Avignyata : Social Media Marketing

AVIGNYATA meaning omnipresent, is a Social media marketing firm founded by the brothers duo in order to create a marketing ripple for brands across social networks. We strive each day and consider the clients goal as our own for achieving equilibrium across digital platforms.

What made you start Avignyata?
In 2007, we anticipated that there will be surge in demand for digital marketing and started Avignyata; we are one of the pioneers in social media marketing industry in India.

Tell us about your designers/animators. Did they go into fine art or design schools? Or software? How do you pick them up?
Educational background does matter but is not the only criteria considered for hiring. Every designer at Avignyata has a passion for designing creative art concepts for the clients. Our designers have graduated summa cum laude from top designing institutes in Mumbai.
Uniqueness is the key factor in all our designs.

How would you define the design style at Avignyata?
Design acts as a catalyst in all the services provided by a digital marketing agency like ours. Today’s audience does not have patience to read and loves picture content on the digital space, hence our design strategy is to build the most creative and attractive designs that will capture our audience.

What does Avignyata do which sets it apart from other digital agencies?
The 5 ‘c’ of digital marketing – Content, Creative, Community, Concept and Cash (budget) are the pillars of digital strategy and drive the presence for brands on digital planet. We believe in creating a real life digital experience for our clients across sectors.

Were there any particular role models for you when you grew up?
We love the Amul ads. They have been making creative consistently on current affairs and working with the same agency. The same principle now applies on social media, where we need to be witty, consistent and have the latest happening on the tip of our fingers.

Who was the most influential personality on your career in Brand Building?
Coming from a PR, Communications background, Edward L Barnays has been an inspiration since he has provided the approach of understanding the client and providing a solution which changes behviour patterns, not just awareness exercise.

How important is the focus on good design in Avignyata?
Achieving good design is about creating spaces that work well for everyone. It responds in a practical and creative way to both the function and identity of a brand. A good design always compliments the content.

Do you function like a traditional advertising agency? Or would you call yourself more of a graphic design/branding/social media agency?
Avignyata has evolved over the years and now has become a one stop shop for all digital marketing needs of a business. One thing that has not changes is our approach – “Creating digital experiences and build bond between our clients and their customers, technologically”.

What do you feel about the state of design in Brand Building in India?
Branding and design to a large extent are inseparable. Smart designs creates the experience people have with the brand, thus the recall value of a brand is largely dependent on the design that is used to show its product. In the current scenario, brands understand the importance of creating consumer experience and brand recall through appropriate messaging using creative designs.

How do you think that the digital arena will provide communication solutions to the clients?
Hunt for information has changed from offline to the online platforms. The target audience is gradually migrating to digital space for their needs and so the clients. Brands find it convenient to reach and interact with their target audience directly through the online platforms; however, managing negative feedbacks has been a constant challenge.

Is Digital Marketing only limited to Social (Facebook, Twitter, Pinterest etc)? What else is there? Can you illustrate with an example?
Digital marketing is vast with social media being a small but vital part of it. There are various methods to reach out to your target audience such as mobile marketing, email marketing, Google ad-words. A business can also approach bloggers or online portals who write about the company and benefits of its products & services which is accessible to their followers and readers in general.

Any other Indian ‘Digital Agencies’ you admire?
Droga5  – really like their work.

Can you share a successful case study of one of your campaigns?
Peeprovider.com has been successful with the feedback on the concept and the usability that we have received.
Jumboking Wadapav has been a success in terms of design and creativity to thought and the organic engagement that we have built for them.

Social media is often used for traffic/traction etc. Do you have any examples where its used for brand building?
We have used social media for building awareness and reputation campaigns.

What is your dream project?
Dream Project is to create an concept  where we are managing on ground as well as online experience and they are the same for the consumer. At the same time the impact of this experience for the client is manifold and on various levels.

What advice do you have for aspiring creative professionals? Would you advise them to take on Digital Agency as a career option? Or Advertising and brand building?
With both businesses and consumers increasingly shifting their focus to the digital medium, scope for work in digital marketing has increased. A professional gets substantial exposure at an agency level in building a client’s brand. Nonetheless, it’s your own area of interest that has to be considered while looking for an employment opportunity.

What apps do you commonly use on your phones?
Feedly, Peeprovider.

Mac or PC?
Mac.

Who would you like to take out for dinner?
My wife, my kid and my dog – a peaceful dinner.

What’s on your iPod?
iTunes Radio, Love the R&B channel.
@mokshjuneja
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Avignyata can be reached via their website here.

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