Abhinav Budhiraja — ABtesting.tech

currently

Focused on Art, History & AI content.

experience

TagBag 2017 — present

Founder & Director — Growth Marketing Agency

client	work
Canva India	Brand awareness campaigns that introduced Canva to India.
Grip Invest	Content engine for India's biggest alternative investment platform.
Dusq	Early-stage brand and content strategy for a sleep science wearable.
PayTM Insider	IPL stadium experience campaigns with social messaging content.
DiaMia	Took a COVID-era personal safety product from zero to market in 15 days.
FoodDarzee	Viral video ads for a nutrition-focused food subscription company.
SHASN	Product branding for a board game — convincing people to buy something they'd never bought before.
SoPunjabi	Built a Punjabi social news platform into the largest organic Punjabi video page in 3 months.

→ TagBag Deck

Aam Aadmi Party 2013 — 2017

Social Media Head & National Joint Secretary

Built and led a team of 2,000 unpaid volunteers across India. Delhi 2015: AAP became the most talked-about political party on social media in the world. Punjab 2017: repeated. Resigned publicly on 5 March 2017. No political affiliations since.

→ HuffPost Article

MensXP 2012 — 2013

Product Head

Product Head when MensXP was acquired by Times Internet in November 2012. Grew into one of the biggest content platforms for men in India.

→ MensXP PR

background

Started selling clip art at age 9 (1999). Working on the internet since 2000. Self-taught.

education

Deen Dayal Upadhyaya College, Delhi University — Bachelor of Business Studies — 2007 — 2010.

manifesto

Inception of Ideas, at Scale

Inception of ideas, at scale — commonly known as Marketing.
The tragedy of marketing is that anyone can claim to know it, everyone thinks they can do it.
The accessibility of the internet and smartphones has made everyone a critic of content; we forget that we are just consumers, we are just victims. I include myself in this.
People who consume and get affected deeply then further think that they can create as well. Well, I am not dumb enough to think that yet.
I create anonymously, but I am known.
Accessibility to a camera, a few filters and sometimes editing tools does not make anyone Christopher Nolan. I hope Nolan would agree.
Imagine if everyone has a say in using the nuclear bomb. Imagine if we don't give that option to a few, but every hour we have a poll, a poll that decides if we send nukes or not.
That is the tragedy of modern-day marketing: if anyone can press the red button, someone will do it before you finish reading this sentence, and someone has.
I write this document in pain. I love marketing. I love it more than Jack loved Rose, & I am ready to drown in freezing water too, if it comes to that.
The most critical thing one can gift to someone else is — Perspective.
It allows us to see the world from someone else's view. Just the ability to see a world from someone else's view makes us an empath, a person with some valuable emotion, a person that cares, a person that feels, a person with perspective.
Marketing is the art of showing the world from your eyes. It is the art to believe in something and then making sure that the world believes in it as well.
The world has to believe it; only then it works. It has to have a scale.
Stories make us who we are. When they spread, if they spread, we get affected by it, we act, we move. We print currency or invent the tire; everything starts with a fictional story.
The first thought of humankind is often understood by a fictional caveman creating cave paintings. Think about it, isn't that what is largely perceived as the first human documentation across human history? Now think about this: the first caveman who drew in the cave would most certainly not be the actual FIRST caveman, but it does not matter. Nobody cares about the actual FIRST caveman, but we all must thank the first caveman who drew on the wall. He invented art.
The first caveman who drew — for the purposes of this document let's call him Apex — did so without the worry of being judged, without the tools & certainly without a video editor. He was a dumbfuck trying to tell the future generations to come his story. I refer to him as he, because women always have more important things to do. [Like birthing & feeding dumb men].
Apex just wanted to tell a story — a story of how he saw the world, of how he invents fire every day, or how he runs or survives. That one single act of cave drawing makes him a bigger influencer than any. He is fictional, but the drawings are not.
But is his story fictional? Well, could be or could not be, but who cares — his story survived.
Survival of the story is all that matters, & whoever writes the story that leaves a mark on human consciousness is the Apex amongst us all.
Stories are all that we are left with.
This world in 2025, as I write this, has forgotten Steve Jobs, does not know what Einstein did, and will probably never know how much Madame Curie sacrificed. The tragedy is that the modern aware child thinks that Avengers are a bunch of superheroes.
What is Avengers? I don't know tbh. I have watched only one of those movies, & I didn't get it, I don't get it still. What I get is this — it is difficult to tell the world the story of Madame Curie at the same scale as Iron Man, but it is not impossible.
After 28 years of working in marketing, I have never met anyone in person who wants to do the difficult job for similar or marginally better financial outcomes. I am yet to meet myself properly.
You may or may not agree with the shit I have just said. I think I would disagree with myself too, but that is hardly the point. The point is that by now you have gotten a different worldview on something you think you knew. You have gotten a new perspective.
I am done with my job — an idea has been incepted, hopefully at scale.