Digital ad agency Hashtag Orange at its core, champions the three Rs – Reward, Recognition, and Respect. These values it said not only inspire innovation but also foster a culture where trailblazing ideas and dedication are celebrated.

The agency said that its ethos is built on a commitment to pushing boundaries and expanding creative horizons continuously. The dedicated team at Hashtag Orange, often referred to as digital nomads, comprises individuals who boldly push the limits. Their work is grounded in rewards, recognition, and respect, creating impactful campaigns that leave a lasting impression. The agency’s commitment to exploring new adventures remains unwavering, driving them to raise the benchmark higher. Hashtag Orange offers a suite of services that it said are tailored to meet each client’s unique needs.

From influencer marketing, social media strategies, and SEO to cutting-edge videos, paid media, and customised tech solutions, the agency provides a one-stop solution for digital advertising requirements. In just over half a decade, Hashtag Orange has solidified its position as a trusted partner for esteemed clients. Names in their portfolio include Meta, Toyota, Toshiba, Starbucks, Monte Carlo, Snickers, Philips, Kiehl’s, and Bharti AXA. The agency’s ability to collaborate with industry giants underscores their commitment to delivering exceptional results it adds.

The core of Hashtag Orange’s success it explains lies in its innovative culture. The agency said that it continuously strives to ensure the world recognises and applauds their work. It added that it embraces cutting-edge ideas and dedication, the team consistently sets new standards.

Medianews4u.com caught up with Hashtag Orange founder Mukesh Vij.

Q. Could you talk about the three Rs – Reward, Recognition, and Respect that Hashtag Orange stands for?

Yes! It’s a conscious practice to make sure we stand by our three Rs – reward, recognition, and respect. For us, it is important to reward our team members for the incredible work they do. To reward every member at every level equally, we have instituted a monthly incentive policy. Next is ‘recognition’. We consistently extend recognition to employees who have outperformed and acknowledge their contributions regularly. Last, but definitely not the least, ‘respect’ is the last R. At the core of our foundation lies mutual respect among team members, irrespective of their position or hierarchy at Hashtag Orange. We come from different walks of life, but we’re together for a reason. And we can only harness our strengths when we respect each other.

Q. How does that differentiate you in a competitive environment?

In our industry, differentiating factors often stem from the quality of personnel and their commitment to transparency. I believe we are exceptionally fortunate to have an outstanding senior leadership team. Their expertise and vision set us apart. This seasoned leadership is complemented by a vibrant and passionate young workforce, making Hashtag Orange dynamic and innovative in every facet of our operations.

Q. How do you define client ROI, and is the definition of ‘ROI’ changing in the fast evolving digital environment?

Before defining client ‘ROI’, it is important to acknowledge that the very definition of ‘Return on Investment’ is rapidly evolving. In the post-pandemic era, D2C (Direct-to-Consumer) start-ups and established clients are increasingly prioritising ROI. Today, we see clients from all sectors eager to understand the value that is brought to their brand through their marketing expenditures. In this context, I would say ‘ROI’ now translates to ‘ROAS’ a.k.a ‘’Return on Advertising Spends’ in the media landscape. And the ‘ROAS’ encapsulates not only financial returns but also the establishment of a distinct brand voice in all branding endeavours. Therefore, for us, it’s imperative to emphasise the value of money through a culture of testing and learning.

Q. Today/Now, is digital becoming the first and sometimes only stop for a lot of campaigns?

Yes, digital presence is indeed becoming the first and sometimes the only choice for many brand campaigns. We’re experiencing the evolution of the digital landscape at a rapid pace. And this growth enables platforms to become the primary and sometimes sole focus. With the widespread adoption of digital technologies, and the growing influence of online channels, businesses are increasingly leveraging digital platforms to reach their target audiences effectively. Moreover, digital campaigns offer numerous advantages, such as precise targeting, real-time analytics, and the ability to reach a global audience at a relatively low cost. As a result, many organisations prioritise digital channels for their marketing strategies.

Q. Is AI going to replace creative talent in an agency to an extent?

This is the question that haunts everyone, doesn’t it? Well, while AI can serve as a supportive function, I strongly believe that creative talent that stems from human imagination is essential for generating unique ideas that are distinguishing and can connect with people.

Q. Could you talk about work done in the recent past that stands out?

The first quarter at Hashtag Orange has been quite celebratory. We have started working with interesting brands and have added marquee clients to our list, including Fenesta, Honeywell International, JK Lakshmipat University, and Hero MotoCorp. We also recently produced a film to celebrate Zuno General Insurance’s first year anniversary as well as a women’s day film for JKLU.

Q. When you talk to clients, what are their goals and concerns for 2024?

We discuss a range of goals with clients. It’s safe to say that the concerns are distinct. For example, in our social media vertical, we often hear clients wanting to set themselves apart from the rest with their ideas, positioning, and content. However, the general priority for all clients across the board is the return on investment.

Q. What is the strategy being followed to grow your client roster in 2024?

The strategy that we have always followed and that works best for us is to offer unique solutions to our clients. Solutions that tactfully address their business needs and tackle their challenges. We believe in the big picture, so we think of comprehensive marketing strategies. This approach has proven highly successful, with 80% of our clients entrusting us with their integrated mandates. This makes us the custodian of brand strategy, creative communication, social media management, SEO, media, and technology. As we expand with multiple branches, our focus for 2024 is on achieving exponential revenue growth.

Q. From a P&L perspective, what is the big challenge that the agency faces?

Truthfully, a common concern agencies face is bridging the gap between rising resource costs and diminishing client commissions. The steep commission is also due to intense market competition. Consequently, many agencies struggle to maintain healthy profit margins.

Q. As we move into a cookieless world how is the agency adapting its strategy?

Here are some improved practical tips and tricks for navigating the cookie-less landscape while achieving digital marketing success and respecting customers’ privacy:

The times are changing, and cookies are becoming irrelevant, but such strategies should help any business adapt to the new digital era and achieve success without compromising customer privacy.

Q. What are some of the customised tech solutions that Hashtag Orange offers?

At Hashtag Orange, tech solutions is one of the many services. Within it, we provide clients with App and Website development, as well as Gamification. Additionally, our expertise lies in executing technologically integrated marketing campaigns. Our recent campaign for Snickers called ‘Exam Baba’ is a testament to our capabilities. That’s a success story that we like to share!

Q. What are some of the tools available today, like 3D, that allow for videos to be more immersive and engaging?

There are numerous tools available in the market. Presently, we are utilising Runway and Midjourney to make our videos more immersive and engaging.

Q. When it comes to social media marketing what are some of the mistakes that companies continue to make?

In my opinion, many companies do not focus on fostering meaningful consumer engagement. It is important to understand that a social media strategy cannot exist in a vacuum. It needs to be seamlessly integrated with other marketing channels and strategies. Businesses must leverage native advertising and content collaboration opportunities across various platforms. When the sponsored content blends seamlessly with the platform’s user experience, you attract more engagement and establish authenticity