Advertising Is Powerful Tool Having Ability To Change Market Scenario: The Teaser Company

With a great zeal to build something in the D2C space by putting their marketing knowledge, two curious minds having passion for creativity and advertisement, came up with The Teaser Company in 2019. Varun Chopra and Shivam K, Co-founders of the company met on a social media platform and decided to start a venture.   

Speaking with Opportunity India, Varun and Shivam who are Birla Institute Of Technology And Science, Pilani alumni shares the journey of their business.

Tell us about the business model you have.

Shivam K: The Teaser Company was a rational idea, centred on the passion, value to marketplace, and profits (PVP) principle. The company's main goal was to create an ecosystem where creative minds could come together, have fun, and share ideas and experiences. The company aims to provide a dynamic and growing environment for its team members and clients.

What were the struggles in the initial years, please elaborate.

Varun Chopra: Every company faces different challenges and obstacles during the early stages of their business. Teaser’s struggle was finding clients, building trust with potential customers, building a portfolio of work, lack of capital, and navigating the nascent D2C ecosystem. Additionally, the company had a limited portfolio of work to show potential clients and struggled to secure funding or capital to support our operations. Shivam and I hardly took any salaries for almost a year. Navigating a new market, such as the D2C ecosystem, also presented challenges for the company. But since we had a clear vision and goal in mind, and had a background in marketing and a desire to apply our knowledge in the D2C ecosphere, it helped us during the initial phase.

How advertising is changing the market scenario and why we need it?

Shivam K: Advertising is a powerful tool that has the ability to change the market scenario by influencing consumer behavior and driving demand for products and services. Through advertising, companies are able to reach a large audience and create awareness about their products and services, which can ultimately lead to increased sales and revenue. In today’s digital age, advertising has become even more important as consumers are constantly bombarded with an overwhelming amount of information and companies need to find new ways to capture their attention and stand out.

Varun Chopra: The rules and regulations surrounding advertising can change depending on the medium and target audience. However, the fundamental principles of advertising remain the same: understanding the customer, their behaviour and psychology and sociology. Advertising is a vital component of a capitalist society, as it helps to generate demand for products and services, which in turn drives economic growth. Companies use advertising to influence consumer behaviour and create a desire for their products and services, which can lead to increased sales and revenue. In this sense, advertising can be seen as a responsibility for businesses.

How new businesses and start-ups can take help of advertising and get success?

Shivam K: Advertising can be a powerful tool for scaling a business, especially for D2C brands. If a business is able to effectively use advertising to generate demand and reach its target audience, it can see significant growth in a relatively short period of time. Advertising can be a kind of ‘money making machine’ for a business, if done properly.

However, as you mentioned, it takes time and efforts to build an effective advertising strategy. It’s important for businesses to find the right mix of advertising channels that work for them, such as organic, paid, and offline channels. For D2C brands, paid advertising can be especially crucial in today's market, as the D2C market is growing rapidly and competition is fierce. Paid advertising allows businesses to reach a large audience quickly and effectively.

It's important to keep in mind that advertising is not a one-size-fits-all solution, and businesses should continuously evaluate and adjust their advertising strategy to ensure that it is meeting their goals. This can include testing different ad formats, targeting methods and messaging. In summary, advertising can be a powerful tool for scaling a business, especially for D2C brands, but it takes time and effort to build an effective strategy. A mix of organic, paid, and offline channels can be a good strategy, and paid advertising can be crucial to reach a large audience quickly and effectively.

How is advertising a value investment for brands?

Varun Chopra: Modern technology has greatly improved the ability to track and measure the performance of various business operations, including e-commerce. This allows for more accurate and efficient management of investments, and the ability to scale and control revenue growth.

How ads are generating maximum ROI and sales for brands and businesses?

Shivam K: Exactly, having the right message and targeting the right audience is crucial in creating effective advertising. By understanding the needs and interests of the target audience, ads can be tailored to appeal to them, increasing the likelihood that they will engage with the ad and potentially make a purchase. Additionally, offering the right incentives or deals can also encourage consumers to take action. By focusing on creating a strong first impression, brands and businesses can stand out from the competition and increase the chances of generating a positive ROI from their ad campaigns.

How companies are leveraging the social media strategies for advertising, explain in detail?

Varun Chopra: There are many different social media strategies that companies can use to advertise their products or services.

Influencer marketing: Partnering with influencers who have a large and engaged following can help to increase brand awareness and drive sales. Influencers can promote the brand through sponsored posts, product reviews, and other forms of content.

Celebrity collaborations: Launching a brand with a celebrity can help to generate buzz and attract a large audience.

Video content: Platforms like Instagram Reels, TikTok, and YouTube are great for creating engaging video content that can help to increase visibility and reach.

Paid engagement: Utilizing paid advertising options on social media platforms can help to increase visibility and reach a targeted audience.

Direct message bots: Utilizing Direct Message bots can help to engage and nurture audiences by providing personalized responses and helpful information.

Further, paid engagement is an effective way to generate business through social media. Paid advertising options, such as promoted posts, can help to reach a large audience and drive sales. However, it's also important to note that organic reach can be a valuable way to build relationships and trust with customers, which can lead to long-term success for a brand.

What are the successful brands you have worked with and how they got benefitted?

Shivam K: Teaser has so far worked with over 100 brands in last three years. All key D2C players. Fireside Ventures funded ventures to 100X case studies and more. Arista, Guitar Bro, Benny’s Bowl, Wellbeing Nutrition, Gynoveda are some case studies. Some got acquired by HUL, some crossed the 10 million dollar revenue mark and most got 10Xed within the last 2 years.

How do you see the future of A&M industry in 2023 and upcoming years?

Shivam K: AI has the potential to greatly benefit the A&M industry in a variety of ways. AI can help with tasks such as budget allocation and optimization, freeing up time for industry professionals to focus on other important tasks. However, it's important to note that implementation of AI technologies in the industry may take some time, as there is a need for investment in research and development, as well as training and education for industry professionals. Additionally, there may be resistance to change, as well as concerns about job displacement. Therefore, it is important to approach the integration of AI in the A&M industry in a thoughtful and strategic manner.

What are your plans for expansion in 2023?

Varun Chopra: Expanding our business to other countries, such as Dubai and the UK, can be a great way to diversify our portfolio and gain access to new markets, hence that is Teaser’s plan. Launching new brands in the tattoo and home utility space can also be a way to broaden our offerings and penetrate into the burgeoning D2C space. Building a community in our company to create a positive work environment and attract top talent. The idea of work-life integration is becoming increasingly important for many people, so making Teaser a place where people can enjoy a balance of work and personal life can be a competitive advantage.