Mumbai: In the fast-paced world of digital advertising, where innovation is the currency of success, one agency shines brightly as a beacon of creativity and forward-thinking strategies. Hashtag Orange, the powerhouse reshaping industry norms and leading the charge into new territories. Since its inception, Hashtag Orange has fearlessly challenged the status quo, establishing itself as a trailblazer in the world of digital marketing.
Indiantelevision caught up with Hashtag Orange founder Mukesh Vij a trailblazer in the dynamic realm of advertising and digital marketing. With over 18 years of industry experience and a passion for technology. Vij has led Hashtag Orange to redefine brand promotion and online engagement. His people-first approach and commitment to delivering holistic digital marketing solutions underscore Hashtag Orange's success in empowering clients to achieve their goals.
In this Conversation, we delved deeper into what makes Hashtag Orange stand out, redefining engagement in digital advertising through its unique strategies and dynamic fusion of expertise.
Edited Excerpt
On Hashtag Orange redefining engagement in digital advertising, and specific strategies or approaches setting it apart from traditional methods
At Hashtag Orange, we are a collective of enthusiastic creators making it India’s leading new-age digital marketing agency. We are proactive rather than reactive with the perseverance that only the best strategies are implemented for our digital partners. Some of the strategies devised at Hashtag Orange are:
● Cultivation of pro-digital mindset: The first step to thriving in a world where digital natives are taking over the markets slowly is to be open to all things digital. The realm of creativity is expanding constantly and the only way to exist is to keep up with it.
● Targeting usage of the latest available technology: When working towards achieving the vision for our clients/partners, we incorporate the latest trends and technology to ensure we maximise our reach.
● Ensuring digital savviness: As they say, “charity begins at home”; we believe disruption begins at our desk. With the group of digital-savvy creators at Hashtag Orange, we’re always ready for a new trend, a new tool, and a new challenge.
● Syncing brand advocacy and business goals: The code one needs to crack in the digital world is to know that one must promote the brand’s ethos with a strategic
We actively work towards the inclusion of such strategies to keep consumers engaged and satisfied. This also helps us be an enthusiastic partner for our clients on their digital journey. Success is subjective and dependent on the industry, target audience, and the goal of every campaign.
At Hashtag Orange, what sets us apart is our effort to combine traditional and digital strategies effectively, leveraging their pros and eliminating their cons. Digital marketing offers global reach and detailed data, but traditional advertising can still reach specific language audiences well. The team at Hashtag Orange is using digital marketing wisely, while also learning from traditional marketing ideologies.
On Hashtag Orange's diverse expertise contributing to driving innovation in integrated agencies, and examples of successful collaborations or projects that showcase this dynamic fusion
In today’s day and age, innovation is key to survival. The leadership that guides Hashtag Orange brings a diversified profile and experience from different industries to the table. Our experts encourage creative problem-solving and teamwork from traditional and new-age digital perspectives. By embracing their unique perspectives, experiences, and backgrounds, we’ve been able to tap into a wealth of ideas and unleash our full potential. The team at Hashtag Orange has been fortunate to be associated with clients with whom we could change the business landscape. We emphasise the need for cross-functional collaboration and explain to clients the benefits of diversification. We’ve been quite fortunate to be working with brands that trust our vision in fulfilling their goals. This mantra has helped us to continue experimenting and innovating as we cater to a diverse set of brands from various sectors.
On the common mistakes companies make in social media marketing, and Hashtag Orange addressing or avoiding these pitfalls in their campaigns
We believe that everybody has their own learning curve. We’ve observed that sometimes agencies may fail to recognise the needs of their clients. That’s why we approach things differently, at Hashtag Orange. Every time we partner with a new brand, we step into their shoes and walk around in it to fully grasp their challenges and requirements. The one-size-fits-all approach is too old school for us. We believe in tailoring solutions to fulfil the needs of each brand specifically. We strongly believe scratching the surface won’t cut it so we dig deep into our clients' businesses, using digital platforms, and deliver results.
To share an instance, when we see potential in organic marketing, we’ll recommend it overpaid promotions. The goal is to prioritise our clients' success over immediate profits. This approach is key to our success, ensuring our clients are well-guided and happy.
On key challenges that Hashtag Orange has faced in the journey and overcoming or adapting to them
No story worth telling goes by without a conflict. That point of conflict in Hashtag Orange’s journey came with the COVID-19 pandemic. At that time, our primary clients dealt with retail business. We genuinely believe that our employees are our greatest strength, as they have always been. Our mutual belief in each other assured us that explore digital platforms. We extended the same assurance to our clients, building confidence that their brands are managed by a team with long-term strategies in mind. And we can say that it has turned out well!
On Hashtag Orange measuring the success of its digital advertising campaigns, and key performance indicators (KPIs) that you prioritise to gauge effectiveness
At Hashtag Orange, we set KPIs as part of the marketing strategy, which purely depends on the client's goals. With the market dynamics evolving every day, having a clear focus on Key Performance Indicators is fundamental. These help us understand a snapshot of current performance and also guide the client for future strategies and decision-making processes. Our strategies yield the desired outcomes and provide a measurable return on investment. That’s why we have different KPIs for different brands, according to their business goals.
On the Hashtag Orange USP playing a role in building and maintaining its reputation for excellence and innovation
Integrated solutions, our unique selling proposition, have always been our core strength. It has enabled us to provide 360-degree solutions to our clients constantly. We believe in diving deep into data analytics. It helps us understand trends and patterns. But we also believe in having direct conversations with the consumers. That’s where our creative solutions come from. The solution could be an Influencer campaign or a community creation, a substance idea, or a digital campaign. In fact, we could even combine it with a mainline idea and technological integration.
