In today's digital landscape, crafting viral content ideas are crucial for brands and businesses to make their mark and stand out.
In this episode of the Thrifty Titans Podcast, we have a conversation with India's OG content marketer, Aashish Chopra, to acquire valuable knowledge about how to go viral by creating content that resonates with audiences. Aashish is a seasoned professional who has spent many years honing his expertise in the viral content creation space. He generously shares his wisdom on how to create engaging and share-worthy content.
From comprehending your target audience to generating viral content that truly connects with them, Aashish's insights are indispensable.
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00:00:32
Saikat Pyne: Hello, guys. Welcome to the U Incorporated podcast with me.
00:00:36
Saikat Pyne: I have the O G.
00:00:40
Saikat Pyne: Content marketer of India, Ashish Chopra, with me. He is
00:00:46
Saikat Pyne: also the author of this lovely book that I have
00:00:50
Saikat Pyne: a copy of, but he gave me a free copy. Regardless,
00:00:52
Saikat Pyne: the book is fast, cheap and viral. It came out
00:00:55
Saikat Pyne: a while back and is one of my most favourite
00:00:58
Saikat Pyne: books on marketing. And I love a not only for
00:01:02
Saikat Pyne: his insights but also for its insightful
00:01:05
Saikat Pyne: monologues at events at marketing events, which is supremely refreshing where,
00:01:12
Saikat Pyne: as is probably the only seen voice in the room
00:01:15
Saikat Pyne: in multiple of these YouTube videos that are not as viral,
00:01:20
Saikat Pyne: I think those clips should be more viral in the
00:01:22
Saikat Pyne: marketing community for the marketer community to come together and
00:01:26
Saikat Pyne: think more like content marketers. And I think, as has
00:01:30
Saikat Pyne: many of these very quotable lines, one is every marketing.
00:01:33
Saikat Pyne: All marketing is content market,
00:01:35
Saikat Pyne: and the other one is that every company is a
00:01:39
Saikat Pyne: media company. Let's start with the second one because I
00:01:41
Saikat Pyne: think all marketing is content marketing. I think there will
00:01:45
Saikat Pyne: be coach startup founders, co marketers, yes, but let's dig
00:01:52
Saikat Pyne: a bit deep into why every company is a media
00:01:56
Saikat Pyne: company or every company should aspire to be a media company. A.
00:02:00
Aashish Chopra: That's a good question. Thank you for having me here.
00:02:03
Aashish Chopra: This is an amazing setup, and what you've built is
00:02:05
Aashish Chopra: really amazing. So why every company is a media company
00:02:08
Aashish Chopra: when it comes to starting off companies or tech startups
00:02:10
Aashish Chopra: or any startup. The founders are obsessed about the product,
00:02:13
Aashish Chopra: the user experience. They are really obsessed about the go
00:02:16
Aashish Chopra: to the levels of craziness to make sure that the
00:02:19
Aashish Chopra: user the audience, has an amazing experience.
00:02:21
Aashish Chopra: But when it comes to marketing or reaching out to them,
00:02:23
Aashish Chopra: they outsource it. Yeah, it's like you have a baby
00:02:26
Aashish Chopra: and then you outsource it. You take care of it, right?
00:02:28
Aashish Chopra: So that the same obsession, which is there in building
00:02:30
Aashish Chopra: a product and the user experience that completely goes out
00:02:33
Aashish Chopra: the window when it comes to marketing and you know
00:02:35
Aashish Chopra: the content and why it's a media company because every
00:02:38
Aashish Chopra: company is built. Every brand is built on consumer love
00:02:42
Aashish Chopra: customer love, right? Like you look at all the big
00:02:44
Aashish Chopra: brands they built on the love from the audience because
00:02:47
Aashish Chopra: of the products the user experience,
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Aashish Chopra: and they are already massive communities of people who are
00:02:53
Aashish Chopra: fans of your product on social platforms. So what do
00:02:56
Aashish Chopra: you feed this audience? Right? So that's why when we
00:03:00
Aashish Chopra: think like a media company, we need to make sure
00:03:02
Aashish Chopra: that we are regularly engaging with this audience and part
00:03:06
Aashish Chopra: of their lives, meaning one way is to build an
00:03:08
Aashish Chopra: ad and in their face all the time. But today,
00:03:11
Aashish Chopra: branding is about
00:03:12
Aashish Chopra: relevance and not recall. Call was way back when I
00:03:15
Aashish Chopra: could shove an ad in your face and spend $100
00:03:17
Aashish Chopra: million on it. Like right now, startups are competing with
00:03:20
Aashish Chopra: big brands, a teams of eight in the basement somewhere
00:03:22
Aashish Chopra: competing with big brands. Surely, with the power of creativity
00:03:26
Aashish Chopra: and content and media comes right at the heart of that.
00:03:29
Aashish Chopra: We need to keep your audiences engaged because they are
00:03:32
Aashish Chopra: even using your product. And your company is not just
00:03:36
Aashish Chopra: like
00:03:37
Aashish Chopra: the product which you sell, or the service which you
00:03:39
Aashish Chopra: sell is just one pain point on the orbit of customers.
00:03:43
Aashish Chopra: Pain points right, but you don't stand for that product.
00:03:46
Aashish Chopra: You stand for the well being of that user on
00:03:47
Aashish Chopra: that orbit, so everything else is content. You can engage
00:03:50
Aashish Chopra: with them. That's why when you think like a media company,
00:03:53
Aashish Chopra: we build great products.
00:03:55
Aashish Chopra: And at the same time we regularly engage with our
00:03:58
Aashish Chopra: audiences who actually pay our salaries.
00:04:01
Saikat Pyne: Absolutely. Let's through the course of this episode as make
00:04:05
Saikat Pyne: it a point to not speak to marketers. I think
00:04:07
Saikat Pyne: marketers have enough books about marketing to refer to enough marketing.
00:04:12
Saikat Pyne: M b A s out there in the world, too.
00:04:14
Saikat Pyne: Let's speak to only founders. Let's make this episode about
00:04:18
Saikat Pyne: us speaking to founders about brand building and about
00:04:22
Saikat Pyne: perspective on what content can do for their re building.
00:04:26
Saikat Pyne: Got it? So Number one. Why should a company that
00:04:30
Saikat Pyne: is producing a good that might not be necessarily something
00:04:34
Saikat Pyne: that that is very media friendly? Let's say a B
00:04:38
Saikat Pyne: to B company care about media
00:04:40
Saikat Pyne: like, Why should they care about content? Why should the
00:04:42
Saikat Pyne: founder care about content?
