Wired In with Saanand Warrier

Saanand Warrier
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Welcome to 'Wired In with Saanand Warrier,' your ultimate podcast destination for insightful conversations with industry founders, directors, entrepreneurs, and professionals in the fields of advertising, marketing, business, and beyond. Join me, Saanand Warrier, founder, and director of Wirality Media, a Bengaluru-based new media marketing, and advertising agency, as I delve into the journeys of India's leading professionals. Discover how they climbed to the top during the digital age's social revolution was it through strategic hacking or a stroke of pure luck?

  1. 3d ago

    The Story Behind Chicken Safety, Hormone Myths and Nandu’s Ft. Naren | WiredIN EP 44

    I eat chicken almost every day, but until this conversation I had no idea what it takes to get it from the farm to my plate. In this episode of WiredIN, I sit down with Naren, the man behind Nandu's, who owns and operates the entire poultry supply chain from breeding to the store shelf. We got into the myths most of us believe about chicken, and the reality behind how it is actually produced. A few of the things we get into: Why "alive" does not mean fresh, and what fresh actually means The real difference between chilled and frozen, and why neither needs chemicals The truth about hormones and steroids in chicken, and why it is a myth Brown eggs, free range, country eggs, and which claims are just marketing How integration farming protects the farmer from a volatile market Why he believes the meat business only works if you own the entire supply chain Building a bootstrapped brand in a commodity market, without chasing growth at all costs Where quick commerce fits in, and how they keep quality consistent This one changed how I look at what is on my plate. If you eat chicken, it is worth your time.

  2. 4d ago

    The Story Behind Owled Media, Surrogate Pages and Creator Economy Ft. Ayush Wadhwa | WiredIN EP 43

    Some of the most interesting people I meet are the ones who started building far too early. ‪Ayush Wadhwa is one of them.He made his first videos at 11. Found a co-founder at 13. Was running a real business while the rest of us were still figuring out what we wanted to do. And the money he made that early did something to him, some of it good, some of it he is still untangling.In this episode of WiredIN, I sit down with Ayush Wadhwa for the kind of conversation I enjoy most. No polished founder story, just an honest one, about money, ego, joy, and why we build the things we build.A few of the things we get into: What early money really does to a teenager. It killed his fear of never being able to earn. It also fed an ego that eventually cost him a company.The line that stayed with me: not everything in life has to be taken seriously. Some things are allowed to exist just because they bring you joy.His counterpoint to his own rule: the moment he turns something into a business, he shows up sharper and does far better work.How he hires. He cares less about what you know and more about what you actually do, and there's one interview story that says it all.-What an honest company culture looks like, and why he tries to scare people a little before they join.-Where advertising is going, and what a genuinely modern marketer looks like today.Really, it is a conversation about what to chase, what to protect, and what to never put a price on.

  3. Sep 4

    How to Make Money on Instagram? | Saanand Warrier x Saurav Fialok | WiredIN Ep.42

    Everyone has their own perspective on influencer marketing in India as a business. However, Saurav Fialok has a very unique perspective on the same. He knows exactly how the money, the creators, and the deals really move.In this episode of WiredIN Marketing, I sit down with him for an unfiltered look at how the business of influence actually works, follower counts and rate cards aside, including the parts most agencies will never say out loud. In this episode, we discuss: The Laid-Off Founder: Why getting fired as the best performer in his team was the only thing that pushed him to actually startThe ₹2 Lakh Diwali: What a cash crisis at your company's biggest month teaches you about running an influencer businessThe Gray Area: What "seeding" actually is, why every major agency does it, and why almost none of them will admit itThe Taste Factor: Why Melo's creator-spotting process can't be written into a playbook and what it actually looks like in practiceMicro vs. Nano Economics: The real reason brands are moving budgets to smaller creators (hint: it's not relatability)The Partnership Ad Formula: The dos and don'ts behind the model that now drives 65% of Melo's revenueThe LinkedIn Opportunity: Why ₹75,000 per creator gets you a premium audience that Instagram can't and why most brands still haven't figured this outThe Theme Page Hack: The cheapest way to make a launch go everywhere overnightConnect with Saurav FialokInstagram:   / hey.fialok  LinkedIn:   / sauravfialok  00:00 - Introduction and Origin story06:42 - From Layoff to Entrepreneurship13:43 - Why personal branding?17:20 - The pivot to creator management: Spinny's God Promise campaign22:03 - Ethical Campaigning and Seeding26:37 - How are Campaigns Run on LinkedIn30:32 - Harsha Bhogle Kidnap Campaign31:24 - How Much Should You Spend on a LinkedIn Campaign?32:23 - How to Verify the Legitimacy of a Campaign?35:30 - Creator Pricing and Why are Micro-Creators in Demand?39:26 - Is there merit in not doing deals for a period of time till you are slightly large?42:14 - How Does Mello Spot Talent?44:26 - Why Instagram for Spotting?46:55 - The X (Twitter) creator ecosystem51:05 - Why Brands Choose Nano Creators?56:04 - How to Choose Relevant Creators?59:39 - How Crucial are Celebrities in Marketing?1:02:23 - Brands Playing the Creator Game Well1:05:09 - How Does Influencer Marketing Work on YouTube?1:11:44 - Where Does the Moat Lie for an Influencer Marketing Agency?1:15:47 - Why Surrogate pages don’t Work and What are Creator Pages?1:20:34 - How brand marketing teams should actually be structured?1:25:17 - Saurav’s Content Creation Efforts1:30:51 - What are Partnership Ads and How Do They Work?1:35:03 - Saurav’s Agency Insights1:39:37 - What is the Metric for Good Content and How to Hire the Right People?1:42:41 - Saurav’s influencer marketing Prediction for the next 3 years1:45:15 - How Relevant is Snapchat in Marketing?1:46:47 - Other Platforms Gaining Prominence1:51:25 - What are Theme Pages?

