Atique: Hello Arjun, Thank you for giving us such a great opportunity to interview you. Could you please briefly introduce yourself to our readers?
Arjun: With more than 20 years of experience in the ever-evolving digital landscape, Arjun has emerged as a true thought leader and Sherpa of this terrain. He is the Founder of Runtime Solutions, a full-services Digital Innovation Company, Marketing Agency and Lab, which recently celebrated 14 years and on course to completing 15 years in the next few months (This is a huge milestone in what was till very recently a greenfield space ). Always enthusiastic and eager to try new things, it is the thrill of learning & execution at scale that keeps him motivated to jump out of bed and experiment with the new every day.
Atique. Please share something about Runtime Solutions, when you started and what are your plans.
Arjun: Runtime Solutions is an almost 15 year old Digital Agency & Innovations Lab headquartered in Mumbai, India with a customer footprint around the globe including the US, UK, France, Australia and of course, India. We have partnered with various clients and teams to enable Innovations, Mobile Apps, Web applications and bolster their overall digital marketing effort. As industries glance into the future, with special attention on emerging technology, Runtime has been leading the field by driving engagement with customers on AR/VR and allied technologies. This is a specific area which Runtime has been specializing in and we have built a considerable arsenal of products and installations in this area.
We work closely with Marketing and Product Teams in Domestic and International Business to deliver unforgettable Apps and Experiences. We have worked with Bosch, Nexus Select Trusts, JARO Education, Reliance Entertainment, Gulf Oil, USAID, Mahindra, AkzoNobel, Microsoft, HP, Intel, Mastek, Intel, Qualcomm, Samsung, MTV and VH1 India. We are partnered with Accenture, EY, Cap Gemini, Oliver, Publicis Groupe, Dentsu, Assembly for projects with leading global brands including Nestle, P&G, Unilever, Reckitt, IKEA, Aramco to name a few.
Our philosophy is Reimagining Innovations. As we step into an increasingly complex, connected world of content, the strategy behind it also needs to keep pace with it and hence we look at the overarching Content ecosystem:
- Plan the Content– Using pre-planning analytics about competitors, influencers, customers, etc.
- Create the Content- Videos, Infographics, Podcasts, Social media Micro-content, Interactive Microsites. Content strategists and curated content become very relevant.
- Distribute the Content- Using all digital assets and touch points to reach the end-customer.
- Measure the Content- Using strong Data science and analytics to create real-time Business dashboards.
All of this needs to be delivered with great creatives and visual impact and our Team has always been up to the challenge. It boasts of Designers, Writers, Thinkers and Developers, who have worked on some of the best brands in the business on exciting campaigns in Videos, Infographics, 3D Animation and Interactive Elements. The key is to have the right talent mix for challenging campaigns and projects to produce high-impact content.
Few video links to our work:
A) Girl Rising – The India Launch –
B) Unilync – Product Walkthrough –
C) Genomusic Project with the Baybeat Collective –
D) BAJAJ Electricals – History of the Group –
E) Dulux Samplathon – Dulux’s products & their features –
The visual layer has to be reinforced with Data to translate Customer Experience to Business Intelligence. We partner with leading Content Marketing and Analytics Platforms to provide our customers with best in class Reporting, which can enable their decision-making, empowering their marketing and business teams.
From a view to boost the supply end of the ecosystem, we have also set up a R&D lab to be at the forefront of bleeding-edge technology and partnered with leading colleges to set up Innovation Labs for Training the new breed of visual developers.
Thus, we visualize our role as a Communication, Innovation and Content Partner for our customers.
The way ahead is to build on pour successes of the last 14 years and make year 15 our most successful, connected and Digital Year yet.
As the industry matures, consolidates and unbundled all at once, there are multiple opportunities.
We back ourselves to become the Digital Business Partner of choice for companies seeking and embracing Digital Transformation. With every skill set available in the Runtime hypermarket, we want to be the Amazon of digital problem-solving across technology, marketing and innovations.
Our story is one of dedication, innovation and a relentless drive to make a mark in the world of digital and there are many more chapters to be added.
Atique: How do you approach building and maintaining strong client relationships?
Arjun: When it comes to cultivating strong client relationships, it is all about truly embracing their business and marketing goals. This is not just understanding them, but taking ownership from ideation to successful delivery.
Alongside that, transparent communication becomes the backbone of our interactions. It’s about laying everything out on the table with no hidden agendas.
The next step is to create a personalized strategy. We’re not about one-size-fits-all here. We at Runtime, craft tailor-made solutions that resonate with each client’s unique journey.
This approach is a trust-builder, a bridge that ensures we’re marching in sync with our clients. It’s not just about delivering what’s promised; it’s about delivering it, when it matters.
Oh, and let’s not forget our toolkit. Regular reporting. It’s like a window into our progress, a transparent view that reassures our clients. And when hiccups arise, well, our problem-solving skills kick in – we’re like a pit crew, resolving issues at the speed of light.(Well, almost!)