00:04:44
Aashish Chopra: This is English, Hindi. Everything is like I talk to
00:04:50
Aashish Chopra: people that, like I believe, all marketing is content marketing
00:04:54
Aashish Chopra: right in this case as well. What will you do,
00:04:59
Aashish Chopra: for example, for B to B companies. I'm tired of
00:05:00
Aashish Chopra: listening to the bullshit
00:05:02
Aashish Chopra: or B B two B companies. We have to be
00:05:04
Aashish Chopra: packaged represented. Well, are they linked in just your opportunity?
00:05:06
Aashish Chopra: After coming, there's a social platform, which is built for
00:05:09
Aashish Chopra: B to B personal development in and still the companies
00:05:13
Aashish Chopra: the B to B, even a company are stuck in
00:05:15
Aashish Chopra: the old game of video. Your product video is not content.
00:05:19
Aashish Chopra: Your white paper is not content. That is great. When
00:05:21
Aashish Chopra: a person is sold on the idea, Who are you?
00:05:23
Aashish Chopra: Right? But engaging with this audience, like B to B audience.
00:05:27
Aashish Chopra: And that's what I don't like about this whole mindset
00:05:30
Aashish Chopra: in B two b space. That because the audience who
00:05:33
Aashish Chopra: is consuming content on LinkedIn is the same guy who's
00:05:35
Aashish Chopra: swiping up on instagram on Facebook or Twitter, the audience
00:05:38
Aashish Chopra: behaviour to
00:05:39
Aashish Chopra: no. But when it comes to LinkedIn, we're all packaged
00:05:41
Aashish Chopra: and nicely packaged. But make be part of the conversation
00:05:45
Aashish Chopra: on LinkedIn. Be engaging. You convince your founders you convince
00:05:48
Aashish Chopra: your team to be part of a bigger vision, and
00:05:51
Aashish Chopra: you don't know the money in startups and be in founders,
00:05:53
Aashish Chopra: especially
00:05:54
Aashish Chopra: people are connected to the cause of making the world
00:05:56
Aashish Chopra: a better place with the service they are providing. So
00:05:58
Aashish Chopra: when it comes to marketing or content for outsource, so
00:06:01
Aashish Chopra: LinkedIn as an opportunity has never been there. But investing
00:06:04
Aashish Chopra: time in making engaging content on LinkedIn would be like,
00:06:08
Aashish Chopra: even right now, not a lot of companies are doing this.
00:06:10
Aashish Chopra: Why do you think LinkedIn is doing all these accelerator programmes?
00:06:12
Aashish Chopra: Because the learnings are everywhere, but they have to be
00:06:15
Aashish Chopra: tailored to the audience. Who's on LinkedIn, right? For example,
00:06:18
Aashish Chopra: there was this example I mentioned in the book as well.
00:06:20
Aashish Chopra: This is a starter found to reach out to me
00:06:22
Aashish Chopra: from Washington,
00:06:23
Aashish Chopra: and we have a chat board back in the day,
00:06:24
Aashish Chopra: not chatbots. Are the cha Yeah, so he's like, Oh,
00:06:28
Aashish Chopra: we have a chat board. So I'm like, What are
00:06:29
Aashish Chopra: you thinking about? For marketing and content he like, We'll
00:06:31
Aashish Chopra: make a product video features. I'm like, Why don't you
00:06:34
Aashish Chopra: create a content? A video? Very simple. Where you take
00:06:36
Aashish Chopra: something which is already part of global conversation. Donald Trump
00:06:39
Aashish Chopra: Was the president
00:06:39
Aashish Chopra: Donald Trump a Google search? All the words, he says,
00:06:43
Aashish Chopra: What chat board and make a video called What if
00:06:46
Aashish Chopra: Donald Trump for the chat board. It will show the
00:06:49
Aashish Chopra: strength of your chat board, your software, your app, and
00:06:53
Aashish Chopra: it will be very contemporary very well in the conversation,
00:06:56
Aashish Chopra: because
00:06:58
Aashish Chopra: sorry game attention. Attention, meaningfully click bait is also attention meaningfully. Attention, Lena,
00:07:04
Aashish Chopra: because when we create videos, I'm obsessed about that first impression.
00:07:08
Aashish Chopra: A user gets a product super. Now stopping the thumb
00:07:11
Aashish Chopra: from swiping up is a fucking big deal. So that
00:07:14
Aashish Chopra: thumbnail that title gives a promise to the user the
00:07:17
Aashish Chopra: interesting Oh, Donald Trump and Chad. What is this?
00:07:22
Aashish Chopra: Then you have to maintain that promise right from the
00:07:25
Aashish Chopra: beginning till the end. And that's the process I care
00:07:27
Aashish Chopra: about because
00:07:31
Aashish Chopra: the is easy because you can pay money, throw money
00:07:34
Aashish Chopra: at all these platforms, even if you have a LinkedIn
00:07:35
Aashish Chopra: page or insta whatever you can boost, you can spend money.
00:07:39
Aashish Chopra: They will give you the reach they are in the
00:07:40
Aashish Chopra: business of reach in terms of a lot of people
00:07:42
Aashish Chopra: will get to see your content, but app, organic engagement,
00:07:45
Aashish Chopra: organic common guys, this was amazing. We'll check out your product. Yeah,
00:07:49
Aashish Chopra: that engagement will be earned by the
00:07:51
Aashish Chopra: quality of the content and content alone. And that's what
00:07:54
Aashish Chopra: I obsess about when it comes to founders. The same
00:07:57
Aashish Chopra: obsession you have, I'm getting. I'm not saying you apply
00:08:00
Aashish Chopra: that obsession to everything in marketing. You are building great
00:08:03
Aashish Chopra: products be connected to that. But understand the birds is
00:08:06
Aashish Chopra: making obsessions right in the team as well. Because you
00:08:10
Aashish Chopra: you will see a lot of companies today are
00:08:12
Aashish Chopra: have begun to do this. The content, the marketing, the
00:08:16
Aashish Chopra: LinkedIn in house you can outsource to agencies. I'm not
00:08:18
Aashish Chopra: against that, but in house you are thinking about your
00:08:22
Aashish Chopra: audience 24 hours a day. You are the only stakeholder
00:08:25
Aashish Chopra: in the whole process who's really OBC giving, obsessed about
00:08:28
Aashish Chopra: giving them the right and amazing user experience. The whole
00:08:31
Aashish Chopra: user experience. Product content, marketing? Maybe, Absolutely. I think I've
00:08:37
Aashish Chopra: given this number. Answer two questions.
00:08:40
Saikat Pyne: No, but I'm loving this, But why do you think, traditionally,
00:08:45
Saikat Pyne: a founder will brief, Let's say, a designer on exactly
00:08:50
Saikat Pyne: what he wants but will tell the marketing person. Why
00:08:55
Saikat Pyne: has this
00:08:57
Aashish Chopra: market?