  4. Aug 11

    The Hard Truth About India’s Growth Story Ft. Pranay Kotasthane | WiredIN Ep.41

    In this episode of WiredIN I sit down with Pranay Kotasthane, deputy director of the Takshashila Institution and one of India's sharpest voices on technology, geo politics and public policy. Pranay spent six years as an engineer at Texas Instruments and Qualcomm before making the switch to public policy in 2014, when Takshashila's founding course convinced him that India needed institutions outside government that could shape better public discourse. He has spent the last twelve years writing on foreign policy, semiconductors, and technology geopolitics, teaching Takshashila's flagship courses, and co-writing the Anticipating the Unintended newsletter. In this conversation we got into everything. His journey from chip design engineer to policy researcher and what that transition actually teaches you about solving problems under constraints. Why India's governance gap widened after 1991 and how that created room for think tanks to exist. His read on the Delhi student protests and the gap between what people expect and what they're getting. Why Nehru and Patel would likely have run the same economic playbook given the era they were in. What chips, semiconductors, and rare earths actually are and why they're not the same thing. Why semiconductors became "metacritical" through the collision of geopolitics, geoeconomics, and technology. Why no one has been able to replicate TSMC or ASML despite decades of trying. What actually happens to the world economy if China invades Taiwan. Where India fits in the global chip supply chain and how far away we are from making our own. Whether the AI boom is a bubble, and why the real value will sit at the application layer rather than the model layer. Why India isn't in an AI race, it's in a race with its own past. And the two things he thinks India is getting badly wrong: city governance and R&D. Just an honest, deeply informed conversation on how policy actually gets made and where the next decade of Indian growth will come from.

  5. Jul 4

    The Vision Behind MktgStack, Indian Scroll Festival and BLR Prompt Club Ft. Varun Khiatani | WiredIN Episode 40

    In this episode of WiredIN I sat down with Varun Khiatani, co-founder of mktg stack part of talented grid and one of the most interesting marketing minds I have spoken to on this show.Varun has spent his entire career inside Indian marketing. He started at social agencies writing content for brands like Disney Junior and CultFit. He scaled what is now one of India's fastest growing media platforms at BeerBiceps. He spent four years at Talented Agency as one of their founding team members working across strategy, AI, copy, and creative. And then he built his own agency, mktg stack, an AI-native growth company inside Talented Grid, on one belief that most people in the industry are not willing to say out loud: not every marketing problem needs an advertising campaign.In this conversation we got into everything. His journey from employee to founder. What four years at one of India's best creative agencies actually teaches you. Why he thinks AI is not a tool you add to an existing system but an operating system that needs to reorganise everything around it. The difference between a brand that people know and a brand that people actually care about. What the generalist marketer looks like in 2026 and why being good at many things is now more powerful than being great at one. The real difference between building an audience and building a community. And what skills will matter in five years and which ones are already becoming irrelevant.Just an honest take from someone who has lived inside Indian marketing at every level and has strong opinions about what is broken and what comes next.To know more about WiredIn Podcast? Instagram: https://www.instagram.com/wiredin.cul...------------------------------About WiredIn Podcast: WiredIn Culture is a podcast where Saanand Warrier goes deep into the worlds of business, marketing, and advertising. Each episode spotlights a specific niche, from performance marketing and brand strategy to marketing communications and the fast-changing digital media landscape.Through candid conversations with industry leaders, the show surfaces actionable insights and unpacks the subtle dynamics that shape success across these fields.About Saanand WarrierSaanand Warrier is the founder and CEO of Wirality, a new media advertising agency based in Bangalore. Over the past decade, he's co-founded organisations that have collectively done an ARR upwards of INR 100 crores. Outside of his entrepreneurial ventures, Saanand is an investor in the startup ecosystem. When Saanand is not running his businesses, he hosts Wired In and Other World, his podcasts. Over time, these shows have become platforms for some of the most accomplished personalities across media, business, sport, and culture. More importantly, they’ve becomes spaces for a burgeoning audience to get to know thought leaders and high-performers in a way they haven’t before.Follow Saanand Warrier Here:LinkedIn: https://www.linkedin.com/in/saanandwa...Instagram: https://www.instagram.com/saanandwarr...Twitter: https://x.com/SaanandWarrier

