The ‘Marketing Mafias’ Reveal Their Journey and Growth Strategy

New Delhi: As Social Panga celebrates its 10th anniversary, the digital marketing agency reported 15% growth in the last fiscal year and is targeting 35% growth by fiscal 2025.

The company’s founders, Gaurav and Himanshu Arora, attribute this double-digit growth to the agency’s strategic decisions and continuous innovation.

The agency’s success is due to its dedication to delivering customizable, results-oriented solutions. Gaurav noted, “Our growth is due to our dedication to delivering effective, data-driven strategies that meet the needs of our clients.” He added that even after intense competition in the market, especially with the emergence of numerous agencies, Social Panga has not only managed to stay afloat but has also thrived.

Ten years ago, they started with Facebook as the core of their digital game plan. And now they’ve danced through the evolution of Instagram Reels and other flashy new media formats. Gaurav said it best: “We started with Facebook as the king, and now we’re riding the wave of a totally transformed digital world.”

Headquartered in Bangalore, Social Panga expanded its global footprint. In 2018, the company opened a branch in Delhi, followed by Mumbai in 2021, and in 2024, they took the international leap with a new office in Dubai.

Himanshu proudly shared, “We were the only independent agency with fully autonomous offices in Bangalore, Delhi and Mumbai, which allowed us to tailor our services as professionals to each region.”

Each office operates as an independent centre, complete with its own media, creative and production teams.

It started with a team of just 5 people, but now houses a gang of more than 350 self-proclaimed ‘marketing mafias’.

The company’s website reveals the secrets of their “mafia” name: “We are the ultimate villains who make heroes shine – from the Joker to Batman, from Gabbar Singh to Thakur, from Darth Vader to Luke Skywalker. We are the ones with pranks and plans you will never forget!”

The agency continues to grow, with ongoing recruitment to support its various verticals. Himanshu explained, “We are constantly growing and recruiting to strengthen our capabilities. Our goal is to continue expanding and providing innovative solutions that keep us ahead in the competitive market.”

The agency also flipped the traditional agency script by decentralizing its operations. Himanshu said, “We wanted to move away from the conventional model of having one head office serving multiple regions. By having independent offices in major cities, we could offer more customized services.”

This structure has enabled Social Panga to respond more dynamically to local trends and customer needs, differentiating it from competitors with centralized operations. “Offering effective, data-driven strategies that meet our customers’ needs is the primary motive amid evolving technologies like AI. Because ultimately, delivering impactful ideas and offering a business solution is what drives consumer interest and conversion,” Gaurav says.

Over the last decade, Social Panga has developed a diverse client portfolio across industries including pharmaceuticals, e-commerce, finance and healthcare. The agency has worked with renowned clients such as MamaEarth, Zepto, Carl Zeiss and Myntra.

Recently, Social Panga has ventured into new verticals like employer branding and influencer marketing. Gaurav said, “We have added new clients in sectors like policy, food and consumer goods, which has helped us broaden our service offerings and increase our revenue.”

Hinting at future initiatives, Gaurav said, “With the festive season just around the corner, we have several exciting campaigns in the pipeline. While we can’t reveal specific brands at this point, rest assured that there will be a lot of action in the digital space.”

With the year-end in mind, Social Panga has several campaigns planned, especially for the festive season. While no specific details have been released, Himanshu said, “We have exciting projects planned for the rest of the year. Our focus is on delivering engaging and impactful digital campaigns.”

Gaurav emphasised, “Our core philosophy has always been to provide solutions to customer problems. While the tools and platforms may change, the fundamental approach of generating insightful ideas and delivering them effectively remains the same.” This approach was exemplified in campaigns such as the Manipal initiative, which used QR codes to facilitate CPR training.

Gaurav said, “Creating awareness is important, but ensuring that it translates into meaningful actions is crucial. We aim to create campaigns that not only generate buzz but also have real impact.”

As Social Panga celebrated its 10th anniversary, the agency proudly commemorated its decade of transformation and growth. In the words of Himanshu Arora, “We are committed to developing and delivering solutions that are relevant today and predict future trends. Our focus remains on maintaining our unique culture while working towards our goals for the future.”