Favourite boutique digital agency! ''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.

First contact

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.

Strategy

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.

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