“RepIndia has been in a state of constant evolution to meet the ever-changing demands”

RepIndia is India’s leading independent digital marketing and communications firm that offers integrated digital services to brands across the country. They are steered by the ambition of delivering full-stack digital marketing and communication services for clients across different industries. With a strong presence in key cities like Delhi, Mumbai, Bangalore, Ahmedabad, Kolkata, and Pune, RepIndia has solidified its position as a prominent player in the creative and digital domain. The company’s commitment to delivering a comprehensive 360° experience to clients has driven its continued success and expansion.

Established in 2013, RepIndia was the first independent agency to offer a bouquet of services that combined a data-led communication strategy. In just a decade, they have grown multi-fold to become one of the country's most influential and largest digital communications firms. The agency excels at assisting brands with comprehensive digital marketing services, brand strategy and planning, design, customer response management, search engine optimization, social media marketing, reputation management, website and tech integrations, and crisis management.

In an exclusive conversation with Adgully, Abhimannue Revindran, Bangalore Head, RepIndia, talks about the journey of  RepIndia and the growth of the company along with the plans to expand internationally and nationally.

How the year has been for the company and what new trends you are seeing in the digital marketing industry?

We’ve been in a state of constant evolution to meet the demands of an ever-changing landscape. Our intention has always been to be on the cutting edge of digital marketing so that our clients are never caught blindsided by the latest trends and developments in the industry. We’re becoming the masters of providing a seamless integrated digital offering that merely starts at social but extends to the entire customer lifecycle of our clients

New trends:

• Creative teams shifting to mini production hubs. With the advent of reels, brands are experimenting with short-form content in the vertical video format
• Brands waking up to the need for a robust SEO, ORM, and CRM play. Brands that are winning Digital marketing are developing a “backend” strategy so to speak and the reliance on analytical and technical professionals is increasing
• The shift of influencers to engage with midscale organizations.

As an industry leader what innovations according to you should be implemented in the industry?

The need of the hour is to devise methods to close the loop on click attribution given how privacy is the most significant ethical concern of the customer today

A new set of measurement criteria that give a better picture of customer behaviour - Likes, shares, and comments have been good so far but with changes in formats and actions, we need more sophisticated tools

As agencies, shifting the definition of Hybrid Work to mean we’re going to spend more time out of the client premises.

Could you tell us about your growth in the last 2 years?

As part of our commitment to innovation and client-centric solutions, we have successfully launched a dedicated Strategy Team, introducing it as an entirely new vertical within our agency’s comprehensive service offerings. Furthermore, we are excited to expand our reach and presence in the Indian market with the establishment of new offices in Bangalore, Kolkata, and Ahmedabad. These strategic locations will enable us to serve our clients better and tap into emerging opportunities. Additionally, we are thrilled to introduce our latest service, Google Business Page Management, which further solidifies our position as a one-stop solution for businesses seeking to enhance their online presence. These developments reflect our continued dedication to delivering exceptional results and ensuring our clients stay ahead in the ever-evolving digital landscape. We have grown almost 100% in size over the last couple of years - both in terms of clients and team strength.

We’ve also entered into a Joint Venture with Value360 to offer our clients insight lead and outcome-based brand reputation solutions.

What innovative and creative campaign has the company driven this year?

The way we define innovation - it has to push boundaries in the field of creativity, technology, and humanity. This is the intersection that we operate in. Last year we won an award for our work with CESC for their Pujo campaign. Other notable campaigns include our work for JSW, IDFC, Enrich, Haldiram’s, and Freecharge.

What kind of challenges have you faced as an agency catering to such big client mandates in the Digital space?

We all instinctively feel that the line that divides the experiential and the digital has dissolved because consumers now live in an integrated world. Digital work spills over to the real world in more ways than one. The opportunity for us is to provide augmented multi-device experiences, which starts by convincing our clients that digital is no longer just social and web but spills into every consumer touchpoint.

What new mandates has the company won recently?

We are thrilled to have on board Amante and XTEP from Bangalore, Kolte Patil from Pune, CESC from Kolkata, MTRPL, NPCI, and Blox.XYZ from Mumbai, Haldirams, Joyville, Cairn India, and Taco Bell.

Do you have any plans to expand internationally? and what new geographies will you be expanding in India?

The Middle Eastern market has always had great promise and we are keen to explore opportunities there. An office in Dubai will give us access to the MENA region. Given that a large chunk of the South Asian diaspora can be found here, the common cultural sensibilities and overlap in interests open up avenues to enthral this consumer base that is big on sensory-overloaded retail experiences.