The CEO Magazine, in a chat with Mr. Jai Mundra, Founder and Managing Director, beep experience management (P) Ltd.
Share with us a brief about the company
We are a pan-India experiential marketing agency. We help brands tell their stories through memorable experiences. This, in turn, helps them connect better with consumers and other stakeholders. Since the time we came into being (in 2005), we have worked with brands from a wide range of industries.
Ours is a full-service agency with specialist Strategic Planning, Ideation, Creative and Operations.
What are the Solutions/Product Offerings/Businesses of the organization?
We offer the entire gamut of experiences to our clients. They can be categorized into four, mainly:
Events – brand/product launches; trade events; PR; employee engagement; public events & live entertainment.
Activation – consumer engagement, stunts/viral marketing, sponsorship activation and so on.
MICE – destination management; incentive offsites; meetings & conferences.
Environment Design – Expo booths / kiosks / space design
What are the differentiating factors?
We love ideas. They fire our imagination, surprise us and excite us. They’re why we come to work every day. But truly great ideas do more than stimulate us. They fulfil our clients’ business objectives.
Our ideas have earned us an enviable client base. But more than that, they get to the right people at the right time in the right places to make a real difference for our clients. Taking a strategic approach, delivering customized solutions for each client, being detail-driven and taking ownership of our work are our other differentiators.
What is the revenue model of the company?
AOR model with most of our clients and/or an agency retainer/management fee on the agreed scope of work.
Where are the offices of the company, including your headquarters?
We’re headquartered in Chennai, with offices in Bengaluru, Mumbai and Gurugram.
In which year was the company founded?
beep was founded in 2005.
Kindly share about yourself
I forayed into the events and experiential marketing space in 2004 with a team of 2 and we have grown from strength to strength since then.
“Imagination is more important than knowledge” has always been my mantra. I love working in the creative space and have built a company that mirrors my values of being positive, inventive and execution focused. Simply put, beep is a good slam–dunk team!
With an envious client base and work that’s won the agency accolades and awards, we are constantly striving to create brand experiences that help deliver real results for our clients. I believe the future is going to be media-neutral and that change is imperative.
Tell us about your clientele (total number and the names of a few clients, if possible)
Our clientele comes from established industries, as well as from new-age businesses. Many of our clients are leading names in their respective industries – such as Nokia, Amazon, Samsung, Toyota, Visa, Kotak, Volvo, Eicher, Lycra, CTS, The Hindu, Nissan, PayPal and Quikr.
How many employees are associated with your company?
Currently we have a team of 60 on our payrolls and 30+ contractual staff for ongoing projects.
Does the company have any investor?
beep is an independent agency and is funded by its own growth.
What are the major milestones for the company since founding?
We were the first agency in the country to register the term “experience management” as our descriptor with the Registrar of Companies.
Our relationships with client partners have been consistent since inception. We have several long-standing clients whose brands we have helped build over time. This is not a milestone as such, but something we are very proud of.
Have you received any award or recognition since founding?
We have won awards consistently for our work – such as EEMAX (Instituted by EEMA- the apex body for event & entertainment management in India) and WOW Awards (WOW Awards and Convention – Asia is the largest business and recognition platform for MICE, LIVE Marketing & Entertainment Industry in India)
At a personal level, I have been a recipient of the National Industrial Excellence award.
What is the business problem you hope to solve with your solutions and offerings?
We are here to help brands achieve their business objectives such as enhancing sales, increasing footfalls, improving brand perceptions, etc. Sometimes, brands simply want to connect better with their audiences. Experiences are a great way for brands to achieve these objectives. They work in ways advertising simply cannot, because they are interactive, contextual and authentic to the brand and to the audience. Brand experiences linger in the mind for a long time, help build a positive image for the brand and lead to strong word-of-mouth.
What is beep’s goal? What is your roadmap and future plans?
Collaborate, leverage & grow has been our motto. Increasing our presence in B2C events / live events & the entertainment space and strengthening our IMC offerings with a media-neutral approach are what we have planned positively.
Other members of the leadership team
Ashish holds the responsibilities of COO at the company. He handles the operations of the company and focuses on building our strengths in integrated marketing communication. He comes with rich experience in experiential marketing, having worked on brands such as Airtel, Maruti, SAB Miller, Amazon, HDFC Bank and ITC. He has had a stint in radio too, having worked with Radio Mirchi.
Popularly known as “KJ”, Kamlesh is beep’s group business head. He heads business acquisitions and projects pan India. KJ has been associated with beep right from the time it was founded and has been associated with various brands like Nokia, Dalmia, Ford, Samsung, India Today, The Hindu, Times of India, Volvo and Eicher amongst others. After a successful stint in the UK with a leading publication, KJ found his way back to his roots in experiential marketing at beep.