To get more insights into influencer marketing in India, we sat down for a conversation with Eman Batliwalla, the Co-Founder of By The Gram, a creative content studio that works with a wide selection of brands in India, including Dharma Productions, Tiger Baby, Netflix, Prime Video, Nykaa, Lakme Fashion Week, Bumble, TATA Cliq Luxury, and others.
Prior to By the gram, Batliwalla was part of the budding video team at Conde Nast India working on branded content for GQ, Vogue, and Architectural digest.
Over the course of our conversation, Batliwalla talks about By The Gram, the importance of keeping the process simple, giving influencers creative freedom, some work she is most proud of, and more.
What’s been keeping you busy lately?
The next phase. I found myself recently stuck in a loop but at the same time wanting more for BTG and me. I was in a rut waiting for some big epiphany but that didn’t happen.
I just realized enjoying the process is the only way to get to the next phase. so everything has been exciting and all parts of the process are leading to a bigger and better phase professionally and personally. So it’s been busy.
Tell us about By The Gram – what inspired you to co-found it, and how has it grown?
It’s easy to peg my inspiration to my eagerness to create but what is more interesting is to get the inspiration to sustain and that was only possible because as a company BTG is ever evolving – no two days are the same in actuality we aren’t the same company we were even six months ago. It keeps things exciting. We started off as a team of 3 and now we have 30.
“Scout for talent that aligns with the ethos of your brand. Then relinquishing control won’t seem so hard. It should be a marriage of creative collaboration if its knee deep in mandates you’re missing the point.”
We like your tagline “We design smarter ways to use simple things and simpler ways to use smart things.” Can you tell us more about that?
We like to keep the process simple for you and your brand while keeping the output premium, always.
What are some trends in India you’re seeing that you think marketers should be aware of for stronger engagement?
Short-form content is king. Be it reels, Tik-Tok, YouTube Shorts.
Are there any lessons you learned during the pandemic that you carry with you post-pandemic?
Financial planning is very important. keep those reserves. You have to learn how to adapt. We went from big-budget in-person shoots to multi-day multi-city remote shoots. You gotta think on your feet and do what’s necessary.
We recently published an article discussing how giving influencers freedom is crucial. What advice do you have for hesitant marketers to approach this?
Scout for talent that aligns with the ethos of your brand. Then relinquishing control won’t seem so hard. It should be a marriage of creative collaboration if its knee deep in mandates you’re missing the point.
What is some work you’ve done that you are most proud of?
A project and client that will always have my heart is Prestige Builders. We shot a TVC for them in the thick of the pandemic. Literally in the eye of the storm and have lived to tell the tale.
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Quick Hits:
Book everyone in the industry should read: (Title & Author)
Start With Why – Simon Sinek
Favorite show you’re watching lately:
Ms. Marvel. Representation is so important and they have absolutely nailed it.
One album you would take to a deserted island: (Title & artist)
I would take movies. Harry Potter Marathon!
MORE: Q&A with Aaliya Amrin – ‘A Simple Brief Can be Met With a Simple Creative Solution’
