Latest news with #Wondrlab
Time of India
30-07-2025
- Business
- Time of India
Wondrlab appoints Abbas Mirza as content lead at WYP
Wondrlab , India's platform-first creative and content network, has announced the appointment of Abbas Mirza as content lead at WYP ( What's Your Problem ) the content and digital creative agency within the network. Mirza brings over 15 years of experience in crafting award-winning content and ideas that sit at the intersection of culture, creativity, and technology. A Cannes Lions winner and Governor's Award recipient, he has worked at some of the country's top agencies. His portfolio features work for marquee brands like Colgate, HDFC Bank, Ariel, Parachute Advanced, McDowell's No.1, Whisper, Raymond, Reliance Smart, 92.7 Big FM, Gillette, and more. Some of the marquee, award-winning campaigns that he's been a part of include Ariel's 'Share the Load' (Cannes Lions), Bio-Oil's 'Pregathon,' HDFC Bank's 'Vigil Aunty,' and Colgate MaxFresh's 'CID Investigation.' Welcoming Mirza to the team, Amit Akali, chief creative officer and co-founder of Wondrlab said: 'Abbas joins us as Content Lead in what is a pivotal role at WYP. He will be partnering with Dipti Rode, one of our most seasoned and sharpest creative leaders, to drive content and creative excellence across key accounts. With his rich experience and award-winning body of work, I'm excited to see the kind of magic this duo will bring to the table. Wishing them both the very best in this journey.' Speaking about his new role, Mirza said, 'For a creative professional , staying ahead of the curve is everything. With the rise of AI and next-gen tools, it's essential to be at a place that embraces the future with the right creative vision, and Wondrlab is exactly that. I'm thrilled to collaborate with a dynamic team of young creatives and learn from a legendary leader like Amit Akali.'
Mint
29-05-2025
- Business
- Mint
Wondrlab bets ₹30 crore on SaaS platform Hector to cut e-commerce chaos
MUMBAI : In a digital economy increasingly defined by high-velocity clicks and algorithmic shelves, brands are grappling with the chaos of managing e-commerce and quick commerce campaigns across multiple platforms. Marketing technology (martech) company Wondrlab is attempting to bring clarity with the launch of Hector, a proprietary SaaS (software as a service) platform built by its performance marketing arm Neon Digital. After two years of product development and a ₹30 crore investment, the platform is being positioned as a full-stack operating system for digital commerce, already being used by over 100 clients. At its core, Hector brings together advertising and performance data from Amazon, Flipkart, Myntra, Blinkit, Instamart, Zepto and BigBasket, offering brands a unified dashboard to view, analyse and act on insights that were previously scattered across siloed platforms. The tool doesn't just visualise campaign data; it enables businesses to optimise spends, monitor competitor activity, and respond in real time to inventory, pricing and traffic shifts, all within a single interface. Also Read: Third time's the charm for this startup looking to ride India's gaming frenzy Unlike many martech products that are designed as reporting dashboards for marketers, Hector was built from the ground up by people who have lived the campaign trenches. 'We didn't start with a tech idea. We started with a problem," said Meher Patel, founder of Neon Digital. 'Every commerce platform has its own ad engine, its own language and its own reporting format. The knowledge is unstructured, and the learning curve is steep. Hector takes all of that and makes it intuitive." How Hector helps brands win The platform standardises performance metrics like ROAS (Return On Advertising Spend) and ACoS (Advertising cost of sales) across platforms, and consolidates advertising and organic revenue at the stock keeping unit (SKU) level. It enables users to track product-wise sales, ad attribution, regional performance and predictive inventory needs. For business leaders, it offers a top-down view of what's working and what's not, while also allowing deeper analysis for media managers. Saurabh Varma, founder and CEO of Wondrlab Network, sees Hector as a bet on India's growing digital commerce maturity. 'This is not just about efficiency. It's about giving brands control. The market has outgrown spreadsheets and patchwork dashboards. Hector is what a modern commerce control room looks like," he said. Also Read: Rooter picks up exclusive digital rights for esports tournament BGMI Masters Series One of Hector's standout features is its deep integration with Amazon Marketing Cloud, which enables brands to build audience cohorts based on every level of engagement, from those who simply saw an ad to those who added a product to cart but didn't complete the transaction. This kind of precision targeting, currently used by less than 1% of Amazon advertisers globally, has already helped Wondrlab clients reassess their media strategies. In one instance, a D2C mattress brand found that 65% of its Shopify and retail store buyers had interacted with its Amazon ads, prompting a rebalance of its YouTube and marketplace ad spends. But Hector doesn't stop at audience insights. It also facilitates campaign-level automation, including hourly performance analysis (dayparting), predictive alerts when top-selling SKUs are close to running out, and optimisation tools to tweak bids, placements or keywords in real time. The system also allows brands to build custom taxonomies, categorising products by size, gender, or material instead of relying on standard platform-defined hierarchies. The team is working towards a future where campaigns can be launched and managed across all marketplaces from one interface. A platform for future of commerce Hector is not licensed to other agencies and is only available via three engagement models: SaaS-only for in-house teams, full-service through Neon, or a hybrid approach. 'This is our moat," Varma said. 'We're not selling software. We're enabling commerce. If you're serious about scaling in this space, you'll need a platform like this." Also Read: From DRDO to Dinosaurs: India's listed 3D printing firm makes consumer pivot Wondrlab says the platform currently manages over ₹50 crore in monthly commerce and expects that figure to grow tenfold as it scales Hector to 500 clients over the next year. With increasing pressure on brands to demonstrate digital ROI (return on investment), especially on high-velocity platforms like quick commerce and marketplaces, Hector is being positioned as more than just a tool—it's a new way of doing business. 'In a market that's only getting noisier, you either have clarity or you're flying blind," said Patel. 'Hector gives you that clarity."
