AD Agencies
“Our focus is razor-sharp: to drive tangible business outcomes for our clients, not just deliver services:” Saket Vaidya
Mumbai: Korra Worldwide Advertising, a standout name in digital marketing since 2016, is redefining how brands connect with their audiences. Based in Gurgaon, this innovative agency offers a full spectrum of services—from web development to cutting-edge video production and strategic marketing automation. With a client roster including names like Bata and Mamaearth, Korra’s approach is all about fresh perspectives and breaking free from traditional moulds.
As Korra transitions into its next growth phase under the leadership of its new CEO, the company is set to expand its global footprint and introduce groundbreaking technologies. Their vision includes embracing AI, exploring immersive experiences with AR and VR, and committing to sustainable practices.
Indiantelevision caught up with Korra India CEO Saket Vaidya talking about Korra’s evolution, its unique approach to digital marketing, and how they are navigating the competitive landscape with a focus on innovation and client success etc….
Edited Excerpt
On the Korra Worldwide Advertising founding and the inspiration behind its inception
Korra Worldwide Advertising was founded in 2016. The inspiration behind Korra’s establishment was to provide a fresh perspective to brands, free from constraints and baggage. Korra was founded at a time when organizations were trying to fit themselves into rigid molds constrained by the medium they operated in. The name “Korra,” derived from the colloquial term “Korra Kagaz,” signifies a blank slate or “tabula rasa,” where the agency aims to write a new story of success with its clients.
On the recent elevation from COO to CEO envision your leadership contributing to the company’s expansion into global markets and its next phase of growth
At Korra, our focus is razor-sharp: to drive tangible business outcomes for our clients, not just deliver services. We’re committed to pushing the boundaries of creativity, fostering strategic partnerships, and deepening our client relationships. This isn’t just about growth – it’s about setting new industry standards and becoming an indispensable force in our clients’ success stories.
As CEO, I envision Korra as a global marketing organization by 2025, unbounded by medium and expertise. This promotion aligns with Korra’s recent business transformation, which includes the establishment of a Center of Excellence (COE) and the onboarding of a new leadership team focused on Revenue and Operations, Growth and Partnerships, Strategy and Service Excellence, and Analytics and Data Sciences.
On the brief overview of Korra Worldwide Advertising and the range of services you offer
Korra Worldwide Advertising is a new-age marketing organization blurring the boundaries of an integrated advertising agency, content development hub, devops centre, and production company geared towards new-age brands. We offer a comprehensive range of services, including digital marketing, traditional advertising, brand strategy, content creation, social media management, influencer marketing, public relations, and data analytics. Our 360-degree approach ensures that we provide end-to-end solutions, helping brands achieve their marketing objectives through integrated and cohesive strategies.
On setting Korra apart from other digital marketing agencies in India
Korra stands out as a medium-agnostic agency, centered around the message rather than the medium. We provide fresh perspectives to brands, free from baggage and preconceptions, and together with them, we write a new story of success. Our innovative market strategies, medium-agnostic approach, and cutting-edge technologies revolutionize the way businesses connect with their target audience in the digital space. By addressing business problems directly, our scope of work becomes a by-product of our commitment to driving real results.
On Korra’s planning for the next five years, and any new services or technologies you planning to introduce
In the next five years, Korra aims to expand and become 500 members strong, achieving a bottom-line revenue of over Rs 150 crore and a top-line revenue of around Rs 500 crore. We plan to scale our operations with offices across Gurgaon, Mumbai, and Bangalore, and remotely service markets such as North America and Asia Pacific. We aim to gain more recognition and awards across Cannes, Abbys, Goafest, etc.
We are also expanding our service verticals into physical branding and packaging, media, events, and experiences. Our investment in AI and machine learning will enhance our data analytics and customer insights capabilities, and we are exploring immersive technologies like AR and VR to create more engaging and interactive experiences for our clients. Our focus will also be on sustainable marketing practices, ensuring that our strategies not only drive growth but also promote social and environmental responsibility.
On Korra Worldwide Advertising navigating the competitive landscape of the digital marketing industry in India, and strategies used to maintain a leading position
Navigating the competitive landscape involves staying ahead of industry trends and continuously innovating our service offerings. We prioritize building strong relationships with our clients, understanding their unique needs, and delivering customized solutions that drive tangible results. Our investment in technology and talent ensures that we remain agile and adaptive to market changes. Furthermore, our emphasis on continuous learning and development helps us maintain a leading position by fostering a culture of creativity and excellence.
On the current trends in digital marketing that brands should be aware of, and Korra adapting to these trends to benefit its clients
1) Quick Commerce goes big
India’s quick commerce market has been growing year-on-year at 77 per cent to reach $2.8 billion in GMV (gross merchandise value). With instant deliveries of products and groceries in 10-20 minutes, the face of e-commerce and retail has changed. Companies like Zepto and Blinkit threaten traditional retail in ways big players never could.
2) Content as advertising
The focus is shifting towards voice and video-based discovery, interactive brand experiences, gamification, and a focused influencer strategy. The Indian influencer market is growing rapidly, with content creation becoming critical to appeal to the informed and educated digital audience.
3) Personalisation, intimacy, and efficacy
AI integration in content creation is evolving, with real-time signal-based creative versioning across text, image, and video to create meaningful personalized messages at scale. AI also powers media measurement and optimization, enhancing predictive capabilities and everyday workflows.
Korra is adapting to these trends by:
1 Marketing automation: Utilizing CRM and remarketing tools to furnish comprehensive and clear information, maintaining brand recall.
