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I have a dream of becoming a creative unicorn: Raj Shamani

<ul><li>In our last episode of the limited edition series The <keyword id="11984359" type="General" weightage="20" keywordseo="influencer-adda" source="Orion">Influencer Adda</keyword>, we speak to <keyword id="8626530" type="General" weightage="80" keywordseo="raj-shamani" source="Orion">Raj Shamani</keyword>, a man who wears many hats.</li><li><keyword id="13487279" type="General" weightage="100" keywordseo="shamani" source="Orion">Shamani</keyword> is a Digital Content Creator, Entrepreneur, Investor and Podcaster.</li></ul>With our property The Influencer Adda, we offered an inside view into the creative process of stars of the future, their ideas and businesses that are transforming the digital marketing industry. The series spoke about their mental health, fighting against the odds, breaking gender norms through their powerful content, associating with like-minded brands, standing out in a sea full of content creators, and much more. We have featured a bunch of creative young people, who have made internet users laugh, groove and escape from the grim reality through their content pieces. While all of them had different stories, struggles and wins, they all shared one thing in common: consistency. These content creators have left no stone unturned in engaging regularly with their audiences. In our last episode, we speak to Digital Content Creator, Entrepreneur, Investor and Podcaster Raj Shamani who has 1 million followers on Instagram, 146k fans on Twitter and 272k subscribers on YouTube. He was 16 when he joined his father’s business, which traded in chemicals for soaps and detergents. As he saw his business grow, surviving various ups and downs, he decided to share his learnings with the audience. He would attend the local shows and try to inspire people with his speeches. Slowly, he started expanding his topics and experimenting with new digital mediums. Shamani speaks to Advertising and Media Insider about his entrepreneurial journey, changes in the content marketing landscape, trends he expects to see and a lot more. Excerpts: Q. Can you take us back to the day you thought of creating content? The first time when I started creating content was just to improve my business, expand my business range. It was not about uploading on Instagram, or going viral or becoming a full-fledged content creator. I used to sell detergent and dishwashers along with my dad. Just to improve that, I started telling people how they can improve their businesses and how they can learn from the western world and improve the retail practices in India. So I started giving speeches offline. Then I realised it will be too time-consuming to give speeches offline. So why not make a video and start sharing with people on different topics. That was the first time I started creating content, and then the ‘itch’ started coming in. I asked myself, how can I make more people watch it till the end? Once I did that for a couple of months on Instagram, there was no looking back. Q. The social media landscape has evolved a lot since then, it changes every week if not daily. So, how do you feel your content has changed with it? At the end of the day, the basics are very clear. It's a combination of three pillars. Number one, who are you, and what's your story? What are you there to talk about? Are you going to educate people, inspire people or entertain people? How are you bringing value to their life? These are the three things that you have to think about. Number two is how can you make sure that your audience is coming and watching your content? How do you make sure that they're going off, better and not worse? And the third thing is you have to respect the platform. That's the most important thing which most people don't realise, ‘Oh, if you create great content, people are gonna come.’ No, people are not gonna come because the platform keeps changing on an everyday basis and you have to follow it. Q. Now, with NFT, metaverse and AI, what are some of the trends that you are expecting to see in the content marketing industry? Brands have to realise that it [branded content] has to look real and immersive. It has to connect to people. If I wear oversized T-shirts on daily basis, one day some brand tells me Raj, wear a tight t-shirt. If I wear it, people are gonna know that this is your branded product. And especially when you go to Metaverse, where people can actually see you from 3D avatars. People can see you, let's say it is Raj on some different galaxy existing. So if your Raj -- on five days, he looks similar, and on the sixth day, he is looking different people are gonna sense the bullsh*t and people are not going to buy it from the brand. So it has to go with the personality, it has to go with immersion and experience. Q. At what point did you begin collaborating with brands on sponsored content, and can you share a bit more about your process? So I was fortunate that I was living with my parents till the time I reached 120-150k. So I didn't take any brand. So from zero to 150K, it took me four years. After that, in 2020, I got a deal with an AdTech company. So an AdTech company offered me Rs 70,000 and they were like, why don't you promote our stuff. Till that time, I didn't understand branded content. Once I posted it, I got a lot of backlash. People were like why are you promoting this? This is such a bad brand. And then I stopped promoting again. After 300k, there were a lot of brand deals that are coming my way. But I have this concept, I'm only going to promote the brand, which I will promote even if they are not paying me. Q. As you move forward in your journey, what would be some of your focus areas as a content creator? Number one, I'm going to focus on building a community. So now I've been only caring about my one lakh people rather than 10-20 lakh people. Now I want my 1 lakh people to actually bring out a change in their real life; these are going to be the one lakh people who will come, form of community, do everything which we asked them to do, and then it will be my responsibility to make them financially free. You should treat them like your younger brother. Second thing I'm focusing a lot on: I have a dream of becoming a creative unicorn. I'm starting my own b2b company, own clothing line, I've started investing in a lot of startups, I'm writing my own book. So these are the different avenues and I'm gonna add up to that one big vision: because once I become the example for it, then only I can really talk about this big vision that everybody's going to be creative 10 years from now. And everybody should be creative there because there are a lot of unicorns, we're going to be built in this space. <div type="Video" msid="90498987" hostid="261" title="I have a dream of becoming a creative unicorn: Raj Shamani" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=90498987"></div>

