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''Both Rachit's work ethic and his work are things I value. He has helped us at Kommune India and me personally on Speechless: The Book & Workshop tremendously''.
Roshan Abbas Founder, Kommune and Managing Director VMLY&R Commerce Encompass
About the client
For many of us in India, Roshan Abbas needs no introduction. He’s been a popular media personality – a beloved radio and television host through the 90s and 2000s. One of India’s finest orators and storytellers, Roshan Abbas is an actor; TV & radio host; producer; creative director; film & theatre director; author; and public speaking coach.
Since the early 2000s, however, Roshan has become a leading entrepreneur and angel investor in the creative landscape. Roshan founded and led Encompass (now VMLY&R Commerce Encompass) as Managing Director into becoming India’s largest, most awarded experiential marketing agency. He was also an initial investor in and continues to be a mentor-partner at The Glitch. Both ventures have been acquired by WPP.
After working with the Kommune team and selling out tickets for their event ‘Mehfil', Kommune's co-founder Roshan Abbas approached us with two objectives.
1. Make his book Speechless – a 2018 Bloomsbury title that he co-wrote with Siddharth Bannerjee, Former Director at Facebook India – an Amazon bestseller. A result of the five decades of collective experience of its authors, the book is a compilation of their learnings, tips and tricks for anyone who wants to become a master of effective communication.
2. To generate leads for high-ticket corporate workshops on brand storytelling that Roshan conducts with some of India’s biggest companies.
Since it had already been a year since the book’s release, we would have to become creative in the way we marketed the book. We wanted to establish Roshan’s identity as a speaker, champion of performance arts and an entrepreneur among audiences that were unfamiliar with his endeavours of the last two decades, beyond his radio & TV hosting days.
Our goal was to achieve the Bestseller spot on Amazon in as many categories as possible. We also wanted to create leads for Roshan’s corporate workshops.
The first step was to create a personal branding website for Roshan Abbas, as a necessary personal branding exercise for him to be able to position himself in his current avatar. It would also allow us a platform to showcase his workshops on communication.
Since we would not have access to the Amazon page (the listing was handled by the publishing house), we also decided to create a website for the book for us to be able to track the performance of our social media ads.
We also planned to analyse the Amazon listing and create a checklist of recommendations for the Bloomsbury team handling the page to carry out on the page.
Finally, we planned a two-phase social media ad campaign. Phase 1 would help us identify the best platforms for conversion, as well as earmark certain pieces of content as the top-performing ads. In Phase 2 we would put our resources into pushing the content that performed the best in Phase 1 to get the most bang for buck.