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BW Businessworld

Storyteller With A Difference

The group uses technology as an enabler to help create granular, real conversations via influencers, delivering marketing communication not only in local languages but also across future ready mediums like digital audio rather than as legacy mass marketing.

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With more than 15 years of experience, Karan Gupta, CEO at Alchemy Group, has been spearheading strategic efforts in vari­ous capacities that have shaped his digital business acumen. He runs a successful dig­ital marketing business which caters to experiential marketing using technology as an enabler to rethink the traditional mar­keting approach.

Founded in 2015, Alchemy Group is a tech-first digital media and content agency providing marketing solutions to reach next-gen audi­ences. Gupta is a firm believer in the power of technology and scale via new-age marketing channels that disrupt the traditional methods of marketing. 

The group uses technology as an enabler to help create granular, real conversations via influencers, delivering marketing communication not only in local languages but also across future ready mediums like digital audio rather than as legacy mass marketing. 

Focus on Experiential Marketing

The company caters to more than 700 large-scale advertiser and media publication clients from around the world. Backed by cutting-edge tech­nology, the company’s focus on experiential marketing to push digital boundaries in an ecosystem thriving on growth and exclusive engage­ments has delivered an uber-connected environment across all avenues of digital. 

Alchemy Group has four businesses under its umbrella — WORD, AndBeyond.Media, Localyze and OneLoop. 

Given the massive disruption caused by Covid in the last one year all pitching was being done virtually. Gupta says that it hasn’t impacted finance at all. According to him, funding has seen a shift from traditional business models to more digitally self-sufficient ones, especially catego­ries that saw immense growth with the effects of Covid on demand sup­ply value chain. 

“We started the year really strong and before the pandemic hit we were on a path to 300 per cent year-on-year growth. The most crucial decision for us was how to lay down the strategy for riding the next six months due to complete unpredictability and we took the stand of double down on everything from people, offer­ings and product develop­ment,” says Gupta.

Revenue Boost 

He informs that in 2020 the company grew close to more than 200 per cent in revenue and doubled its workforce. At the the same time it strength­ened its processes, improved current products and built new business models and products, and even launched a new business. 

“Innovation is everything for us, from the way we go about it in our processes to the technology we offer our clients for their businesses to thrive. We built and launched offerings in automating influencer marketing to digital audio moneti­sation products for publishers, all of this was done in 2020,” he says. 

Expansion Plans

Talking about the future plans, he says, “We are aiming to double our team from here once again this year, including international expansion in countries like South Korea, Indonesia and Japan. Training is something we take very seriously and want our teams to keep evolving with time for devel­oping themselves individually and professionally.”

Speaking of risks, Gupta says that risk to growth will only now come from international expan­sion. “Being tech first and having a solid value proposition along with ensuring that our business is always backed by a strong value addition in the products and ser­vices we offer our clients, we are building a global business, fully geared to now look at conversa­tions to raise funding to deliver exponential growth, strategic partnership opportunities and our aim over the next three years will purely focus on that,” he says. According to Gupta, digital audio will become the format of the future just like what happened to video three years back.