These technologies will bring unparalleled customization and authenticity
Mumbai: An ambitious quest to establish Wondrlab as a global communications powerhouse with Indian roots. Launched amid the pandemic in November 2020, Wondrlab has swiftly risen, now boasting over 550 employees across India and Poland and marking significant milestones with four strategic acquisitions. But this is just the beginning—Varma envisions 21 more acquisitions over the next three years, fuelling an aggressive global expansion.
Founded by Saurabh Varma, Vandana Varma, and Rakesh Hinduja, Wondrlab set out with a clear mission: to replicate traditional networks. The focus is on blending products and platforms with digital business transformation (DBT) to meet the needs of a global clientele. This innovative approach has fuelled the acquisition of trailblazing companies like What’s Your Problem (WYP), a digital-first creative agency, and Opportune, a data-driven influencer marketing platform.
Central to Wondrlab’s approach is using artificial intelligence (AI), to elevate client services and drive operational efficiency. AI is central to the agency’s strategy, empowering it to steer clients toward optimal decisions without the tedious process of manual data analysis.
With over $13 million raised for acquisitions and product development—and more funding on the horizon—Wondrlab is set for robust growth. Supported by visionary clients who believe in this direction, the agency can now confidently invest in tech-driven innovations while sustaining strong cash flow. Wondrlab is creating something truly impactful, with a future full of promise as a network that seamlessly combines service and product innovation to keep pace with the evolving demands of a digital-first world.
At Wondrlab, Vandana helps productise events, shopper marketing, retail, and brand activations into tech platforms, backed by data and automation. Her focus areas are growth and skill acquisition, and she applies all her extensive industry knowledge to solve client & business challenges. Before Wondrlab, she was the COO at Arc Worldwide, Publicis Groupe’s shopper marketing and experiential arm.
MadeInMedia. in’s Kalpana Ravi in conversation with Vandana Verma, Co-Founder & Managing Partner – Wondrlab India, on her role at Wondrlab, the immersive brand experiences, the strategy and thought behind creating Wisr, and much more……
Excerpts:
Could you share some standout examples of immersive brand experiences that Wondrlab has created recently?
Wondrlab has designed various immersive brand experiences such as the launch of various fintech wearables by the National Payments Corporation of India ( NPCI) at the recently staged Global Fintech Fest. ( one of Asia’s largest fintech forums)
We leveraged technologies VR, AR, Anamorphic content, Gyroscope Dials, Mosaic Walls, Touch Screen Demos, etc. to establish NPCI as a pioneer Fintech
organization
Another example is our work for JBM Auto at the Auto Expo, where we curated the “E-Verse” experience – an exhibit featuring VR experiences, phygital content, and live streaming on YouTube.
What’s your approach to integrating cutting-edge technologies like AR, VR, or AI into these experiences, and how do they maximize consumer engagement?
We approach each technology as a means to enhance human connection rather than as an end in itself. Integrating AR, VR, and AI allows us to create personalized, highly engaging experiences that are immersive and memorable. The technology, combined with our platform-first focus and impactful creativity, significantly increases consumer engagement, making each interaction feel like it was crafted specifically for the individual and platform.
How do you foresee the future of digitized retail and experiential strategies evolving in response to the current market demands and shifts in consumer behaviour?
The future of digitized retail lies in seamless, experience-led commerce where consumers can engage with brands across platforms. With Wondrlab, we’re focused on making experiences fluid, integrating technology to create intuitive interactions. As consumer expectations grow, experiential strategies will need to focus more on emotional resonance, leveraging data to create highly customized, context-aware experiences.
What innovation is Wondrlab focusing on to stay ahead in this rapidly changing landscape?
Wondrlab aims to continue curating innovative experiences by blending new technology that helps create memorable experiences for customers.