<ul><li><keyword id="8626530" type="UNKNOWN" weightage="20" keywordseo="raj-shamani">Raj Shamani</keyword>, Founder of <keyword id="10598902" type="UNKNOWN" weightage="20" keywordseo="shamani-industries">Shamani Industries</keyword> writes how <keyword id="618493" type="COMPANY" weightage="20" keywordseo="digital-marketing">digital marketing</keyword> will revolutionise FMCG this year. </li><li>He pens down a few trends that would dominate the FMCG market and shares how digital marketing enables the marketeers to show personalised ads to their right audience, grab their attention and hit the bullseye.</li></ul><cmsannotation type="cmsannotation" annotationid="1. Digital marketing will make ‘MORE’ the new normal" text="1. Digital marketing will make ‘MORE’ the new normal">1. Digital marketing will make ‘MORE’ the new normal</cmsannotation> Digital Marketing stands for more. More information, more options, more problems, more solutions. People can explore more options before buying something, find out more information about the company, match the price with its direct competitors, figure out more ways to get a simple product which was earlier bought from a small store near one’s house. In this world of more, customers want something more than just the product, because that’s one of the oldest and the best ways where Product A beats product B, by simply offering more. In the digital space, brands need to offer more than just the product like: free samples with the product or other kind of freebies or mini versions of products, discounts on birthdays/anniversaries, exclusive offers for regular buyers, a free product on the purchase of a particular amount , enhancing the user experience or gamifying the entire process of buying / interacting with the brand. Until one offers more, one is going to have a hard time winning the FMCG game in the digital age, because MORE is the new normal. <cmsannotation type="cmsannotation" annotationid="2. Digital Marketing will revolutionize Lead generation:" text="2. Digital Marketing will revolutionize Lead generation:">2. Digital Marketing will revolutionize Lead generation:</cmsannotation> Gone are the days when an individual had to travel to a different city or a town, enter a physical market to inquire, find and meet potential business distributors and take days of back and forth to finalize and finally start distribution of the products in the new city. The given pandemic has coerced everybody to realise that change is the only constant and in order to survive; the current age marketeers need to be “adept to adapt”. The novel Covid-19 virus has exponentially accelerated the trends of ordering food, apparel as well as banking online. The current work from home scenario only adds cherry to the cake. With the world being an “internet-village’, it is imperative for the new-age marketers to get away with the traditional theories of marketing and drink the elixir of today’s marketing era- Digital Marketing has the potential to revolutionize lead generation, introduce transparency, target the right audience at the right time and at the right time. Fortunately, people have started finding ways through digital platforms to hit the right people; eliminate the clutter and organize leads systematically. Lead generation through digital marketing is a blessing in disguise for small businesses who were not deeply pocketed because with just an ad on Facebook or Google with few thousand rupees; anyone can set up calls with hundreds of interested partners even from the remotest villages across the nation just by sitting at one place. Lead generation through digital is already transforming other industries, Moreover, it’s just a matter of time that it is going to revolutionize FMCG as well. <cmsannotation type="cmsannotation" annotationid="3. Digital marketing will make ‘ATTENTION’ the essential A:" text="3. Digital marketing will make ‘ATTENTION’ the essential A:">3. Digital marketing will make ‘ATTENTION’ the essential A:</cmsannotation> Till now B-schools, C level executives in the FMCG sector and other industry stalwarts have been vouching and betting heavily on three golden A’s of FMCG business: Availability, Awareness and Access. However, with the changing times and penetration of internet in our lives, ATTENTION is the new A and most importantly, a brand needs to comprehend that if one has the attention of a modern customer, one has won half the battle already. Because with the rise of global awareness, competition and available options, customers possess the attention of a butterfly and are adept to find their fit from the clutter of brands. Connecting with customers on a personal level, understanding their real as well as secret needs and providing a customer delight is the only way, a brand can stand out and create customer stickiness. Retaining a customer is always cheaper than acquiring a new one. Brands, retailers, marketers need to understand the real and the opportunity cost of losing a customer. One wrong move and your customer is using your competitor’s product. Effective digital marketing enables the marketeers to show personalised ads to their right audience, grab their attention and hit the bullseye!

