[Exclusive Interview] This Data-Focussed & Tech-Obsessed Digital Marketing Agency Is Determined To Become A '100 Crore Digital Company'

Recently, we interacted with Mr. Mukesh Vij, Founder of Hashtag Orange. Incepted in 2018, the Gurugram-based agency, Hashtag Orange, is one of India’s leading digital marketing solutions providers.

1. Please briefly describe HashTag Orange and The Founder of the platform. 

Answer – Hashtag Orange,  a new-age digital marketing agency in Gurugram, India, was founded by Mr. Mukesh Vij in 2018. The marketing agency provides data and technology-driven 360-degree digital marketing and advertising solutions to diverse business categories, including B2B, B2C, and D2C. With an ambitious vision, Hashtag Orange aspires to achieve the milestone of becoming a 100 Crore Digital Company in the upcoming year under the leadership of Mr. Vij. Mr. Mukesh Vij, the Founder and visionary behind the enterprise, has 16 years of experience in the marketing and advertising realm. He has previously collaborated with industry giants like Grey, GroupM India, and Essence (WPP), offering him valuable industry insights. His expertise and passion culminated in the inception of Hashtag Orange, aiming to revolutionize the digital marketing landscape.

2.  Festivals often present unique marketing opportunities. How does Hashtag Orange approach creating festival-themed campaigns for clients?

Answer – At Hashtag Orange, we perceive festivals as a golden opportunity to connect brands with their audiences on a much deeper and personal level. Leveraging our expertise in data and technology-driven marketing and advertising solutions, we delve into comprehensive market research and audience insights to understand the sentiments associated with each festival. This data-centric approach ensures that their festival-themed campaigns resonate with the target audience, creating memorable and personalized brand experiences. By intertwining traditional festive values with modern marketing strategies, we craft campaigns that not only celebrate the festivities but also drive meaningful engagement and conversions for our clients.

3. In a constantly evolving digital landscape, how does Hashtag Orange stay up to date with the latest trends and technologies to provide cutting-edge solutions to clients?

Answer – In the ever-evolving digital landscape, we maintain our position at the forefront of industry trends and emerging technologies through a multifaceted approach. First and foremost, we place a strong emphasis on continuous learning and professional development. Our core team regularly attends industry conferences, workshops, and webinars and follows social media trends to stay updated on the latest developments. This proactive approach ensures we are well-versed in the most recent trends to capitalize on their appeal. Hashtag Orange also maintains strategic partnerships and collaborations with tech companies and platforms, which helps our team gain early access to new tools and technological updates. This advantage allows us to integrate cutting-edge solutions into our client strategies. We also allocate dedicated research and development resources to explore innovative marketing approaches fit for our clients. For instance, we conduct in-house experiments on pilot projects to test emerging technologies and assess their potential impact on client campaigns. Similarly, we continuously monitor data trends, consumer behavior, and market shifts to anticipate changes in audience preferences and tailor our strategies accordingly. We encourage our team members to brainstorm new ideas and concepts, ensuring that our agency remains adaptable and ready to embrace emerging trends. 

4. Hashtag Orange has a diverse portfolio of clients. What are some common challenges you’ve encountered in your projects, and how have you overcome them?

Answer – In the dynamic digital marketing realm, Hashtag Orange confronts several industry challenges, each demanding innovative solutions to ensure client success. One of the foremost challenges is the ever-changing algorithms in the digital landscape. Adapting to these evolving search engine and social media algorithms is critical to maintaining content visibility and relevance. We take a proactive stance by staying abreast of algorithm updates, conducting SEO audits, and optimizing content strategies to align our brand campaigns with the latest requirements. Content quality and relevance is another challenge, given the vast digital content landscape. To address this, we place a strong emphasis on content marketing, employing a skilled team of content creators and strategists. They rely on data analytics and audience insights to craft engaging content that resonates with the audience. Measuring and reacting to the constantly changing consumer behavior across different communication channels demands a data-driven approach, which often seems daunting. To ensure we stay ahead of the game, we leverage predictive analytics and consumer insights to anticipate behavior shifts, enabling proactive adjustments to marketing strategies. The complexity of data privacy and compliance is also a hurdle. So, to ensure compliance, we maintain robust data management practices and conduct regular audits. Our holistic approach to these challenges ensures they deliver suitable digital marketing solutions amidst the ever-evolving digital landscape.

5. How does Hashtag Orange measure the success and ROI of its digital marketing campaigns, and what tools or metrics do you use for evaluation?

Answer – Our approach to measuring digital campaign success and ROI extends beyond quantitative metrics. While we rely on tools like Google Analytics for website performance and conversion tracking, we understand the importance of qualitative feedback as well. This feedback loop actively engages clients, allowing them to express their expectations and goals. Furthermore, our team maintains a very proactive stance in interpreting the data. Besides collecting numbers, we analyze trends, spot opportunities, and make data-driven decisions. This holistic evaluation includes assessing the effectiveness of various marketing channels, identifying which strategies resonate most with the target audience, and understanding evolving consumer behavior. In addition to monitoring social media campaign metrics through platforms like Facebook and Instagram Insights, we delve into engagement patterns and audience demographics. By combining quantitative data with qualitative insights, we gain a deeper understanding of what truly matters to clients. This comprehensive evaluation empowers us, as a marketing agency, to make informed optimizations throughout the campaign lifecycle. 

6. Finally, can you discuss any upcoming or ongoing projects or campaigns that the agency is excited about and that our readers might be interested in?

Answer – As a new-age digital marketing and advertising agency, we are perpetually engaged in innovative marketing endeavors and seeking novel opportunities to help our clients thrive in the evolving digital landscape. To ensure that, we regularly use our industry expertise to help build campaigns through storytelling that resonates with today’s customers. For example, we recently collaborated with one of our prominent clients, LPU Online, a leading private university in India, on an innovative campaign titled “Career Ka Turning Point.” Through our domain expertise, we helped LPU build a campaign highlighting the essence of today’s competitive world and promoting its commitment to empowering students to realize their aspirations through upskilling and tech-driven study options. One of our ongoing projects includes an integrated campaign for Monte Carlo Home from the house of the fashion brand Monte Carlo. The campaign conveys the sentiment of “home is where the heart belongs” while at the same time establishing the sub-brand as an emerging player in the home decor and lifestyle segment. Our passion for innovation enables our diverse clientele, including  Honeywell, Monte Carlo, LPU Online, Vivo, and Snickers, to engage with audiences across different communication channels with personalized content. Additionally, our emphasis on conversational and thought-provoking marketing ensures a customer-centric approach. We are confident that our upcoming projects and campaigns will continue to captivate the audience and help our clients connect with their customers on a much deeper level.