In conversation with Tanu Shree Rawat, Co-Founder, Trivayu Media Works

The marketing industry has grown multifold over the last couple of years, especially after the pandemic. Owing to this, brands in the current scenario have to deal with not one but many aspects while devising impactful yet far-reaching market strategies.

To advise brands on how they can leverage influencers, how regional storytelling can help them connect with the audience, and what channels they should brand pay more attention to in order to generate maximum ROI, Agency Reporter reached out to Tanu Shree Rawat, Co-Founder, Trivayu Media Works.

Agency Reporter – What disruptions have you witnessed in the A&M industry since the launch of Triyavu Media Works?

Tanu Shree Rawat – Triyavu Media Works’ inception coincided with the rise of Covid-19 cases, and due to the constraints imposed, each sector, and industry, had to reinvent itself to achieve maximum growth and sustainability. Following the year 2020, we witnessed agencies playing a pivotal role in shifting the brands from traditional marketing to digital marketing. In India, it was also made possible by the higher than ever penetration of mobile phones and the internet, particularly in tier 2 and 3 cities.

Post-2020, agencies introduced Artificial Intelligence and deployed a customer-centric vision for brands to improve the customer experience while also paying equal attention to data security. Vernacularization of digital content has also been observed to have a significant regional impact in recent years. While we strive to work on big ideas for brands, clients are increasingly seeking incremental growth through futuristic digital strategies.

Agency Reporter – In recent times, we as an industry have been witnessing a steep rise in influencers in the space they have created niche in. Why are influencers gaining a lot of relevance today in a brand’s overall marketing strategies?

Tanu Shree Rawat – As the world around us has become more technologically advanced, influencer marketing has risen to prominence, with businesses devoting more time and effort to tailor and market their end product. It’s the simplest way to reach the largest number of people in the shortest amount of time.

Influencers promote the brand’s products or services through various media outlets such as Instagram, Facebook, YouTube, and others which are consumed by the majority of the gen Z. Influencers work on their own, creating their own content while incorporating a company’s advertising specifications. The influencer is in charge of the brand’s message, deciding how to portray and attract followers in their own unique way.

Agency Reporter – How can brands incorporate regional content in the storytelling process for value creation?

Tanu Shree Rawat – Storytelling remains at the heart of advertising as they are more memorable than facts and figures. In recent years, the vernacularization of digital content has been seen to have a marked regional impact. Short-form interactive video content in regional dialects appears to be a promising way to attract an audience.

Given the fact that the Indian language users account for almost 75% of India’s internet users, the future potential of vernacular is undeniably enormous. Agencies can take an extra leap in delivering brands’ messages to their target groups by incorporating regional content. Using a narrative in regional languages to connect the brand to customers, with a focus on linking what the company stands for and the values it shares with customers is critically important.

Agency Reporter – To showcase how they are synonymous with their customers, brands spend heavily on different channels. What channels do you think can help brands in generating maximum ROI and how?

Tanu Shree Rawat – Depending on the type of business, it’s important to focus on the channels which are most likely to produce a high return on investment. As per the recent trend, the top channels used by brands include social media, websites, blogs, podcasts, email marketing, search engine optimization (SEO), and pay-per-click (PPC) advertising.

As millions of new internet users join the technological revolution every day, Internet-based channels can be effective to generate maximum ROI. According to data, 500 million new internet users will get access to the Internet over the next four years. Social media marketing can be frequently used in close collaboration with other channels to boost campaign efforts. Organic and paid social media marketing are both extremely valuable to businesses looking to attract and engage customers.

The digital marketing strategy should be designed effectively to generate leads, increase brand awareness, and engage customers and social media can come in handy in this regard.

Agency Reporter – How is Triyavi Media Works helping brands stay above the curve?

Brands of Bharat’s next episode to shed light on how brand-driven storytelling can drive customer engagement among the Bharat audience

Tanu Shree Rawat – TMW-TriVayu is India’s largest hyperlocal content distribution company with more than 10 micro-offices and over 10,000 content partners in India. It helps India’s leading brands target the hyperlocal market by creating super-niche content, marketing, and resource services.

In comparison to its competitors, TMW’s has been providing the quality services to its end customers which includes Resource Management (end-to-end customer success services in 12 Languages); Content Learning (Content moderations, tagging, grading services in 12 languages); Creative Designs (2D, 3D, Motion Graphics, VFX); Bulk Content (India’s largest ecosystem to manual crawl content, content articles, memes and photos)

The content partners of TMW represent over 200 districts, 1000 villages and 20+ states across the country and other than English TMW provides content in 12+ languages to help brands reach a wider audience.

Agency Reporter – How can brands leverage AI in providing hyper-personalized experiences to their audiences?

Tanu Shree Rawat – Artificial intelligence (AI) technology has been used in a variety of sectors in recent years as more people have realized AI’s potential and how it can change the way we work, shop, and live our daily lives. AI has the potential in transforming the advertising industry as advertisers can use AI to create more personalized experiences.

Big data has come to the forefront due to the emergence of digital media. This data includes demographic information, interests, buying intents, or behaviour patterns. Data-driven personalized advertising can be used by brands to increase an ad’s relevance to its intended audience. It not only saves time but also makes data-driven decisions easier. Consumers can already see these changes in personalized ads on their web browsers, chatbots that assist them in making purchasing decisions, and influencers who resonate with them.