How to Launch and Grow Your Brand with Afthab Shoukat

About this episode

In this episode of The eCom Show, host Shan A Salam sits down with Afthab Shoukath, founder and CEO of strategic communications agency Xpresso Global. Afthab reflects on his journey from early ventures in event management, school administration, and construction to building a business school in Kottakkal tailored for retail entrepreneurs. The discussion centres on the science of brand launches and offline marketing in Kerala. Afthab details how Xpresso Global executed major campaigns for prominent brands including luxury pre-owned car dealership Royal Drive, wedding apparel giant Shobhika Wedding Mall, and commerce coaching institution Lakshya. He reveals creative marketing tactics such as sending scale model luxury cars to high-net-worth prospects, conducting direct door-to-door invitations for wedding shopping, and selecting high-profile brand ambassadors like Mohanlal. The conversation also explores how agencies calculate return on investment across multiple touchpoints, why long-term retainer partnerships yield better outcomes than ad hoc campaigns, and how marketing strategy connects directly with ground operations.

Key takeaways

1. 1Clearly identifying and segmenting the target audience is the vital first step before planning any campaign format or media spend.
2. 2Tactical, personalised direct marketing gestures can create lasting emotional impact and yield much higher conversion rates than broad advertising.
3. 3Celebrity brand ambassadors should only be deployed when anchored to a resonant, simplified message that tackles specific consumer hesitations.
4. 4Ground-level on-ground activations often generate the highest direct return on investment because they facilitate personal, one-to-one customer engagement.
5. 5Branding and marketing initiatives must operate in complete alignment with backend operations, inventory readiness, and customer service.
6. 6Retainer-based agency partnerships allow for comprehensive brand diagnostic studies and sustainable long-term business growth compared to transactional campaign work.

Chapters

1. 00:00Introduction & Early Stages
2. 07:33Entry Into Advertisement Company
3. 09:44B School in Kottakkal, Malappuram
4. 13:52Royal Drive Campaign
5. 24:40Shobhika Campaign
6. 33:25From Event Company to Monthly Retainer Strategic Agency
7. 38:55Lakshya Campaign
8. 46:25Why Marketing Agency?
9. 49:37Calculate ROI
10. 55:47Budget of Outdoor Campaign
11. 01:03:18Conclusion