In a world where traditional marketing gets lost in the digital chaos, a 25-year veteran in premium corporate gifting flipped the script.
Mumbai: Consortium Gifts is an Indian company founded in 1999 specializing in corporate gifting and promotional products. They focus on providing quality, innovative, and customized solutions for corporate gifting needs, aiming to build strong relationships with clients. Consortium Gifts offers a wide range of branded products, including corporate gifts for employees and clients, at value-for-money prices.
Anubhav Pandey, Chief Strategy Officer at Consortium Gifts, has over 12 years of expertise in building e-commerce solutions for branded merchandise. He specializes in creating online stores and marketing portals for clients ranging from mid-sized firms to Fortune 500 companies.
The Digital Shift No One Saw Coming
In a world where traditional marketing gets lost in the digital chaos, a 25-year veteran in premium corporate gifting flipped the script. With their game-changing campaign, #BoardroomByConsortium, they ditched the boardroom pitches and met young entrepreneurs, CXOs, and HR leaders where they live—on their smartphones. Targeting a mix of seasoned corporate buyers and startup founders in Tier 1 and Tier 2 cities, this campaign wasn’t just a marketing move; it was a movement.
Why Influencers Became the Secret Weapon
Social media isn’t just for selfies anymore—it’s where decisions are made. Recognizing shrinking attention spans, the brand leaned into influencer marketing to drive awareness, spark engagement, and score real business inquiries. The result? A strategy that didn’t just talk the talk but walked the walk.
During the #BoardroomByConsortium campaign, we witnessed a dramatic transformation in every key metric: website visits surged by 300%, while inquiries for our premium gifting solutions jumped fivefold. Engagement rates tripled compared to our previous digital ads, and the campaign’s authentic storytelling and strategic influencer partnerships delivered a combined reach of 4.2 million across Instagram, LinkedIn, and Twitter—proof that meeting corporate decision-makers and startup founders on their own turf drives real, measurable impact.
What Made This Campaign Pop?
They eschewed the cookie-cutter ad blitz in favour of a finely tuned, multi-layered approach: first, by collaborating with micro- (10K–50K followers) and mid-tier (50K–500K) influencers who command genuine respect in corporate, entrepreneurship, and design circles; next, by giving those influencers full creative freedom—no rigid scripts, just authentic moments showing how #BoardroomByConsortium naturally fits into their professional and personal lives; and finally, by deploying content across every high-impact channel—from Instagram Reels and LinkedIn posts to YouTube Shorts—ensuring the campaign resonates wherever decision-makers and innovators spend their time.
Big Names, Bigger Impact
The ripple effect was unreal. Global giants like Maruti, Microsoft, BMW, and Salesforce joined the party, while startups flocked in after discovering the brand through influencers they already trusted. This seamless blend of legacy and modern relevance proved one thing: authentic voices cut through the noise like nothing else.
Lessons for Changemakers
For brands ready to shake things up, here’s the playbook:
● Micro > Mega: Niche influencers often deliver better ROI than celeb endorsements in B2B.
● Keep It Real: Authenticity beats polished ads every time—let influencers do their thing.
● Focus on What Counts: Ditch vanity metrics; track clicks, inquiries, and conversions.
● Play the Long Game: Build lasting partnerships, not one-off posts.
The Future of Connection
As 2025 rolls on, this campaign proves that marketing isn’t about shouting louder—it’s about connecting deeper. By meeting audiences where they are (yes, even on their social feeds), this gifting pioneer shows that meaningful engagement is the key to lasting impact. Whether you’re a startup founder or a corporate leader, the message is clear: it’s time to rethink how you show up.
