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Setting Up Milestones While Keeping Calm Towards Growth
Every industry got impacted in terms of growth and diversification. One such stream that got a ripping effect was Influencer Marketing.
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Businesses in India as well as abroad were flourishing until Covid19 knocked our doors. The pandemic had caused people to stick to their homes and face loss of employment opportunities. Not only this, but different organizations had operated themselves by cutting off their business requirements due to which industry has suffered a huge economic instability.
The year 2020 has seen a lot of brands freezing their marketing campaigns due to this disastrous pandemic. The economic state of every organization has undergone serious surgery. Every industry got impacted in terms of growth and diversification. One such stream that got a ripping effect was Influencer Marketing.
Handling an Influencer Marketing agency with immense influencers was not a small task for Manpreet Singh (Founder & Director - Third Eye Blind Productions & 6th Street Artist) during the pandemic year. Keeping every influencer glued with the company and providing them enough work to survive with the level they had persuaded stood like a giant before him. He was not sure what it takes to continue the same outstanding performances by the influencers. All the arenas like gyms, restaurants, travel places, shopping malls, were shut down due to Covid19 effects
where these creators used to make videos. This was the challenge that stood tall before Manpreet Singh. But as usual, he did not fear and started fighting the odds by some perfect planning and executions.
Let us listen from his point of view, as in how he made his organization sail through this pandemic.
What experience did you gain while working with MX TakaTak during the pandemic?
One thing that kept rolling the track of Influencer Marketing was short-format content. Looking at this perspective, something bigger and smarter developed in my mind that could lead to a transformation in the Influencer Marketing trends. Guiding our influencers, I insisted them to continue the trend of making short-format videos. I knew that brands such as MX TakaTak would never let any of our influencer’s hunt for work. MX TakaTak gave a wonderful opportunity to the influencers to produce anything they want on their platform. I had a clear vision of enhancing the acts of these influencers with my directives and also knew that this platform could create a boom in the Influencer Marketing industry.
My bond with MX TakaTak has been for the past year where we have worked together on many flourished projects. My assurance of work to the influencers boosted them and they started working on creative concepts provided by me. I had envisioned a thought process in which every campaign was smoothly run and created an impact on the competitors through my short-format video creations. MX TakaTak came with a show known as MX TakaTak - Fame House, where some of the top influencers had to come under one roof to fight for a title. This concept was very unique with regards to the tasks, mind games, auction out effects, and thrilling coordination. In a very short span of time, MX TakaTak came up with one more project that was handed to us was based on the cricketing effects with influencers shot in Goa. “Howzzat”, was the campaign Third Eye Blind Productions successfully managed where finding a perfect place for the shoot, conceptualizing, and directing the whole campaign was a big task that got accomplished easily.
Looking at this phenomenal and trailblazing work of our production house, brands started enrolling themselves with us to make Ad films as they had seen our cleverness and creative imagination.
What did other brands offer you? And how did you take forward the approach?
With my perseverance, resistance to all the odds, streamlining aspects, and conceptual mindset, I started getting various clients appealing for collaboration on Ad films. Content creation, ideating the concepts, and directing them in a creative way went in our favour and we had a continuous inflow of Ad films. Apart from MX TakaTak, Upstox, Happn, ZEE5, B612, Angel One, Kara Scentric, Urban Clap, Shein, OYO, Myntra, Bewakoof, and many big brands had already signed us for the completion of their projects. We connected more than 1000 influencers and this was the fact that drove them towards my company’s end-to-end media solutions aspect. Understanding the need for Influencer Marketing in the future and how it will differentiate from other streams, I created a strong deck of influencers who were readily available for all sorts of short-format and long format content in addition to some renowned Ad films that I made for some of the big brands.
With the fact of having intense campaign management knowledge, ZEE5 being one of our prominent collaborating brands tied up with Third Eye Blind Productions on a project, “200HallaHo”. This campaign was a big hit as we managed over 300 influencers who were deployed by us to create awareness of women’s empowerment. From the shortlisting process of the right influencers to making detailed concepts for Instagram reels, with having a proper video review to finalizing the final output was a huge process we cleared in just 7 days!
Third Eye Blind Productions had already made a huge impact in the minds of the clients that collaborated with us and in no time, 6th Street Artist (Influencer Management Company) came into existence with its extraordinary influencer management system.
What is your success mantra and your future plans of business?
I always followed Walt Disney’s quote that states, “To succeed, work hard, never give up, and above all, cherish a magnificent obsession”. My intention of taking Third Eye Blind Productions and 6th Street Artist higher than any other organization was supported by a strong belief in countering the negatives, sitting on the edge of everything so that I do not take more space, and alert thought-provoking to work hard. Looking at the future business plans, I have a blueprint ready with me with all the cast and crew shortlisted for a reality show that would be launched this year itself. With such a great team, we are all set to create a boom in the industry with this unique concept.
Our next mainstream focus would be coming up with some unique shows that would contain some big celebrities. Not stopping here, with an immense knowledge of pre-production, production, and post-production, we have started working on two web series out of which one will be launched by the end of this year and one in the mid of 2022. A thought of backing these web series with a set of 10-15 Ad films has been in the deck and is on the verge of getting shot soon.
Just wait and watch!
I always work around a self-made quote that states, “It does not matter how slow you leap, but what matters the most is, how much distance have you covered while performing this jump over. Your skills and dedication will keep you intact".