Discover the 0101.Today advantage
Mumbai: In today’s rapidly shifting digital ecosystem, companies must navigate a complex web of media buying, measurement, and digital strategy to remain competitive. At 0101, we bridge logic and emotion to redefine digital transformation. Rooted in data and inspired by possibilities, our purpose-driven approach integrates AdTech, MarTech, and cutting-edge AI/ML tools to help brands connect, convert, and scale smarter, faster, and more cost-effectively. From exceeding KPIs for global giants like Reliance and Fly Dubai to pioneering real-time tools like 3rdi.today, we’re shaping the future of marketing with agility and innovation. Let us take your brand to new heights, one impactful transformation at a time. 0101 Today empowers brands like Reliance General Insurance, Tata Capital, Aditya Birla Capital, and Adani Capital to accelerate growth while maintaining cost efficiency and achieving key marketing objectives.
Guided by the vision of Ajay Verma and Mihir Mehta, 0101 Today has built a reputation for driving digital transformation across industries. In this conversation, we delve into the latest trends in digital marketing, the pivotal role of data, and the strategies that have fueled success for their clients.
MadeInMedia.in’s Kalpana Ravi in conversation with Ajay Verma, Managing Partner, 0101.Today and Mihir Mehta, Managing Partner, 0101. Today on the diverse fields the partners come from and much more….
Excerpts:
Ajay comes from pure advertising, and Mihir comes from a digital agency background. What made you launch 0101.Today and what is with the name?
At 0101, we set out to build a new kind of agency. Where others are hesitant to own the ROI metric we own just that. We specialise in delivering the end conversion KPI for clients with the belief that driving digital success entails bringing together four essential forces: Tools/Tech, Data, Media, and Creative. Our founding team is uniquely positioned to make just that happen.
Each of us brings a specialized expertise to 0101:
- Jayraj Jadhav, former Head of Marketing at Tata AIG and Marsh, has a deep understanding of core business data and strategy.
- Veer Bothra, Chief Product Head at Netcore Smartech, is a powerhouse in tech and tools, shaping our digital infrastructure.
- Mihir Mehta, who spent years at iProspect, leading Performance & Programmatic, knows how to leverage media to its fullest potential.
- Ajay Verma, Vo-founder of Enormous and a veteran in advertising, brings the insights and communications experience needed to connect with customers on a deep behavioural level.
What’s behind the name 0101?
The name carries both a logical and an emotional significance. On one hand, it’s rooted in our identity as a data-driven conversion agency, paying homage to binary code (0s and 1s), the foundation of all data. On a more symbolic level, 0101 is an angel number, representing major breakthroughs and new beginnings, exactly what we strive to bring to our clients.
This duality in the name captures our mission perfectly: using data and tech as the backbone while driving fresh, impactful, and creative transformations for our clients in the digital world.
What unique approaches does 0101.Today employ in driving digital transformation for its clients?
Our uniqueness comes from our purpose – Unlike most agencies and digital companies, we What sets 0101 Today apart is our purpose-driven approach to digital transformation. Unlike most agencies, we take ownership of the entire sales funnel for our clients. This allows us to uniquely integrate AdTech and MarTech, enabling brands to achieve smarter, faster, and more cost-effective conversions.
Our expertise in marketing technology, combined with deep insights into tools and data, empowers us to drive not just digital transformation but genuine business impact. By optimizing each stage of the customer journey, we help brands connect, convert, and scale like never before—making digital transformation both effective and measurable.
How have recent trends in the digital marketing space impacted business growth, and how is 0101.Today helping clients stay ahead of these shifts?
In today’s digital landscape, one of the biggest challenges for business growth is making sense of the vast, fragmented customer data scattered across various sources—social media, call centers, marketplaces, data lakes, and AdTech and MarTech platforms. This data often sits in silos, managed by different departments, which makes achieving a unified customer view incredibly challenging.
At 0101 Today, we address this head-on. Our work with clients often begins by breaking down these silos, using proprietary tools and frameworks to aggregate and harmonize data from across the business. By creating a unified and insightful view of each customer, we unlock a powerful foundation for targeted, effective marketing.