00:08:59
Aashish Chopra: But I've I've heard and met with so many founders
00:09:02
Aashish Chopra: like marketing. I'm just saying marketing is fundamental to common
00:09:05
Aashish Chopra: sense to know the fundamentals, right? I was obsessed about
00:09:09
Aashish Chopra: like when the first video went viral. I got obsessed.
00:09:12
Aashish Chopra: It was applied common sense, but with, like, crazy obsession
00:09:16
Aashish Chopra: like you,
00:09:16
Aashish Chopra: because I was at a point in my life. So
00:09:18
Aashish Chopra: I was obsessed about. So the common sense in applying
00:09:22
Aashish Chopra: to marketing every decision originates from the same DNA from
00:09:26
Aashish Chopra: the same fundamental from the same root where your product
00:09:29
Aashish Chopra: decision come from after the product. So as a founder,
00:09:33
Aashish Chopra: you don't say you apply your you know, common sense
00:09:40
Aashish Chopra: about the user experience. And from that you apply that
00:09:43
Aashish Chopra: to marketing maybe, for example,
00:09:47
Aashish Chopra: a old school white paper, right to newspaper, for example,
00:09:54
Aashish Chopra: for example, or to make publication, or maybe the basic
00:09:58
Aashish Chopra: common sense half a second half a second. Why will
00:10:05
Aashish Chopra: it matter to them?
00:10:11
Aashish Chopra: Nobody gives a shit. A decision making is because nobody
00:10:14
Aashish Chopra: gives a shit to you. Me, anybody. People give a
00:10:16
Aashish Chopra: shit to their problem. They pay. They will become fans
00:10:25
Aashish Chopra: of you, so thinking from their perspective, walking in their shoes.
00:10:28
Aashish Chopra: But we still got I'm connected to the word viral,
00:10:31
Aashish Chopra: which is very dangerous because it's a process
00:10:34
Aashish Chopra: but I obsess about the process just like a comedian.
00:10:36
Aashish Chopra: Obsessive obsesses about the setup and a punch line for
00:10:39
Aashish Chopra: the laugh. So the process is everything because the process here.
00:10:43
Aashish Chopra: So it's not about the person man who now doesn't
00:10:45
Aashish Chopra: matter why. Why do you think I wrote the book?
00:10:48
Aashish Chopra: It's not connected to me. It's about the process. Comes
00:10:51
Aashish Chopra: first because product thinking may comes first, so marketing decisions
00:10:55
Aashish Chopra: made comes first.
00:10:58
Aashish Chopra: You can take the decision. Of course. The marketing team
00:11:00
Aashish Chopra: design it. They like There's an immense talent in the country.
00:11:03
Aashish Chopra: They will execute it, right? I believe that in every
00:11:07
Aashish Chopra: startup in every company, right,
00:11:09
Aashish Chopra: all the ideas, all the great ideas. What a key responsibility, execution, marketing, responsibility,
00:11:16
Aashish Chopra: what execute that marketing will do. They have the talent,
00:11:19
Aashish Chopra: they have the skills and they have the network everything
00:11:21
Aashish Chopra: they'll manage. But what idea? That's why we need a
00:11:27
Aashish Chopra: culture of creativity, the companies and not just numbers number.
00:11:30
Aashish Chopra: I'm tired of fucking number numbers, right Number two. That's
00:11:33
Aashish Chopra: the because
00:11:39
Aashish Chopra: a lot of creativity which comes off because everybody I
00:11:41
Aashish Chopra: feel in the company everybody is creative and education system
00:11:46
Aashish Chopra: in India methodically kills creativity, of course, but
00:11:51
Aashish Chopra: sheer creativity in kids. Because I was talking to this
00:11:54
Aashish Chopra: my my team member the other day. I'm like, Do
00:11:58
Aashish Chopra: you realise layer number getting to that that innocence? What?
00:12:02
Aashish Chopra: Because we put all the ideas, all pain points, everything
00:12:05
Aashish Chopra: on the table. And also,
00:12:07
Aashish Chopra: I don't even like the idea of Let's brainstorm about
00:12:12
Aashish Chopra: ideas because ideas will happen when the dots will connect.
00:12:16
Aashish Chopra: So I have fucking so many dots on the table, right?
00:12:21
Aashish Chopra: How many points? So we outsource, you take care of it.
00:12:34
Aashish Chopra: So I feel creativity happens in an individual in a company.
00:12:38
Aashish Chopra: In a team in a startup. When
00:12:42
Aashish Chopra: you start connecting the dots dots up, what is another
00:12:45
Aashish Chopra: language number? One. Of course, a lot of people saying
00:12:48
Aashish Chopra: is fine, but not against that. But the best thing
00:12:51
Aashish Chopra: in the world have happened out of sheer creativity. We
00:12:56
Aashish Chopra: will replace people, replace people, people like it. It will
00:12:59
Aashish Chopra: be people who use air. People don't use it as
00:13:02
Aashish Chopra: simple as that. So I feel that any air tool
00:13:05
Aashish Chopra: is like a
00:13:06
Aashish Chopra: get back behind me behind every creative person. And that
00:13:09
Aashish Chopra: was amazing. So yeah, also
00:13:11
Saikat Pyne: asking the right questions. I think I read. I read
00:13:13
Saikat Pyne: it somewhere A. I will not replace you. Somebody using E.
00:13:16
Saikat Pyne: I will write, that means. But then you have to
00:13:19
Saikat Pyne: also ask the right questions to a I to get
00:13:20
Saikat Pyne: those answers
00:13:22
Saikat Pyne: for a founder again, I see in the company that
00:13:25
Saikat Pyne: you've been in for the past nine years again done
00:13:27
Saikat Pyne: some of the best content marketing work. How does a
00:13:30
Saikat Pyne: founder
00:13:31
Saikat Pyne: create this sort of a culture of creativity, where it
00:13:35
Saikat Pyne: is not just the marketing team's jobs to come up
00:13:38
Saikat Pyne: with ideas to take the product to the market? The
00:13:41
Saikat Pyne: marketing team is only executing. How does a founder does
00:13:44
Saikat Pyne: for a
00:13:44
Aashish Chopra: founder? I feel that you have to let go and
00:13:48
Aashish Chopra: give a little bit of freedom and allow people to
00:13:50
Aashish Chopra: make mistakes. Because even if say, you have a kid
00:13:54
Aashish Chopra: someday and you want the kid to be the best
00:13:56
Aashish Chopra: version of himself for her or herself,
00:13:59
Aashish Chopra: you wanna tell him to go. You have full freedom
00:14:02
Aashish Chopra: to do whatever you want to do to pursue. Of course,
00:14:04
Aashish Chopra: I'll be there to make sure you don't do stuff
00:14:06
Aashish Chopra: which gets me arrested. Yeah, so allowing the freedom and
00:14:11
Aashish Chopra: many times. And that mindset is very important. That genuinely
00:14:15
Aashish Chopra: not be a boss,
00:14:19
Aashish Chopra: right? So if the person is capable of doing something,
00:14:25
Aashish Chopra: you know that capability he's performing here. But you, the
00:14:32
Aashish Chopra: support behind that person so providing that freedom is so important.
