'XP&D reflects our dual focus: XP for experiential and D for digital'
In 2019, Chanda Singh, along with several colleagues from WPP, embarked on her own journey into entrepreneurship, establishing XP&D – a platform merging experiential and digital domains to craft transformative experiences surpassing traditional events. “The agency was established to offer both experiential and digital marketing solutions, and the name XP&D reflects our dual focus: XP for experiential and D for digital. We identified a market need for integrated experiential and digital solutions, wherein we provide comprehensive 360-degree solutions to clients, reducing the need for multiple agency partnerships,” says Chanda Singh, who also serves as CEO of the agency.
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Given that XP&D started just prior to Covid-19, the pandemic accelerated the shift to digital, and XP&D quickly adapted by creating immersive online experiences, pioneering online formats for major clients, enhancing digital engagement and reach.
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As a people platform, XP&D seeks to enhance the experience in events and activation and the potential of the "new data-powered smart and social last mile". The company’s product platform prides itself on blending offline to online to offline (O2O2O) at its core – to deliver beyond only on the ground or digital. “So rather than just creating a green screen backdrop and doing a banner event, we actually transformed into working with the best agencies, best tech innovators, best digital partners to be able to come up with things which make people feel that they are part of the real-time experience,” says Singh. “I have been just blessed to work with the biggest brand and organizations in the last five years with two offices in Gurgaon and Bombay and a partner network actually which is within India and across the world from Tata Motors to Amul to Hyundai to Kia to Asian paints to Netflix to BMW, Dream 11, ICC, Nissan, ICICI, HDFC; it’s all just been a rollercoaster journey,” she adds. They also work with government entities, including various institutions and ministries for completely experiential services like the launch of Kartavya Path, the launch of the new Parliament, and other high-profile engagements, blending experiential with digital. “For example, when we were doing WPL we did projection mapping on Qutub Minar, which is so called experiential but that event was not for the 12 people who were there on the ground to see it. It was primarily done, shot, and made for digital viewers. So there are various reasons by which our brands are obviously trying to create unique experiences for digital consumption,” she says. “We did hundreds of episodes for Mann Ki Baat. Back in the day we were working a lot with the ministry of Smriti Irani. So, we were doing a lot of women welfare events and engagements for her as well, and when Mr. Modi went to Greece and handled and managed it. For the government of Odisha, we were working on the entire government campaign.” Sports and politicking aside, XP&D is revving up for another frenetic festive season, building off their experiences. “Last time what we had done for Amazon was that they reached out to us asking for something different to wish Happy Diwali to their viewers. We tied up with Mirzapur and we brought on Mirzapur’s main protagonist to say that ‘you spend the whole time with us from morning to evening, from evening to night, night till early morning but when it is the day of Diwali you need to go and spend time with your family.’ So it was a very smart engagement. Even this year, we have a lot of festive wishes and content creation is coming in from most of our corporate clients,” says Singh.
Tags : Xp D Experiential Chanda Singh