsible for P&L of the Delhi office along with recruitment & general admin functions. On a business level it involved new Business Development, growing & sustaining the existing business, building a digital brand strategy for clients &working on creative concepts for engagement campaigns.
Worked for clients across sectors like Airtel, Adidas, Gatorade, KFC, ESPN, Skullcandy

Branch Head-Delhi

Quasar Media ( A WPP company)

Did BD & Campaign strategy for a range of clients including Cannon, Microsoft, GE-SBI, Ammas APPOLO-DKV, Star News, Infosys.

Account Manager

Worked in  Advanced8 a part of the AT&T team IBM INDIA’s largest integrated account.

Application programmer

As a marketer, I must start with my USP & you can let me know if you found a connect 😄

✨ I am a fractional CMO whose forte is helping connect the dots between Business, Brand, and Digital Media. This extends from business strategy to brand positioning to growth hacking tools or PLG.
Testimonials :2024 onwards
Consultations: https://socialjuice.io/p/altstrategy-consultations/wall
Workshops:https://socialjuice.io/p/alt-strategy-workshop/wall

1. I have run two businesses: a tech startup that was acquired (Cupidly) and an award-winning boutique marketing agency 🏆 (Brandlogist). 🚀

2. Creative with an analytical bent of mind. Two of my campaigns where I did the strategy and/or creative - have won awards 🏆 (Gold-Airtel, Silver-Zee) 🎨

3. I am quite at home with both marketing and business strategy and have a very practical execution-oriented knowledge of growth marketing- landing page optimization, CRM, content and automation etc. 🔧

I can also assist with creative strategy and social media, and frame a GTM (go-to-market) strategy or lead generation approach. 💡
Currently exploring PLG  and how to improve marketing with AI technologies. 🚀

4. I have worked with a diverse range of businesses over the last 15+ years, including both B2C and B2B companies across various sectors. I have collaborated with large legacy brands, thriving tech startups, and businesses in different markets such as India, Southeast Asia etc.🌍 

Additionally, my experience as a digital nomad across Southeast Asia and parts of Europe for 3 plus years has allowed me to gain valuable insights. ✈️

5.I am quite comfortable with training and mentoring teams and have done so at various roles throughout my career. I do provide guidance to growth-stage start-ups to help them scale their leadership. 💼 

While training & and mentoring can move from a 100 feet 🔝 to a 10 feet 🔍 level fairly quickly.

6. Besides being a practitioner I have been a visiting faculty plus corporate trainer for 10-plus years having taught at institutions such as IIMC Delhi, XIC, and ISB Hyderabad. 🎓 Have also conducted corporate workshops for Organizations like HCL, IFFCO, UNICEF, and Microsoft APAC; plus workshops for central and state government agencies in India. 👥

_ _ _ _ _ _ _

Finally, I do not believe in a rigid structure or bound by a fixed 5 or 10-point methodology. Businesses are unique not just in what they do but where they are in their journey.💪 My goal is to use my skills to deliver business and marketing solutions in the most efficient way.💡

future of pricing #transparency -great stuff by Revant Himatsingka (Food Pharmer)

Saurabh Parmar

Fractional CMO 🧠 (17+ yrs) : Brand, Digital,Growth & AI ➕ Ex-founder-2 Startups 🚀 ➕ Taught @ IIMC, ISB etc + Corporates & Govt bodies -Focus on AI, GTM ,Marketing & Crisis Comm Workshops 🎯

This meme is going around -given how Raj Shamani has established an image of his podcast guest slot being sold.
 
Even Barkha Dutt in an interview was shocked to realize that many of these podcasters have rate cards. Most of us have known this for a while ( I saw an excel with rates of even the next rung 🪜- it's like a media plan )

Is it wrong-not at all. But transparency is key .
If tomorrow I do a sponsored post I will declare it but here the podcasts are 60 or more minutes long..a large number paid for but no disclosure.
 
The creator economy is going to shift because many folks have lost credibility. 

Interestingly the ones who have are the business folks - Kamath, the Ken etc

The podcast reaction sums up LinkedIn  :
1. Not reading, watching and researching properly but have to have an opinion : The strangest thing about the entire podcast bit is how some people without watching it are either celebrating it,summarizing it or criticising it.

Ishan as usual is a classical case and i love how Grok catches BS.

2. Black or White ,no nuance:
And for the rest why does everything have to be so black and white the world is more nuanced..Musk himself has changed his opinion on AI and changing one's opinion is a great thing. Analytical, nuanced is better

3. Rage bait : Some people think it should be celebrated ,others hate the sips of coffee and pauses. The kind of one sided passion  folks have for two sided conversations is incredible.

