In the ever-evolving landscape of digital marketing, few agencies dare to be as bold and innovative as BlackCab Agency Network. Founded by the dynamic duo Aayush Bansal and Siddhartha Singh, this collective of agencies is redefining what it means to be at the cutting edge of brand building. From AR/VR to meme marketing, BlackCab is not just riding the wave of digital transformation—they’re creating the tsunami. We sat down with Aayush and Siddhartha to peek behind the curtain of their creative powerhouse and uncover the secret sauce (pun intended) of their success.
1. From Binary Chai to Secret Sauce Studios – your agency names are quite intriguing. What’s the story behind these creative monikers, and how do they reflect each agency’s unique flavor?
Response: The names of our agencies, Binary Chai and Secret Sauce Studios, are more than just catchy titles; they encapsulate the essence and unique flavor of each agency. Binary Chai blends the worlds of technology and tradition. ‘Binary’ represents the basis of technology, while ‘Chai’ embodies warmth, comfort, and the timeless essence of human connection- which is at the heart of a service business. Secret Sauce Studios captures our approach to creativity and visual storytelling. The phrase ‘secret sauce’ suggests that special, intangible quality that sets our work apart. At Secret Sauce Studios, we specialize in meticulous and specialized styling, evocative storytelling, and cinematic videography. Every project we undertake is infused with our unique ‘secret sauce,’ ensuring it stands out and captivates the audience. Our artistry and visual mastery are at the heart of everything we create, reminding you that technology can be both functional and captivating, bringing a fresh and imaginative perspective to every project.
2. You’ve combined AR/VR, content production, and growth hacking under one roof. What’s the craziest cross-pollination of ideas you’ve seen emerge from this mix?
Response: We have seen several examples of our agencies coming together to create magic for a client. A recent example was for Indri Single Malt when we launched their Game of Thrones- House of Dragons limited edition whiskies. While Black Cab drove the strategy, digital marketing and growth hacking, Secret Sauce Studios created incredible thematic visual content for the campaign including ad films, editorial photographs and social media videos. The whole campaign came together beautifully and garnered immense traction.
3. Siddhartha, if BlackCab were a sports team, what game would it be playing and what position would each agency hold?
Response: If BlackCab were a sports team, we’d be playing football. RADAR and M3 would be our strikers, always at the forefront, scoring goals with cutting-edge creative campaigns. Black Cab would be our midfielder, seamlessly holding the team together with strategy, research and marketing insights. Binary Chai and Secret Sauce, as our wingers, constantly supplying the team with support and assistance in the form of tech and content.
4. Aayush, you’re a TEDx speaker. If you could give a TED talk about the most unexpected lesson you’ve learned in building BlackCab, what would it be?
Response: The most unexpected lesson I’ve learned in building BlackCab is the power of embracing uncertainty. In a rapidly changing industry, the willingness to pivot and adapt can be more valuable than any concrete business plan. This flexibility has allowed us to innovate continuously, stay ahead of trends, and meet our clients’ and the market’s evolving needs with agility and creativity. Moreover, uncertainty has fostered a culture of resilience and collaboration within our team, pushing us to think outside the box and leverage diverse perspectives. It has taught me that success isn’t about avoiding risks but about navigating them with confidence and turning challenges into opportunities for growth. This mindset has been instrumental in shaping BlackCab’s journey and will continue to drive our future endeavors. Ultimately, it’s the unpredictability that has kept us motivated and hungry for innovation.
5. Your M CUBE agency is ‘dedicated to trend-defying, pop-culture-defining strategies.’ Can you share a time when you zigged while everyone else zagged, and it paid off big time?
Response: In M Cube’s latest project with Partisan Records, we secured prime editorial placements for Cigarettes After Sex’s new album “X’s” across India’s leading streaming platforms. By strategically pitching the song to DSPs, we achieved key placements that are amplifying the dreamy essence of their album. With India now one of their top markets, “X’s” is poised to enchant listeners worldwide. Our approach ensures that exceptional music gets the spotlight it deserves.
6. You’re working with cutting-edge tech like AR/VR. If you could fast-forward 10 years, what mind-blowing marketing tech do you think we’ll be using?
Response: In 10 years, We envision us using immersive, hyper-personalized experiences powered by AI and augmented reality. Imagine customers interacting with holographic brand ambassadors in their living rooms, or participating in virtual reality events that are indistinguishable from reality. These advancements will make marketing not just a message but an interactive, memorable experience.
7. You’ve mentioned a passion for memes. If BlackCab’s business model were a meme, what would it look like?
Response: If BlackCab’s business model were a meme, it would be the Vince McMahon reaction meme, where with every new agency added to our ‘brand building engine’, his reaction becomes more ecstatic! Hahaha!
8. Aayush, you champion diverse hiring. What’s the most unexpected background of an employee that turned out to be a game-changer for your team?
Response: One of our most impactful hires came from a background in competitive sport. An astute understanding of teamwork, an unbeatable work ethic, laser sharp focus and winning spirit were huge contributors to this individual’s performance.
9. You’re clearly not afraid of taking risks. What’s the business equivalent of a high-wire act that you’ve performed, and how did it turn out?
Response: One of our riskiest moves was launching a full-fledged content studio for mobile first, vertical content- that too during COVID. This was a totally new space where not many production houses were able to deliver social first, vertically optimized mobile content at an economic price point. This paid off incredibly well for us, being one of the key differentiators for our agency, winning us several incredible mandates.
10. If BlackCab were a superhero team, what would be each agency’s superpower, and what villain (business challenge) would you be fighting?
Response: BlackCab Agency Network would have the superpower of “Creative Vision,” conjuring up stunning visual campaigns. Secret Sauce would possess “Trend Alchemy,” transforming trends into solid content strategies. Binary Chai would wield a “Digital Sword,” spearheading online presence for our clients. Radar would have a “Future Vision,” seeing the upcoming changes to identify and craft technology forward marketing campaigns. M Cube would possess the power of “Shape shifter,” crafting plans in the ever-changing pop culture environment delivering the most trending yet generation defying campaigns. Together, we’d fight the villain of “market stagnation,” continually pushing boundaries and keeping our clients ahead of the curve.
As our conversation with Aayush and Siddhartha drew to a close, it became clear that BlackCab Agency Network is more than just a collection of marketing agencies—it’s a vision of the future of brand building. With their unique blend of technology, creativity, and cultural savvy, they’re not just helping brands navigate the digital landscape; they’re reshaping it entirely.
From their meme-worthy business model to their superhero-like approach to tackling market challenges, BlackCab embodies the spirit of innovation that defines the best in the industry. As we look to the future of marketing—be it holographic brand ambassadors or VR events—one thing is certain: BlackCab will be at the forefront, chai in one hand and AR headset in the other, ready to turn the next big idea into reality.
In a world where zigging while others zag can make all the difference, BlackCab isn’t just playing the game—they’re changing it. And for brands looking to make their mark in an increasingly crowded digital space, that might just be the ultimate secret sauce.
