One of the reasons I personally looked forward to WSB Marketing Centers International Trip to India was to learn how businesses communicate in a market as diverse as India. In fact, “diverse” may be an understatement for a country where the demography, language and culture changes entirely from one zip code to another. And to my delight, the first company we visited in this tour was The Minimalist, a digital marketing agency startup that speaks the universal language of minimalism.
The Minimalist is not an agency that tries hard to be creative, it’s a creative platform that entered the agency business. It started in 2015 with two engineers creating a platform where they provoked conversations on social issues through witty minimalistic social media posts. Their unique style resulted in a cult following, and marketers across the country started reaching out to them. In 2015, The Minimalist came out as a digital marketing that applies the signature minimalistic approach to help businesses communicate. According to their website, The Minimalist has impacted over 200 brands worldwide and still stays true to their followers in social media with original thought-provoking contents. The agency also picked up quite a few accolades on its way, the most prestigious being the inclusion of the founders in Forbes India’s 30 under 30, and a shout out from the founder of LinkedIn, Jeff Weiner.
Our visit started with The Minimalist sharing their story, and then showing us some of the content that made them who they are. They shared the thought process that identifies the one insight that grabs attention of audiences across different cultures to trigger conversation on a topic, and then uses clever visuals and verbal juxtaposition and puns to communicate it. The session was engagingly conversational, as we were eager to learn more about the context and the process that led to those amazing contents. Then, we dived into some of the digital marketing campaigns done for the clients of The Minimalist, and learned more about different consumer insights, business practices and creative processes prominent in India. They were just as passionate in presenting the purpose and the values of their clients as they were about their own work- a quality that makes an agency a valuable resource for any client.
In between, we got the chance to know more about The Minimalist over some delicious Indian snacks. Being a startup, The Minimalist competes with giants like Ogilvie, Grey and JWT. However, their origin as a creative platform attracts fresh young talents to take the challenge and grow with the startup. Chirag, one of the founders, emphasized on the necessity of processes and strategies that continue to help the agency grow steadily. The Minimalist wears its heart on its sleeve with its glass walls, game room and meeting rooms named after their company values. When it was time to bid farewell, we wanted to take a group photo. The Minimalist again showed us their values, as every member of the organization stepped up for the photo, proving that how inclusive and united they are.
Pleasantly surprised by the goody bags they presented to us before we said goodbye, and Enamored by their achievements, creative process, and ambition to grow globally, our team stepped on the bus to head back to our hotel. It was a suitably amazing start to an amazing tour.
This article is part of the series describing the Marketing Centers’ International Trip to India in January 2020. The international trip is the culmination of a two-credit course with the overall learning objective of expanding student knowledge of marketing and other facets of running a multi-national brand in high interest markets beyond the U.S. While on site we visit the marketing offices of several companies and receive engaging case studies on the local consumer, company operations and the challenges of ‘local’ marketing outside the U.S. Students walk away from the trip with a different perspective that prepares them further for working in global marketing and general management.
The 2020 course and international trip focused primarily on US based multi-national companies in India.