In 2012, Anuja Deora Sanctis left her comfortable, well-paying, seven-figure wage job at Citibank to turn into an entrepreneur. The concept for Filter Espresso Co, a digital media outfit, was born at a Starbucks outlet in 2014. Two years later, as serendipity would have it, she would handle social media activation for Starbucks as a model.
Initially, as a part of her analysis, Anuja took up tasks for small companies and businesses to construct a digital presence for his or her manufacturers.
“As an early adopter of micro platforms like Instagram and Twitter, I realized that manufacturers want digital retailers pushed by unique content material. Manufacturers wanted to collaborate with KOLs and influencers at a time when nobody knew what that meant. The power to work together straight with clients showcased that manufacturers had been extra human and alive reasonably than simply static billboards,” she says.
An alumna of Narsee Monjee Institute of Administration Research (NMIMS), Mumbai, and hailing from a household of entrepreneurs, Anuja believes that a real entrepreneur is a doer, and never only a dreamer.
Anuja says working throughout nascent phases on this discipline had its benefits and downsides.
“The primary-mover benefit is important, as is the satisfaction of realizing that every thing you’re doing is pioneering the way in which for others to comply with. In the course of the preliminary days, there have been lots of vital challenges. One of many challenges was to get well-established manufacturers to acknowledge that spending their advertising finances on establishing a social media presence was of their curiosity,” she says.
Discovering individuals to take the leap of religion and consider in your loopy, long-term imaginative and prescient, in order that they collaborate on tasks was one other problem.
“That has been the great thing about having the ability to function in a cosmopolitan metropolis like Mumbai. Right here, you will discover a taker for each thought ,” she says.
The corporate additionally pivoted from a small, single-office store to a full-service digital advertising company.
Through the years, Anuja started constructing her profile as a life-style Instagrammer. Being a private consumer of luxurious manufacturers helped her in attracting the correct of shoppers to the company as effectively.
At the moment, Filter Espresso Co affords digital and social media companies that embody digital technique and social media administration, design and manufacturing, influencer relationship, superstar administration, and media planning and shopping for.
A clientele of massive manufacturers
Anuja has represented world-renowned manufacturers like Starbucks, Kellogg’s, Danone, Godrej, and wonder manufacturers like L’Oréal, Kiehl’s, Forest Necessities, L’Occitane, and Clinique.
Filter Espresso Co has managed some large social campaigns like #CommitedToKiehls. It was the first-ever excessive outreach Instagram marketing campaign for Kiehl’s India, #Starbucks100 for Starbucks and #PowerOfPro10 for Protinex amongst others.
It additionally creates visually and aesthetically bespoke content material for manufacturers like Forest Necessities, Clinique, and Nature’s Basket.
Hustling to seek out options
“My strategy towards artistic work is that of a behaviourist. I use storytelling as a software to encourage motion in shoppers. I consider large concepts must be large options. Huge enterprise options which might be backed with information and straight related to the transient. I obsess over the correct execution of each work. If we aren’t having some enjoyable alongside this advertising journey, then we aren’t doing it proper,” Anuja says.
Filter Espresso Co began as a bootstrapped firm with an preliminary funding of Rs 1.5 lakh. The income within the first yr was 25 lakh, and has grown 10x to 2.5 crore yearly in 5 years. The corporate is eyeing a goal of Rs 5 crore by the tip of this monetary yr.
Anuja admits it’s tough for girls entrepreneurs at occasions. “The idea of breaking down gender stereotypes has weighed into a extra open outlook in direction of ladies hustlers. If you happen to can take your organization to new heights of success, the gender is inconsequential,” she says.
Being a digital firm, Filter Espresso Co’s operations haven’t been affected a lot by the COVID-19 pandemic.
“I consider that my journey has not reached a crescendo but. If something, we’re simply getting began. The world of digital advertising has limitless potential. We’ve barely tapped a sliver. I’m assured that I might obtain all my targets, one model at a time,” Anuja says.