Trisha Rajani recently shared an insightful post on LinkedIn, highlighting how resourcefulness and creativity can drive startup success without requiring massive budgets. Drawing from real-world examples, she demonstrated how constraints can spark innovative strategies that leave a lasting impact.
She began by recalling Aman Gupta’s ingenious approach in boAt’s early days. Gupta hired people to visit electronics stores and casually ask for boAt headphones. This simple tactic created a sense of demand among shopkeepers, who quickly began stocking the brand. Not only did this generate traction, but it also provided valuable market insights—all at zero cost.
Trisha Rajani’s Take on Creative Marketing for Startups
Trisha also spotlighted Tiger Balm’s clever marketing strategy. Targeting concert-goers as events ended, the brand sold their balm to people dealing with headaches and muscle pain right at their moment of need. It wasn’t just selling a product—it was solving a problem, and in doing so, creating strong brand recall.
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Another example came from Jeevansathi.com, which stood out at a Diljit Dosanjh concert by handing out water bottles to singles. The bottles carried a witty message: “If you were on Jeevansathi, you’d be holding hands, not a bottle.” The campaign was low-cost, but its humor and relevance made it a perfect way to connect with their target audience.
Trisha also shared her own experience, recalling how her team distributed Livitup samples at bars to engage with the right audience in the right setting. By partnering with chemists in key areas, they replicated a strategy similar to Aman’s, ensuring their product was accessible where it mattered most.
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For Trisha, these examples are proof that early-stage founders don’t need deep pockets to make an impact. She emphasized that constraints force you to think creatively, find innovative ways to connect with customers, and outsmart the competition, even when you can’t outspend them.
