My Journey
How I DIDN'T start?
From IT... to IIM... to launching a no-drama digital consultancy 🚀
There was a time I thought I'd retire in tech. Then I cracked CAT. Landed at IIM Kozhikode. And life shifted gears.
The next decade? I immersed myself in digital marketing across industries— learning how big brands think, how consumers behave, and how strategy truly scales.
But here’s the truth I couldn’t unsee 👇
Despite working with some of the "top agencies"…
❌ Execution was slow
❌ Results were inconsistent
❌ There was a lot of overpromising… and under-delivering
In short, there was a MISALIGNMENT between companies & marketing agencies.
Founders were burning budgets but not getting clarity.
Marketers were always fixing, never building.
That’s when I made the leap. In 2023, I finally said:
“If I want to do this right — I’ll build it myself.”
That’s how my high-impact digital consultancy IWA was born.
⚡ Fast execution
🎯 Strategy-first thinking
💡 Brand ALIGNMENT
Because for me, marketing isn’t just a job. It’s a craft I’ve shaped over 12+ years, and now I get to use it to help startups scale without losing their soul.
— If you’re a founder tired of agency chaos… or a marketer who believes marketing should feel aligned, not forced…
Let’s connect.
And let’s build something that actually works.
So what's IWA?
In Yoruba philosophy, there’s a word that changed how I see marketing.
IWA
It means character.
But not just personality.
IWA is essence. Truth. ALIGNMENT.
To have IWA is to live with integrity — to act in harmony with who you are.
Because after spending over a decade in digital marketing —
what I saw everywhere was MISALIGNMENT.
🧩 Brands trying to be what they’re not.
💸 Campaigns full of noise but no soul.
📉 Marketing that looked shiny on the outside but felt empty inside.
But to build something that felt aligned. Rooted. Purposeful.
Something built with IWA.
Here’s how that shows up in my work:
✅ We don’t run ads unless your message is clear.
✅ We don’t chase trends — we build trust.
✅ We focus on truth in communication, not just tactics.
✅ We believe your brand is your essence — not just your logo.
Because marketing, done right, is not manipulation.
It’s expression.
It’s alignment in action.
ANURAG BUSI
IIM Alumni
Why Smart Folks Pick Us 🧠
We marketing geeks are not a traditional agency which nowadays suffers from overpromises and slow execution. We have eliminated large teams which also eliminates too much noise and passing the ball. We kept it simple, Just what your marketing should be, and that’s why we make a promise
- Focus on Quality over Quantity
- Faster results without delay
- 100% Transparency
- Quick Digital Growth
- Designed for high impact
