A content-first-creative ideology as we think through The Mancunianz Way

Mancunianz is an independent content-first-creative agency who have successfully executed major OOH campaigns for companies like Tata Motors (India & International), Cinepolis Gulf, Messe München, SBI Securities, Jotun Paints, Lakeshore, Royal Enfield, etc. among the many others.

Propagating an ‘Everything at once’ ideology & offering 360-degree solutions across print & digital requirements viz. design, web development, digital & performance marketing, tech innovation, brand films, market research & influencer marketing domain; Mancunianz drew their excitement by serving both corporates & reputed brands/agencies across the globe.

Founded in January 2020, Mancunianz aims to provide a plethora of integrated marketing & communication solutions in the advertising world. Despite challenges like the COVID-19 pandemic, Mancunianz bootstrapped its development, focusing on early client acquisitions & strategic agency partnerships to manage & fuel business growth. Ashonal Pereira, Founder and CEO of Mancunianz, highlighted his journey as a newly started business in the OOH industry.

Motivation behind starting Mancunianz

Talking about the inspiration and the motivation to start Mancunianz, Ashonal said, “My pure passion for marketing coupled with a better understanding of client needs given my sales background; a decade long stint with numerous company founders; turbulent client-side past experiences with reputed agencies; & an intentional long waiting period to build a business network finally came to fruition in January 2020. The unexpected COVID-19 pandemic served as a catalyst, as digital marketing quickly emerged as the frontrunner among all the channels. The market is open and competitive, and the direction of the business depends heavily on the founding members' vision—to select the brands & market segments one needs to operate in & whether on should aspire for expansion or to establish a boutique brand or merely survive to exist in a competitive market scenario.”

“Our journey began with a commitment to the Make-in-India ideology, aiming to extend this concept to international markets. Our key differentiator has always been our quick turnaround time for creative projects. In addition, we strive to act as brand custodians for each of our Indian & International clients - no matter their size & stature.”

Bootstrapping and Funding Strategy

To operate a marketing agency a lot of investment is required. Highlighting the approach that Mancunianz took when it came to funding and investments, Ashonal said, “From the very beginning, we decided to bootstrap our business, relying solely on client acquisitions and strategic partnerships to manage and fuel our growth. This approach has allowed us to grow organically since our inception. By focusing on delivering exceptional value to our clients and forming strategic alliances, we have been able to sustain and expand our operations without any external funding.”

“Our commitment to bootstrapping has fostered a strong, self-sustaining business model. It has driven us to be innovative and resourceful, ensuring that every client relationship and partnership contributes meaningfully to our growth. This strategy not only keeps us agile and responsive to market changes but also aligns with our vision of being a dependable and long-term partner for our clients.”

Offering affordable solutions in a price-sensitive market

India has always been a price sensitive market when it comes to advertising, or tech or innovation. Talking about how Mancunianz serves 360-degree solutions at a reasonable cost, Ashonal mentioned, “In a price-sensitive market like India, our strategy to offer affordable solutions revolves around our unique cost-to-company (CTC) resource-based pricing model. This model serves as the foundation for calculating campaign or project or retainer pricing, thereby enabling our clients to save significantly on marketing costs that would otherwise be prohibitive.”

“By aligning our pricing with the actual cost of resources, we ensure transparency and efficiency in our billing process. This approach not only makes our services more accessible to a broader range of clients but also demonstrates our commitment to delivering high-quality marketing solutions at the best possible value. Our clients can invest their budgets more strategically, gaining top-tier marketing support without the hefty price tag typically associated with traditional & established agencies.”

Profitability and scale-up model

Talking about profitability and the plan ahead, Ashonal said, “We achieved breakeven a couple of years ago, and now our primary focus & our scale-up model is centred around these core areas viz. client retention, service diversification, market expansion & talent acquisition. Through these strategic initiatives, we are confident in our ability to scale the business, increase profitability, and solidify our position in the market.”

Inspiration from global examples

Mentioning global examples that he has been inspired by, Ashonal highlighted, “Yes, we have been inspired by the journeys of several top Indian-origin agencies both aspirational & boutique. We regularly compare our resource & year-on-year P&L with these leading agencies to assess our relative standing and identify areas for improvement.”