  6. Jul 2

    Why 90% of Brand Content Fails | Saanand Warrier x Anurag Bansal | WiredIN Marketing Podcast

    If you want to survive the attention economy, standard growth playbooks aren't enough. In this deep dive, marketing architect Anurag Bansal rips the band-aid off the current state of digital media to explain why content has officially become a work of science, not art. We pull back the curtain on the multi-million dollar corporate creator economy to break down why most branded content is failing, the massive D2C mistakes that are actively destroying legacy giants like Nike, and the hidden operational reality inside ecosystems like Zerodha and the Zero1 Network.Whether you're a brand fighting performance marketing plateaus or a creator trying to crack the algorithm, this masterclass reveals the exact frameworks required to beat algorithmic sameness and build an audience that actually stays.Connect with the Guest‪@businessWithBansal‬ Instagram -   / businesswithbansal   YouTube Channel -    / @businesswithbansal   About WiredIn Podcast: WiredIn Culture is a podcast where Saanand Warrier goes deep into the worlds of business, marketing, and advertising. Each episode spotlights a specific niche, from performance marketing and brand strategy to marketing communications and the fast-changing digital media landscape.Through candid conversations with industry leaders, the show surfaces actionable insights and unpacks the subtle dynamics that shape success across these fields.About Saanand WarrierSaanand Warrier is the founder and CEO of Wirality, a new media advertising agency based in Bangalore. Over the past decade, he's co-founded organisations that have collectively done an ARR upwards of INR 100 crores. Outside of his entrepreneurial ventures, Saanand is an investor in the startup ecosystem. When Saanand is not running his businesses, he hosts the "WiredIn" podcast. Over time, these shows have become platforms for some of the most accomplished personalities across media, business, sport, and culture. More importantly, they’ve become spaces for a burgeoning audience to get to know thought leaders and high-performers in a way they haven’t before.To know more about the WiredIn Podcast? Instagram:   / wiredin.culture  Follow Saanand Warrier Here:LinkedIn:   / saanandwarrier   Instagram:   / saanandwarrier   Twitter: https://x.com/SaanandWarrier

  7. Jun 3

    Harman Preet Singh on Surviving Bangalore, Bad Astrologers & Corporate Gigs | WiredIN Ep. 38

