Rising Star: Provit Chemmani, Group Tech, ecommencify, WATConsult

Born and raised in the city of dreams, Provit Chemmani always had an inclination towards creativity. After starting his career as a software developer, the 30-year-old soon realised his calling in the digital marketing space and found his niche and specialisation in e-commerce.

The Mallu Mumbaikar did his schooling and engineering from Mumbai University.

“Strategy has been my calling for the longest time. Giving brands solutions in a cluttered e-commerce space to grow their business and scale is a thrill in itself. Digital gives me a unique way of measuring results and enhancing performance time and again. If data is king, the conversion is queen,” said Chemmani, Group Tech, ecommencify.

According to him, WATConsult provided the perfect exposure for his career. The organisation not only understood his passion for the e-commerce domain but also allowed him to be innovative and creative in the approach he took for all the brands and clients on board. “Not only did they show perseverance with me and ecommencify (e-commerce division of WATConsult) but they also encouraged me to be the best I can,” he said.

He calls his work ethics and willingness to learn as his strongest asset. “I’m not afraid to take on a difficult client or do a project that nobody else wants because those are the clients and projects that teach me the most. I typically love to work outside my job description and do whatever is asked of me. I'm not above any single task, and I take great pride in my ability to step in and adapt to any situation to get the best results for my clients,” said Chemmani.

But at times the strongest asset can backfire with overwork. “I tend to be overly critical of myself. Whenever I take up and complete a project, I can’t help but feel that I could have done more even if my work received a positive response. This often leads me to overwork myself,” he said.

“Over the past few years, I’ve tried to take time to look at my achievements objectively and celebrate those wins. This has not only improved my work and my confidence, but it has helped me to look at solving problems from a different perspective,” he adds.

If not into digital marketing, he would have been a chef. He assures that his love for food surely would have taken him to that career path. Playing cricket, cooking and fishing are his pastime hobbies.

He gets his admirations from Jack Ma (a Chinese business magnate). “He attributes his sparkling success to relentless effort over a turn of luck. ‘Never give up. Today is hard, tomorrow will be worse, but the day after tomorrow will be sunshine’, he has often said. And today, the almost stubborn persistence of a young man who refused to bend down to fate has finally paid off,” said Chemmani.

What inspires Chemmani the most is seeing his six-month-old daughter Ananya grow. Her daily attempts to crawl and stand on her own feet without giving up, gives him a dedication to stick and perform well even in the impossibility.

He says the ‘Racold - Mind your language campaign’ is one of the most fun working projects so far. The campaign won Grand Emvies. “It's truly an achievement worth recognising,” Chemmani said.

“For the Racold campaign, the idea was to increase sales for the brand in the e-commerce space where their reach was minimal and increase SOV. Using spelling mistakes was a calculated decision depending on the audiences that we wanted to target and sell our products too. It was a gamble that paid off when the idea actually started amazing results. Not only that, after executing the campaign, realising that it was a business solution not just for one brand but for the entire ecosystem, was the icing on the cake. Being globally recognised for the solutions that you create was worth it,” he said.

However, he believes that challenging projects bring along multi-fold new learnings.

Speaking about one of the most challenging projects, Chemmani said, “The brief was to launch a FMCG product in the e-commerce space and get sales for the brand without any marketing budget. We succeeded in generating organic sales for the newly launched brand with a digital-first approach.”

“In an evolving e-commerce market, consumption patterns are not restricted to the top eight or nine cities but are also focused on the growing tier II and tier III markets. I reckon there will be a lot of developments for brands in the FMCG sector and refurbished markets,” he adds.

According to Chemmani, no client is tough to handle. Finding unique appropriate solutions to business problems is tough. Finding interesting ways to reach audiences in the digital space and sell products in a cluttered environment is challenging. “For all our clients we have found ways for them to sell their products online with a multi-fold increase in sales percentages.”

“Nothing convinces better a brand than showing them trackable results on the digital landscape,” Chemmani concludes.

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