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YAAP Emerges As One Of The Hottest New Age Digital Content Creation & Amplification Startup In The Country

In an interview with BW Businessworld, YAAP’s partners Manan Kapur and Deepak Singh (Chief Content Officer), discuss company's progress so far, and what’s next on the horizon

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Yaap is a multi-specialized content company that helps brands create meaningful digital content. It’s one of the few companies in its space to manage the entire life-cycle of branded content, from creation to consumption This process is guided by the companies 3 service lines of Design, Discovery and Distribution, and ensures a high level of synchronization and efficiency for brands.

Since its inception in 2016, the company has worked with an impressive roster of over100 brands from both private and public sectors, including brands like Coca-cola, Dubai Tourism, ITC Hotels, Startup India, Assam Tourism, Tefal, United nations, NITI Aayog and Digital India to name a few. After securing a $5 mn investment from Mumbai-based Rainmaker Ventures, Yaap’s rapid expansion has also covered a series acquisitions -Brand Planet, Oplifi, and Soinsi- and now operates in 7 offices across India, Singapore, Indonesia & Dubai

We met with two of YAAP’s partners Manan Kapur and Deepak Singh (Chief Content Officer), to discuss Yaap’s progress so far, and what’s next on the horizon.

How has Yaap’s journey been since your founding in 2016? What have been your biggest challenges and achievements?

We’re proud to say that our journey has largely been a successful one. We have worked with over 100 brands and have built a strong team through our talent hiring and various acquisitions. This progress has been reflected in our organization’s growth: we had started with offices in two locations and now have spread to seven cities across Asia with over 75 employees.

Our initial struggles were mainly around getting a talented group of people and creating a team that could meet the organization’s dynamic requirements. However, the successful work that we have pulled off over the last 3 years has been hugely impactful in attracting talent. Today, we have intelligent, experienced and motivated experts across our entire process of Design, Discovery and Distribution.

Yaap has done considerably well for an only three-year-old company. What do you think is the reason for your success?
While there have been many factors behind our growth, the one that always comes to mind first is our diverse set of service offerings. We go beyond the traditional social media management that most companies provide and leverage our many services to address the true pain point for any client: creating valuable content. And by solely managing the entire process of branding to content development to marketing to media buying, we ensure that the core message is never diluted, while simultaneously streamlining logistics and cost.

The reason why we can effectively handle so many verticals lies in our Partner model, which makes the core of Yaap’s leadership. Instead of operating through the traditional CEO structure, each and every partner has an independent P&L for business growth, client acquisition and team development. This allows them to operate independently on their respective verticals, while also work together to ensure all our client’s marketing requirements are met.

Your company mantra is ‘Design, Discovery, Distribution’. Could you elaborate on this process?
We believe that any piece of branded content must go through this process. Yaap uses its power of Design thinking to build brands and create content for engagement: Consumer Centric Strategy, Corporate Identity, Packaging Design, Customized Content and Video Content. Targeting consumer orientation is driven by the Discovery approach by way of Influencer Marketing, Content Seeding and Conversation Marketing. Distribution is the third pillar wherein the right people are reached through accurate deployment –Publisher Selection & Partnerships, Content Management and Optimization.

There have been a significant number of acquisitions made by Yaap over the last three years. Can you tell us how the company has changed because of this? And were these easy processes? 
The only reason for YAAP’s growth & success is the talent pool we have. From Sr. Partners to Partners to the team on the ground we have the best talent in the industry and that reflects in our work and business numbers. The only way to have attracted such amazing senior talent was thru acquisitions. For a startup to attract say somebody like Deepak, who was the most awarded creative person in the country last year would have been impossible if not for the strength of all our acquisitions.  

What are the next steps for Yaap? Where do you see the organization 3 years down the line and how do you want to get there?

YAAP aims to be the best content creation  & amplification company in this part of the world. We see operations from Saudi Arabia to Jakarta and in every important country in between. YAAP is a company that is ‘built for now’. We want to leverage data, tech and creative to build a content solution for brands that will help them win consumer mind space in today’s world

To do this, we will look at how we can add new digital technologies to leverage marketing trends while improving automation through our processes and provide more value to our clients. In terms of talent, we want a mix of the best of creative, analytical & tech talent. Imagine the power of a team that has a mix of vloggers, infographic experts, UI/UX specialist, content writers, data scientists, programmatic analysts & brand planners.

Digital marketing is experiencing a disruptive growth. What are some of the trends you see that we all need to pay attention to?
The biggest digital marketing trends that we believe are currently shaping the industry are (1) the automation of content development backed by data  (2) Tech led  influencer marketing to ensure a more efficient, transparent  and effective process; and (3) the growth of programmatic media, which prioritizes buying digital audiences over buying digital media inventory. (4) Multilingual content. Going beyond English will be a key driver for growth.


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