By Kuber Krishnaa
He has a name you can’t forget, his persona is magnanimous that you notice him at a crowded party. He has broken all barriers and emerged a winner despite blogging being an over-crowded arena. Aryeman has continued to maintain a low profile and let his work speak volumes. As an influencer, he believes that, ‘Each one of us can influence others if you have the conviction that your thoughts are different and make people to start thinking’.
You seem to have your hands in every creative stream. Tell us about your journey.
It’s been a decade I moved out of Dubai and relocated myself to Mumbai. In three months, I was commissioned to write three exclusive features for the TOI group (Bombay Times and their What’s Hot supplement). This opportunity led to blazing horizons like PR & Media management, Celebrity star management, casting, model management, curating TV shows and ghost-writing of TV show scripts. I didn’t want to be trapped in an office job. I wanted to live my dreams.
While most influencers have a nick name, you stuck to your name. Was it a deliberate move?
‘Aryeman’ is a numerologically tested name given to me by Sanjay Jumaani while I was in Dubai. I carried it forward in Mumbai, since most of the actors I interviewed while in Dubai never forgot my name. Your name surely matters and it should give out an aura and recollect value which my name does. Today, ‘Aryeman’ is a Brand and people know about me even if they haven’t met me.
How do your ensure your content gives an edge over other influencers?
Firstly, I speak the truth. I break all rules and refuse to follow the herd mentality. I keep conjuring up new methodologies to promote a brand with quirky ideas. In short, re-invention and out-of-the-box ideas are my forte…only for the clients who are willing to pay.
The content creation process is what makes a post or status stand out. How do you dare to be different?
Being a media person, I do resort to shock value for the brands I manage. My headlines and content have SEO values to them. I work smart and complete projects before deadlines.
My funda for content creation is that the USP’s should be highlighted. Most clients are unaware of the selling competencies of their own brand. Right from food consultancy, restaurant menu creation, adding TRP tracks for a TV show to the recent web series promotion, I have added value to the brands and the existing content they have.
While most bloggers and influencers are into pure barter deals, how do you crack the ‘money game’?
‘If you are good at something, never do it for free’ – that’s been my motto always. Clients don’t value your efforts if they aren’t paying you. They want free ideas which I don’t share till the envelope is pushed in my direction. I would still do a barter deal if the product / service inspires me and has positive intentions. I have helped a lot of start-ups with their project reports and USP creation. The tip here is to ask for a payment since the brand benefits by the mileage an influencer gives them.
Giving what the brand is looking for – how do you add relevance with your promotions?
It’s best to create your own analysis of the existing brand story. Deviate from their thinking and add your personal value to it. After all, as an influencer your opinion matters. Like I said earlier, the Brand should inspire me to boomerang their expectations and come back for more reviews.
One instance/experience that made it all worthwhile
I only choose experiences that I am guaranteed will be good memories. I look for the positivity and passion in the brands I associate with. Memorable food review experiences have been ‘Café Plum by Bent Chair, Sante Spa and recently KODE’. I look for a newness in the cuisine I review and having stayed in Dubai for 14 years, I have experimented all the cuisines. Some of my prime food reviews have got the ‘highlighted review’ positioning by Zomato which motivates me more.
My stint as a content creator / consultant for a production house with Discovery Channel was exhilaratingly enriching. My shorts films making the rounds of international film festivals gives me the penultimate kick.
If not blogging, you would be?
I just love to write, inspire and be like Lord Krishna to show youngsters the path to success. Social media is hyper-active so as an influencer, I believe that ‘the power of the written word is much stronger than a picture’.
Message/tips for upcoming bloggers
- Speak the truth, create your own identity
- Keep innovating and don’t follow the herd
- Smile more and learn something new everyday
- Keep blogging and someday you will get success like YouTuber Bhuvan Bham did.
- Believe in the maxim, ‘Apna Time aayega aur hum khud lekhenge’
The Future you foresee for your Personal Brand
The positive peep that I am, I have never-ending aspirations which I keep fulfilling with my short-term goals. I am working on two books, providing content to 30 blogs, planning to go back to my motivational seminars and of course creating comedy videos for a mobile service provider. I do struggle with the paucity of time but writing has always been a passion.