On this episode of the Thrifty Titans Podcast, we sat down with Aman Dhall, a PR and media veteran and the founder of CommsCredible, an award-winning integrated communications consultancy that partners with leading brands like Grant Thornton and ICICI Prudential Life Insurance, as well as series A funded startups like Onsurity and Basic Home Loan to tell their stories in a way that matters to their stakeholders.
On the show, we discuss how to craft a brand narrative, the different aspects of storytelling for brands, when to hire a PR officer, what PR can do for a budding brand, the onus of storytelling from a marketing vs PR lens, and much more.
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Saikat Pyne: Hello. I'm sa marketer, creative and all around Alpha nerd.
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Saikat Pyne: Welcome to the you incorporated podcast On this show. I
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Saikat Pyne: catch up with some truly bad ass entrepreneurs, business leaders,
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Saikat Pyne: marketers and content creators to discuss thoughts, stories and ideas
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Saikat Pyne: at the intersection of business influence and design. If you
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Saikat Pyne: want to stay ahead of the curve and build your
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Saikat Pyne: brand your voice your way, you're in the right place.
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Saikat Pyne: Hello. Hello. Welcome to the you Incorporated podcast. Please join
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Saikat Pyne: me in welcoming Amman Dang, the founder of Coms Credible,
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Saikat Pyne: an award winning Integrated Coms consultancy that partners with leading
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Saikat Pyne: brands like Grant Thompson and a potential life insurance, as
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Saikat Pyne: well as series A funded startups like on charity and
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Saikat Pyne: Basic Home Loan to tell their stories in a way
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Saikat Pyne: that matters to their stakeholders.
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Saikat Pyne: Aman is widely known for his role as the communications
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Saikat Pyne: lead of policy bazar dot com, as it grew from
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Saikat Pyne: $100 million to nearly $2 billion in valuation. He has
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Saikat Pyne: over a decade and a half of experience in the media,
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Saikat Pyne: financial services, consumer, Internet and development sectors. Having worked in editorial,
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Saikat Pyne: communications and advocacy roles. He's a former business journalist and
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Saikat Pyne: academician and is widely known for his reportage in the
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Saikat Pyne: B F SI sector.
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Saikat Pyne: Welcome to the podcast.
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Aman Dhall: Thank you.
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Saikat Pyne: So Aman, tell me, why is it important for brands
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Saikat Pyne: to build their narrative?
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Aman Dhall: I think when you are starting a brand when you
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Aman Dhall: are building a brand, especially when it is early stages
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Aman Dhall: of a venture, I feel stories are the ones that
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Aman Dhall: stand you out from the crowd. And I think it's
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Aman Dhall: very critical that you have a good communications professional right
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Aman Dhall: in the beginning. And I'm saying, Get from my experience,
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Aman Dhall: my observation from the market.
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Aman Dhall: But usually brands have first, they'll first hired a brand
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Aman Dhall: marketeer
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Aman Dhall: rather than APR communications professional. Usually a communications professional or
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Aman Dhall: even APR agency is hired at a later stage, and
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Aman Dhall: I'll give you an example. Basically, either it's a funding
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Aman Dhall: news for which they will hire an agency for a project,
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Aman Dhall: or they will be utilising service of a consultant.
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Aman Dhall: So I feel like how
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Aman Dhall: the story of a venture shapes up over a journey.
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Aman Dhall: If you have a good communications professional,
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Aman Dhall: who is ensuring that your narrative is being distributed well
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Aman Dhall: and is made well,
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Aman Dhall: organically. In the beginning, I think it has a much,
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Aman Dhall: much bigger impact. At the same time, I feel a
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Aman Dhall: lot of times I feel from my PR industry perspective,
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Aman Dhall: that skill set that understanding of marketing, say even a
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Aman Dhall: digital marketing is still not that up to the mark.
