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Contributors

Writers

Priscilla Thomas

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A content writer who has worked for Infosys Technologies and other technology startups in India and abroad.

Avanish Tiwary

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An independent journalist who writes on business strategies.

Priyanka Bhatacharya

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She has been covering the Indian information technology industry since its early days.

S.Sahu

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Sahu was with TCS as the editor of their house magazine before he became a freelance content writer.

Prajwala Hegde

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An independent journalist who has worked with The New Indian Express and City Today.

Rajesh Nanarpuzha

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Rajesh Nanarpuzha is an Assistant Professor of Marketing at IIM Udaipur. Previously, he has worked as a brand manager in Dabur, and as a business consultant in the retail and consumer goods domains at Cognizant and Tata Consultancy Services. Rajesh has an MBA from IIM Indore and a doctorate in marketing from IIM Ahmedabad.

Designer

Priyokumar Singh Naorem

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He is a passionate UI & UX designer who thrives on creating engaging creative solutions.

Artists

Dyuti Mittal

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A freelance illustrator, artist, graphic novelist and designer. She has designed and illustrated several book covers. Her personal illustrations so far have attempted to seize the fleeting absurdity and mood of places, things and people she encounters in a childlike, intuitive and expressive manner with closure, beauty and innocence – the things that she desires.

Sumakshi Singh

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She is an artist and an educator who has taught and lectured at The School of the Art Institute of Chicago, Oxford University, the Victoria and Albert Museum among other institutions. Her installations, paintings, thread work and sculptures have been exhibited in Saatchi Gallery - London, C24 Gallery - New York, and Museum of Contemporary Art – Lyon, among other notable galleries and museums from around the world.

Parul Gupta

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A commerce graduate from Delhi University, Parul pursued a masters in fine arts from Nottingham Trent University in the UK. As an artist, she is interested in line as a subject which has led her to follow architectural lines in built environments. She says she is also interested in how we perceive the environment that we inhabit and what happens when a subtle shift is made in things which we have been used to seeing in a certain way. We present six of her artworks here.

Shweta Malhotra

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Shweta Malhotra is a graphic artist and designer from Mumbai, based in New Delhi.
After working with ad agencies and design studios for close to 8 years, she branched out on her own and currently works independently.s Her overall design aesthetic is minimal, bold and graphic, a response to the maximalist visual language prevalent in India.

Rithika Merchant

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Rithika Merchant (b.1986) received her Bachelor’s Degree in Fine Arts from Parsons the New School for Design, New York in 2008. She has exhibited extensively since her graduation. Recent exhibitions include a duo show “Reliquaries: The Remembered Self” at TARQ, Mumbai; “Language of the Birds: Occult and Art” at 80WSE Gallery, New York; and group shows at Summerhall, Edinburgh and Artry Gallery, Kochi. Her work has been included in multiple group shows at Stephen Romano Gallery and The Morbid Anatomy Museum, New York. Born in Mumbai, she now divides her time between Mumbai and Barcelona.

Aniruddh Mehta

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Aniruddh Mehta is an artist based out of Mumbai, India. Trained in graphic design from the London College of Communications, Aniruddh is a self-taught illustrator and currently works as an independent freelance designer. He believes in finding the right balance between art and graphic design. He has worked closely in collaboration with Bhavishyavani Future Soundz, Qilla Records, Taxi Fabric, Adidas, Dell and United Colours of Benetton. He also goes by the moniker, ‘thebigfatminimalist’ and his style ranges from bold minimal forms to more intricate pieces exploring patterns and geometry.

Paramesh Jolad

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Paramesh is an artist who enjoys working in both the realistic and abstract style of painting. He loves working with water color. Featured in this issue are a set of water color works that he has created exclusively for us on the subject of digital transformation.

Concept and Direction

Nimish Vohra

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Head of marketing at Regalix, Nimish drives research in emerging technologies and customer experience, and takes a keen interest in creative arts.

Enquiry

+91 9916326475

venkatesh@regalix-inc.com

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Sanjay Gupta, CMO, Urban Ladder, says the focus of the company right from the start has been on developing a brand-connect with the consumer. To develop that interaction, the company invested heavily in generating content that would create the right perception about the brand.

Interviewed by Priyanka Bhattacharya


“Customer obsession, honesty & transparency, and fun are the three things that have been the bedrock of what we are and how we interact with our customers, employees, and partners”, says Sanjay.

The company keeps its customers interested in the brand by doing some fun stuff – tongue-in-cheek initiatives that get the customers totally engaged.

Here, in his own words, Sanjay tells us about a campaign that they devised & ran for April Fools’ Day this year:

April Fools’ Day is one day when brands get the liberty to bring out their crazy side by being smart and relevant. We were toying around with various ideas and found the perfect one. We know working professionals are an overworked bunch, and are always looking for something that's easy to do. So we thought, why not ask them to apply for the position of a mattress tester? Heard of that before? Neither have we.

To make it sound super realistic, we created a job profile on LinkedIn.

People got particularly excited after reading the "Desired Skills and Experience" section, which read as follows:

Job Description

On a typical day, you’ll need to sleep on various Urban Ladder mattresses to check for comfort and ease. Each mattress will need to be tested under different conditions, such as after consuming coffee and other caffeine-based drinks, after travelling long distances, as well as under different light and sound conditions.

Desired Skills and Experience

1. Love for sleeping that would put Kumbhakarna to shame

2. Strong analytical skills and an insightful bent of mind

3. A good understanding of the best practices in mattress design

4. A passion for product quality and attention to detail

5. Demonstrated expertise in sleeping under varied conditions

6. A strong customer focus

7. A complete lack of enthusiasm and drive

Sounds like you? Then don’t sleep on this opportunity. Send us your resume with a cover letter explaining why you’d be the perfect fit for this job to sleep@urbanladder.com

This idea was the perfect balance of possible-real-job (mattress testing is a real job in some countries) and too-good-tobe-true. Plus, it tied in well with one of our product categories. Two days before April Fools' Day, we shared a simple post on Twitter, Facebook and LinkedIn, with a link to the ‘job description’, also hosted on LinkedIn. The post asked ‘lazy and unmotivated people’ to apply for the position of Sr. Mattress Tester. In a matter of hours, the post went viral with several shares and retweets across platforms. It is now conventional wisdom that any marketer will bet their last bottom dollar on Facebook and Twitter, but LinkedIn? The same day, we also had websites like Buzzfeed, Scoopwhoop, Huffinton Post, The Times of India and many more run a feature on the prank. By April Fools’ Day, we had over 1000 applications on LinkedIn and via email - some serious, some in jest. We had several international applicants asking us if we could send the mattress to them so they could "work remotely", but were also willing to relocate if required. Applicants included co-founders of other start-ups and employees of some of India's largest e-commerce websites. All this, without our having spent a dime on media spends or promotions. Here are some of the tweets and applications we got