“The digital creative industry's landscape is in perpetual flux”: Garage Group’s Saurabh Gupta

“The digital creative industry's landscape is in perpetual flux”: Garage Group’s Saurabh Gupta

Maintaining creative excellence across multiple regions is a cornerstone of our operation.

Saurabh Gupta

Mumbai: Digital media, music production, and creative marketing are vibrant and interconnected facets of the entertainment and advertising industries. Digital media encompasses online content, including videos and interactive experiences. Music production involves creating and arranging music tracks, often for media projects. Creative marketing focuses on innovative campaigns to engage audiences and promote brands. Together, these elements play pivotal roles in shaping modern entertainment and advertising strategies, leveraging technology and creativity to captivate and engage audiences in an ever-evolving digital landscape.

Garage Group is a creative agency founded in 2015 by Saurabh Gupta and Anjali Chauhan. They offer services in creative, digital media, social media, video production, and more. Garage recently underwent a transformation, uniting various groups under Garage Collective to foster collaboration and innovation. They have a history of working with brands like Sony, Microsoft, Oppo, etc., aiming to revolutionise the creative industry.

In an email conversation with Garage Group founder and MD Saurabh Gupta, Indiantelevision.com delved deeper into Garage Group’s evolution, maintaining creative excellence, their vision and mission, etc.

Saurabh Gupta is from Kanpur, the eastern business hub. He began his career at a young age and has spent the last 12 years working with various MNCs and big brands in leadership roles such as Reliance Entertainment Digital and Percept Media as a business head of innovations and new initiatives. In 2015, he founded Garage Productions, which was primarily a film production house focusing on short format and new-age content. With increasing demand, this evolved into a full-service digital creative agency with an in-house production facility, the first of its kind in India.

Edited Excerpts:

On the journey of Garage Group’s evolution from its inception in 2015 to the diverse range of verticals it encompasses today

Since its inception in 2015, Garage Group has evolved into a versatile digital creative agency with a diverse portfolio of verticals. The journey has been marked by notable milestones and challenges. Initially, establishing a unique identity in a competitive landscape was a significant hurdle. However, our dedication to strategies and a client-centric approach propelled us forward. Collaborations with esteemed brands like Sony and Microsoft elevated our reputation. Geographic expansion to multiple locations enabled us to better serve clients and seize new opportunities. Looking ahead, our focus remains on sustained growth, technological integration, and nurturing creativity to surmount challenges and lead the industry.

On the introduction of Garage Collective driving synergy among Garage Music, Garage Productions, and Garage Media

By converging talents across these verticals, we unlock innovative possibilities. For instance, music produced under Garage Music can seamlessly enhance video content created by Garage Productions, while Garage Media magnifies the reach of both. This consolidation bolsters creativity, resource utilisation, and the overall impact of our offerings, propelling Garage Group to new heights as a unified creative force.

On Garage Group setting itself apart from, in a competitive landscape with numerous creative agencies and your USP that consistently draws clients to choose Garage Group for their creative needs

Amid a sea of creative agencies, Garage Group distinguishes itself through its Unique Selling Proposition (USP): a fusion of innovation, collaboration, and tailored solutions. Our deep commitment to crafting innovative campaigns while maintaining a collaborative relationship with clients stands at the core of our success. Moreover, our multi-vertical approach allows for comprehensive solutions under one roof, streamlining the creative process and offering clients a holistic experience. This holistic blend of innovation, collaboration, and diverse services consistently attracts clients to choose Garage Group as their preferred creative partner.

On highlighting a project that you consider particularly innovative or impactful, and its stand-out factor

The campaign generated a cascade of engagement, sharing heartfelt stories and forming a supportive community. This project's innovation lies in its capacity to align with Caprese's goals while resonating deeply with the audience. The success of this campaign underscores Garage Group's prowess in delivering impactful campaigns that meld meaning with creativity, driving both emotional connection and tangible results.

On Garage Group ensuring consistent creative excellence across different regions with its presence in multiple locations

Maintaining creative excellence across multiple regions is a cornerstone of our operation. We achieve this through standardised processes, clear communication, and a unified creative vision. Regular cross-regional collaboration ensures knowledge transfer and shared best practices. Local teams are empowered to infuse cultural nuances into campaigns while adhering to Garage Group's overarching standards. Moreover, technological tools enable remote collaboration and efficient resource allocation. This approach ensures that clients experience the same high-caliber creativity and results from Garage Group's services, regardless of their location.

On the key trends that you've observed in the digital creative industry and Garage Group adapting to stay at the forefront of these trends

The digital creative industry's landscape is in perpetual flux. We remain at the forefront by keenly observing trends. Interactive content, augmented reality, and data-driven personalisation have gained traction.

By being agile and proactive, Garage Group consistently innovates and maintains its standing as a trendsetter in the digital creative realm.

On seeing the landscape of digital media, music production, and creative marketing evolving in the next few years and the role that Garage Group aims to play in shaping this evolution

The coming years will witness transformative shifts in digital media, music production, and creative marketing. These changes will be driven by AI integration, immersive experiences, and enhanced data analytics. Garage Group aim is to be a proactive influencer, embracing these changes to offer pioneering solutions. We envision leading collaborations that amplify cross-disciplinary synergies, and pioneering experiences that captivate audiences. Our mission is to drive these industries forward, continually redefining the boundaries of creativity and technology while nurturing meaningful connections between brands and consumers.

On their vision & mission for the next three years

We're committed to empowering our teams, fostering a culture of constant learning, and pushing creative boundaries. Through these efforts, Garage Group aims to be a driving force in shaping the future of digital media, music production, and creative marketing, consistently exceeding client expectations and setting industry standards.