How digital marketing will revolutionise FMCG brands in 2021

<cmsannotation type="cmsannotation" annotationid="summary" comment="summary" text="As the onset of the new year beckons us towards new beginnings, Business Insider India invites you to experience our innovations — a showcase of new editorial initiatives, products and brand partnerships from 2022 which have helped leading global companies engage with our select audience. These activities have established the foundation for our unique editorial mission around sustainability, personal finance, and enterprise tech which delivered sharp, incisive and compelling content to our readers. This year, we look forward to collaborating with you on your brand journey and help you emulate the same success that our longstanding partners have achieved.">As the onset of the new year beckons us towards new beginnings, Business Insider India invites you to experience our innovations — a showcase of new editorial initiatives, products and brand partnerships from 2022 which have helped leading global companies engage with our select audience. These activities have established the foundation for our unique editorial mission around sustainability, personal finance, and enterprise tech which delivered sharp, incisive and compelling content to our readers. This year, we look forward to collaborating with you on your brand journey and help you emulate the same success that our longstanding partners have achieved.</cmsannotation> <cmsannotation type="cmsannotation" annotationid="summary" comment="summary" text="Dive in to discover our success stories and drop us a line to harness the very best of Business Insider India’s creative approaches.">Dive in to discover our success stories and drop us a line to harness the very best of Business Insider India’s creative approaches.</cmsannotation> <bulletContentEmbed name="Sustainability Insider" columns="1"><bulletContentHeading name="Sustainability Insider_head"> <div type="image" title="Sustainability Insider" msid="97128329" hostid="261" caption="&amp;lt;p&amp;gt;Sustainability Insider&amp;lt;/p&amp;gt;"></div></columnHeadThumb><keyword id="14107500" type="General" weightage="20" keywordseo="Sustainability-Insider" source="Orion">Sustainability Insider</keyword></columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="Sustainability Insider_body"><bulletContentRow name="Sustainability Insider_1673794911834810"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">2023 and beyond… Environment, Social and Governance (ESG) will take the centre stage. Our ESG focussed programming segment - Sustainability Insider sharpens the focus on people, companies and ideas which are making this world a better place. Sustainability Insider’s marquee event, the <keyword id="9906589" type="General" weightage="20" keywordseo="World-EV-Day" source="Orion">World EV Day</keyword> webinar in September showcased industry veterans and thought leaders through and engaged large audiences across the website and social channels. Read more <a href="https://www.businessinsider.in/sustainability">here</a></bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody><payload><![CDATA[right]]></payload></bulletContentEmbed> <bulletContentEmbed name="left_image" columns="1"><bulletContentHeading name="left_image_head"> <div type="image" title="EV_IG (1)" msid="96686566" hostid="261"></div></columnHeadThumb>SUPERCHARGING WORLD EV DAY</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="left_image_body"><bulletContentRow name="left_image_8476256729899678"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Business Insider India September 2022 curated a special episode on the World EV Day. The Virtual panel, shifting Gears; Evaluating the Road to Sustainability featured Dr. Raji Mathi, Director, Automative Research Association of India (ARAI); Anmol Jaggi, CEO, BluSmart Mobility; Suhas Rajkumar, Founder and CEO, Simple Energy; and Anshul Khandelwal, Chief Marketing &amp; Revenue Officer, Ola Group. The group highlighted the challenges and opportunities of fast-tracking EV adoption in India. Watch the feature <a href="https://www.businessinsider.in/sustainability/article/sustainability-forum-shifting-gears-evaluating-the-road-to-sustainable-mobility/articleshow/94248881.cms">here</a></bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody><payload><![CDATA[left]]></payload></bulletContentEmbed> <bulletContentEmbed name="left_image" columns="1"><bulletContentHeading name="left_image_head"><div type="image" title="Quiz Image" msid="96687183" hostid="261"></div></columnHeadThumb>PRODUCT INNOVATION INTERACTIVE QUIZ</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="left_image_body"><bulletContentRow name="left_image_2671779128491774"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Interactivity came to the fore as Business as Business Insider India launched the interactive quiz, drawing audiences to engage with the platform and test their acumen on all things sustainability. you can also participate in the quiz and see how you stack up when it comes to sustainability. Click <a href="https://www.businessinsider.in/sustainability/news/lok-sabha-approves-energy-conservation-bill-to-accelerate-climate-action-opens-multi-billion-dollar-carbon-market/articleshow/93479684.cms">here</a> to