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Aman Dhall: For instance, the marketeer usually will have certain understanding of PR,
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Aman Dhall: and they will be able to either manage by themselves
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Aman Dhall: or through hiring a consultancy for a project or through
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Aman Dhall: a retainer so they will hire an agency. In the beginning,
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Aman Dhall: we will be able to manage a show. But it's
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Aman Dhall: slightly different when a communications professional
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Aman Dhall: in the beginning is given the role of, say,
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Aman Dhall: plus marketing,
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Aman Dhall: so it could be APR plus digital marketing role. But
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Aman Dhall: usually that is not the practise, but again, I think
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Aman Dhall: those changes will come over a period of time. But
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Aman Dhall: coming back to your question, I think in the beginning,
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Aman Dhall: when you see how the media landscape is in today's world,
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Aman Dhall: if you have crossed a certain valuation, stories come on
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Aman Dhall: their own. No media is after you. They want to
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Aman Dhall: report on what is happening with your brand, but when
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Aman Dhall: you are beginning, you are trying to push your case
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Aman Dhall: now A good brand narrative can create that pull rather
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Aman Dhall: than push. And that is where I feel a story
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Aman Dhall: maker in the form of APR professional
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Aman Dhall: can play a big role, and that person's understanding grows
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Aman Dhall: with the business. You know, when you are in the
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Aman Dhall: first product conceptualization stage or you have just raised funds,
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Aman Dhall: have that person build that narrative with this person, and
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Aman Dhall: also this person will be able to give you multiple
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Aman Dhall: narratives coming from your main business purpose. See what happens
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Aman Dhall: is in marketing. What happens is usually
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Aman Dhall: there is a bigger campaign, right, so you are playing
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Aman Dhall: around a certain tagline, and that tagline will remain for five.
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Aman Dhall: But it doesn't work like that, especially when it comes
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Aman Dhall: to telling stories in media. You will tell one story,
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Aman Dhall: but if you don't at different angles, they won't buy
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Aman Dhall: your story.
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Aman Dhall: They are looking for fresh content all the way, and
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Aman Dhall: that is where I feel compelling brand narratives through multiple
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Aman Dhall: angles can be explored by your PR professionals. So I
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Aman Dhall: think to shape that brand narrative
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Aman Dhall: into multiple stories is where a professional can play a
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Aman Dhall: big role.
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Saikat Pyne: Sure. So Amen. Let me play the Devil's Advocate here
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Saikat Pyne: for a second.
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Saikat Pyne: And, uh, let's do a bit of a role play. OK?
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Saikat Pyne: So I'll be this, uh, startup founder who doesn't want
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Saikat Pyne: to invest in PR and you be the consultant trying
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Saikat Pyne: to educate me about why I should consider investing in PR. OK, now,
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Saikat Pyne: as we have received our seed funding,
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Saikat Pyne: this is the initial confirmation from the market and from
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Saikat Pyne: investors that our business can work. Our primary focus right
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Saikat Pyne: now is survival. All of this brand building thing can
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Saikat Pyne: happen later.
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Aman Dhall: I think the only thing I'll pitch here is See,
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Aman Dhall: you have just raised the seed fund and I don't
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Aman Dhall: know what your model is in terms of how I'll
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Aman Dhall: create revenue for you. And I'm sure the seed money
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Aman Dhall: you've already allocated in different buckets I know how much
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Aman Dhall: time it will last. You.
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Aman Dhall: So all I would say is, basically what PR can
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Aman Dhall: do for you is
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Aman Dhall: it can build that credibility for you
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Aman Dhall: that can help you raise funds
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Aman Dhall: eventually. In the beginning, there are two objectives. One is
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Aman Dhall: either you are trying to create awareness
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Aman Dhall: whoever your target audience is Maybe if you are B
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Aman Dhall: to B, it's a businesses if it is b two c,
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Aman Dhall: and it is your consumers and consumers.
