From Passion to Profession: Aahuti Mistry’s Story with Media Vantage

An interview with Aahuti Mistry, Founder of Media Vantage

In an insightful interview with Aahuti Mistry, Founder of Media Vantage, we explore her journey in the media industry, her innovative strategies, and the challenges she faced while building her brand. Aahuti’s vision and passion for storytelling have redefined media engagement in today’s digital landscape.

Can you share the inspiration behind founding Media Vantage

Aahuti Mistry: When I had moved back from London after working in Digital Marketing extensively, I knew I belonged to working with Artists and Films back home where I grew up breathing our cinema.

To gain experience and exposure I joined as assistant creative director for a prime-time reality show. During that short stint is when I realised the gap in the Artist’s narrative of themselves.

That is how Media Vantage was born, to strategise narratives for Artists voice on their socials. Working closely with artists for the first few months I knew my calling and strength was being instrumental in their career path. Not just shaping their voices but adding value to their career graph.

That is what we built further. Being that strong voice on behalf of the Artists and paving way to opportunities / collaborations that are extension of their persona and then challenging their creative limits to be a finer version of them.

While many work at the intersection of creativity, talent, and strategy – only a few understand the gap in the industry’s approach. This became the founding vision of Media Vantage; to treat artists as collaborators, & to build authentic career choices and paths.

How do you see the role of media evolving in today’s digital landscape?

Aahuti Mistry: As platforms adapt to smaller screens, powerful AI tools, and an always-on, content-hungry audience, so too does media. It has become the bridge between brands and their audiences — the key to creating a strong hook.

Cutting through the clutter today requires a seamless play between content and creativity. User interactions with media are now more personalized than ever, driven by AI-curated content and algorithmic precision. But as

custodians, we are at the epicentre of it, and we bear the responsibility to bring authentic voices, faces & emotions in the front of it all.

While it sounds like AI has made media reach to every corner, it has also made it equally complex. In this attention economy, understanding the pulse of the market, and the pulse of the consumer to deliver content is now more critical than ever – however keeping technology growth human – without losing Artist’s individuality.

What strategies do you employ to ensure effective communication with your clients?

Aahuti Mistry: It is as simple as keeping it humanised. Treating Artists as collaborators, aiding them with support, aiding them with strategic approaches for what they want to do than to make them replicas of the algorithm.

This was possible when we gave Artists a safe space within our team to be their authentic selves, and not push them to do what is expected out of the trends.

Pushing team members, collaborators and artists to be their best version of themselves has been the strategy to aid this eco-system.

Can you discuss a project that you are particularly proud of and why it stands out to you?

Aahuti Mistry: A defining milestone in the agency’s journey came when it moved beyond managing campaigns to building IPs for brands. One such triumph was a musical tribute to the legendary Jagjit Singh, developed on a night of an after party to an after party with 2 heads – commerce meeting creative discussion, and then finding its collaboration with Skoda and TIPS.

We went ahead to conceptualize and put together a series that reimagined 12 of Jagjit Singh’s classics with celebrated artists like Sonu Nigam, Talat Aziz, Hariharan, Shaan

and more. The IP struck a chord with takers – both brand and label; and garnered accolades for both the brand and the agency.

This wasn’t just a campaign—it was a cultural moment. And it marked Media Vantage’s evolution into a strategic partner for content-led IPs and branded entertainment.

How has the rise of digital marketing influenced the way you approach storytelling and talent management at Media Vantage?

Aahuti Mistry: As mentioned earlier, today, everything revolves around content — from OTT platforms to social media. While storytelling has always been the essence of marketing, the delivery mechanisms have drastically evolved.

The digital world is fast, dynamic, and widely adopted across demographics, fundamentally reshaping how we write, create, and curate stories.

It’s to be noted that the platform, media & consumption keeps changing – the story remains the same. That’s how brands are cementing themselves in the minds and hearts of their consumers.

Short format has taken control of our hands, our thumbs exercise more than we do, and if it’s relevant; it’s viral. Reach is not the goal anymore, because it will reach every corner of the internet if it connects the right dots – and AI does help in that too.

That’s been our goal at Media Vantage as well. At the talent front, allowing them to be human within the realm of a high-expected audience. We focus on creating snackable content that brings relevance and impact to brands.

Talent today is as much a storyteller as the brand itself. We keep building synergies to achieve just that.

What advice would you give to aspiring entrepreneurs looking to enter the media and talent management space?

Aahuti Mistry: Passion, your core strength, plan of action and growth. These 4 pillars will shape your graph and commerce of the business. It is a journey of all these 4 simultaneously rather than just focusing on any one.

There is incredible space for everyone to fit in as long as you stay true to these, bring the best balance you can. .

Aahuti Mistry’s journey exemplifies resilience and creativity in the media sector. Her insights not only inspire aspiring entrepreneurs but also highlight the importance of adaptability in a rapidly changing industry. As Media Vantage continues to evolve, Aahuti remains a beacon of innovation and leadership.

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