Report on Shemaroo

The Minimalist to go global; invest in in-house video production capacity

Co-founder Sahil Vaidya talks about emerging trends in advertising

MUMBAI: Started a little more than four years ago as a Facebook page, The Minimalist today is one of the most sought-after digital agencies within the country working with brands like Google, Coca Cola, Saint Gobain, HDFC, Kotak Mahindra, etc., and now the founders are planning to embark on a global expedition. Co-founder Sahil Vaidya in a telephonic conversation with revealed that the creative solutions company is already working with a number of start-ups based in New Zealand, Australia, and Singapore, amongst others, and is willing to expand its footprints across the globe.

Talking about how the global industry is more evolved when it comes to advertising and marketing, Vaidya said that though the Indian brands are quite similar to foreign ones when it comes to a hard-core focus on customer experience, the latter subjects are much advanced when it comes to technology. “The approach essentially differs depending upon the size and nature of the brand and not because of geography. Working with hi-tech startup industries abroad, we have noticed that they have a very similar approach as Indian startups. It’s just that they are pretty much new-age and their usage of technology is very advanced.”

The Minimalist is also looking forward to investing more in its in-house video production capacities to capitalise onto the surging trend of video advertising. Vaidya believes that even when some brands do not have enough money to create large-scale TV campaigns, they are willing to spend on tactical video efforts that give them the required reach.

He said, “Transition into videos was a big trend in 2019. People realise that videos are the next big thing and that too not high-budget, large-scale productions but snackable content that can be rolled out on a day-to-day basis. That’s where we have our own propriety called ‘Mideos’, short form for Minimalist Videos. We have our own in-house production arm that helps the brands in creating short videos to generate engagement and virality.”

Vaidya is of the view that another big thing that is going to rule the roost in the coming times is geofencing that will help the brands to deliver targetted ads based on the consumer’s location. This is going to especially help those brands who have an offline retail presence.

He was also excited about the creative opportunities the rise of audio-based apps is going to serve the marketing and advertising community. He said that the skills required to create good voice spots are going to be the same as creating good radio ads.

Vaidya concluded, “I think a lot of creative strengths needed to create good ads are going to remain the same but the mediums are going to evolve.” 

Latest Reads
Havas Group Indonesia appoints Sumit Kanungo as group strategy director

New Delhi: Havas Group Indonesia has appointed Sumit Kanungo as group strategy director, effective immediately.

MAM Media and Advertising Media Agencies
L’Oréal elevates Asmita Dubey as group chief digital officer

NEW DELHI: Beauty brand L’Oréal has elevated Asmita Dubey as chief digital officer and member of the group’s executive committee. Dubey succeeds Lubomira Rochet, who is moving on from the global cosmetics giant. Dubey was chief media officer for the group and chief digital officer for L’Oréal’s...

MAM Media and Advertising People
Godrej & Boyce celebrates 124 years of ‘Making In India’

MUMBAI: Godrej & Boyce has marked the beginning of their 125th year of operations with the launch of #124YearsofMakingforIndia campaign to showcase how the company has been dedicated to building a better India ever since its foundation in 1897. The newly launched campaign aims to inspire...

MAM Marketing Brands
Renault refreshes brand identity, unveils new logo

NEW DELHI: French carmaker Renault is taking the brand in a new direction. The company has adopted a Nouvelle Vague strategy targeting to maximise its number of electrified vehicles by 2030 in a bid to move towards sustainable development. The brand identity refresh comes with a new logo that is...

MAM Marketing Brands
Gaana celebrates classical music with ‘Unwind with Taj’

Mumbai: Audio streaming app Gaana has unveiled ‘Unwind with Taj’ to bring alive the magic of Indian classical music among millennials.

MAM Media and Advertising Ad Campaigns
Gozoop onboards Sushil Anantharaman as media director

MUMBAI: Integrated marketing agency Gozoop has onboarded Sushil Anantharaman as media director. Previously, he was associated with Hansa Cequity as the associate director. With over 10 years of experience in the digital media workforce, Anantharaman has a detailed understanding of media planning...

MAM Media and Advertising People
Covid relief: India Inc shows it cares, puts employees' wellbeing before profits

MUMBAI: As the second wave of Covid2019 batters the Indian subcontinent, there is little doubt that we are staring at a humanitarian disaster of humongous proportions. Even as the country struggles to cope with what is possibly a deadly new variant of the Coronavirus, organisations are going out of...

MAM Marketing MAM
Publicis Media appoints Linu John as client lead for Hero MotoCorp unit

New Delhi : Publicis Media's bespoke unit has named Linu John as the client lead for the Hero MotoCorp unit. The platform caters to integrated media offerings, that includes media planning and buying, along with providing content, analytics, and programmatic solutions for Hero MotoCorp. 

MAM Media and Advertising People
Glad U Came wins PR mandate for RichFeel

MUMBAI: PR and Influencer marketing agency, Glad U Came has won the PR mandate for the skincare and haircare solutions network, RichFeel. The Mumbai-based agency will oversee RichFeel’s media and brand enhancement duties and develop effective communication strategies to increase their public...

MAM Media and Advertising Account

Sign up for our Newsletter

subscribe for latest stories

* indicates required