00:14:37
Aashish Chopra: Like many times, I'm backing up my team all the
00:14:39
Aashish Chopra: time because we I'm like we're doing it because we
00:14:42
Aashish Chopra: began to enjoy the game. And that's what I love
00:14:44
Aashish Chopra: with the culture at over the nine years a club,
00:14:48
Aashish Chopra: like many times in the annual reviews, it was like
00:14:50
Aashish Chopra: a CEO was like Videos are doing great. Let's just measure,
00:14:53
Aashish Chopra: let's put a target And I was like, We will
00:14:58
Aashish Chopra: not measure the videos on targets like because that's a
00:15:02
Aashish Chopra: little thought, right? So we will measure the experiments
00:15:05
Aashish Chopra: because so and after three days, he came back to
00:15:16
Aashish Chopra: be like, You are right, we should do that And
00:15:17
Aashish Chopra: I was so happy that
00:15:20
Aashish Chopra: it was full freedom, logic, ego tussle And that's why
00:15:23
Aashish Chopra: I love the culture club. You go and follow. You
00:15:26
Aashish Chopra: have the backing. Yeah, it's OK, it's OK. And that's
00:15:29
Aashish Chopra: what I tell my team.
00:15:43
Aashish Chopra: We think we have to get successful yesterday. So
00:15:47
Aashish Chopra: the whole joy when you're truly having fun when you're
00:15:51
Aashish Chopra: enjoying creating something, it could be for any company. It
00:15:54
Aashish Chopra: will show up on the quality of the work you do,
00:15:56
Aashish Chopra: of course, when we're brainstorming and we're thinking naturally
00:16:06
Aashish Chopra: because right so I would say for founders
00:16:17
Aashish Chopra: freedom but subsequent the culture of creativity because that flows
00:16:21
Aashish Chopra: across marketing content, it flows across product everywhere, even finance, right?
00:16:27
Aashish Chopra: Like I know some of the c A. Who are
00:16:29
Aashish Chopra: the most creative people I know because which is legal, right?
00:16:34
Aashish Chopra: But I'm like, Wow, this is amazing, right? So creativity
00:16:37
Aashish Chopra: is something but culture of creativity. Building that up, that's
00:16:41
Aashish Chopra: very important. And that's why uh,
00:16:43
Aashish Chopra: like one thing which pissed me off was hiring was
00:16:47
Aashish Chopra: so crazy in the club. It process it. Three interviews
00:16:51
Aashish Chopra: had to make sure at the end they rejected so
00:16:53
Aashish Chopra: many people because to make sure that alignment is there.
00:16:59
Aashish Chopra: And that's what, like I love about the crazy hiring
00:17:03
Aashish Chopra: culture key. It's not easy to get in because you're
00:17:05
Aashish Chopra: building something, so the person in the team which you
00:17:07
Aashish Chopra: hire has to have has to look in the same direction,
00:17:11
Aashish Chopra: not looking in the same direction again, not each other, because,
00:17:14
Aashish Chopra: like it could be marriage or it could be a
00:17:16
Aashish Chopra: great company. If you start looking at each other within
00:17:18
Aashish Chopra: the teams, the politics, we started looking in the same direction,
00:17:21
Aashish Chopra: then everybody's contributing with the idea, and many times we've
00:17:23
Aashish Chopra: had meetings with us. But I have a chat with
00:17:25
Aashish Chopra: my boss. Let's meet in office because we're coming here.
00:17:29
Aashish Chopra: So culture of creativity and freedom comes from that. For example,
00:17:32
Aashish Chopra: that's the number one thing I would encourage the founders
00:17:35
Saikat Pyne: when when
00:17:37
Saikat Pyne: marketers get together, especially a lot of brand marketers, which is,
00:17:41
Saikat Pyne: I think the biggest evil in marketing is logo I.
00:17:46
Saikat Pyne: You have a lot of epic rants on YouTube. I'd
00:17:49
Saikat Pyne: love to pick your brain on that sir messaging brand
00:17:59
Saikat Pyne: Positioning Jo brand or brand
00:18:13
Saikat Pyne: many
00:18:13
Aashish Chopra: years back. I I remember. In every company there's a
00:18:15
Aashish Chopra: brand manager. Custodian Custodian is a lot of fear, right?
00:18:22
Aashish Chopra: So back in the day to the brand manager was
00:18:26
Aashish Chopra: like because which I understand that's where it originated because
00:18:36
Aashish Chopra: in the end,
00:18:37
Aashish Chopra: the tough questions which bosses, of course, back in the day,
00:18:48
Aashish Chopra: I tell newspaper people reach out. That's why we made
00:18:56
Aashish Chopra: a process.
00:18:59
Aashish Chopra: How about in Korea? Because brands we stand for the
00:19:04
Aashish Chopra: brand because brand is a a set of values, which
00:19:07
Aashish Chopra: we all embody. That's fine, but will connect with not
00:19:10
Aashish Chopra: the brand but the storytelling.
00:19:12
Aashish Chopra: The video story integration has to be meaningfully right. That's fine,
00:19:26
Aashish Chopra: because will connect with the storytelling first, especially if you
00:19:29
Aashish Chopra: are a new company for start Up, nobody will go.
00:19:31
Aashish Chopra: Oh oh, the ABC company. Let me check it out
00:19:35
Aashish Chopra: because everybody else is yelling at the users all the time.
00:19:39
Aashish Chopra: But if you connect with the audience on storytelling,
00:19:43
Aashish Chopra: brand car, relevance in the life is a bit more meaningful, right?
