'Hustle till You Muscle': A Digital Marketing Leader’s Guide to Success

Dakshin Adyanthaya, Founder & Director, Pixelated Egg and Founder, The Digital Brunch shares his experience and expertise...


4 min read

'Hustle till You Muscle': A Digital Marketing Leader’s Guide to Success

“There is no shortage of opportunities in this world, you just need to look,” says the subject of this article—Dakshin Adyanthaya.

For businesses to succeed today, they must embrace the online ecosystem. Not everyone is equipped to use the invention of the century to its maximum potential. Enter Digital Marketers. We’ve all heard of them. We all know what they do. But no one really understands how. One such man of mystery is Dakshin Adyanthaya, Founder & Director, Pixelated Egg and Founder, The Digital Brunch (a Digital Marketing training program for students, working professionals and entrepreneurs).

Dakshin is a decorated marketer who has won awards like the ‘30 under 30 Award’ from Social Samosa and was also in the ‘Top 100 Digital Marketing Leaders’ list by the World Digital Marketing Congress. Before starting up his venture, he’s worked with major agencies including Dentsu and IPG. But his romance with the internet began way back in his college days when he started Bhooka Janta, one of India’s leading food blogs. It was featured by Times Food Guide and also placed second in the Best Group Food Blog category by FBAI.

Before the Business

His journey to digital marketing wasn’t the most linear one. He was a Science student who ended up pursuing a Master’s degree in Mass Communication. He was in his college days and still is an active theatre actor and has managed to perform at places like Kala Ghoda. But even though he had the acting chops, there was just something he found so intriguing about advertising, that he chose advertising as his primary profession.

When asked to reflect on why he chose advertising, Dakshin said wittily, “Why not advertising? For someone who has an approach towards identifying business problems, providing logical insight-driven solutions and has a knack for writing & ideating, advertisement always looked like a golden route.”

Dakshin has created award-winning campaigns for brands like Big Bazaar in the past

Today, he has amassed over 10 years of experience in the Digital Marketing industry. But like most in the industry, he started at the bottom as a Junior Copywriter. Dakshin believes that one must ‘Hustle till You Muscle’. He explained, “Work hard till you grow to meet your life goals. Also, find new opportunities. I love exploring new avenues, not necessarily master all, but explore and learn new things for self-growth.” And he’s managed to live by his words.

Dakshin’s Take on Work

Have a productive, responsible and non-designation conscious working atmosphere. Grow with your team members. As much as you help them, they will invest more energy. We learn new things within the organisation from juniors and seniors. Everyone can choose to educate the team without being hierarchy conscious. When you build a culture like that, employees would go out of their way to help you grow together.

Ebbs & Flows

Speaking about the challenges of starting up his firm, the digital marketing whiz said, “Being a new agency you are often treated as a small, less reliable firm. You have to build your client profile and sustain them.” Explaining he said that it is a process of building trust and performing with good work. Once that’s achieved, clients will come to you.

He continued, “As an individual I had to decide on the level of involvement to manage clients and chase new businesses. This is something you can manage with the right resources but since I started completely bootstrapped, it was a challenge and something many people would face when they start as a one-person show.”

“Yes, there are struggles but there are success stories to talk about. The first day of my business, my first client, my first campaign, my first employee, my first office space, my first international client and many more,” said the entrepreneur after reflecting on the tests of the past.

To Dakshin, the flurry of awards is secondary. He says that his biggest achievement is starting his own business. He quoted, “It takes a lot of courage for anyone to leave a very high paying job and start fresh.”

Dakshin’s Slice of Life

Unless you explore 100 different ideas you will never know what’s the best one for you. Don’t be afraid to fail, failures allow you to explore new avenues. But don’t say yes to everything, learn to say NO to things.
From a business point of view, believe in being a people’s person. Love your clients and love your employees.

Future Focus

Dakshin’s goal for the future is to spread to more markets. They currently service clients across Mumbai, Pune, Bangalore along with international clients from Singapore. An in-house content production setup is also in the pipeline for the serial entrepreneur. They’ve recently launched an online Digital Marketing program and are also expanding their offline training programs to various cities and countries like Dubai, Singapore and Sri Lanka early next year.

Advice for Young Professionals

  1. Start with an Internship until you find an area of interest to grow.
  2. Give at least two years before concluding that a job or field is not for you.
  3. If you hate your work-life, pick up a weekend hobby or up-skill with certificate courses while your salary keeps you sane. Jump fields or move to better profiles only when you are mentally ready.
  4. Be active on social media platforms. Build your personal profiles. That will help you crack 50% of your interview. It gives companies the confidence that if the person can build her/his brand then can help our brands do the same.
  5. Follow influential people, interact on their content frequently, leave a note of appreciation to content creators and seek valuable advice.
  6. If work was never your thing, do an internship, learn and get to the business.
  7. Identify a mentor, write to them and seek guidance and feedback.
  8. Hire the right resources, be a good leader over a boss and take care of the people who are working to better your life goals.

About the 21 series:

On the 24th of March 2020, the Prime Minister of India Narendra Modi announced a nation-wide lock-down for 21 days to fight the pandemic that is the Coronavirus. Citizens mustn’t leave their homes unless absolutely essential. This series aims to bring to the readers 21 positive stories through this lock-down. Something to inspire them to keep at it and come back out of this horrific tragedy stronger.

If you have an inspiring story or know someone whose story the world must know, get in touch with me at buttosaid@gmail.com

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