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Aman Dhall: However, having said that, when you have limited money, you
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Aman Dhall: are trying to always build credibility and create a positive
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Aman Dhall: image of your business in front of the investors. Because,
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Aman Dhall: you know, seed money is not gonna last you unless
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Aman Dhall: you have a very strong revenue model. The fact that
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Aman Dhall: you've gone for a seed funding you are gonna go
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Aman Dhall: for a series around. And initially
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Aman Dhall: 50 to 60% of the PR is also aimed at
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Aman Dhall: the investor community, making them aware about your business, your offerings,
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Aman Dhall: your product, your service. So what I can do for
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Aman Dhall: you is I can create that love that awareness as
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Aman Dhall: a basically a third party of media talking about your
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Aman Dhall: business model will do a better job at creating that
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Aman Dhall: awareness than you yourself selling, You know what I mean.
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Aman Dhall: So
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Aman Dhall: I think that's the kind of thing PR can do.
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Saikat Pyne: Let's take the example of a budding brand because you do.
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Saikat Pyne: Usually they're starting from zero right? What are the different
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Saikat Pyne: aspects that you would approach in terms of telling the
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Saikat Pyne: story of the brand and the founder.
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Aman Dhall: See, there are multiple buckets through which you can tell
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Aman Dhall: stories again. I think it really depends upon your openness. See,
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Aman Dhall: it's like you have different departments in the company. There's marketing.
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Aman Dhall: There is communications. There is product. There is legal. There
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Aman Dhall: is analytics. There is technology, right there is founder now.
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Aman Dhall: It depends on your comfort level. Usually, initially, the focus
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Aman Dhall: is product and telling founders stories
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Aman Dhall: why we tell founder stories. It builds
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Aman Dhall: kind of brand equity for the founder because Founder is
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Aman Dhall: the brand that initially investors bet on very important to
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Aman Dhall: tell you a story of how you have come
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Aman Dhall: to where you have and what's your vision
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Aman Dhall: and that is very important to be told. Secondly, it's
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Aman Dhall: about the product, whatever product or service that you have created.
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Aman Dhall: So we need to tell a lot of stories about them,
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Aman Dhall: how it stands out from the market, what is different
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Aman Dhall: in it, and we need to do it through a
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Aman Dhall: lot of data and insights. It just can't be, uh,
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Aman Dhall: it just can't be. It has to substantiate and validate
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Aman Dhall: somewhere through both your internal data and external data.
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Aman Dhall: And obviously I always encourage your story being told
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Aman Dhall: through different people within the company. So
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Aman Dhall: your story, How does a marketeer looks at it right
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Aman Dhall: when he's marketing or she's marketing a brand? Or how
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Aman Dhall: does a communication person looks at it right when they
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Aman Dhall: are trading your strategy, so you are actually able to
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Aman Dhall: spin a lot of stories. A CTO will tell the
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Aman Dhall: story of the brand from the technology perspective, the journey
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Aman Dhall: or whatever that person is trying to achieve. At times,
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Aman Dhall: there are limitations that are created when a certain person
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Aman Dhall: is only telling a story,
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Aman Dhall: because when a founder only tells, that person will tell
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Aman Dhall: from a very macro perspective and maybe doing a bit
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Aman Dhall: of business, storytelling and otherwise. But when different spokes, people talk.
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Aman Dhall: They're talking from their own experience, plus whatever expertise they
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Aman Dhall: have from in terms of tools. I'll use a lot
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Aman Dhall: of own media, which is social media. It again builds
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Aman Dhall: a lot of brand equity. I think it's it creates
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Aman Dhall: brand ambassadors. When internal band with ambassadors speak a lot
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Aman Dhall: on social media, it creates a chatter, but they are
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Aman Dhall: connected with thousands and lots of people somewhere. It starts
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Aman Dhall: creating that buzz,
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Aman Dhall: so I'll use own media very effectively. Plus, obviously, I
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Aman Dhall: need to build credibility through media. I'll do that if
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Aman Dhall: I have money. I'll also do branded content because it
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Aman Dhall: builds relationship with the media.
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Aman Dhall: In a way, it's a mixture of paid as well
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Aman Dhall: as organic. So branded content. I always say it has.