    In this episode of Wired In, we sit down with the hilarious and unfiltered Harman Preet Singh, who brings his uniquely chaotic energy and sharp perspectives on life, cricket, and internet culture. Harman shares insights into his personal journey, revealing how a failed startup and months of pretending to go to a 9 to 5 job eventually led him to the stage. We explore his evolution into an "accidental comedian" and dive into his hilarious take on the "fake podcast" pandemic currently taking over YouTube. With his signature comedic flair, Harman delves into the complexities of the creator economy with our host Saanand Warrier, discussing what really happens when comedians cross the line in the corporate world!Harman opens up about his childhood nostalgia for Bangalore club cricket, the politics of Under-16 selections, and his honest opinion on why modern cricket has gotten "too friendly." Humorously reflecting on his own impatience, he shares a wild story from his teenage years where he punched a street palm reader, only to get his palm read live on this very podcast, leading to pure chaos over his "wealth gaps" and "broken education lines." He also touches on the harsh reality of corporate egos, recounting a disastrous gig where he got kicked off stage by a CXO in just 14 minutes, highlighting the stark contrast between his polite internet persona and his boundary-pushing live acts.Harman Preet Singh is a dynamic Indian stand-up comedian and a core figure running Bengaluru's Underground Comedy Club. Known affectionately as a "Bangalore Punjabi," he has gained significant popularity for his unique ability to perform seamlessly in English, Hindi, and Kannada. Harman is famous for his highly observational, deeply personal, and unapologetically loud humor that questions everyday absurdities. Currently, he is making waves across the country with his acclaimed solo tour, "Risky" an intimate, live-only comedy show featuring provocative, edgy material that he actively refuses to release on the internet.About WiredIn Podcast: WiredIn Culture is a podcast where Saanand Warrier goes deep into the worlds of business, marketing, and advertising. Each episode spotlights a specific niche, from performance marketing and brand strategy to marketing communications and the fast-changing digital media landscape.Through candid conversations with industry leaders, the show surfaces actionable insights and unpacks the subtle dynamics that shape success across these fields.About Saanand WarrierSaanand Warrier is the founder and CEO of Wirality, a new media advertising agency based in Bangalore. Over the past decade, he's co-founded organisations that have collectively done an ARR upwards of INR 100 crores. Outside of his entrepreneurial ventures, Saanand is an investor in the startup ecosystem. When Saanand is not running his businesses, he hosts the "WiredIn" podcast. Over time, these shows have become platforms for some of the most accomplished personalities across media, business, sport, and culture. More importantly, they’ve become spaces for a burgeoning audience to get to know thought leaders and high-performers in a way they haven’t before.[Key Moments - Timestamps]00:00:00 Teaser00:01:41 Introduction00:04:43 Family00:07:59 Switch to Stand Up00:19:07 Fake Stand Up Comedy & Podcasting 00:27:28 Palm Reading In Childhood00:30:13 Saanand Hidden Talent00:37:37 Tailoring Content for Social Media00:40:04 Politics00:45:36 How to become a Comic00:48:13 Stand Up Comedy in Hindi, English & Kannada00:57:50 Samay Raina & Beer Biceps Latent Controversy01:08:29 Bangalore’s Entertainment Infrastructure01:14:58 AI Comedy 01:24:20 Corporate Shows01:34:47 IPL Is Getting Worse01:40:24 IPL 2026 Winner Prediction01:47:10 Harman's Favourite Cricketers 02:02:12 Harman's Advice for Future Comics #harmanpreetsingh #standupcomedy #comedia

  8. Jun 2

    Secret to Grow on YouTube in 2026: Masterclass for Creators, Brands & Strategists | WiredIN Ep.37

    If you want to survive on YouTube in 2026, just hitting record isn't enough. In this deep dive, top YouTube strategists Rishwajeet Singh and Aadil Verma rip the band-aid off the current state of digital content. We break down how to survive as a youtuber in 2026, the multi-million dollar underground world of faceless AI channels, and why the "quit your job to be a YouTuber" advice is setting you up for failure.Whether you're a brand trying to crack the algorithm or a creator trying to build a cult-like community, this masterclass reveals the exact frameworks used to build 100M+ view empires.Connect with the GuestAadil Verma:Instagram - https://www.instagram.com/gyaan_central/Website: https://studio73digitalmedia.com/Linkedin - https://www.linkedin.com/in/aadilverma/Rishwajeet Singh:Instagram - https://www.instagram.com/rjrazzle/Website: https://machinehouse.media/Linkedin - https://www.linkedin.com/in/rishwajeet-singh/About WiredIn Podcast: WiredIn Culture is a podcast where Saanand Warrier goes deep into the worlds of business, marketing, and advertising. Each episode spotlights a specific niche, from performance marketing and brand strategy to marketing communications and the fast-changing digital media landscape.Through candid conversations with industry leaders, the show surfaces actionable insights and unpacks the subtle dynamics that shape success across these fields.About Saanand WarrierSaanand Warrier is the founder and CEO of Wirality, a new media advertising agency based in Bangalore. Over the past decade, he's co-founded organisations that have collectively done an ARR upwards of INR 100 crores. Outside of his entrepreneurial ventures, Saanand is an investor in the startup ecosystem. When Saanand is not running his businesses, he hosts the "WiredIn" podcast. Over time, these shows have become platforms for some of the most accomplished personalities across media, business, sport, and culture. More importantly, they’ve become spaces for a burgeoning audience to get to know thought leaders and high-performers in a way they haven’t before.To know more about the WiredIn Podcast? Instagram: https://www.instagram.com/wiredin.culture/Follow Saanand Warrier Here:LinkedIn: https://www.linkedin.com/in/saanandwarrier/ Instagram: https://www.instagram.com/saanandwarrier/ Twitter: https://x.com/SaanandWarrier#growyoutube #contentcreation #youtubechannel

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Welcome to 'Wired In with Saanand Warrier,' your ultimate podcast destination for insightful conversations with industry founders, directors, entrepreneurs, and professionals in the fields of advertising, marketing, business, and beyond. Join me, Saanand Warrier, founder, and director of Wirality Media, a Bengaluru-based new media marketing, and advertising agency, as I delve into the journeys of India's leading professionals. Discover how they climbed to the top during the digital age's social revolution was it through strategic hacking or a stroke of pure luck?

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