But we don’t stop there. Staying ahead of the curve is our motto. We’re on the pulse of industry trends, so our clients are always one step ahead.
It’s about understanding that every client is different and catering to their unique needs. Our team? They’re dedicated to delivering not just good, but exceptional service, paving the way for remarkable outcomes.
Atique: As a founder, what core values and principles do you believe are essential for building a strong, cohesive team of marketing professionals who are dedicated to the success of the company and its clients?
Arjun: First and foremost, I stand by the principle of continuous learning. Fueling growth, enabling us to seamlessly shift when the situation demands. Secondly, accountability stands as our beacon (say it like you mean it and play it like you own it). Every action is owned, and reliability in results is our commitment. At the heart of our ethos lies being truly client-centric. Prioritizing our clients’ triumph and satisfaction is our guiding star. Lastly, collaboration is our secret sauce. We thrive on diverse perspectives, brewing a melting pot of innovative solutions.
In my role as a leader, I lead by example, encourage initiative, value each team member’s unique contributions and inspire a shared dedication to our company’s and clients’ success.
Atique: Artificial Intelligence (AI) and machine learning are revolutionizing various industries, including digital marketing. How is your company incorporating AI into your marketing strategies, and what benefits have you seen so far in terms of campaign performance, audience targeting, and ROI?
Arjun: AI is rapidly changing the rules of every industry and ours is no exception. Agencies are building on top of Generative AI tools like Chat GPT to create tools where work cycles can be crunched and productivity significantly enhanced.
The transformation is happening across the following areas:
- Performance Marketing – Programmatic advertising allows us to target users at the specific moment of time they are planning their purchase decision. Hyper-segmentation allows us to create micro-segments with users demonstrating specific behaviours and allowing marketers to create cohorts of single-digit customers. For example, Pet Parents who are travelling and need services to manage their pet wards as well as they would.
- SEO – With Chat GPT allowing Large Language models to crunch keywords at scale, the earlier model of manually backlinking websites will soon be obsolete. Google is continuously reworking its algorithm to determine what the new normal of SEO is likely to look like.
- Content Creation – Planning content and creating for iterative and regular social media posting will soon be done by tools like Mid Journey. Many start up brands with limited budgets are able to use tools to do this.
- Design using Tensor AI is already being felt and used at the lower end of the Design spectrum where Branding and higher end visualization is not necessary. For campaign creation and ideation, Designers and copywriters will definitely still be critical resources required.
Recent article where Arjun Chatterjee was featured. GMIT, a prestigious educational institution under JIS Group, hosted a unique event called Iche Dana – The Wings of Imagination at The Park Hotel in Kolkata, which was co-hosted by an AI character ‘Vidya’, for the first time in Kolkata. The purpose of this event was to demonstrate the profound impact of AI tools such as Chat GPT and Midjourney in our everyday lives, through a panel discussion and the recognition of the top five teams.
Link to the article: https://financialsamachar.com/artificial-intelligence-and-its-impact-on-everyday-life/
Atique: How do you manage to balance your work and personal life?
Arjun: It’s a real challenge and an art of finding equilibrium. The quest is to find the sweet spot where my company and my family get an equal share of attention.
Over time, I have had to become a pro at task prioritization – another Arjunism is “I need to take 100 decisions every day so each decision cannot take more than 6 minutes (unless you are a follower of Narayana Murthy). I make sure that all Urgent tasks take the front seat, the important ones follow next like an assembly line. It is also necessary to delegate some of these tasks to the team. Then comes family & personal time, which is sacred.
So, it’s like a delicate dance requiring nimble but happy feet. Sure, it’s a challenge, but it’s totally worth it in the end.
Atique: What motivates and inspires you? Would you like to name a personality that you follow and has been your role model?
Arjun: The art of creating the possible. One of the recent quotes by Leonard Bernstein that inspired me is
To achieve great things, two things are needed; a plan, and not quite enough time.
A personality who always has inspired me in Steve Jobs, someone who came from nowhere and changed the world beyond recognition. Amongst Indians, I look up to Sachin Tendulkar, who’s journey from a middle class family to a household name is truly inspiring and Ratan Tata, who taught me that supernormal growth and integrity can co-exist.
8. One piece of advice that you would like to give to those who aspire to become an entrepreneur.
Arjun: 2 pieces of advice:
There are only 2 kinds of people in the world – The Quick and The Dead.
If you are not failing enough, you aren’t trying enough. But what truly matters is that you hold onto your vision while remaining open to change and evolving your strategies.
This is the key to achieving lasting success in the long run.
We sincerely thank Arjun Chatterjee for taking the time to share his invaluable insights with us. His expertise and thoughtful responses have greatly enriched our understanding of the subject. We hope our readers find this interview as enlightening and engaging as we did. Thank you, Arjun, for your generosity and wisdom.