While many digital marketing partners focus solely on surface-level metrics, we go deeper, combining data science with practical expertise to give our clients a true competitive edge. This approach is often seen only in engagements with the Big Four consultancies—making our capabilities rare and uniquely valuable in the market. Our ability to manage this complex yet crucial task sets us apart, enabling our clients to stay ahead of digital trends and drive sustainable growth.
With the surge in data availability, how do you leverage data insights to optimize media spending and improve brand ROI?
Keeping up with the relentless surge of data can feel like chasing a moving target. But at 0101 Today, we see it as a powerful opportunity to refine and elevate our clients’ strategies. We believe that in today’s digital landscape, data is at its most impactful when it’s leveraged in real-time—when insights from yesterday’s actions can shape today’s approach.
To achieve this, we’ve developed processes and frameworks that allow us to capture, analyze, and act on data insights the same day they’re generated. This means that every strategy we deploy feeds directly into our understanding, enabling us to quickly refine and optimize for better ROI. By staying ahead of yesterday’s results, we ensure that our clients’ media spending is always aligned with their latest performance data.
This commitment to real-time, responsive strategy is what inspired us to choose the domain “Today”—it’s a reflection of our mission to help brands stay agile, adaptive, and ROI-focused in an ever-evolving digital world.
Can you share examples of specific KPIs or performance metrics where you have exceeded expectations for brands like Reliance or Adani Capital?
We are dedicated to improving KPIs across all our partner brands. Here are a few examples:
At 0101 Today, we’re focused on driving measurable success across all our partner brands, helping them exceed their performance goals. Here are a few examples where we’ve made a tangible impact:
- Mashreq Bank: By optimizing their website journey and enhancing the account opening process, we achieved a 3X increase in conversion rates within just 4 months.
- Reliance General Insurance: Through targeted retention strategies, we boosted car insurance policy renewals by 6% over 9 months.
- Fly Dubai: We helped elevate ancillary sales by 4% within half a year, adding significant value to their overall revenue.
- Baggit: For this fashion brand, we delivered a 32% year-over-year growth in e-commerce sales, maintaining consistent momentum.
- Adani Realty: By refining acquisition and conversion efforts, we drove an 18% improvement across three of their Mumbai properties.
- Aditya Birla Sun Life Insurance: In just 90 days, we successfully implemented a robust Martech stack, with Netcore as the foundation, setting them up for long-term success.
Each of these outcomes highlights our commitment to driving KPIs that matter—whether it’s boosting conversions, improving customer retention, or building scalable Martech solutions. For our clients, these gains translate into real, measurable growth.
What are some of the latest innovations in Martech and Adtech that you find most promising, and how are they integrated into your clients’ marketing strategies?
AI ML is the most abused words in the digital space. We are integrating them across our process to improve efficiency, accuracy and speed in our clients’ operations. Here are few examples:
We partnered with Reliance General Insurance, to create a predictive engine for improving their renewals KPIs. The ML based model predicts if a particular motor insurance policy will renew with us -with an accuracy of 87% which has been constantly improving over the last 17 months – as the model is learning and improving every month.
We have created 3rdi.today, an AI ML tool which provides all analysis, updates and recommendation real-time to improve brand conversion through a common interface. It answers the difficult question of which Adsets to put the money and how much. Across over 14 brands across categories, it has improved ROI by almost 18% over conventional decision making methods. Additionally, It also breaks the conventional intuition and gut based approach to creative assessment. Using AI ML, it can predict the creative fatigue index post analysing over 15plus parameter over 3 year periods real-time.
How does 0101 Today ensure the technology stack remains agile and adaptable to evolving client needs?
At 0101 Today, we design our technology stack with flexibility at its core, using modular and scalable frameworks that allow us to quickly adapt to changing client needs. Our team continuously monitors emerging tech and trends, ensuring our solutions remain up-to-date and responsive to each client’s evolving goals.
0101’s Managing Partner Mihir, is an expert and he has build over 15 large enterprise level corporates stacks. Being able to anticipate future needs and business use cases is the key to make stacks more agile. We believe that stack development is not a one-time solution but a dynamic foundation that evolves with each client’s needs. This approach allows us to rapidly pivot and optimize for new objectives, delivering ongoing value and keeping clients ahead of industry changes.
