From an Intern Copywriter to Creative Director – yours digitally Aayush Vyas
- Tell us something about DViO Digital and the legs the company operates into?
DViO’s journey began in 2007. It was then known as Xebec Digital. As the organization grew into one of the largest independent digital marketing agencies – Sowmya Iyer (Founder & CEO) bought over 100 % of the company from her partners/investors and rebranded the company as DViO Digital.
Today, DViO serves six markets in three countries– Mumbai, Delhi, Bangalore, Pune, Dubai and Africa with over 130 digital media experts across offices in areas of digital content creation, digital videos, creative, mobile marketing, technology and media.
- How did DViO Digital happened to you?
Well, this one was a scripted story (at least I’d like to believe so). I come from an engineering background. In 2014, I decided to shift tracks and try my hand at advertising. DViO (then Xebec) happened to me simply as an internship. Then post college, I got called back as a full-time Social Media executive. It’s been more than 4 years now and the journey has been exhilarating and quite fruitful. I have now dabbled in social media execution, content creation, digital strategy and finally being fully immersed in Creative operations at the agency.
- How do you see the landscape of creative intelligence in India and does India has the potential to compete with global players in the same space?
Potential? India is already competing with global players. India is a global player too. This year of Cannes Lion witnessed the Pandey brothers being awarded the Lion of St. Mark (the highest honour that the Cannes International Festival of Creativity bestows on creative geniuses). That is, evidently, THE sign of times ahead for the Indian advertising fraternity.
Even at DViO Digital, the average age of the team is 25-26. I love this young crowd at the new-age digital agencies that is coming in with a new perspective and amazing ideas.
Moreover, social media has literally reduced the distance between people of varied geography, demography, and culture. Social platforms are turning into melting pots of cultural creativity. It’s so exciting and beautiful.
- What makes DViO Digital different from the competitors?
To be honest, I would not be lying at all if I said that at DViO, we do what we do for happiness. Happiness, according to us, is the ultimate benchmark towards creating a memorable experience for our partners. We are young, we are keen, and we are bursting with ideas for your brand (Brand managers, are you listening?).
Look, in every agency, there are thinkers and there are doers. At DViO, each member is a carrier. They think it, they do it. There is a sense of creative freedom to every team member and I love the way it is utilised.
We put the ‘our’ in your brand!
- What are your future-plans?
I have just taken up the role of Creative Director and honestly, I’m still coming to terms with it. There is so much to soak in, so much to learn. Also, there is so much I want to give back to the industry and DViO. I am an out and out ideas person. And I want to bring my ideas to the audience. The next 2-3 years are going to be devoted to building Brand DViO and hopefully do some more recognisable work (read awards). We are just about getting started.
- What is the piece of advice you will give to marketers who are looking to work with creative companies?
Advertising is business and it’s primarily carried out with an eventual goal of purchase. But here’s a little creative twist to the mantra of ROI – instead of ‘Return of Investment, can we look at it as RELEVANCE, ORIGINALITY, IMPACT! I have seen numerous creatives breaking down under the burden of what is called as ‘client feedback’. All I want for the marketers/brand managers to remember that it is the creative people who will shape their brand identity, so a little freedom of POV will work greatly for both. You won’t find a person more passionate about creating a brand than a creatively-led person. It gives me Goosebumps.
- What is your mantra of success and who is your real-life role model?
Success is a very loaded word. I succeed and fail on an hourly basis with my copies and my ideas. I have a tattoo on my left arm that says, ‘to be a rock and not to roll’ (yep, Led Zeppelin!) and there is reason that it’s there to stay. Most of all, I believe in resilience.
I don’t have a fixed role model. Every advertisement that excites me is my role model. I have two feelings when I see a great ad or a copy:
- WOW, that moved me
- WHY THE HECK DID I NOT THINK OF IT
I firmly believe that being a creative is an hourly/daily/weekly/monthly/yearly battle to constantly outdo yourself. That’s what I am here for.