Name: Divya Palat
Business Name: Balancing Act
Location: Mumbai, India , India
Establishment (Year): 2016
Category: Advertising & Marketing
Profession/ Specialty: Media
Website: https://www.balancingactgroup.com/
Social Media: Linkedin
Company Detail:
The company works with brands to provide them with the right solutions to amplify their campaigns. These solutions manifest in the form of either content, intellectual properties, celebrity endorsements, influencers, social media campaigns, or sometimes a combination of all of them.
Their Film and Influencer Marketing Campaign was nominated for 2 Cannes Gold awards for the categories of Brand Endorsement and Partnership for Artist Breakthrough, for the Puma campaign "Suede Gully”. They identified the right influencers from Across India, produced the track and the film for the Campaign. The film garnered 49.8 Million Impressions with a total organic reach of 20 million.
They co-created an Intellectual Property for Nivea called “Nivea Soft Fresh Batch” which completed its 3rd edition in 2023. NIVEA Soft Fresh Batch is a digital platform to enable and support young & budding female content creators across India. The campaign had over 20 million engagements, an organic reach of 14 Million and 2.3 Million in PR with a bonus of an increase in followers on the Nivea Instagram page.
For the launch of Colgate Vedshakti (Oil Pulling & Mouth Protect Spray), they took on board 21 Celebrity Influencers to spread awareness about these products. This campaign had an organic reach over 300 Million.
They combine their years of expertise in Entertainment, Production, and Planning to craft and execute end-to-end solutions for their brands. They were awarded “Influencer Marketing Agency of the Year- Boutique.
Unique Selling Proposition or Competitive Advantage:
The company possesses several unique qualities that set it apart from other marketing agencies, making it an advantageous choice for brands:
Holistic Approach: Unlike many agencies specializing in specific areas, they offer a comprehensive suite of solutions, streamlining the process for brands, saving them time and resources.
Innovation and IP Creation: They go beyond standard marketing tactics by co-creating unique intellectual properties such as NIVEA Soft Fresh Batch, empowering young women and fostering brand loyalty.
Expertise in Influencer Marketing: They hold expertise in leveraging the power of influencers, strategically matching brands with the right influencers who can genuinely connect and resonate.
Data-Driven Decisions and AI Integration: They utilize AI-powered solutions to gather insights, refine strategies, and optimize campaign effectiveness.
End-to-End Execution: They offer a hands-on approach, handling every aspect of a brand campaign from conception to execution, ensuring seamless execution and minimizing the burden on their client
Client-centric Collaboration: They build strategic partnerships, actively collaborating with clients, understanding their unique goals, and developing customized solutions tailored to their specific needs.
In conclusion, their unique combination of comprehensive solutions, innovative IP creation, influencer marketing expertise, data-driven decision making, end-to-end execution, and collaborative approach makes them a valuable asset for brands looking to amplify their voice, reach new heights, and achieve impactful results.
Challenges Faced During the Journey:
Looking back, building the company wasn't just about overcoming external challenges, it was also a constant internal battle against the founder's own limitations due to multiple sclerosis (MS). The unpredictable nature of the illness made it difficult to maintain consistent energy levels, and they had to learn to pace themselves and delegate effectively.
The idea of brand management, especially focusing on building brand stories instead of just celebrity endorsements, was a completely new concept at the time. It took a lot of convincing to get clients on board, constantly demonstrating the value proposition of this approach and its potential impact.
Creating a full-service agency, encompassing everything from creative ideation to on-ground execution, was another hurdle. It meant building a strong, diverse team with complementary skillsets and fostering seamless collaboration across different stages of the project.
These challenges pushed them to their limits, demanding not only strong leadership and business skills but also a deep understanding of their own strengths and weaknesses. They learned to adapt, delegate, and leverage the expertise of others to overcome these obstacles. It was a journey of resilience, determination, and a commitment to innovation in the brand management landscape.
Advice for Women Entrepreneurs:
To young women aspiring to be entrepreneurs or already on the journey, the founder offers these words of encouragement and advice:
Embrace the Hustle: Building a successful business requires dedication, hard work, and a willingness to go the extra mile. Be prepared to hustle, wear multiple hats, and face challenges head-on. But remember, the hustle shouldn't come at the expense of your well-being. Find ways to work smart and prioritize self-care to ensure long-term sustainability.
Find Your Passion: The path to entrepreneurship is often fueled by passion. Identify what ignites your fire, what problem you're passionate about solving, or what product or service you're truly excited to bring to the world. This passion will guide you through challenging times and fuel your long-term commitment.
Believe in Yourself: Self-doubt is a common hurdle, but don't let it hold you back. Believe in your capabilities, your vision, and your ability to make a difference. Remember, some of the world's most inspiring entrepreneurs started with just an idea and unwavering belief in themselves.
Seek Mentorship and Build a Support Network: Surround yourself with positive and supportive individuals who believe in you and your dreams. Seek guidance from mentors who can offer valuable advice and share their experiences. Having a strong network of peers, colleagues, and mentors can be invaluable on your entrepreneurial journey.
Don't Be Afraid to Fail: Failure is an inevitable part of the learning process. Embrace setbacks as opportunities for growth and refinement. Learn from your mistakes, adapt your approach, and keep moving forward. Remember, even the most successful entrepreneurs have experienced failures along the way.
Celebrate Your Wins: Take the time to celebrate your achievements, big and small. Recognizing your progress and acknowledging your hard work will keep you motivated and help you maintain positive momentum.
Be Bold and Innovative: As a woman entrepreneur, you have the unique potential to bring fresh perspectives and innovative ideas to the table. Don't be afraid to challenge the status quo and forge your own path. Your unique voice and approach can be a powerful asset in a competitive landscape.
Finally, remember that the entrepreneurial journey is a marathon, not a sprint. Be patient, stay focused, and never stop learning and growing. With dedication, passion, and the right support system, you can achieve remarkable things.