00:19:47
Aashish Chopra: So
00:19:52
Saikat Pyne: brand manager. But
00:19:55
Saikat Pyne: I think Do you think that is changing because I
00:19:58
Saikat Pyne: think it do you? Do you see the slow but
00:20:01
Saikat Pyne: painful death of brand managers? And then No, no, I
00:20:04
Aashish Chopra: think Sorry to interrupt you. Brand managers have evolved a
00:20:06
Aashish Chopra: lot because a lot of a lot of young brand
00:20:09
Aashish Chopra: managers young I don't mean by age, but in terms
00:20:12
Aashish Chopra: of thought process. In terms of how they understand, the
00:20:14
Aashish Chopra: audience is slowly replacing the traditional thought and That's why
00:20:20
Aashish Chopra: I've seen a brand managers across companies
00:20:23
Aashish Chopra: because time of frustration to right So they are genuinely,
00:20:28
Aashish Chopra: creatively involved in the whole process. Because we involved them
00:20:33
Aashish Chopra: in the brainstorming in the initial phase brand team, because
00:20:36
Aashish Chopra: idea very valuable. Because
00:20:38
Aashish Chopra: to be honest, I feel anybody who's a part of
00:20:41
Aashish Chopra: a brand team
00:20:42
Aashish Chopra: has to be. Everybody in marketing has to be creative.
00:20:45
Aashish Chopra: That's the bottom line. Bottom line, great communication skills, English
00:20:48
Aashish Chopra: and doesn't matter communication, great honour and creativity is a given,
00:20:53
Aashish Chopra: so that becomes the first team to bring some ideas.
00:20:55
Aashish Chopra: But because
00:21:01
Aashish Chopra: storytellers or brand man is gonna make, they've come together.
00:21:03
Aashish Chopra: Now we think about brand as second priority. Yeah, they
00:21:07
Aashish Chopra: think of storytelling as second priory. True, and that's how
00:21:10
Aashish Chopra: everything becomes the first priority.
00:21:13
Aashish Chopra: But
00:21:15
Saikat Pyne: if somebody wants to be a market, what are you
00:21:18
Saikat Pyne: think in? The J. D. Should be mentioned what are
00:21:25
Saikat Pyne: like the absolute
00:21:28
Aashish Chopra: found? I feel right one thing which I don't, and
00:21:34
Aashish Chopra: one thing I feel is
00:21:37
Aashish Chopra: absolutely necessary. If you want to succeed because mediocre market right,
00:21:45
Aashish Chopra: if you really want to be successful, rise and have
00:21:48
Aashish Chopra: a successful career in marketing,
00:21:50
Aashish Chopra: you should become a creator yourself. First,
00:21:56
Aashish Chopra: a manage care can help spend your own money. Learn
00:22:03
Aashish Chopra: by doing it. Don't just enter the field by managing it.
00:22:06
Aashish Chopra: Manager is the biggest pitfall to success, I realised, because
00:22:10
Aashish Chopra: I feel leadership manage
00:22:15
Aashish Chopra: leadership in, in my opinion, happens when a person who
00:22:18
Aashish Chopra: can lead from the front because art and he gets
00:22:21
Aashish Chopra: the respect of the team because he knows his shit,
00:22:23
Aashish Chopra: he can do it himself, right?
00:22:26
Aashish Chopra: A lot of the people
00:22:28
Aashish Chopra: they miss this part, in my opinion about doing it,
00:22:32
Aashish Chopra: and they are just managing it. And that's where the
00:22:35
Aashish Chopra: pitfall happens because managing map, you're just winging it by
00:22:38
Aashish Chopra: managing people like, for example, I had this this tiny
00:22:43
Aashish Chopra: concern once. Like May, the first review I have like
00:22:50
Aashish Chopra: and they were like I'm like because it will take
00:22:54
Aashish Chopra: me away from creativity and our city. He gave an
00:22:58
Aashish Chopra: amazing point. People who can do the work on their own,
00:23:01
Aashish Chopra: They gain the respect of the team and they become
00:23:04
Aashish Chopra: better leaders, not managers. That's what happened at Apple, and
00:23:07
Aashish Chopra: I'm like the apple. So that's what, like leadership or
00:23:14
Aashish Chopra: managing team for something, which is I was thrown into
00:23:16
Aashish Chopra: the ocean and I had to learn to swim because
00:23:20
Aashish Chopra: so the incident which happened was I had to let
00:23:22
Aashish Chopra: one person go. I wasn't able to decide. Performance wise. Great,
00:23:25
Aashish Chopra: but attitude wise, it was becoming a challenge. What's the
00:23:31
Aashish Chopra: right decision to do? Because I grew up in marketing
00:23:34
Aashish Chopra: in a tech company, right? The tech company is still
00:23:36
Aashish Chopra: in the tech company, obsessed about tech.
00:23:38
Aashish Chopra: So I spoke to the CTO At that time. I'm like,
00:23:41
Aashish Chopra: How do you decide? You wanna continue the process, The
00:23:44
Aashish Chopra: water also push They get implemented and the same time
00:23:47
Aashish Chopra: as well. He attitude. He strikes and and every person
00:23:50
Aashish Chopra: who's I let go from the team is always been
00:23:53
Aashish Chopra: on a handshake or a hug. He before I say,
00:23:57
Aashish Chopra: I want to leave. I'm like, That's fine And they're
00:24:01
Aashish Chopra: doing well
00:24:02
Aashish Chopra: because it's not about person living here.
00:24:07
Saikat Pyne: Last question for we'll go back to the founders question,
00:24:11
Saikat Pyne: which I'm a
00:24:11
Aashish Chopra: myself. Oh, sorry,
00:24:15
Aashish Chopra: I hope. No, no, no, no.
00:24:16
Saikat Pyne: But what's your take on M B MA? A lot
00:24:20
Saikat Pyne: of people who are non marketers now moving into marketing,
00:24:24
Saikat Pyne: sometimes not understanding the field. What? How Do you see
00:24:29
Saikat Pyne: the role of M. B A. Into people moving into marketing?
00:24:42
Aashish Chopra: Because I feel you need that hunger to learn something,
00:24:55
Aashish Chopra: right? Yeah, if you want you feel genuinely connected that
00:24:59
Aashish Chopra: with this I'll get the skills, the tools to actually
00:25:01
Aashish Chopra: engage with the audiences with, of course, the storytelling. Because
00:25:05
Aashish Chopra: storytelling go ahead. My storytelling, storytelling, Ben is their resources everywhere.
00:25:13
Aashish Chopra: Like you just need to dedicate time like I suggest
00:25:16
Aashish Chopra: this hack in the book as well, and I'll suggest
00:25:18
Aashish Chopra: here as well.
00:25:22
Aashish Chopra: Love, love, minimum child love Amazon.
00:25:26
Aashish Chopra: What be has a notebook
00:25:30
Aashish Chopra: notebooks? Leather cover?
00:25:44
Aashish Chopra: Because up to my not but like a notebook do
00:25:53
Aashish Chopra: not fill the pages. You will only write what your
00:25:56
Aashish Chopra: true learnings have been true is the key word. Here.