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Aman Dhall: It falls under somewhere both the buckets. So I'll try
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Aman Dhall: to create certain property with a media house or with
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Aman Dhall: the influencer, which kind of has
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Aman Dhall: a 12 show series or a 24 show series, something
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Aman Dhall: like that of those sorts. So basically, I will have
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Aman Dhall: different mediums to tell my story. More people to tell
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Aman Dhall: my story, more voices and obviously, when there is paid media,
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Aman Dhall: so paid marketing, which I'll always do on a daily
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Aman Dhall: basis to get my r o I. So while I'm
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Aman Dhall: building my brand organically on one go,
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Aman Dhall: secondly, I'll be using a lot of paid tactics for
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Aman Dhall: my R O I. And
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Saikat Pyne: if the brand has just picked up seed funding, which
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Saikat Pyne: is when I can really start investing in marketing, what
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Saikat Pyne: is the right time to hire a person. Of course,
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Saikat Pyne: we'd say the earliest the better. But in case budget
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Saikat Pyne: is a constraint, which is almost always
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Aman Dhall: the case, I would say right at the beginning again,
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Aman Dhall: you will always find ways say you can always offer ESOPs.
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Aman Dhall: I think with the great thing is there is still
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Aman Dhall: a value you can offer, which is ESOPs. People are
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Aman Dhall: today willing to take that kind of a risk. Pay
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Aman Dhall: them the salary you can afford them at, give them
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Aman Dhall: better if they're coming at that kind of a B.
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Aman Dhall: I think they really want to do well for them
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Aman Dhall: because they are taking a cut
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Aman Dhall: in their instant income. So they're really passionate about whatever
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Aman Dhall: they want to do with the brand. So I think
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Aman Dhall: it's not a matter of affordability. It's a matter of
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Aman Dhall: how you look at that person,
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Aman Dhall: their utility and founders. Initially, you know what they do.
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Aman Dhall: They also think a lot of times because they are
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Aman Dhall: themselves a product in the beginning. You know, they do
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Aman Dhall: actually PR person in the beginning, not realising that you
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Aman Dhall: can do things slowly. They learn the art of delegation.
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Aman Dhall: Obviously it's easier said than done everyone you can't like
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Aman Dhall: delegate everything right? But if you are taking this person along,
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Aman Dhall: this person will learn very quickly
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Aman Dhall: and take up your whatever is on your plate. That
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Aman Dhall: person can grasp things and can actually make you 95%
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Aman Dhall: free on certain accounts. So I think right in the
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Aman Dhall: big name. If you hire this person, if they're a
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Aman Dhall: smart person, you hired that person will make your desk
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Aman Dhall: free in three months.
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Saikat Pyne: Sure, sure. And in case I am a startup founder
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Saikat Pyne: again currently bootstrapped. What are the couple of things on
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Saikat Pyne: the PR end? I can do by myself or to
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Saikat Pyne: rephrase it? What are the things that I can do
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Saikat Pyne: so as to not
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Saikat Pyne: fuck it up for when I hire APR person
00:13:52
Aman Dhall: see, what happens is say for a boot stop can.
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Aman Dhall: Usually that's the last thought. So basically
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Aman Dhall: majorly PR s media relations for a term
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Aman Dhall: like
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Aman Dhall: even whatever you do on social media, is public relations. Actually,
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Aman Dhall: you can tell
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Aman Dhall: a lot of so a lot of founders have a
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Aman Dhall: static where they are talking about whatever is happening on
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Aman Dhall: a daily basis when they're building a product challenges their vision.
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Aman Dhall: So I've seen a lot of founders done this very beautifully,
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Aman Dhall: where every day they're doing a mini blog on a
00:14:32
Aman Dhall: social media platform. It could be Twitter. It could be LinkedIn.
00:14:34
Aman Dhall: It could be anywhere. We are talking about their teams.
00:14:38
Aman Dhall: They're talking about their daily challenges. They're talking about how
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Aman Dhall: they're growing. So they're talking real emotions on a daily basis.
00:14:44
Aman Dhall: I think that's a great way to do. PR. We
00:14:46
Aman Dhall: don't need media
00:14:48
Aman Dhall: right In the beginning,
00:14:51
Aman Dhall: media is somewhere listening. If that blog starts to grow,
00:14:55
Aman Dhall: they will come to you.
