Setting up the priorities

The firm noticed an actual progress spurt in 2019, amplified additional in the course of the pandemic. While Gandhi attributes the progress to numerous components, he outlines the important thing defining components of White River Media’s successes in the course of the pandemic. “We realised that every successful agency would have some marquee clients (to build their success on). Someone might have Fevicol, someone could have Netflix, and someone could have the best real estate client (in the country). But instead of finding some star clients, we tried to focus on star categories.”

The actual predicament was to establish the classes that the company would cater to, and hopefully construct a formidable enterprise round. Gandhi reveals that the thought was to turn out to be a part of, and hack, ‘subcultures’. The time period is loosely outlined as a bunch identification underneath a bigger tradition. 

“If you can hack a subculture, you can navigate conversations. And that in turn would generate ROIs. So, that is our process. Now, these subcultures could range between cricket, Bollywood, religion, politics, among others. We, of course, wanted to stay clear of religion and politics, and therefore doubled down on other subcultures such as entertainment, sports, BFSI, and FMCG.”

Out of the 4 classes, the company has put in a number of work in direction of M&E, and consequently, the corporate racks up round 30% of its enterprise from the class. “To give you a perspective, we have marketed in excess of 200 Bollywood movies in the last four years. Then there is OTT, where we have worked with Netflix in the past and we’re working with Amazon Mini and Sony LIV.”

The company, after establishing a powerful foothold within the M&E class, has additionally targeted extensively on different sectors. Between sports activities and BFSI, there are two quant classes that White Rivers Media generates enterprise from – fantasy gaming, and crypto. “We have a certain level of dominance in M&E category and we wanted to establish a category of stability as well. We’ve been doing a lot of work with major FMCG brands, and legacy finance banks.”