1) AliveNow is a next-generation social media marketing company founded in 2009 by Adhvith Dhuddu when he was 23 years old. 2) The company has experienced rapid growth, with its client base and revenues doubling year-over-year. It provides innovative social media campaigns for a wide range of clients across multiple sectors and global regions. 3) Dhuddu credits his experience working on Barack Obama's pioneering 2008 presidential campaign with teaching him the power of social media and inspiring him to launch AliveNow to help brands utilize social platforms to build their brands.

1. E me rgi ng E ntre pre ne urs AliveNow
Young
Happening
and
That’s AliveNow in a nutshell—a next
generation social media marketing company
that is making waves with its innovative
thinking under the stewardship of a young
captain at the helm. By Sangita thakur varma
P
lain vanilla doesn’t sell, he healthy way, he cautions that in the malls, restaurants and the non-profits,
tells you, and he should long run, only those will survive who AliveNow has them all on board.
know. Just look at the adapt to the new digital platforms, offer “We have worked with and consulted
portfolio of social media result-oriented social media campaigns, for brands primarily in India, but also
campaigns that AliveNow, and continue to innovate creative and in the US, the UK, Africa, the Middle
the barely two-year-old start-up, has stimulating campaigns. East and even Maldives,” says Dhuddu,
‘conjured’ up and you will understand AliveNow, in plain speak, is a social Founder and CEO, AliveNow. All this,
the creative magic of Adhvith Dhuddu. media management company that since the company was set up in Octo-
In a sector which is in its infancy, “builds brands on social media” for a ber 2009, when Dhuddu was barely
AliveNow has already carved out vast and differentiated client base. The 23 years old. “We have grown tremen-
a major chunk of the pie for itself. client base, wide both in terms of sec- dously from the time we began in late
Though, Dhuddu says that the pie tors and regions, is growing. Be it the 2009 as a one-man operation. Now the
is so big that everyone will grow in a auto sector, FMCG, education, B2Bs, team comprises 16 members,” he says.
20 June-julY 2012 www.ibef.org

2. “Marketers and
brands are realising
that social
media is an
elephant in the
room that they
have to wake up to
and deal with.”
—Adhvith Dhuddu
Founder and CEO, AliveNow
“We have grown in terms of team size and around the world.” in which his campaign used the web
and also revenues and profits.” But we are jumping ahead. The and social media, says Dhuddu.
For the financial year ended March story of AliveNow began sometime Inspired by Obama, Dhuddu was
31, 2012, the year on year revenues of around US President Barack Obama’s drawn to participate in his campaign.
AliveNow grew 85 per cent and profits election. In 2007-08, the world was “One thing led to another and before I
more than doubled at 120 per cent. In watching keenly the intense contest for knew it, I was plugged into the superb
FY 2012-13, the company plans to dou- the US presidency. There were two big system that the Obama campaign had
Photographs by S RADHAKRISHNA
ble the revenue and treble the profits, races—the first between then Senator built empowering normal people to
“which looks very likely given the strong Barack Obama and former First Lady amplify his message (my.barackobama.
first-quarter results of FY 2012-13,” says Hillary Clinton and the second, for com mini social network),” he says. His
a confident Dhuddu. The reason for the presidency between Obama and regard for Obama is deep.
this buoyant forecast is as he says, “We John McCain. Obama won both the “This whole experience taught me one
continue to work with some of the larg- campaigns and the primary reason for thing—the power of the web and social
est and the best brands in the country his victory was the unprecedented way media.” Businesses in the US were also
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21

3. E me rgi ng E ntre pre ne urs AliveNow
adopting social media as an effective
marketing tool, firming his belief in
this vehicle of the new world. Dhuddu
at the time was studying for an engi-
neering degree at Virginia Tech Univer-
sity. After graduating, he took up a job
with Tyco Electronics' Headquarters in
Harrisburg, Pennsylvania, in their sup-
ply chain department. He stayed with
the company for a year and then made
up his mind to return home.
“In college, I was immersed in
finance and asset management,” says
Dhuddu. So, upon his return to India,
he joined Motilal Oswal for a six-month
stint in their futures and options
department. “It was a fantastic experi-
ence working in Mumbai's financial
district,” says Dhuddu. His knack for
finances remains intact and till date
Dhuddu continues trading in futures
and options and also advises a close
circle of people on investments.
But the itch to “venture out on his
own” was always there. “I come from
a business family, so yes, it wouldn't
be wrong to say business and entrepre-
neurship runs in my veins.” He had the
choice of taking the easy path—joining
the diverse family business—manufac-
turing, chemicals, metallurgy, etc. But
he wanted to branch out on his own, be
innovative and different. because no one teaches you social It is the only social media agency in
And AliveNow is innovative to its core, media marketing in college. You pretty India to be awarded by NASSCOM
doing everything in-house. It is a great much learn on your own.” But assures EMERGE 50 League of 10 for 2011.
team comprising “fantastic graphic you that India has got talent. “Every day AliveNow and Dhuddu were on the
designers, a very competent Facebook I get compelling resumes.” cover of India Today among the top 20
app development team, very creative Young India has been quick on the young and emerging entrepreneurs in
content writers and a smart bunch of uptake of social media but what about 2012. The company made it to the list
account managers,” Dhuddu waxes the industry? Is it ready? Answers of India’s 25 hottest start-ups in 2011 in
eloquent in praise of his team. The Dhuddu: “Majority of India Inc has not Businessworld and Dhuddu was picked
content that was outsourced earlier really woken up to social media.” His up to participate in ET Now’s Pioneer-
is being developed in-house now and reason for saying this is “because the ing Programme, 2011.
is central to their design. “We soon medium still makes up only a fraction The future roadmap of the company
realised that content is one of the most of the marketing budgets of most com- is clear. Under a decision taken in
important aspects of a 360-degree panies.” But things sure are moving, he April 2012, Dhuddu plans to expand
social media strategy and something says: “Marketers and brands are realis- operations in the Middle East markets
that cannot be given step-motherly ing that social media is an elephant in and continue the focus on the Indian
treatment,” says Dhuddu. the room that they have to wake up to market. For now, AliveNow’s social
But is there a qualified talent pool and deal with.” media calendar is choc-a-bloc with a lot
in India for the social media field? In October 2012, AliveNow turns of exciting and innovative things lined
Dhuddu finds this an interesting three and has achieved some tremen- up. We’ve taken an appointment for the
question and answers why. “I say this dous milestones for a teething toddler. next fiscal to bring you an update.
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