00:25:59
Aashish Chopra: You write your true learning,
00:26:11
Aashish Chopra: right? So 39 lakhs. 80.
00:26:20
Saikat Pyne: OK, going back to the founder. Question.
00:26:23
Saikat Pyne: Founders want results or startups,
00:26:35
Saikat Pyne: data or founder?
00:26:39
Saikat Pyne: What is the role of data in storytelling and in marketing?
00:26:42
Saikat Pyne: According to
00:26:43
Aashish Chopra: your data data? Do we understand the users or not?
00:26:51
Aashish Chopra: So data will give us the pointers points when it
00:26:56
Aashish Chopra: comes to research about storytelling, because
00:26:59
Aashish Chopra: telling you to understand the audience or for their reason,
00:27:08
Aashish Chopra: not our reasons. So we need to really understand the audience.
00:27:12
Aashish Chopra: So data gives you that insight point. But game data
00:27:20
Aashish Chopra: right? I feel you have to really walk in the
00:27:23
Aashish Chopra: shoes of the audience, make some phone calls, take trips,
00:27:26
Aashish Chopra: talk to the people whose problem and then you have
00:27:32
Aashish Chopra: a complete view of the picture, completely miss out the
00:27:34
Aashish Chopra: human element of it. Because
00:27:38
Aashish Chopra: and humans are not data driven, not logical Data can
00:27:41
Aashish Chopra: be a great beginning, a starting point on the research table.
00:27:46
Aashish Chopra: But when we combine real love, real life pain points, research,
00:27:50
Aashish Chopra: walking in their shoes, they have a complete picture because
00:27:53
Aashish Chopra: is a storyteller. A data is Doesn't matter. This is
00:27:57
Aashish Chopra: a part about storytelling. But when something is ready, which
00:28:02
Aashish Chopra: is great, right? Targeting to the right audience right again
00:28:07
Aashish Chopra: is very important,
00:28:08
Aashish Chopra: right? So data is great. But again is
00:28:11
Saikat Pyne: the traditional ad formats, like the traditional marketing that is
00:28:15
Saikat Pyne: called right TV ads or print ads or relevance.
00:28:24
Saikat Pyne: Given that so much traction is already coming on digital,
00:28:27
Saikat Pyne: so much engagement. Nearly all of the engagement is on
00:28:30
Saikat Pyne: Delta math. It was simple.
00:28:33
Aashish Chopra: The logic right. Our marketing, advertising the audience
00:28:55
Aashish Chopra: like this is data from 56 years old that people
00:28:58
Aashish Chopra: are spending 28 hours a week on their mobile devices.
00:29:03
Aashish Chopra: A phone pays all the time spent a year compared
00:29:06
Aashish Chopra: to digital and print. I'm not against print or TV,
00:29:08
Aashish Chopra: I'm sure. I'm just saying
00:29:14
Aashish Chopra: the r. O I will not be as much as
00:29:16
Aashish Chopra: here natural. Secondly, jape experiment is really expensive. True TV
00:29:22
Aashish Chopra: ad expense experiment in TV ad is easily 3 to
00:29:26
Aashish Chopra: 4 courses. Start of a ad goes and lacks as well. Right?
00:29:38
Aashish Chopra: Reaction is amazing but still care, for example. TV, I think,
00:29:45
Aashish Chopra: has queued towards the two obsessions. India has movies and cricket.
00:29:49
Aashish Chopra: So I
00:29:51
Aashish Chopra: is great. Yeah. So a role, I think, has evolved
00:29:58
Aashish Chopra: because user behaviour. So we'll go wherever our audience is going.
00:30:01
Aashish Chopra: As simple as that. What do you
00:30:03
Saikat Pyne: think of this market of mindset that I've seen in
00:30:05
Saikat Pyne: multiple startups?
00:30:16
Saikat Pyne: This is the 3 60 degree campaign
00:30:19
Aashish Chopra: 3 60 degree camp. So you will be like in
00:30:22
Aashish Chopra: in open market looking for jobs, right?
00:30:25
Aashish Chopra: Because government audience can trust me
00:30:53
Aashish Chopra: a common sense. It's a good question.
00:31:05
Aashish Chopra: I'm just thinking I got I got a my dad
00:31:10
Aashish Chopra: used to tell me, and this is against the environment.
00:31:11
Aashish Chopra: Just a metaphor that if you have six hours to
00:31:14
Aashish Chopra: cut a tree, spend four hours sharpening your a job
00:31:18
Aashish Chopra: job
00:31:20
Aashish Chopra: with
00:31:22
Aashish Chopra: Great. This person died, but something amazing was created to
00:31:32
Aashish Chopra: let somebody else do it. For example. Sorry, mediocre creativity. Replace.
00:31:36
Aashish Chopra: That's why I love it so but doesn't give a fuck.
00:31:42
Aashish Chopra: That's the goal post, right? You shoot for the stars,
00:31:46
Aashish Chopra: you'll reach the moon. But if you shoot for the pole,
00:31:47
Aashish Chopra: you'll be standing on the table.
00:31:49
Aashish Chopra: True, but it takes effort to do that. The other
00:31:51
Aashish Chopra: thing
00:31:51
Saikat Pyne: is this thing that I keep hearing from a lot
00:31:54
Saikat Pyne: of performance marketers or performance marketers. Performance. Organic content is
00:32:07
Saikat Pyne: like a blunt instrument. And what's your take? I
00:32:10
Aashish Chopra: talked to a lot of the
00:32:26
Aashish Chopra: That's great,
00:32:31
Aashish Chopra: for example, or
00:32:39
Aashish Chopra: true, so I feel that performance marketing is important right?
00:32:44
Aashish Chopra: But to the relevant audience engagement, how we can re
00:32:48
Aashish Chopra: target that audience with the U SPS or what we
00:32:50
Aashish Chopra: do because we are relevant in their life, that's great,
00:32:53
Aashish Chopra: or you can do a lot of experiments in performance,
00:32:54
Aashish Chopra: art performance. Art may
00:32:57
Aashish Chopra: experiment. Boards are in a new, and that's what I'm
00:32:58
Aashish Chopra: excited about for next year to experiment because the second
00:33:03
Aashish Chopra: conversion chain but engagement as to upper quality score goes
00:33:09
Aashish Chopra: up and cost per acquisition conversion. And that's the gold spot.
00:33:13
Aashish Chopra: That's the sweet spot. Holy Grail to reach so organic
00:33:16
Aashish Chopra: content will is will make your plane keep flying.