take the quiz</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody><payload><![CDATA[left]]></payload></bulletContentEmbed> <bulletContentEmbed name="right_image" columns="1"><bulletContentHeading name="right_image_head"> <div type="image" title="saasscions_roundup" msid="96702847" hostid="261"></div></columnHeadThumb>MARQUEE BRAND INNOVATION VIA INSIDER STODIOS-</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="right_image_body"><bulletContentRow name="right_image_6519875174873057"><bulletContentRowHeading><bulletContentRowHead col="1">SAAS SCIONS FOR AWS</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Business Insider India partnered with AWS to custom create SaaS Scions, a content IP six-part series featuring visionaries in the SaaS space who have catalysed the SaaS domain globally. The series features the country's best known SaaS founders in conversation with AWS' leaders and shines a spotlight on India's growth story while capturing the thinking and vision of India's SaaS scions. Featured guests include Girish Mathrubootham, Jay Vijayan, Sandeep Gupta and Beerud Sheth.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody><payload><![CDATA[right]]></payload></bulletContentEmbed> <bulletContentEmbed name="Money Insider | Season 2 | COMING SOON on Business Insider" columns="1"><bulletContentHeading name="Money Insider | Season 2 | COMING SOON on Business Insider_head"> <div type="image" title="Money Insider" msid="97127935" hostid="261" caption="&amp;lt;p&amp;gt;&amp;lt;sup&amp;gt;&amp;lt;/sup&amp;gt;Money Insider&amp;lt;/p&amp;gt;"></div></columnHeadThumb>Money Insider | Season 2 | COMING SOON on Business Insider</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="Money Insider | Season 2 | COMING SOON on Business Insider_body"><bulletContentRow name="Money Insider | Season 2 | COMING SOON on Business Insider_8003104820832338"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The best of financial insights from the country’s most creative voices! Business Insider India’s Money Insider brings together the country’s leading ‘Fin-fluencers’ who are heralding a new beginning in the world of financial literacy. Catch insights, bust myths, share a chuckle as you learn more about investing, insurance, home-buying, credit cards, planning taxes and all things personal finance.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody><payload><![CDATA[left]]></payload></bulletContentEmbed> <bulletContentEmbed name="Decoding Season 1’s performance success" columns="1"><bulletContentHeading name="Decoding Season 1’s performance success_head"> <div type="image" title="Decoding Season 1’s performance success" msid="97128114" hostid="261" caption="&amp;lt;p&amp;gt;Decoding Season 1&amp;#8217;s performance success&amp;lt;/p&amp;gt;"></div></columnHeadThumb>Decoding Season 1’s performance success</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="Decoding Season 1’s performance success_body"><bulletContentRow name="Decoding Season 1’s performance success_0072309969741672"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Money Insider tapped right into the current trend of financial literacy among Millennials and GenZ. It approached influencers such as Mandeep Gill, Raj Shamani, Ashna Tolkar, Neha Nagar, Shashank Udapa and Abhiraj &amp; Niyati to curate concise, crisp and educational content to fit in perfectly with Instagram's current demand for extensive information quickly. With a mix of these strategies, Money Insider hit over 2+ million views on Instagram and will be back soon to help you take control of your personal finances and make smart money decisions.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody><payload><![CDATA[right]]></payload></bulletContentEmbed> <bulletContentEmbed name="Partner with Us" columns="1"><bulletContentHeading name="Partner with Us_head"> <div type="image" title="Partner with Us" msid="97128159" hostid="261" caption="&amp;lt;p&amp;gt;Partner with Us&amp;lt;/p&amp;gt;"></div></columnHeadThumb>Partner with Us</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="Partner with Us_body"><bulletContentRow name="Partner with Us_3017289699399519"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Thank you for joining us on this overview of Business Insider India innovations. We are proud of our content teams and their diverse expertise of the Insider Studios’ creative leads in building bespoke content for our partners. And this new year, we welcome you to explore our range of offerings to help you grow your business. You can reach us at: <a href="mailto:advertise@businessinsider.in">advertise@businessinsider.in</a>. We wish you the very best as you step into 2023.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody><payload><![CDATA[right]]></payload></bulletContentEmbed>

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I have a dream of becoming a creative unicorn: Raj Shamani

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I have a dream of becoming a creative unicorn: Raj Shamani

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How digital marketing will revolutionise FMCG brands in 2021

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