Angry Surd Inderjit Singh’s Triature, create ripples in industry with the art of Storytelling
- Tell us something about Triature and the legs the company operates into?
Triature is a digital marketing & tech company, partnering brands in multiple categories including luxury lifestyle, hospitality, infrastructure, BFSI, real estate & more. As a full service agency, we deliver everything brands of this digital age need to go places – creative, content, strategy, production, media & tech.
- How did Triature happened ? Tell us about the story behind.
Just 7 years back, Triature was born. From a 2-person setup in a room, we have gone from strength to strength and are now the agency for several leading brands in multiple categories. We’ve grown by leaps, and year on year, we’ve grown our revenues to double digit Crs.
- How do you see the landscape of digital agencies in India and does India has the potential to compete with global players in the same space?
The Indian digital-scape is vast & varied, and honestly, we haven’t event touched the tip of the iceberg. As we progressively move towards becoming a mobile-first country, we will see a lot more innovation & development in digital-led services, and content tailored to a millennial mindset. Which means hyperlocal culturally rooted stories, served up in short formats. We are already competing aggressively on multiple parameters with our global colleagues, but technology is one area where we need to do a lot more than we are now. What will consistently set us apart is storytelling & content narrative, where we have always had an edge.
- How big is the team and what kind of people you prefer to hire?
Currently, we are 30-strong and growing month on month. However, for us size is not a target, scale is. Which means growing individuals to take on multiple roles and own processes and deliveries. While we seek specific skills for roles, our preferences have always been towards cultural fits – people who are aware, curious & hungry, and who are in for interesting journeys with us. It’s about the work, not the job.
- Tell us about some of your successful campaigns in brief.
Taj InnerCircle, where our efforts contributed to them increasing their membership and also performing extremely well at the Freddies, the world’s most prominent loyalty program awards.
Chandon, from Moet Hennessy, for whom we have conducted campaigns that have shown some of the most impressive engagement for alcohol brands in India.
Wonder Cement, a Rajasthan-based cement brand from the RK Group, where our work has resulted in them becoming the biggest cement brand on digital media, as well being in the top 15 business accounts on Instagram in Asia.
- What are your future plans (Expansion, product etc)
We are always growing. We will always grow. Our key initiatives currently include penetrating categories such as automotive, travel and e-commerce, as well as introducing several more media optimisation & tailor-made technology solutions to our clients. And of course, winning awards for our creative work.
- Are you boot strapped or backed by an investor? In case of backed, request you to provide details about them?
We’ve retained our independence in spite of significant interest. But the startup mindset fuels & fires us, and we believe we’re still in the process of shaping our culture, so while takeovers are not on the radar, investment is always valued.
- What is the piece of advice you will give to marketers who are in a hunt of great agencies? What should they keep in mind?
Can your agency tell a story, and not just make posts, websites & banners?
Can your agency convert stories to results?
Can they service your account with people of the right skillset for your brand, rather than just throw bodies at the task?
Can your agency deliver intelligent business advice, and not just ads?
If your answer is yes to most of these, then congrats, you have a great agency!
- What is your mantra of success and who is your real life role model?
Work is and always will be the only mantra to follow, as it is the only mantra that matters.