00:33:28
Saikat Pyne: What are
00:33:29
Aashish Chopra: you you keep going away
00:33:31
Saikat Pyne: from? I know, but
00:33:41
Saikat Pyne: I'm seeing a lot of people now speaking about organic content. Organic, organic.
00:33:48
Saikat Pyne: I mean marketing organic, organic.
00:33:50
Aashish Chopra: Or how do you find or what
00:34:05
Saikat Pyne: so on? Organic marketing You what I'm trying to say
00:34:11
Aashish Chopra: organic. It's projected as organic.
00:34:16
Aashish Chopra: Organic reach is dead because platforms affect snowball engagement. Sorry,
00:34:22
Aashish Chopra: platform to make more money, which is their game. They
00:34:27
Aashish Chopra: are in the business of reach. So when we create
00:34:29
Aashish Chopra: something which is worthy of engagement,
00:34:32
Aashish Chopra: the first step is we get that first company if
00:34:38
Aashish Chopra: we can make people excited creatively. We are a video,
00:34:41
Aashish Chopra: you know, party guys, Let's watch it four o'clock. Let's
00:34:44
Aashish Chopra: release it then Everybody is part of the tiny Sele.
00:34:46
Aashish Chopra: Let's take it back,
00:34:49
Aashish Chopra: but initial company because people are working from home. Hybrid
00:34:53
Aashish Chopra: culture is coming up, so there is always an experimental
00:34:57
Aashish Chopra: budget behind every video to the point on many videos,
00:35:10
Aashish Chopra: because the whole the way we think start up thinking
00:35:14
Aashish Chopra: multimillion dollar investment revenue. But that mindset is still amazing.
00:35:19
Aashish Chopra: Engagement rose because see, back in the day or the
00:35:30
Aashish Chopra: platforms do not give you the reach. Engagement comment shares
00:35:38
Aashish Chopra: right that is bigger than because video platform but organic engagement.
00:35:57
Aashish Chopra: Every comment will be an
00:35:59
Aashish Chopra: comment because that person got affected, impacted by sheer quality
00:36:04
Aashish Chopra: of the content. That's fine, because it's not no longer
00:36:09
Aashish Chopra: 57 years back up. See any content, any videos, which
00:36:15
Aashish Chopra: goes viral to me, the
00:36:18
Aashish Chopra: the way it is engagement because after upon what happens
00:36:23
Aashish Chopra: is we made a video day two day three u
00:36:28
Aashish Chopra: V about what stuff you can take, and you could
00:36:33
Aashish Chopra: not spend money because
00:36:36
Aashish Chopra: I got you. TV show people are talking about it.
00:36:53
Aashish Chopra: For them to reach them people, those people business, then
00:36:57
Aashish Chopra: it's fine. Absolutely
00:36:59
Saikat Pyne: love that
00:37:00
Saikat Pyne: going back to the founder topic. OK, there's this new
00:37:04
Saikat Pyne: generation of personal branding experts, and I think as somebody
00:37:08
Saikat Pyne: who does content for a living. I think
00:37:12
Saikat Pyne: you already I think, have a free course on personal branding.
00:37:18
Saikat Pyne: It is one of those other misused words these days,
00:37:21
Saikat Pyne: only
00:37:23
Aashish Chopra: after this podcast personal
00:37:25
Saikat Pyne: viral content. I think we are up there already with
00:37:28
Saikat Pyne: personal branding and how there are agencies now that handle,
00:37:32
Saikat Pyne: and they are authentic sales out there for
00:37:35
Aashish Chopra: it.
00:37:36
Aashish Chopra: That's a question.
00:37:38
Saikat Pyne: That's a question. What's your
00:37:39
Aashish Chopra: take on like I'll? I'll be honest Back in the day,
00:37:41
Aashish Chopra: Personal branding was the only word available, which I understood.
00:37:44
Aashish Chopra: The learnings for content in viral videos applies to LinkedIn
00:37:48
Aashish Chopra: for your own brand. Because user behaviour is similar, the
00:37:51
Aashish Chopra: process is similar, but personal branding when there's a hint
00:37:54
Aashish Chopra: of
00:37:56
Aashish Chopra: there's a hint of celebrity. There's a hint of ego
00:37:59
Aashish Chopra: massage and what I realised, and that is obsession with
00:38:13
Aashish Chopra: the outcome. The results. I feel that
00:38:16
Aashish Chopra: on a platform like LinkedIn, where a lot of people
00:38:19
Aashish Chopra: come for learning self development, learning insights from others,
00:38:23
Aashish Chopra: it's about thought, leadership or thought leadership, the original thought,
00:38:29
Aashish Chopra: or it's also about helping the younger version of you
00:38:33
Aashish Chopra: because right he can help the people who learn. You
00:38:43
Aashish Chopra: learn if you help the younger version of you with
00:38:45
Aashish Chopra: what you've learned
00:38:47
Aashish Chopra: that builds your brand. But that is the outcome, right?
00:38:52
Aashish Chopra: If you want to, Like, a friend of mine is
00:38:55
Aashish Chopra: starting out like a million dollars. I'm like I'm like
00:39:03
Aashish Chopra: if you genuinely help a million people, you will make
00:39:07
Aashish Chopra: a million dollars. So if we make it into a service,
00:39:10
Aashish Chopra: we're genuinely helping people with what we've learned. What we
00:39:13
Aashish Chopra: are learning and collaborate with them.
00:39:16
Aashish Chopra: Because how many audience behave, which is like minded, right?
00:39:18
Aashish Chopra: How many, like even if 100 people who are connected
00:39:22
Aashish Chopra: to what you're saying that will start building your leadership
00:39:25
Aashish Chopra: in the community that you lead with original thought that
00:39:27
Aashish Chopra: people want to ask you, What do you think? Right.
00:39:29
Aashish Chopra: And people follow you not because you know you're wearing
00:39:31
Aashish Chopra: a great suit or you have a great photo of
00:39:33
Aashish Chopra: a word. People follow up, but
00:39:44
Aashish Chopra: you are connected with people who genuinely learn share.
00:39:51
Aashish Chopra: And also, I've seen this in hiring as well that
00:39:53
Aashish Chopra: all successful hire and that's just my opinion. OK, I'm
00:39:56
Aashish Chopra: not pasting it across the world, all successful hires all
00:40:00
Aashish Chopra: the team members which you've hired are somewhere somewhat younger
00:40:04
Aashish Chopra: version of you, of course, right. And in that when
00:40:08
Aashish Chopra: you apply the same thought process towards LinkedIn and content
00:40:12
Aashish Chopra: up spotlight
00:40:19
Aashish Chopra: I met so many CEO s in India and I've
00:40:21
Aashish Chopra: heard great stories when they were building up the rules
00:40:27
Aashish Chopra: of the ranks, right? And the CEO of a major company.
