MAM
“We’re not bound by traditional methods.”: Tanmay
Mumbai: In digital marketing, where creativity meets strategy, Numb3r Impact Agency emerges as a trailblazer. Founded by Rishi Kishnani and Tanmay Bahulekar in January 2024, this agency isn’t just another player in the field—it’s a visionary force reshaping how brands connect with audiences.
Imagine a realm where audio and video converge seamlessly to tell compelling stories and drive measurable results. That’s the essence of Numb3r Impact Agency, where Rishi’s extensive background in national content creation meets Tanmay’s prowess in video-led solutions. Together, they’ve forged a path away from traditional digital norms, opting instead for a video-first approach that resonates deeply with clients across diverse sectors.
By focusing on tailored, hyperlocal content strategies and embracing new-age tools, they deliver impactful campaigns that resonate across diverse client sectors. Their innovative use of technology and commitment to storytelling ensure Numb3r Impact Agency stands out as a dynamic force in the advertising industry.
Indiantelevision.com caught up with the Numb3r Impact Agency co-founders of Tanmay and Rishi to know more about their agency and its strategies
On the launching of Numb3r Impact Agency and inspiring its founders to integrate audio and video dynamics into their approach
Tanmay: Numb3r stepped up as a force in January 2024. It wasn’t just about blending audio and video. Rishi brought creative leadership skills from a national perspective, and I had operational execution skills.
Rishi: Also, we decided not to go with the conventional methods used by digital agencies. Our video-first approach is unique and is working wonders for our clients.
On Numb3r Impact Agency achieving significant reductions in customer acquisition costs within six months
Tanmay: It’s about turning conversations into conversions (C2C). We create lean, adaptable content for all forms of online distribution, focusing on engagement and efficiency.
Rishi: And it’s not just about the numbers. We nurture our team to ensure they have the creativity and support to innovate, which is a huge part of our success.
On the strategies that Numb3r Impact Agency employed to demonstrate strong performance across diverse clients
Rishi: We tailor strategies to each brand’s core values and goals. This bespoke approach ensures we deliver impactful results across various sectors.
Tanmay: Using new-age tools, we create hyperlocal content that speaks directly to the audience in their language, driving deeper engagement.
On Numb3r Impact Agency tailoring its marketing strategies to meet the varied needs of clients
Rishi: We dive deep into each client’s vision, creating strategies that align perfectly with their goals. This ensures effective and resonant campaigns.
Tanmay: Our tool-driven approach allows us to scale content and speak to audiences in a hyperlocal context, making our strategies versatile and effective.
On the unique qualities or experiences, the partners at Numb3r Impact Agency bring that differentiate them from traditional agency backgrounds
Rishi: My radio background provides a fresh perspective on storytelling, while Tanmay’s video expertise ensures we’re always ahead in visual engagement. Together, we’re a powerhouse. And we’re not traditional digital advertising; our blend of creativity and strategy sets us apart.
Tanmay: We’re not bound by traditional methods. Our innovative use of technology and creative approaches set us apart.
On the challenges Numb3r Impact Agency faced in transitioning from unconventional origins to achieving rapid success in the advertising industry
Rishi: Starting from a chance encounter to forming a major partnership was challenging. But our combined skills and the trust from Concept Group propelled us forward. And remember, it’s all about the people. Our team’s creativity and dedication are our greatest assets.
Tanmay: Scaling quickly required robust processes and smart use of new-age tools. It was tough, but our tech-driven approach made it possible.
On Numb3r Impact Agency integrating video-led narratives into their strategy to achieve deeper audience engagement
Tanmay: Every strategy starts with a video. We create compelling stories that captivate audiences, ensuring our clients’ messages hit home.
Rishi: We also create content for ourselves—podcasts, documentaries, music videos—because at our core, we’re a bunch of creative chaps who need to stay stimulated and ahead of the curve.
On the combined strengths in audio and video dynamics enhancing Numb3r Impact Agency’s ability to innovate in the advertising industry
Rishi: Our audio and video expertise allows us to craft multi-dimensional campaigns. This unique blend gives us an edge in creating innovative, engaging content. Plus, our success with major brands and becoming a national agency in under six months shows our approach works.
Brands
Reserve Bank of India cancels Paytm Payments Bank licence
Central bank cites compliance failures; curbs tighten as wind-up looms
MUMBAI: India’s banking watchdog delivered its sharpest blow yet to Paytm Payments Bank, cancelling its licence and effectively ending its ability to operate as a bank under the law.
The Reserve Bank of India said the entity can no longer conduct banking business under the Banking Regulation Act, citing concerns that its affairs were not being run in the interest of depositors or the public and that it had failed to meet licence conditions.
The move escalates a crackdown that has been building for months. The bank had already been barred from onboarding new customers since March 11, 2022, and later faced restrictions on deposits, credit and wallet top-ups. In January 2024, the central bank ordered it to stop accepting fresh deposits, pointing to persistent non-compliance, including lapses in customer due diligence, use of funds and technology systems.
Operationally, the bank is now on a tight leash. It may process withdrawals of existing deposits and facilitate loan referrals through banking correspondents, but it cannot take fresh deposits.
The central bank said it would apply to the high court to wind up the bank.
Paytm sought to ringfence the fallout. In a regulatory filing, it said the licence cancellation applies to Paytm Payments Bank Limited, a separate entity, and should not be attributed to One 97 Communications. It added that there is no exposure or material business arrangement with the bank and that it operates independently, without Paytm’s board or management involvement.
“As informed earlier, Paytm (One 97 Communications Limited) and its services, which have been operating without interruption, will continue to operate uninterrupted. These include the Paytm app, Paytm UPI, Paytm Gold and all other services offered by its subsidiaries and associated companies,” the company said.
The distinction may reassure users of the app ecosystem, but the regulator’s verdict is unequivocal. After years of warnings, caps and curbs, the payments bank experiment at Paytm is being shut down—decisively, and with little room left to manoeuvre.