00:14:57
Aman Dhall: If they find that resonating with
00:15:01
Aman Dhall: a great story if they found their product, they interesting
00:15:04
Aman Dhall: the buzz with social media. A great thing is the
00:15:07
Aman Dhall: content creator. Great thing is, once you start attaining consistency
00:15:14
Aman Dhall: and you have that emotions in your story, apart from numbers,
00:15:19
Aman Dhall: you would start creating the pull.
00:15:22
Aman Dhall: You will start attracting a lot of people in your
00:15:25
Aman Dhall: network because your network, when it starts liking commenting, it's
00:15:31
Aman Dhall: going places.
00:15:33
Aman Dhall: So I think it's mostly about once you start achieving
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Aman Dhall: certain levels consistency, you start saying 90 day you do
00:15:43
Aman Dhall: something to your own
00:15:46
Aman Dhall: content. Creation can be one of the greatest thing you
00:15:49
Aman Dhall: can do when it comes to PR in the big
00:15:51
Aman Dhall: it really depends what your platform, what your business is
00:15:54
Aman Dhall: all about. That thing you will know best. So if
00:15:57
Aman Dhall: you are Internet company, right, So you are looking for traffic.
00:16:01
Aman Dhall: But if you are a B to B company, it's OK,
00:16:03
Aman Dhall: even if it comes on social media. Eventually you are
00:16:05
Aman Dhall: looking for that big client. So it really depends.
00:16:09
Aman Dhall: It really depends even the platform where you are telling
00:16:13
Aman Dhall: your blog. So I think a blog is a great way.
00:16:16
Aman Dhall: I'm skiing with a blog. It can be as a post, right?
00:16:19
Aman Dhall: You hear me? So I think that's a great way
00:16:22
Aman Dhall: to do. PR public relations public is looking at your
00:16:25
Aman Dhall: stories and it should be on a platform, actually where
00:16:31
Aman Dhall: it should be the most app platform for your business.
00:16:33
Aman Dhall: And you would have identified for sure. Right? Uh, and
00:16:37
Aman Dhall: somewhere it will flow to the media. You don't have
00:16:39
Aman Dhall: to worry about it,
00:16:41
Aman Dhall: but obviously you can do X things. Remember always this.
00:16:44
Aman Dhall: A lot of people think I don't need APR person.
00:16:49
Aman Dhall: Always remember this. You can handle X things
00:16:53
Aman Dhall: You still need someone to guide you
00:16:56
Aman Dhall: to be your voice. We I don't know. We already
00:16:59
Aman Dhall: have a dedicated co comp person
00:17:02
Aman Dhall: within our team. I'm a consultancy. It's not normal
00:17:07
Aman Dhall: And I feel I see myself as a corporate
00:17:09
Aman Dhall: right. I'm a business in India, people have usually identified
00:17:16
Aman Dhall: organisations as agencies or this I'm like anybody else. I'm
00:17:20
Aman Dhall: also an organisation, an organisation,
00:17:23
Aman Dhall: so I'm gonna have as many roles as a normal
00:17:27
Aman Dhall: organisation would have. But somewhere I feel also certain organisations
00:17:31
Aman Dhall: just because of the tagging or just because
00:17:34
Aman Dhall: somewhere the things were done in a certain way,
00:17:38
Aman Dhall: they continue to repeat the same.
00:17:41
Aman Dhall: But anyway coming back, I think at boot start venture
00:17:45
Aman Dhall: you can do a lot. It really depends. I have
00:17:47
Aman Dhall: that person
00:17:48
Aman Dhall: trust me, have that smart person have that person with
00:17:52
Aman Dhall: an expert at it
00:17:53
Aman Dhall: and I think more than a
00:17:56
Aman Dhall: I think media relations person you need a good content
00:17:58
Aman Dhall: creator
00:18:00
Aman Dhall: if you are a good content, If you've got a
00:18:02
Aman Dhall: good content creator
00:18:04
Aman Dhall: media relations will happen automatically then only you need to
00:18:08
Aman Dhall: do nothing
00:18:09
Aman Dhall: or you can. This person can actually hire an agency,
00:18:13
Aman Dhall: so I feel content creation happens best within the organisation
00:18:18
Aman Dhall: because that person is working very closely with the organisation.
