How Ayatiworks is merging creativity and technology in digital marketing

Founded in 2017 with a team of two, Chennai-headquartered Ayatiworks’ story is intertwined with the vision of its founder, who drew inspiration from a diverse background in marketing and advertising. Rooted in a passion for innovation, Ayatiworks has risen to become one of the top 10 agencies globally that seamlessly integrates creative strategies with technological prowess. From pioneering AI-driven campaigns to navigating influencer landscapes and addressing data privacy concerns, Ayatiworks continues to shape the digital marketing industry.

In this interview with Adgully, Ayatiworks Founder-CEO Upendran Nandakumar talks about his brand’s inception, its marketing strategies as well as future plans in the digital realm. Excerpts:

Can you tell us about the journey of Ayatiworks Technologies and what inspired you to establish a digital marketing agency focused on strategic planning and execution?

In 2017, Ayati started with a team of just two members. The main reason behind launching Ayati was my background in marketing and advertising, where I had worked with well-known agencies and reputed brands. I worked in Ogilvy and Mather and then with National Advertising agencies. I launched Hello FM all over Tamil Nādu. Additionally, I have worked for good brands like Akshaya homes and many more. It was major into Real estate and FMCG.

Realizing the need for creative support in a digital agency, I was inspired to merge creativity and technology at Ayatiork. This unique blend sets us apart from other digital agencies, not only in Chennai but also worldwide. Today, we take pride in being among the top 10 agencies that integrate creative and technology to provide the best solutions for our clients.

Coming from a traditional advertising background, digital marketing provided me with valuable insights on optimization, budget allocation, and monitoring campaigns. Unlike traditional marketing, where you spend and hope for the best, digital marketing allows us to actively track campaigns and make improvements for better results. This dynamic and creative nature of digital marketing fueled my motivation to start Ayatiwork.

In essence, Ayatiwork was born to offer innovative and data-driven solutions, combining the power of creativity and technology, to deliver exceptional results for our clients.

Ayatiworks is known for its innovative approach to the digital marketing industry. Could you share some examples of unique methodologies or campaigns that have generated significant success for your clients?

Yes, we have achieved significant success with performance campaigns on digital platforms. One of our notable campaigns was for Xiaomi, where we were pioneers in utilizing artificial intelligence filters. In 2019, we created interactive AI filters on Instagram, and the response from users was phenomenal. Our filters went viral, making it a huge success.

Apart from that, we have created various engaging and creative content on digital platforms. We designed numerous filters and encouraged users to try and share their experiences, resulting in viral campaigns. For example, our innovative campaign for Xiaomi set the trend, and we continued this momentum with successful property advertising campaigns for the real estate sector and impactful campaigns for the automobile industry, garnering impressive reach and conversions in a short span.

Recently, we had the privilege of executing a highly viral branding campaign for Naga Foods during Ramzan, showcasing our ability to handle and execute campaigns creatively. Our Pan India services have been well-received, and we have not faced any copyright issues, as we carefully curate content and ensure unique and creative approaches to drive successful campaigns for our clients.

Influencer marketing has become increasingly popular in recent years. How did Ayatiworks identify the opportunity and build an in-house team of celebrities and influencers? How has this capability strengthened your ability to connect brands with the right influencers for their campaigns?

In the post-COVID era, the influencer landscape has exploded, with countless individuals becoming influencers and content creators, gaining widespread popularity. However, for brands, the need for authentic brand endorsements has been a longstanding requirement, even dating back to the 80s, when celebrities like Amitabh Bachchan endorsed certain brands as brand ambassadors. The traditional concept of brand ambassadors shifted with the rise of digital platforms, and many individuals started promoting themselves, essentially becoming brand ambassadors on their own. Post-COVID, brands are now seeking to collaborate with influencers who can outperform competitors and consistently share relevant content.

In the past, brands faced challenges with influencer marketing, as they struggled to accurately measure the results of their investments. This realization led us to develop a solution - influencer marketing at Ayati. In the digital realm, the focus is on Return on Investment (ROI), measuring the value derived from content and client offerings. Ayati places a strong emphasis on the ROI model, ensuring effective and measurable results. To address these needs and offer comprehensive solutions to brands, we have established a dedicated influencer team. This team collaborates strategically with influencers to create impactful campaigns that deliver tangible benefits for the brands we work with.

With the ever-changing digital landscape, how does Ayatiworks stay ahead of the curve in terms of digital media planning and buying, digital PR, programmatic solutions, social media marketing, and SEO strategies?

We stay ahead of the curve in the rapidly evolving digital landscape through a combination of proactive strategies and continuous adaptation. For digital media planning and buying, we closely monitor emerging platforms and consumer behaviour trends, allowing us to create effective media plans and make well-informed buying decisions. In digital PR, we focus on building positive brand perception and nurturing relationships with key influencers, utilizing online channels to share compelling brand stories. Our programmatic solutions leverage advanced algorithms and data-driven targeting for real-time ad optimization, ensuring personalized and relevant ad placements. In social media marketing, we create engaging content and maintain an active presence, fostering meaningful connections with the audience. Lastly, our SEO strategies are data-centric and tailored to each client’s needs, keeping us on top of search engine algorithms and driving improved search rankings and organic traffic growth. Our commitment to innovation and data-driven practices empowers us to deliver successful and forward-thinking digital marketing solutions.

