Ad land’s young guns: Renita Keswani, COO, Nofiltr

Renita Keswani joined Nofiltr in the early days of her career, when, as all Indian start-ups, it was a small team. She has grown in this organisation from the grassroot level, contributing to each level as she was entrusted with leading the teams in various aspects of business, starting with marketing then acquisition of talent and now the company’s operations.

Over the years, Keswani has directed her efforts to building relationships with brands that have enabled them to better service their influencers and the brands themselves. Her focus is operations within the organisation – the media industry is all about the chaos, her job is to bring enough order to this chaos.

In conversation with Adgully, Renita Keswani, COO, Nofiltr, speaks about her journey with the organisation, building effective communication and emotional intelligence skills, her advice to youngsters starting out on their careers, and more.

What particular skill sets do you think you bring to the table?

• Effective communication skills to be able to solve the challenges confronted on a day-to-day basis.
• I have a strong motivation to take on new challenges and a passion for my work.
• Problem-solving skills to address and face many industry-wide challenges.
• Emotional intelligence skills to manage people, as opposed to brand entities, and fostering mutual understanding, and collaboration.

How did you join your current organisation?

I never thought I would be where I am today and specifically in marketing, much less in an influencer marketing business. As early as 2017, Nofiltr was among the first in India to be a talent incubators agency. At that point, I was approached by a friend who told me about Nofiltr and asked me to meet up with the founder. For me, it was just to explore and learn what was coming up and see if I can fit in to help in any way. However, a month later I found myself working at that office as a full time employee. The field was brand-new, giving us a blank canvas to try many different things. I learned a lot, outgrew myself, and had many unforeseen lessons that I learned. For me, it wasn’t always only about my personal development; it was always correlated with business expansion. Both are essential components of my life, therefore today I feel fortunate to have made it feasible.

What are the five most productive things that you do in your everyday routine?

• I consistently try to prioritise productivity by avoiding procrastination. Why not complete tasks today so that you can take up more tomorrow?
• Staying informed and up-to-date is a priority for me as it helps me understand this ever-changing industry better, and I try and work towards it daily by talking to current KOLs, understanding industry trends, and changing consumer mindsets through reports, etc.
• To remain in tune with what’s happening at the ground level, I make it a point of personally speaking and training the team to understand their progress and assess any areas for improvement.
• Maintaining a healthy work-life balance is crucial for me, and I ensure that I set aside time to indulge in activities that I genuinely enjoy, such as spending quality time with my family or watching my favourite TV shows.

Do you think a career in this field is a viable one in the long term?

Without a doubt! This is just the beginning, and there is an abundance of untapped potential waiting to be realised. However, it is essential to be prepared to adjust to the constantly evolving market conditions. As long as you possess the drive to perform at your best and align your aspirations with the company’s objectives, a long and prosperous career in this field is certainly achievable.

What does it take to succeed in a career?

One of the key components of achieving success in any career is pursuing work that you are genuinely passionate about and be committed to giving it your all. When you are wholeheartedly invested in your work, obstacles become mere stepping stones rather than insurmountable hurdles. However, sustained success is also dependent on having a growth mindset, a willingness to learn and continuously improve adaptability, and a proactive approach to identifying and capitalising on opportunities.

What would be your advice to youngsters planning to enter this industry?

While it is true that agency work can be highly enjoyable, it is also essential to recognise that it necessitates a significant amount of hard work and a commitment to continuous upskilling. Enhancing your communication skills can go a long way toward excelling in your role. It is important to stay true to yourself and trust in the process to achieve your goals.

Where do you see yourself in five years’ time?

My top priority is to remain committed to a growth-oriented mindset, continuously expanding my skill set, and contributing to the development of the industry and the creator community that I am passionate about. Ultimately, I aim to establish myself as a thought leader in the industry and serve as a positive influence on my peers and colleagues.