1. Who are we?
Redefining Rules, without breaking them.
Rebels with purpose.
The above defines Social Panga in a nutshell. We are defined by a strong “mafia” mentality.
Delving into the industry for over a decade, our primary goal has been and continues to be the establishment of an agency characterized by a high talent density, solution-driven partnerships, creativity leadership, and a digital-native approach, all contributing to the scalable growth of the brands we work with.
Now, as part of LS Digital, we aim to combine our strengths and work seamlessly to expand both our services and reach. We are pioneering a unique approach that’s introducing many ‘firsts’ to the advertising industry, and we’re genuinely excited about what lies ahead.
Unifying our vision, we, together with LS Digital, aspire to build a global entity rooted in Indian ethos. As India’s largest independent agency network, we offer specialized services that have come to life, boasting a collaborative force of over 1300+ members dedicated to propelling accelerated growth, with 400+ of them being our MAFIAS!
2. What does the agency do?
We believe that brands are looking for solutions, and it can come from any way of advertising: traditional advertising, digital marketing, media buying, consumer experience or tech innovation etc.
At Social Panga, we are at the forefront of leading this change and have transformed the whole organization with a paradigm mindset change to client X agency relationship. We moved away from the mindset of “client/brand servicing” to a brand solution team.
The team members are designated as “brand solution managers” and this team’s sole job is to forefront those solutions with medium or media being at a backdrop of the overall solution.
We have seen numerous examples where brands come to us seeking a particular service, but after understanding their needs, we recommend and implement different solutions that are more beneficial for them. Thanks to our experience and insights, we can propose alternative approaches that drive better results, often going beyond what the client originally envisioned. This allows us to deliver greater value and achieve more impactful outcomes.
3. What is the size and the strength of the company?
We are a team of 400+ mafias, with geographic presence around Bangalore, Delhi/NCR, Mumbai & Dubai.
4. What are the various services that your agency caters to?
Solution First DNA
If there’s one thing that defines Social Panga, it’s our solutions-first approach. We don’t see ourselves as a ‘social media agency’ or a ‘digital agency’, we solve problems for brands.”
Each of the pillars caters to different aspects of brand-building, enabling the company to offer holistic solutions, over the last ten years.
We are trying to change the “cookie cutter” agency model to a solution driven approach, adopting a close-knit solution framework, bridging gaps between media, creative, strategy, content, medium (influencer) & data.
We offer services in the following areas:
- Digital Communication
- Production
- Brand & Communication
- Influencer Marketing
- Digital Media
5. Some notable clients and campaigns you’ve worked on?
Some of the key campaigns we worked on:
Manipal Hospitals: 90% of Indians who suffer an out of hospital cardiac arrest, succumb to it. The only way to double or triple the chances of survival is through immediate CPR. But out of the population only 2% Indians can perform it. This is an International award winning campaign on World heart day that raised awareness around cardiac arrest across India.
30+ Awards, 1 Shortys Award in 2023
Guardians of the heart: https://youtu.be/vr0gRrNNez4?si=XN40-9Eb_Rd-Rz1L
Arrest the Arrest: https://youtu.be/l35Vh1qTJwQ?si=JmQFleH7FO4hlrC1
Kitkat: In India there are approximately 4million existing influencers who create impact over 100 million Indians daily. Kitkat aimed to provide everyone a well-deserved break. Through our award-winning campaign #CatchABreak we have been able to align the brand essence of KitKat, offering a moment of relaxation and escapism within the fast-paced digital landscape.
National Geographic: We partnered with National Geographic to achieve an extraordinary 350% growth on their YouTube page in just 10 months. By reimagining the content strategy from the ground up, we crafted compelling YouTube thumbnails with attention-grabbing hooks and tailored short-form content that resonated with viewers’ interests. Our team dove deep into audience behavior, learning what kept them engaged and tuning back in. Through optimized meta tags and strategic playlist curation, we not only enhanced viewership but also boosted visibility on Google. The result? A thriving, high-impact YouTube presence that brought National Geographic closer to its audience than ever before.
We have also partnered with brands like – Nestle – MAGGI India, Kitkat, Hyundai India, Google India, Marico Saffola foods, Manipal Hospitals, Reliance Retail, Zepto, Mamaearth, AMD, National Geographic India, Swiggy, Tally, Cipla, Dominos, Lifestyle, Myntra, Pernod Ricard, TATA Motors and many more.
6. What makes your agency stand out from the rest?
At Social Panga, we have set out to redefine agency standards in India. Our mission is clear: to be the country’s top solution-driven agency, marrying creativity with digital expertise to fuel brand growth at scale. We have built our success on word-of-mouth, with not a single cold call or outreach.
With LS Digital, we are here to create a global entity deeply rooted in Indian values. As India’s largest independent agency network, our specialized services, are dedicated to propelling brands to accelerated growth.
Social Panga – where innovation meets impact, locally and globally
7. What has been the biggest hurdle in your agency?
The journey from 0 to 100 is very different from 100 to 300+, so culture, ways of operations and hiring outlook has been a challenging yet rewarding journey. This is also the reason why we don’t believe in a headquarters concept and built the agency branches at an independent scale.
Cashflow is a critical decision area we look at not when it is a hurdle but is necessary for any service business. While relationships are built solid with clients, for a robust business building we absolutely take a call on the partnership and taking those decisions on time is critical as the cost of it otherwise would be higher.
8. What are some of the key future goals or projects that the agency is working towards?
Future goals are centered on strengthening our ability to provide holistic solutions across several key areas, including digital communication, production, branding, media, and influencer marketing. The focus is on expanding capabilities and delivering comprehensive strategies that meet the evolving needs of clients.
In addition to internal growth, we aim for geographic expansion, particularly into international markets.
Finally, the overarching objective is to stay ahead of the curve and ACE the dynamic digital and marketing space, be in AI led trend or just growing through our strengths
9. How has the company culture affected overall performance?
People, culture and an intrapreneurial mindset is what sets the company apart. Giving experiences and opportunities to Mafias is of paramount importance to us. We make sure that all of us are constantly evolving by getting relevant and required exposure. This further helps us to stay ahead of the game.
We >>>> ME
For us, we believe our key metrics to measure the outcomes are:
- Happiness quotient and the moments we can count
- of Referrals — Candidates & Business Opportunities
- Learning & Development
- Creative Output & Satisfaction — Do we make news? Hell, yes! We do.
- Retention — Brands & Employees
10. What roles is the agency hiring for and how to reach out?
We are always on the lookout for the best talent out there. Drop us a mail at coffee@socialpanga.com and let’s talk 🙂
