Interview: I refuse to follow the herd mentality: Aryeman

From writing features for TOI to tapping various sides of the media industry to becoming a digital influencer, Aryeman shares his journey.

An influencer, Aryeman, believes that the power of written word is much stronger than a picture. Here's presenting an exclusive interview with the digital influencer on his journey and what goes into conquering the digital world-

Looking back, where did it all begin?

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.

What's in the name?

‘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.

What is your USP in this cluttered space? How does your content give you an edge?

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.

Please take us through your content creation process. How do you stay relevant and relatable?

Being a media person, I do resort to shock value for the brands I manage. My headlines and content have SEO values for 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.

How do you make moolah with your efforts?

‘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 payment since the brand benefits by the mileage an influencer gives them.

How do you maintain editorial objectivity with the influx of brand briefs?

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 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 give me the penultimate kick.

Weirdest brand brief/request ever

When asked to create content for an upcoming ladies make-up brand and being part of the shoot was embarrassing for sure. Somehow I merged the content sensibilities to suit myself fitting into the campaign and passed off seamlessly. Another recent request was an aggressive approach from a restaurant to drop my review. Obviously, I didn’t do it although the offerings were tempting.

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’.

Also Read:Interview: Try adding your own element like style or talent to your content: Kanchi Shah

A day in your life….

My mind is a ticking time-bomb constantly coming up with new ideas. I live by the day, and my homework continues which reaps returns in the future. My time management skills help me finish work in a jiffy without compromising on quality. I ensure to make family time and take a regular digital detox during my daily schedule.

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 every day
• Keep blogging and someday you will get success like YouTuber Bhuvan Bham did.
• Believe in the maxim, ‘Apna Time aayega aur hum khud lekhenge’

Your Favorite Influencer

On the fashion front, I find Aashna Shroff very soothing and stylized. Her success story could be an inspiration to all bloggers. Hope to rub shoulders and unravel some jewels from her.

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.