00:18:23
Aman Dhall: An agency or a consultancy
00:18:25
Aman Dhall: can only do justice if they are given very good access.
00:18:29
Aman Dhall: To sum
00:18:30
Saikat Pyne: it up, if you are the founder of a bootstrap
00:18:32
Saikat Pyne: brand and you'd want to not mess up PR. And
00:18:37
Saikat Pyne: maybe you don't have the budget to afford APR consultancy
00:18:40
Saikat Pyne: or maybe even an in-house PR person. At this point,
00:18:43
Saikat Pyne: you should consistently create content about your brand from a
00:18:47
Saikat Pyne: personal lens on social media.
00:18:50
Saikat Pyne: You It could be from a blog, or it could
00:18:52
Saikat Pyne: be just photos, videos, text posts. But as long as
00:18:56
Saikat Pyne: you create content consistently and drive interest about your brand
00:19:02
Saikat Pyne: about the workplace, about the culture, about where you're coming from,
00:19:06
Saikat Pyne: about your motivation, your vision, you're on the right track.
00:19:09
Saikat Pyne: Of course, hire APR person the first chance you get
00:19:12
Saikat Pyne: so that this process is even more streamlined, and you
00:19:15
Saikat Pyne: can then take off PR from
00:19:19
Saikat Pyne: your desk and delegate the work of PR and carry
00:19:23
Saikat Pyne: on with your work. Now tell me Aman, in terms
00:19:27
Saikat Pyne: of the onus of storytelling for a brand, how do
00:19:31
Saikat Pyne: you look at it from a marketing versus APR lens
00:19:35
Saikat Pyne: because the lines between marketing and PR are blurring very rapidly,
00:19:41
Saikat Pyne: and for the uninitiated it would seem even more blurry.
00:19:46
Saikat Pyne: So when you are sitting down with a budding founder,
00:19:51
Saikat Pyne: maybe they have a marketing team. How do you dissect
00:19:55
Saikat Pyne: the owners of storytelling from PR versus a marketing
00:19:59
Aman Dhall: standpoint? See if you will look at it
00:20:02
Aman Dhall: marketing. So let me. You know what I believe, I
00:20:05
Aman Dhall: think because certain way functions came into existence and we
00:20:12
Aman Dhall: are following the same rules
00:20:14
Aman Dhall: I feel. In today's world, there are two functions when
00:20:18
Aman Dhall: it comes to a brand. One is organic marketing.
00:20:22
Aman Dhall: So in this paid marketing
00:20:24
Aman Dhall: organic, so organic market is marketing is contained, S E O.
00:20:28
Aman Dhall: And all that
00:20:30
Aman Dhall: paid marketing is digital marketing or traditional ways of advertising.
00:20:36
Aman Dhall: So I feel these two should be the main buckets.
00:20:40
Aman Dhall: But obviously that's how I would put Specialisations rather than like,
00:20:46
Aman Dhall: Maybe there could be one person who is sitting at
00:20:48
Aman Dhall: the top of these two, but right now what is
00:20:51
Aman Dhall: happening is it's really hazard.
00:20:53
Aman Dhall: And at times organisations don't touch this because it becomes
00:20:59
Aman Dhall: slightly a difficult decision. Also when organisations grow bigger, they
00:21:03
Aman Dhall: don't really know and they don't want to touch upon
00:21:05
Aman Dhall: a certain piece, so it just carries on. It just
00:21:09
Aman Dhall: carries on the way it is, unless a big makeover
00:21:12
Aman Dhall: happens within the organisation. These are my two buckets, if
00:21:15
Aman Dhall: you ask me. And I think this is a way
00:21:17
Aman Dhall: brands need to look at,
00:21:19
Aman Dhall: and I feel marketeer. A paid marketeer is doing very
00:21:23
Aman Dhall: good justice with instant storytelling.