Instamart just did this — a moving truck designed like “a nose with a cold” to promote their quick delivery of medicines.

Good idea 👍
 Executed by Talented.Agency.

But here’s something outsiders to marketing rarely realize —
 👉 The idea isn’t the hardest part !

The myth is that agencies rarely pitch bold, insight-driven ideas.
 The reality? They do. More often than you think.

It’s just that :
-  clients  often don’t say yes.
- in the process of approvals and multiple people the idea gets watered down a lot.

For context — Talented.Agency has many ex-Webchutney folk.
And from the early Webchutney days, ideas like this were always being pitched.
But rarely ,very rarely did the really creative stuff get approved. 
Most of Webchutney’s best work came from a few brave clients who believed.

Same thing with my own agency years later —
 Our best, most awarded work?
 Usually for smaller clients.
 Sometimes even done without the client’s approval (or money 💰).
Why? Because it takes a decade or more to build enough credibility in the market for clients to take that leap of faith.

That’s why Talented’s biggest achievement isn’t just their ideas — it’s that in a very short time they’ve built a brand for insights and creativity that clients actually trust and pay for.
That's way more difficult to achieve,but in the service business, that’s everything. 

A creative business >>>>> creative or insight. 
(because it needs business acumen additionally. The only other people I can think of in India are SRK, Aamir Khan, Tanmay Bhatt and Piyush Pandey..dont start the hate.I genuinely can argue this out :-) )

McKinsey to Talented its the same rule-the brand.
 Because in the end you can't charge a premium for same deliverables —
you charge it for the brand-the belief that your ideas are worth betting on.

(Images shared by Chayan Garg)

As a marketer I must start with my USP & you can let me know if you found a connect :) :

1.My forte is helping connect the dots between Business, Brand & Digital Media. This means from business strategy to brand positioning to growth hacking tools or growth strategies via product features

2.Worked with and run both B2C & B2B companies - an award-winning communication consultancy (Brandlogist) & an eCommerce company that got acquired (Cupidly) Also worked across sectors - from large legacy brands to tech startups including eCommerce, subscription, SAAS, etc. 

3.Rose to a leadership role early in my career (around 2.5 years) and since been in leadership roles from Branch Head to Business Head to CEO. 

4.Creative with an analytical bent of mind. Two of my campaigns where I did the strategy and/or creative - have won awards (Gold-Airtel, Silver-Zee) 

5.Been a visiting faculty for 10 years. Comfortable training and mentoring a team. Can move from the 100 feet to a 10 feet level fairly quickly. 

6. Have run Remote & ‘work from anywhere’ companies since 2012 with the work culture garnering public and media acknowledgement.

7.Worked with growth hacking tools and methodologies including:
a.Landing page optimisation, a/b testing, chatbots 
b.CRM including personalisation softwares plus Linkedin automation, Cold email flows for B2B using lyne.ai 
c.Switched brands to use AI tools like exod.ai for performance marketing to increase ROAS by 1.5x-2.5x 
d.Used automation in content marketing which helped rehash the content for different platforms while keeping the brand story in sync & often drove costs lower 
d.Used AI-driven podcast tools for editing to voiceovers & introduced the use of AI for blog creation and optimization which also had a positive impact on SEO. 
f.Modeling & optimising LTV, CAC, ARPU, Referral percentage and Churn, etc.


Talented.Agency

I make you famous through personal branding | Featured in The Economic Times | Favikon #14 in Personal Branding

Schynelle Mascarenhas

I’ve officially joined the Top 1% Club on TopMate! 🏆. The folks topmate.io make this feel like an Oscar win  💪
Despite all appearences none of the bookings or reviews https://lnkd.in/gvSwBYqN were made by my relatives or people I bribed or incentivized after a free livestream (that does work though) 🙌🏼

A lot of people are posting about this but frankly this is not 🚫 new. 
I have a friend who is a wedding rapper - he raps only in weddings and charges lakhs. ( and stays at the best 5 stars only )

Weddings follow FOMO,or cultural trends.8 years back I was running wed tech startup and one of the ecommerce products we sold was 'hangover cure' and also getting into customized bride and groom gems ( the sweets )

Why ?
because Indian weddings are about FOMO,something new. if you want to understand culture + ego then often it's a great place BUT doesn't mean these things will go mainstream. ( this may because how surprised LinkedIn appears to be ). 
Sooner or later FOMO dies out and real stuff remains except the super rich weddings which do these among an assortment of such stuff.

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