What’s your strategy for leveraging long-form storytelling in formats traditionally reserved for short ads?
Raghav Bagai: We see long-form as a tool to build emotional capital, but only when it is backed by sharp insight and immersive storytelling. It is not about the runtime, it is about relevance. Our approach is to use long-form content to create context and connection at the top of the funnel, followed by retargeting users with sharper, modular content across touchpoints. Different moments in the consumer journey require different formats, and we map our creative and media strategy accordingly.
Pranav Agarwal: From a performance and growth perspective, we treat storytelling as a layered system. Long-form content helps build higher recall and affinity upfront, while shorter edits or static creatives drive conversions further down the funnel. We create a bank of creatives in multiple formats, including carousels, reels, and bumper edits, and align each to specific funnel stages. This sequencing improves engagement, reduces drop-offs, and ensures our storytelling consistently contributes to business outcomes.
How do you integrate user-generated content or influencer collaborations into performance campaigns?
Raghav Bagai: User-generated content and creators bring authenticity, and that’s exactly what Gen Z responds to. We don’t just use influencers for their reach; we collaborate with them to co-create narratives that feel natural to their voice and genuinely resonate with their community. When the content feels real, not scripted, it builds trust and drives action.
Pranav Agarwal: We look at influencers as both media and creative partners. Their content isn’t just a top-of-funnel play, we plug it into retargeting layers and rigorously A/B test it against traditional brand assets. Often, UGC outperforms brand assets, especially in lower-funnel stages like click-throughs and conversions. It’s more relatable, more trustworthy, and hence more effective when you’re speaking to a digitally native audience.
What role does dynamic creative optimisation play in SW Network’s performance marketing toolkit?
Pranav Agarwal: DCO is a critical part of how we approach scale and efficiency. It allows us to serve the right message to the right audience at the right time, without wasting budgets on generic creatives. We use it to dynamically test formats, messaging, and CTAs across audience cohorts, so we can quickly identify what works and double down on high-performing combinations.
Raghav Bagai: For us, DCO goes beyond optimisation. It’s a space where creativity meets precision. It enables us to experiment with cultural cues, regional language, and moment marketing at scale. One of the most effective applications has been geo-tagged vernacular creatives, which have helped us build relevance across diverse markets without compromising on emotional impact.
How do you measure long-term brand equity impact from performance campaigns?
Pranav Agarwal: While performance is what moves the needle in the short term, long-term growth is rooted in brand perception. We measure brand equity through delta shifts in branded search volumes, repeat purchase behavior, and increases in organic traction. These indicators help us understand if our campaigns are not just converting but also compounding value over time.
Raghav Bagai: For us, it’s about ensuring that performance doesn’t come at the cost of perception. We look at brand lift studies, sentiment analysis, and engagement patterns to track how audiences feel and talk about the brand. When you see a spike in unaided recall or community-driven conversations post-campaign, that’s when you know you’re building more than just clicks, you’re building a brand.
What’s your approach to stitching together performance metrics and brand-health surveys to prove holistic ROI?
Raghav Bagai: We believe in layering data, not just chasing it. Our approach combines CRM inputs, pixel data, and brand recall surveys to evaluate the full-funnel impact. This allows us to connect sentiment and sales, giving clients a clearer view of how each creative and media touchpoint contributes to overall brand health.
Pranav Agarwal: Our integrated reporting framework ties media exposure to shifts in consumer perception. For example, we often track Net Promoter Score changes in relation to creative visibility across platforms. This helps demonstrate that the performance we drive is not just about conversions but also about building long-term brand value.
How does SW Network ensure creative concepts remain culturally relevant across diverse audiences?
Raghav Bagai: It starts with listening. We draw insights from culture, trends, meme formats, and even the comment sections. Then we localise and personalise those insights. A campaign that works in Lucknow might need a completely different tone or treatment in Bangalore. We account for that right from the storyboard stage to ensure authenticity.
Pranav Agarwal: We’ve built a decentralised feedback loop by empowering our creator, strategy, and research teams across regions to act as our cultural sensors. Cultural nuance isn’t an afterthought, it’s a core part of our brief and creative development process from day one.
In your view, what are the core elements of a “scroll-stopping” creative asset on platforms like Facebook and Instagram?
Raghav Bagai: The first few seconds matter most. We open with action or intrigue to hook attention instantly, not with a logo or a buildup. The creative must be built for mobile behavior, using vertical formats, high contrast visuals, and quick storytelling that feels native to the platform.
Pranav Agarwal: A strong hook, bold visuals, and clear context are key. We design for each format and audience segment, then A/B test relentlessly. In a fast-scroll environment, data-backed creative and continuous iteration are what make the difference.
How would you articulate SW Network’s unique value proposition when it comes to blending creative depth and performance rigor?
Pranav Agarwal: SW Network operates as a truly integrated marketing ecosystem. Our creative, media, tech, and production verticals work in sync, not silos. To build end-to-end solutions that are insight-driven and performance-led. This structure allows us to deliver creative that’s not just visually and emotionally striking, but engineered to convert, scale, and evolve in real-time.
Raghav Bagai: For us, integration is not just a workflow, it’s a mindset. We bring the storytelling depth of a creative agency and the precision of a performance lab under one roof. Whether it’s brand campaigns, influencer IPs, or D2C performance funnels, our teams collaborate closely to ensure every marketing rupee delivers both emotional impact and measurable business value.
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