Ayatiworks has expertise in creating sophisticated e-commerce marketplaces. Can you provide insights into your approach and the key factors that contribute to successful e-commerce solutions for your clients?

In my perspective, Keshvardhini stands out as a prominent hair oil brand, giving tough competition to Parachute, with over 95 years of industry presence. At Ayati, we took the initiative to introduce them to the digital landscape, enabling them to thrive online. We kick-started their digital journey by creating their e-commerce website and managing their social media presence. As a result, they now achieve an impressive average of 2.5 lakh in sales from their website and other portals.

Recognizing the increasing demand for e-commerce solutions, we foresaw that many brands would require expert assistance rather than relying solely on an in-house tech team. To address this need, we developed a series of e-commerce portals. If any brand wishes to embark on the e-commerce journey, they can turn to Ayati for quick and customized solutions. We take pride in offering e-commerce solutions with dedicated domains and integrated payment gateways, all accomplished within 2-5 working days. Our proficiency lies in working with the latest platforms like Outstrip for tracking performance of brands ensuring our clients benefit from cutting-edge technology to drive their online success.

Your agency has generated success stories across various sectors. Could you share an example of a particularly challenging project where Ayatiworks utilized its expertise to overcome obstacles and achieve remarkable results?

Recently, we faced a significant issue with Google Ads. While Google has been a platform where we could effectively reach our target audience through proper analysis and performance-driven campaigns, we encountered a problem with fake calls when running lead generation ads. Concerned about this unexpected outcome after seven years of successful advertising, we approached Google to understand and resolve the issue. To our surprise, they took our concerns seriously and we offered our insights towards finding a solution.

It’s truly amazing to see that Google has taken our suggestions into account and is actively working to address the problem. The number of fake calls has already decreased from 100 to 50, and they have assured us of further improvements within a month. We are pleased to witness Google's responsiveness and dedication to enhancing our campaign performance, making our advertising experience even better.

How do you ensure that Ayatiworks maintains a strong online presence and reputation within the digital marketing ecosystem?

At Ayati, our entire team of 25 members is committed to continuous learning. When new technologies emerge in the market, we proactively explore and experience them. Even before asking our clients to invest, we take the initiative to learn and understand the technology thoroughly. This approach allows us to provide the best solutions to our clients, ensuring they get maximum value from our services. Rest assured, our dedication to learning and staying updated with the latest trends will always remain a fundamental aspect of how we operate.

As a leading digital marketing agency, what steps does Ayatiworks take to address the evolving data privacy and security concerns in the digital space?

From a brand perspective, data privacy is a complex issue. Nowadays, with data being stored on cloud servers, complete data privacy may not be possible as access might be shared. However, this situation has both advantages and disadvantages. Brands can use data for effective remarketing, advertising, and fulfilling their marketing requirements. On the other hand, the end users may face disadvantages as their privacy can be compromised.

Nevertheless, there are steps individuals can take to control their data privacy. Major platforms like Instagram and Facebook provide privacy settings that users can adjust to limit data sharing. Whether you use an Android or iPhone, you have the option to control your privacy settings.

I strongly recommend that each individual takes the time to learn about data privacy and understand how to manage their settings effectively. By being proactive, users can maintain a greater level of control over their personal data and safeguard their privacy in the digital space.

Could you share your vision for Ayatiworks in the next five years? What are your growth plans and strategic priorities moving forward?

Over the next five years, our vision for Ayati is to expand significantly. Currently, we have a dedicated team of 25 members, and we have organized them into six distinct departments. We have six individual departments of Web Development, mobile app, social media management, Performance Marketing Team, Inhouse Influencer and Production Team Copywriting, content marketing, motion graphics, and creative artwork. As we continue to grow and strive for better performance, we anticipate the need for a larger workforce for a better performance.

Our goal is to have a team of approximately 500 members within the next five years. Additionally, we aim to become a worldwide organization, expanding our reach and impact on a global scale. This ambitious plan will enable us to deliver even greater value and innovative solutions to our clients while maintaining our commitment to excellence and professionalism.

In the rapidly evolving digital landscape, what advice would you give to businesses looking to establish a strong online presence and effectively engage their target audience?

I strongly advise all brand owners to prioritize consistency on digital platforms. It is crucial for them to stay informed about the evolving digital landscape. Without a good understanding of the digital world, they won't be able to make informed decisions or guide others effectively. So, my suggestion to all brand owners and marketing managers is to take the time to explore and learn about today's digital trends.

Consistency is the key in the digital realm. It’s not something that can be achieved in a day or a month; it requires ongoing effort. To see meaningful results, we must be consistent in our digital strategies. This consistency requires the support not only from the agency but also from the brand owners themselves. The agency can only thrive and function well when there is collaborative support and involvement from both the client and brand owners. So, I encourage brand owners to actively participate and support their digital efforts to achieve lasting success in the ever-changing digital landscape.