2 Communicating product expertise: Innovating continuously to stay ahead of competition and meet evolving customer needs, maintaining consistent branding and messaging.
3 Building resonance: Humanizing brands for audience connection, tailoring content to match target interests and behaviours.
4 Driving advocacy the right way: Encouraging user-generated content to establish relatable connections, and partnering with influencers to build trust and visibility.
On the brand that has made the best use of digital marketing in the past year and the strategies they used
Campaigns:
Harpic launched an app-based solution called the ‘Harpic Loocator’ to empower women with access to public toilets on the go. Their ‘#BeFreeToPee’ campaign highlighted the lifestyle compromises women make due to the lack of knowledge and accessibility of public toilets. This campaign was based on the insight of the underlying problem of finding public toilets in India. By addressing a significant social issue through innovative digital solutions, Harpic successfully initiated important conversations and engaged a broad audience.
Barbie Movie executed one of the most extensive and innovative marketing campaigns with an estimated $150 million budget. The campaign transformed the movie into an experience that everyone wanted to be part of. From scented candles, merchandise, Xbox controllers, to an Airbnb Dreamhouse, the Barbie movie’s marketing strategy created massive excitement. The campaign also included influencer and brand collaborations across industries, Instagram filters, and various interactive elements, ensuring widespread engagement and anticipation for the movie’s release.
Brand
Zomato effectively utilized strategic social media engagement to connect with its audience on platforms like Facebook, Instagram, and Twitter. Zomato’s Instagram account, for instance, is a vibrant gallery of enticing food images and user-generated content. Their posts feature everything from mouthwatering dishes to behind-the-scenes glimpses of restaurant kitchens, sparking conversations and attracting users. Additionally, Zomato’s personalized marketing campaigns, data-driven decision-making, innovative app features, strategic partnerships, and localized marketing strategies have all contributed to its success. By fostering a community of food enthusiasts and encouraging user-generated content, Zomato has built trust and credibility, making it a leader in the digital food service sector.
AD Agencies
AdTrust Summit 2026 to examine trust, AI and Gen Alpha in advertising
Two-day summit in Mumbai to explore ethics, regulation and the future of advertising trust
MUMBAI: At a time when advertising is navigating a delicate trust deficit, the Advertising Standards Council of India is preparing to bring the industry to the table. On 17 and 18 March, the body will host the inaugural AdTrust Summit 2026 in Mumbai, a two-day gathering designed to spark conversation around responsibility, regulation and credibility in modern advertising.
The summit, to be held at the Jio World Convention Centre in Bandra Kurla Complex, will bring together leaders from advertising, media, technology and policy to examine how brands can build trust in a marketplace increasingly shaped by algorithms, influencers and artificial intelligence.
In an age of deepfakes, dark patterns and blurred lines between content and commerce, the question is no longer just how brands capture attention, but whether audiences believe what they see. The AdTrust Summit aims to unpack that challenge.
Day one will turn its attention to the youngest digital natives. Titled Decoding Gen Alpha, the session will unveil ‘What the Sigma?’, a study by ASCI and Futurebrands Consulting that explores how children growing up in a hyper-digital environment encounter advertising and commercial messaging.
The report presentation will be delivered by Santosh Desai, founder and director at Think9 Consumer Technologies and a social commentator known for his insights into consumer behaviour. The discussion that follows will attempt to decode how Gen Alpha consumes media, interacts with brands and navigates the growing overlap between entertainment and marketing.
In a move that mirrors the subject itself, two Gen Alpha students will also join the conversation, offering a rare perspective from the generation advertisers are trying to understand.
The second panel of the day will shift the focus from observation to implication, asking what the report’s findings mean for brands, agencies and society. Speakers include Karthik Srinivasan, communications strategy consultant; Preeti Vyas, president at Mythik; and Abigail Dias, associate president planning at Ogilvy. The session will be moderated by Sonali Krishna, editor at ET Brand Equity.
Day two moves from insight to regulation. Under the theme From Compliance to Trust, ASCI will release its Ad Law Compendium, a comprehensive guide to India’s advertising regulations.
The day will open with a keynote by Sudhanshu Vats, chairman at ASCI and managing director at Pidilite Industries, followed by a chief guest address by Sanjay Jaju, secretary at the Ministry of Information and Broadcasting.
Legal experts from Khaitan & Co., including Haigreve Khaitan, senior partner, and Tanu Banerjee, partner, will present an overview of the current advertising law landscape in India and examine whether existing frameworks are equipped to deal with emerging technologies and formats.
Subsequent panels will explore issues increasingly shaping the industry’s ethical compass. Conversations will range from the limits of persuasive design and the rise of dark patterns, to the growing scrutiny brands face from digital creators and consumer watchdogs.
One session will also feature Revant Himatsingka, widely known online as the Food Pharmer, whose critiques of packaged food brands have sparked debate around transparency and corporate accountability.
Later discussions will turn toward media literacy among Gen Alpha, asking how children can be equipped to navigate a digital world where gaming, content and commerce are becoming indistinguishable.
The summit will conclude with a final panel on the future of advertising, bringing together voices from agencies, legal circles and technology platforms to discuss how innovation, intelligence and integrity can coexist.
For an industry built on persuasion, trust has always been its quiet currency. But as audiences grow more sceptical and digital ecosystems more complex, that currency is under pressure.
Events like the AdTrust Summit suggest the advertising world knows it cannot afford to take credibility for granted. The real challenge now is turning conversation into commitment.