One of our recent standout projects was for AM/NS India at the Bharat Mobility Expo, where we employed hologram technology and an interactive digital brochure to showcase AM/NS’s latest mobility products, delivering a futuristic experience for the visitors. Similarly, for JSW Steel, we designed a 360-degree LED fascia that created an immersive environment, effectively highlighting JSW’s contributions to the automotive sector in a visually striking way. Also created a half-cut car as a dynamic backdrop using AR to showcase the application of JSW products in the mobility space.
With influencer marketing playing an increasingly important role, how does Wondrlab leverage its platforms to create meaningful and authentic connections between brands and their audiences?
We see influencer marketing as a way to humanize brands. With Opportune and now OPA as a part of our Network, we use their reach with carefully selected influencers, in order to make genuine connections that resonate with wider audiences. Our approach emphasizes long-term brand advocacy over quick wins, ensuring that influencers represent brands they genuinely believe in and can speak to authentically. We are doing close to 35000 collaborations a month across both our platforms.
How do you ensure these collaborations drive long-term brand affinity?
We carefully match brands with influencers whose values and storytelling align authentically with the brand message. This alignment encourages more organic content, and by tracking engagement metrics like sentiment analysis and repeat interactions, we ensure that these collaborations build a lasting affinity. We also encourage brands to work with an always-on panel of micro-nano influencers to ensure a positive share of voice in a digitally cluttered landscape
When it comes to immersive, interaction-driven brand experiences, what are the key metrics that Wondrlab prioritizes for measuring success? How do you report these to clients, and which metrics do you believe have the most significant impact on long-term brand performance?
For us, engagement metrics—such as dwell time, interaction frequency, and repeat engagement—are essential indicators of success. We also look at sentiment analysis and brand recall, as these measure the emotional impact and longevity of our activations. Reporting these insights to clients helps them understand immediate campaign outcomes as well as the deeper brand loyalty being built.
Could you share the story behind the creation of Wisr? What was the inspiration for launching this platform, and what are your future plans for its growth and development in the industry
Wisr was inspired by the idea of creating ‘marketing for good,’ where brand partnerships provide meaningful benefits to schools, children, and educators. By focusing on pillars like health, hygiene, sports, and edutainment, Wisr enhances the school experience while allowing brands to engage in impactful ways. Moving forward, we plan to expand Wisr’s reach, enriching more schools and offering brands even more meaningful engagement opportunities.
Having led major agencies like Arc Worldwide and DDB Experiential, what are some of the most valuable lessons you’ve brought with you to Wondrlab, particularly as a platform-first, tech-driven network?
The biggest lesson has been the importance of adaptability and staying grounded in human insights. While technology enables incredible possibilities, the heart of any great campaign lies in understanding people. At Wondrlab, we leverage these insights to create tech-driven, platform-first experiences that are also deeply human-centric. Our deep understanding of consumers’ brands and platforms creates an unfair advantage for brands.
The pandemic posed unprecedented challenges for the experiential marketing industry. How did you manage to not only navigate but also build Wisr and the retail wing of Wondrlab during such uncertain times?
The pandemic pushed us to rethink and innovate. We invested in digital-first experiences, using technology to create safe yet impactful brand interactions. With Wisr, we focused on building connections in a time when physical presence was limited, supporting brands to contribute to children’s growth through a mix of virtual and physical touchpoints. In retail, we reinvented always on virtual retail immersive environments for brands.
As technology continues to transform experiential marketing, how is Wondrlab ensuring that its services remain both innovative and aligned with human-centric design?
We balance our tech-forward approach with a commitment to human-centric design by continuously listening to consumer needs and trends. At Wondrlab, every digital interaction is designed to add genuine value, ensuring our tech solutions don’t overshadow the core human connection that drives memorable brand experiences.
Looking ahead, how do you think emerging technologies like AI, blockchain, and the metaverse will redefine consumer engagement for brands?
These technologies will bring unparalleled customization and authenticity. The metaverse, for instance, offers new worlds for brands to interact with consumers, while AI enables hyper-personalized experiences. Blockchain’s transparency can build trust with consumers, creating a future where brand engagement is not only immersive but deeply valued by audiences.