00:21:28
Aman Dhall: So when I say instant digital marketing is all about
00:21:31
Aman Dhall: instant R. O Y
00:21:33
Aman Dhall: right,
00:21:35
Aman Dhall: right, you are trying to get a footfall, you're trying
00:21:37
Aman Dhall: to get a traffic right or when you are even
00:21:40
Aman Dhall: making that advertising campaign, that tagline or that campaign runs
00:21:44
Aman Dhall: for long. So it's one instant.
00:21:47
Aman Dhall: While inorganic
00:21:50
Aman Dhall: in S u you will be trying to gain leadership
00:21:52
Aman Dhall: on
00:21:53
Aman Dhall: multiple keywords, and that changes over a period of time
00:21:58
Aman Dhall: or in PR, it's multiple stories. There might be one
00:22:00
Aman Dhall: over overall story, right? So it's very so. It's more
00:22:06
Aman Dhall: instant here because digital marketing makes it instant. PR also
00:22:10
Aman Dhall: is instant when there is some kind of a say,
00:22:13
Aman Dhall: a regulatory announcement or something happens, you are trying to
00:22:17
Aman Dhall: grab the eyeballs. So having said that,
00:22:22
Aman Dhall: it's also about story creation.
00:22:25
Aman Dhall: We don't have the luxury of spending money there. We
00:22:27
Aman Dhall: have to think through. It's more a function of
00:22:31
Aman Dhall: thinking from a media perspective or from a larger organic perspective.
00:22:38
Aman Dhall: What will make
00:22:40
Aman Dhall: it be shared in WhatsApp groups?
00:22:44
Aman Dhall: Got it or what it can do, how it can
00:22:47
Aman Dhall: do well organically.
00:22:49
Aman Dhall: The thought process is very different,
00:22:52
Aman Dhall: and in paid, it's very click bait. Also, right Lofty
00:22:58
Aman Dhall: claims are there. Let me not put lofty. You are
00:23:01
Aman Dhall: always trying to know how marketing marketing works,
00:23:04
Aman Dhall: and that's an unfortunate truth.
00:23:06
Aman Dhall: So you are always trying to look for those keywords,
00:23:10
Aman Dhall: not keywords, but looking for those kind of
00:23:14
Aman Dhall: appealing an appealing ad, which really pulls customer to have
00:23:19
Aman Dhall: a look at you on that given day. So it's
00:23:21
Aman Dhall: very different.
00:23:23
Aman Dhall: It's very different because there it's a lot of credibility
00:23:25
Aman Dhall: thing and organic,
00:23:27
Aman Dhall: and it's also long term.
00:23:29
Aman Dhall: It's not I can't control through organic. I don't know
00:23:34
Aman Dhall: whether it be viral or not, but in paid, if
00:23:36
Aman Dhall: I pay, it'll go viral. You know what I mean?
00:23:39
Aman Dhall: So I'm very assured we can pay 50 on Twitter.
00:23:44
Aman Dhall: That's how it is. So again, I think it has
00:23:47
Aman Dhall: to be looked from a very different lens. I think
00:23:50
Aman Dhall: there has to be a clear demarcation.
00:23:52
Saikat Pyne: That's such an insightful thing to say. And with that,
00:23:56
Saikat Pyne: it's a wrap. Thank you for being on the podcast.
00:24:00
Saikat Pyne: Please tune in next week for the next episode of
00:24:03
Saikat Pyne: the U Incorporated podcast. See you.
00:24:06
Aman Dhall: Thank you. Lovely talking to you.
00:24:19
Saikat Pyne: Thank you for tuning into the you incorporated podcast with me.
00:24:24
Saikat Pyne: You can write to us at high at the rate
00:24:27
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00:24:31
Saikat Pyne: Or check out my blog blog dot sa p dot
00:24:35
Saikat Pyne: com for more interesting content on brand building content, creation,
00:24:39
Saikat Pyne: productivity and influence.
00:24:42
Saikat Pyne: Catch you guys in the next episode.