Leaders
The choice of products for consumers has expanded dramatically with numerous brands cropping up in the market. In this competitive landscape, effective marketing is the key to standing out, especially in the digital era where marketing strategies need to be digitally focused.
Recognizing this demand, Avlokita Dayal co-founded Amplify, a boutique creative agency that excels in the seamless integration of digital marketing expertise and creative design. With a keen understanding of human behaviour stemming from her background in psychology and management, Avlokita tailors marketing strategies that resonate with diverse audiences, enriching customer experiences and ensuring brands achieve their objectives effectively.
What are some important facets of your life and educational background?
Early on, I confronted daunting medical challenges, an experience that cultivated resilience and instilled in me a profound gratitude for life's simple blessings. Additionally, my formative years were marked by extensive travel, while living in diverse countries like Germany and America. Growing up in a family of highly motivated professionals, including my parents but particularly my grandparents—a judge, a lawyer, a doctor—I absorbed a strong professional work ethic and a deep sense of purpose.
Academically, my fascination with human behaviour led me to study psychology. However, my desire to specialize in child psychology faced limited avenues in India at the time. This challenge compelled me to pursue a Master's degree in management and human resources from King's College London, where I further honed my understanding of people dynamics and organizational behaviour.
Tell us about your prior industry experience.
My professional journey commenced in the field of marketing, where I worked with First City magazine. In 2011, I Co-Founded Boutique GAGA, an e-commerce platform which was the first of its kind at the time. Our vision was unique: offering curated collections from upcoming labels and brands across India which were not easily accessible at competitive prices.
Subsequently, I transitioned into the digital marketing realm, starting my journey with an SEO firm that eventually transformed into a prominent digital marketing agency. Joining as the second employee, I witnessed its organic growth into a powerhouse with a team of over 150 professionals at the time and learned a lot along the way.
What inspired Amplify's creation? Share its core idea and expertise
My experiences at previous agencies taught me the importance of professional excellence, attention to detail and quality work. However, I also observed challenges arising from fast-paced growth, leading me to discern both positive and negative practices. Later, I inadvertently moved to a leading PR firm, where I started the digital division and attempted to create a fluid, flexible, creatively inclined environment within the confines of a mammoth, structured organization. Soon I realized the only way to do it exactly my way was to start my own firm.
My current business partner, Adhish Duggal, and I initially collaborated at an agency where we worked together on a few projects. We continued our professional journey by building the digital and creative division at the prominent PR firm. Recognizing the demand for our unique perspective, with his boundless creative ability and my understanding of what a brand needs to achieve their objectives, we decided to start Amplify in 2016.
Our philosophy centers on trust, fostering long-term partnerships with established brands
What are the critical challenges you encounter and how do you overcome them?
In the Indian marketing landscape, a significant challenge stems from the lack of clear understanding of digital marketing which often leads to the boundaries between sales and marketing being blurred. Clients often expect miracles when they start marketing but there is a lot of planning and persistence that goes into making those miracles happen. We always emphasize that we work with our brands, not for them. This means we guide and support them, but ultimate decision-making remains with the client and its success in large will eventually depend on the product.
What are the key milestones in Amplify's growth journey since its inception?
Since its inception in 2016, Amplify's focus on selective partnerships with specific brands and clients who appreciate our realistic and upfront approach has been pivotal. Notably, we have worked with prestigious brands like ITC Hotels, Punjab Kings, Biotique, Masha Art, Indian Accent, DLF Emporio, The Chanakya, SpiceJet and Shangri-La Hotels. These collaborations were not pursued by us; instead, these esteemed brands approached us based on our reputation, which is the biggest achievement in itself. This organic growth, fuelled by word-of-mouth referrals and a dedication to producing high-quality content, has been a significant milestone for Amplify.
How do you foresee the Indian advertising & marketing landscape evolving? How do you align Amplify with the trends?
The digital landscape of advertising and marketing in India is incredibly dynamic, changing daily and even minute by minute. Many aspects of these platforms remain hidden to the average consumer. It's crucial for brands to understand that merely having a social media presence doesn't equate to digital expertise. In today's market, consumers are discerning and have numerous options. To succeed, brands must pay attention to the details, maintain consistent brand narratives, and provide value to their consumers.
Amplify believes in continuous evolution. We work transparently with our clients, discussing both the opportunities and challenges to ensure we get the best output possible. We actively keep our clients informed about new technologies, ad formats, and creative directions, including AI, design languages, and motion graphic trends. We provide comprehensive solutions, helping brands stay updated while mitigating potential drawbacks within their industry in the Indian landscape.
What has been your success mantra as an entrepreneur?
Our success at Amplify stems from being transparent and realistic. We collaborate with clients who value transparency and appreciate our creative digital marketing expertise. Since we are in the service industry we believe that we are only as good as our team. We pride ourselves on being very selective in building these teams and providing our brand with resources that are skilled in their field, unlike many formats where one person does it all. In an industry where many agencies tend to obscure details, especially in digital marketing, we stand out by having the most talented teams with specialized skills, setting clear expectations and openly communicating with our clients and most importantly, Adhish and I being involved with every single brand. This involvement and transparency fosters trust and empowers our clients to achieve their digital objectives effectively.
Avlokita Dayal, Co-Founder, Amplify
Avlokita Dayal is a visionary entrepreneur, renowned for her expertise in digital marketing strategies and creative design integration. As the Co-Founder of Amplify, she leads with innovation, shaping impactful campaigns that elevate brands and engage diverse audiences.
