Over 10,000 skilled content partners services in over 15 languages
Trivayu Media Works, or Trivayu founded in 2020 during the pandemic by Ratnendra K. Pandey and Tanu Shree Rawat. The platform aims to address a major issue for leading companies seeking to expand further into the market of tier 3 and tier 4 cities, where marketing and its determining factors are difficult to establish due to the diversity of languages and people coexisting. Most of Trivayu’s workforce is located in Tier 3 and Tier 4 cities, strategically focused on these areas. This enables them to provide their clients with quick turn-around times, cost-effective operations, and multilingual services.
Services provided by Trivayu
- Resources Management (end-to-end customer success services in 15 languages),
- Content Learning (content moderation, tagging, and grading services in 15 languages), – Creative Designs (2D, 3D, Motion Graphics, VFX)
- Bulk Content (India’s largest ecosystem to manually edit content, write articles, create memes, and take photos)
The idea that brought Trivayu into the picture was that no businesses were actively trying to connect skilled content resources (creators or editors) from diverse Tier 3 and Tier 4 cities. Additionally, as the internet became more widely available, the vernacularization of digital content also picked up the pace. To fill the void and signal a switch from traditional to digital marketing for brands, Founders invested INR 8 lakh in initiating a one-of-a-kind hyper-local content distribution company. Since Trivayu’s commencement, they have grown to become India’s largest hyper-local content distribution brand, with over 10,000 skilled content partners providing content and related services in over 15 languages.
Talking about the digital marketing trends which are expected to dominate in the upcoming year, Ratnendra said, “The landscape of advertising and marketing has shifted as a consequence of hyperlocal marketing strategies, and consumer habits now dictate strategic business planning. Since creating local content boosts a brand’s SEO rankings and direct sales, marketers are increasingly focused on what their audience wants to consume rather than what they want to advertise. Given how each customer interaction with a brand influences how they perceive the company, digitally powered consumer interactions will become more effortless and offer customized experiences at every touch point in the coming years.”
Trivayu’s inception coincided with an exponential rise in Covid-19 cases, and due to the restrictions imposed, each industry and business had to reconfigure itself to attain maximum profitability. Following the pandemic, the advertising and media industry inclined more towards high-tech, as clients began to seek steady growth through modernistic digital technologies such as Artificial Intelligence, Machine Learning, Augmented Reality, and others. Influencer marketing has also gained popularity as a result of the vernacularization of digital content, with businesses wanting to spend more time and effort to customize and market their final product.
Trivayu distinguishes itself from the other players by devising an intelligent framework for creating specialized content and marketing & resource services that have the potential to aid India’s top businesses target the hyperlocal market. Simultaneously, the company quickly built relationships with more than 200 districts, 1000 villages, and more than 20 states nationwide. Also, given that Indian language users account for nearly 75% of India’s internet users, TM started to assist brands in targeting their audiences in vernacular language. With consistent efforts, Trivayu is able to save its clients up to 30% on project costs by teaming up closely with trained resources from Tier 3 and Tier 4 cities.
When we asked how Trivayu assist brands in being innovative, Ratnendra says, “First and foremost, we develop narrative content in local languages to tie the brand with prospective consumers, with a focus on also connecting the company’s core values and its outlook with them. Secondly, doing so locally allows Trivayu to benefit clients’ businesses and the local community through measures such as hiring talent and utilizing infrastructure – factors that resonate with a specific community. Lastly, rather than the traditional spray-and-pray method, our advertisement delivery is based on algorithms, data, and analytics which positions brands one step ahead in knowing what their target audience demand.
Trivayu hoping for in 2023: Understanding the growing demand and shifting dynamics in the field of hyperlocal content, we intend to target OTT start-ups in the upcoming months. We also plan to broaden our portfolio in Indian languages, as well as a few international languages like French and Bahasa Indonesia. Furthermore, we plan to generate INR 50 crore in revenue by the end of this calendar with a 10X year-on-year growth rate.