Getting someone to accept a fuel policy and getting someone to try a new perfume are the same job. You have to reach a real person, through people they already trust, and give them a reason to change their mind. That is the whole of what we do.
Start a conversationMost content companies are good at making something look appealing. That is not the difficult part. The difficult part is a person who has already made up their mind, or who has never given the subject a second of thought, and getting them to move.
We have done that on both sides of the spectrum. On one side, national public interest campaigns where the audience starts out suspicious. On the other, brand and culture work where the audience starts out indifferent. Different rooms, same skill.
A national programme on India’s fuel policy, run across creators, news pages, podcasts, op-eds, on-ground films and a live townhall. Over 360 million views and impressions.
Work with Havas Media on the Jamai Sosthi campaign, and with Denver on their perfume launch, where the job was to land culturally rather than politically.
Every campaign comes with a reporting dashboard. Every post, every link, every number, updated as the campaign runs. Clients log in and check for themselves.
Nobody changes their mind because of one post. They change it because the same idea reaches them from several directions, from people they already listen to. So we do not sell a format. We pick whichever ones do the job.
From mega names down to regional nano pages, matched to who the audience actually trusts rather than who has the biggest number.
Long form conversations with the people who carry authority on a subject, produced end to end.
Signed pieces placed with credible names, for the audience that will not be reached by a reel.
Sustained presence across platforms, including rapid response when something needs correcting quickly.
Films made where the subject actually lives, with the people it affects, rather than in a studio.
A live dashboard per campaign. Open it any time and see where the work has reached.
Draft. Swap in the real names, roles and photographs.
If you want to work on campaigns that have to change somebody’s mind rather than just look good, have a read.
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