MAM
“Employees are elemental pillars of any company’s growth”: Wiredus Media’s Ravish Yadav
Mumbai: Metro cities like Delhi, Mumbai are burgeoning with service providers that offer quick digital marketing solutions and are servicing variety of sectors across industry. So, what makes Wiredus Media stand out and what is their unique strength that attracts top clients?
Delving deeper, Indiantelevision.com in conversation with Wiredus Media Pvt Ltd founder & director Ravish Yadav spoke on its differentiating aspect, its employee-centric approach, and more…
Ravish Yadav is a seasoned professional whose journey has been marked by dedication, educational prowess, and a diverse range of industry experiences. With over a decade of professional experience, Ravish Yadav has made significant contributions across multiple industries and companies including – Panasonic, Indusind Bank, Central Park, etc. His versatile career spans banking, apparel and e-commerce, consumer electronics, and the real estate sector.
Edited Excerpts:
On Wiredus Media differentiating itself from other marketing agencies and the strategies you employ to stay ahead
I founded Wiredus with a vision to empower brands with the perfect digital marketing approach, so they can realise their goals effectively and we, as a brand can grow simultaneously while not just helping them achieve this, but addressing any hidden and known challenges.
We adopt a simple four-step strategy – FLIP
F stands for Focus- It is imperative to understand the objective and focus your energies to channelise the best solution forward
L stands for Learn- once the objective is understood, take out the possible learnings through a SWOT analysis and find the white space that can be leveraged for the client
I stand for Insights and Innovate- With constantly evolving landscape, it is crucial to drive actionable insights and also innovate with changing trends, so that your solutions are not redundant
P stands for program and progress- Put the strategy and possible solution into actionable line items, drive the program and progress towards success. This is also synonymous to our company’s vision of always progressing.
On examples of innovative approaches or technologies adopted by Wiredus Media for crafting unique marketing campaigns for clients
Though there are many examples that I can share as a marketer and agency owner, but there is one particular project that I would like to expound upon.
One of our real estate clients was looking to churn out quality leads through a holistic digital campaign. With limited resources to deploy in terms of monies, we had to make sure that the suggested roadmap goals are not just SMART but achievable. The end objective was to get a business of some crores. The team understood the business objective, brand perspective and devised a strategy across digital channels. We actually crossed our target, by having lower CPL as per industry standards. The campaign was a huge hit amongst all the stakeholders and promoters.
On specific challenges and opportunities that you anticipate as Wiredus Media expands into markets like Dubai and Singapore and your expectation of these challenges and opportunities differing from your experiences in the Indian market
I have worked with the topmost brands in the market, but on the agency side, the anticipations and expectations are very different. There are unknowns and knowns. While you can easily navigate the knowns, it is sometimes a daunting task to predict the right way out of the unknowns. So my hench is to have a bird’s eye view of everything and anything that comes across, smallest project or a campaign can give you ways to solve a problem in a unique manner.
As we think of expanding into markets overseas, we need to learn about the competitive landscape, which we already have a fair idea about. But real time experience teaches a lot than theory – you don’t learn to swim till you are in those waters. So, we also, are taking one challenge at a time and navigating out ship towards its destination. The markets are very erratic- highs and lows are integral to any business that dares to take up this journey. We, at Wiredus are enthusiastic, passionate and determined to achieve our goals with a systematic approach.
On the distinction between Wiredus Media’s employee-centric approach and the criticized practices of many corporate companies regarding employee well-being, consider the effects of this difference on both employees and the overall success and sustainability of businesses.
Employees are elemental pillars of any company’s growth. They are the ones who drive your client’s success stories. They are the primitive to how a company functions. Though we are disciplined in our employee-centric approach, but at the same time the well-being of our employees is our top most priority. Retaining good talent and reducing attrition rate can help any company realise its goals effectively and sustain business for a longer time. The businesses not only get disrupted by evolving landscapes and competitive markets, but also by an employee’s contribution.
On the leadership principles or philosophies that guide your approach to managing and growing Wiredus Media
I am a doer, dynamic and creative professional with over 11 years of rich experience in marketing industry. For me, I believe it is the attitude that drives you towards realising your potential, it is your constant learning that keeps you at pace with the market or else how do you know what all is going on! My leadership guide as I would like to say is my way of looking at the problem. Every challenge or any problem statement has two sides to it. Know both the sides, and work out a way where you narrow the gap between these sides, and devise a solution that is ACAG- actionable, consistent, achievable, growth oriented.
On envisioning the role of artificial intelligence and automation in the future of digital marketing and whether Wiredus Media incorporates these technologies into its strategies
Artificial intelligence or automation are not new. They were in the market long back and now have penetrated most of the industries. We, at Wiredus Media incorporate technology at every step of our approach. We try to integrate measures that are enabled and driven by automation for quick completion and timely delivery of projects.
Automation and AI will be the integrators of digital marketing strategies going forward. AR, VR, IR and so much more explorations will give rise to innovations and marketing agencies will be expected to deliver real time applications of these tech.
On the vision and mission for the next three years
A lot of industry stalwarts and established companies have long paragraphs on the vision and mission statements. We, at Wiredus are aligned to simple, yet effective line of attack and progress.
Vision- To be the cornerstone of every marketing strategy across industries and garner the best talent to be the pillars of this success story
Mission- be the brand, drive the brands and deliver flawless, precise solutions to our clients. We stride to meticulously build our empire with inch-perfect solutions.
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Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
