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Adapting Without Losing Identity: How Riyo Advertising Navigated the Shift from Print to Digital Marketing in Mumbai
With the 22 years of Riyo Advertising, the agency recalls how it has managed to adjust to the industry change in print and online advertising services without losing its identity.
Foundation & Identity
Riyo, being a statutory print advertising agency that was founded in 2004 and based in Mumbai, made its base on regulatory accuracy, deadline compliance and systematic execution. These initial principles of operation formed the foundation of its identity; one of responsibility and transparency.
Narendra Bhanushali, CEO, Riyo Advertising and Mass Media Private Limited, said that the concept of identity is underpinning the importance of adaptation. In India, we adopted new digital platforms and technologies in terms of advertising, but in no way have we left our structured approach. The growth should be in accordance with the core values.
— Narendra Bhanushali, CEO
Riyo Advertising and Mass Media Private Limited
Diversification & Growth
The diversification of media channels and the change in expectations of the clients led Riyo to diversify to digital marketing services in Mumbai, branding solutions of corporations, and development of websites to businesses. However, the agency has taken this transition slowly and progressively, not within leaps and bounds, when it comes to the purchase of digital media.
Emphasis was made on continuity of operations with Shaukat Shaikh, General Manager, Riyo Advertising and Mass Media Private Limited, adding that change in an industry involves flexibility, although systems have to be consistent. The result of our processes guaranteed expansion did not interfere with the media planning and buying standards.
— Shaukat Shaikh, General Manager
Riyo Advertising and Mass Media Private Limited
Client alignment remained focused. According to Rajesh Bhanushali, the Manager- Sales, Riyo Advertising and Mass media Private Ltd, the multi platform advertisements requirement grew as the clients changed. We have changed as we went on and maintained transparency and reliability.
— Rajesh Bhanushali, Manager – Sales
Riyo Advertising and Mass Media Private Limited
This transformation has been focused on client alignment. Bhanushali, Manager – Services, Sales, media planning and buying, Riyo Advertising and Mass Media Private Limited added, as their clients changed and their communication requirements in reference to multi‑platform advertising grew. It was our task to accommodate them as we would be transparent, reliable, and performance‑oriented, offering media buying for small businesses and media buying for FMCG companies.
— Bhanushali, Manager – Services, Sales, Media Planning and Buying
Riyo Advertising and Mass Media Private Limited
Digital Integration
The digital integration of advertising agencies in India implied the enhancement of tech infrastructure without the strategic loss.
Yogita Ghogare, Manager – Digital and Technologies Operations, Riyo Advertising and Mass Media Private Limited, said, "Precision is required in digital acceleration. We combined analytics, performance monitoring, and workflow systems to enhance execution within our disciplined structure, supporting media buying agency for digital ads in India and programmatic media buying."
— Yogita Ghogare, Manager – Digital and Technology Operations
Riyo Advertising and Mass Media Private Limited
Core Philosophy
Riyo's core philosophy endured:
This equilibrium made the agency pertinent in the face of the fast changes with a focus on structured expansion in digital advertising services as opposed to trends.
Year 22 & Beyond
Riyo Advertising demonstrated the fact that adaptation does not forget identity, but over 22 years, it incorporates digital marketing innovations into existing models with success.
In its 22nd year, Riyo develops intelligently, maintaining a balance between digital innovation within Indian advertising and traditional values.
Narendra Bhanushali concluded: Change is inevitable but values give continuity. We are still tied down to who we are.
— Narendra Bhanushali, CEO
Riyo Advertising and Mass Media Private Limited