CEO Insights Magazine

Nowadays where social media, as well as digitalization, has a major impact on every one’s life, organizations and successful individuals are heavily dependent on brand building and digital marketing to enhance their client base while experiencing consistent growth. After a successful stint in software, Aditya Aggarwal joined Indi digital, a leading digital marketing company, and has been successfully leading the firm while diversifying into different service portfolios, such as brand building, entertainment industry-related services, music productions, and so on through his organizations Indidigital, Brandezza, and Raga Music. A strong follower of ethical approaches in business, his diligent effort, and strong leadership abilities have helped Indidigital become one of the oldest and most successful digital marketing firms in the sector.

In an exclusive interview with CEO Insights, Aditya shares about his overall professional journey, the challenges faced by him in the digital marketing industry and how he mitigates them, and much more.

Shed some light on your professional background and experiences. What factors influenced you to take up the leadership role at Indidigital?
After my B.Tech from IIT Roorkee in 2004, I started my journey as a Software Engineer and later joined Wipro as a Senior Software Engineer and worked in London for around six months before joining IBM as a Team Lead. Later, I was promoted to as a First Line Manager and later on to India SFV Leader India for operations. During my tenure in the UK, I saw digital marketing and online earnings, where people make money from Google Adsense and blogging, from close quarters, which gave me some inclination towards the blogging line. Curiosity about Digital Marketing made me and my wife Sonam to learn the technology over a while and then Sonam gradually started taking freelancing assignments.

Sonam, my wife, started this

company in 2014 and joined her after leaving my organization in 2018. Initially, we started working with clients from Dubai we start working with the clients in Dubai, most of them were doctors, medical professionals, and hospitals. We provided search engine optimization services that helped us gain a lot of good clientele in Dubai, and then gradually started getting into the advertising space. We organized some events in Mumbai, which helped us to get into the entertainment business. In the entertainment business, we are into the promotion of movies, music videos, or helping the content videos get viral across the internet. We also provide mobile app marketing services, where we come up with a solution to increase app installations, such as people getting sales and registrations along with the installs, which earned us a large base of clients.

We also have reputed clients in the US and the UK and are working with some leading production houses and many of the projects that are outsourced by US-based agencies. We are working with around 35 global artists from the UK and US and are working with eight well-known international projects in the entertainment industry. We are currently running three companies Indidigital, Brandezza, and Raga Music. Through Raga Music, we started our music production house to provide a platform to upcoming singers from small towns by sponsoring and launching their video across global platforms. We are also coming up with some events in the music and devotional space.

How would you define Indidigital as an organization and its position in the market?
Started in 2014, Indidigital is one of the oldest as well as leading organizations in the digital marketing space that are providing good video marketing solutions. We have very good business relationships with Google and Facebook and spend a lot on Google

advertisements OTT advertisements, and mobile advertisements. In terms of market position, we are comfortably placed in the market, we started with three employee in 2014 now we are team of 35 people.

What are some of the major challenges you have experienced in your professional journey so far? How did you overcome them and what did you learn from them?
In terms of challenges, the major challenges that we face are concerning the payments or price rates. In India, everybody wants the delivery of the work without any advance and although not reliable, people prefer the cheaper stuff more. As we upsell our solutions from Google, Facebook, or OTT platforms, which are costlier in the market, we initially found it very tough to get business. Somehow I convinced my clients to adopt real marketing solutions. Later, it helped me a lot when I could make people understand the quality and value addition while advertising on right keywords and right audience records. Another challenge we face is in terms of money rotation. We adopted a solution by working with foreign clients from US and UK, who always send payment in advance and also collaborate based on skill and quality of work. We try to mitigate these challenges situation by convincing clients about our product and giving them transparency on their billing on the advertising.

Based on your experiences, what would be your advice to entrepreneurs starting a new in this domain?
We always need to adopt ethical approaches and the right solution for clients. Even if it takes more time to get more businesses, always avoid taking shortcuts and stick to the right path. Even though shortcuts protect you from problems for some time, they will eventually lead to major problems in long run. We shouldn’t over-commit to our clients and should only give commitments based on what we can deliver. We should be smart enough to say yes or no to client requirements, as it matters a lot in the service industry to deliver based on commitments.

Aditya Aggarwal, CEO & Managing Director, Indidigital
After a successful stint in Software, Aditya joined the leading digital marketing firm, Indidigital, and has been leading the firm successfully while diversifying into various service portfolios in the entertainment industry through his three firms.