00:40:30
Aashish Chopra: I'm like all these learnings. If you give it to
00:40:35
Aashish Chopra: somebody who's still starting out, who's still in this first job,
00:40:39
Aashish Chopra: who's still interning. But if you impact one person, won't
00:40:43
Aashish Chopra: that be amazing? So
00:40:45
Aashish Chopra: the idea of personal branding is taking the spotlight away
00:40:48
Aashish Chopra: from you and on the people you can impact because
00:40:53
Aashish Chopra: marketing right
00:41:01
Aashish Chopra: photos doesn't matter, right? If you like coffee, if you
00:41:05
Aashish Chopra: like cats. But what is that thing which takes up
00:41:09
Aashish Chopra: so much of your time in life where you spend
00:41:12
Aashish Chopra: your time regardless of looking at the watch right
00:41:23
Aashish Chopra: and sharing that with like minded people helping people out?
00:41:25
Aashish Chopra: That to me is true thought leadership. Personal branding is
00:41:29
Aashish Chopra: an outcome, but personal branding is a word. It's mentioned
00:41:32
Aashish Chopra: in the book as well. There's a chapter, but the
00:41:33
Aashish Chopra: chapter is about thought leadership. But it just occurred to
00:41:37
Aashish Chopra: me a few weeks back.
00:41:43
Aashish Chopra: Celebrity. What do you
00:41:44
Saikat Pyne: think is going to be the future of this culture
00:41:47
Saikat Pyne: of celebrity in the Indian startup Founders? Because follows follows
00:41:57
Saikat Pyne: or, uh and of course likes her. Which comments we
00:42:05
Saikat Pyne: are offer offer the and all of that, and all
00:42:10
Saikat Pyne: of that is also happening. What do you think is
00:42:11
Saikat Pyne: going to be the
00:42:12
Aashish Chopra: future of this sort of
00:42:15
Aashish Chopra: right
00:42:24
Aashish Chopra: to?
00:42:26
Aashish Chopra: But that's very sad, because outward true, right? You just
00:42:32
Aashish Chopra: reacting to the dance to the music. You're not a
00:42:35
Aashish Chopra: public figure because you're dancing in public. You're a public
00:42:38
Aashish Chopra: figure because public people look up to you because what
00:42:41
Aashish Chopra: you have to offer the world if all you have
00:42:44
Aashish Chopra: to offer the world is the picture with celebrities for
00:42:47
Aashish Chopra: a family, what a group.
00:42:51
Aashish Chopra: It's fine. But what's meaningful to because it's a very
00:42:58
Aashish Chopra: simple hack that will impact your you'll get some followers.
00:43:03
Aashish Chopra: That's fine, but tips and tricks hacks like a lot
00:43:09
Aashish Chopra: of people Ask me if we book key. Why should
00:43:12
Aashish Chopra: I buy this book? You do and tricks and go
00:43:15
Aashish Chopra: you. So idea was to put something which is not
00:43:21
Aashish Chopra: connected to all these tips and tricks. The core thought
00:43:24
Aashish Chopra: at the root, and you believe in that. Go meet
00:43:31
Aashish Chopra: celebrities go meet if you run to them events, right,
00:43:33
Aashish Chopra: that's fine. But
00:43:56
Aashish Chopra: love in this race for winning, I feel that you're
00:44:00
Aashish Chopra: losing yourself somewhere to that.
00:44:03
Saikat Pyne: To that last question, Sir, I I found the room
00:44:07
Saikat Pyne: so
00:44:09
Saikat Pyne: Startups co found the room,
00:44:12
Saikat Pyne: but my own developer co founder. But that's all the marketing.
00:44:20
Saikat Pyne: What's your advice to that person to how to approach marketing?
00:44:24
Aashish Chopra: I would suggest marketing
00:44:27
Aashish Chopra: a responsibility here. Outsource responsibility here. So make your own
00:44:38
Aashish Chopra: equation of what you think is your common sense understanding
00:44:41
Aashish Chopra: of marketing for your users, because decision making up here
00:44:44
Aashish Chopra: because users are care right? You were the custodian. You
00:44:48
Aashish Chopra: were the stakeholder to decide that second right.
00:44:54
Aashish Chopra: The best thing is to work with people who are
00:44:57
Aashish Chopra: still learning. It could be students because values so work
00:45:03
Aashish Chopra: with freelancers, work with students. But when you work with
00:45:06
Aashish Chopra: students or people who are passionate about filmmaking or video
00:45:09
Aashish Chopra: content and there's tonnes of people in India and that's
00:45:12
Aashish Chopra: what I like that skill right, you'll find those people. But,
00:45:20
Aashish Chopra: for example, all the best generally. What I suggest to
00:45:26
Aashish Chopra: a lot of startups with in the same scenario is
00:45:29
Aashish Chopra: I have had many meetings like this read the third
00:45:30
Aashish Chopra: chapter
00:45:47
Aashish Chopra: because that's how I learned there was a video I'm like,
00:45:54
Aashish Chopra: Right. And when student filmmakers actually help create this video,
00:45:58
Aashish Chopra: they'll learn. And when you give them, for example, this
00:46:03
Aashish Chopra: is the start of anything. For example, right? Very good.
00:46:07
Aashish Chopra: You're 18 years old. You're very passionate. Very good.
00:46:13
Aashish Chopra: Donald Trump in the chatbot. Uh, very good idea. Who's
00:46:15
Aashish Chopra: got there? Any idea?
00:46:17
Aashish Chopra: Mm. True. Because of a reference that person is skilled,
00:46:23
Aashish Chopra: he's talented, creatively interesting video content or as a as
00:46:28
Aashish Chopra: a similar exact same similar sensibility over to you. They
00:46:33
Aashish Chopra: will be very close to what you wanted and add
00:46:37
Aashish Chopra: fraction of the budget because right, because he wants to
00:46:41
Aashish Chopra: work and build his portfolio. So it's a win win scenario.
00:46:44
Aashish Chopra: And then when the results are coming, then you know
00:46:47
Aashish Chopra: you hire that person
00:46:48
Saikat Pyne: lovely on that insightful note, guys, it's a wrap.
00:46:52
Saikat Pyne: Thank you so much. Thank you for joining us on
00:46:55
Saikat Pyne: the podcast. Hope you had a
00:46:56
Aashish Chopra: lovely time. Lovely man. Thank you. Thank you very much.
00:46:58
Aashish Chopra: for having me here.
00:46:59
Saikat Pyne: OK, guys, do tune in next week for the next
00:47:01
Saikat Pyne: episode of the U Incorporated podcast. See ya.