A Journey Fueled by Curiosity, Not Connections
Every successful company has an origin story, but only a handful evolve into something far greater than what their founders initially imagined. Excellent Publicity is one of those rare businesses. Founded in Ahmedabad in 2011 by childhood friends Vaishal Dalal and Manan Joshi, the company didn’t begin with years of advertising experience, investor backing, or industry connections. Instead, it was built on curiosity, resilience, and the courage to learn through failure. What started as a simple entrepreneurial experiment has today transformed into a technology-led AdTech platform that is redefining how businesses plan and execute advertising.
The Unexpected Insight That Changed Everything
Before entering advertising, Vaishal Dalal had explored a food tech venture focused on online table bookings, years before the concept became mainstream. Although the idea earned recognition, it failed to become a sustainable business. Rather than viewing it as defeat, he treated it as a learning experience. Soon after, he joined hands with his childhood friend Manan Joshi to launch On Wheels, a magazine designed for commuters travelling in auto rickshaws and public transport.
The founders did everything themselves, from writing and designing the magazine to printing, selling advertisements, and even installing magazine racks inside auto rickshaws. However, an unexpected discovery changed their future. While commuters enjoyed reading the magazine, advertisers were far more interested in branding the vehicles themselves. That single observation revealed an untapped opportunity in transit and outdoor advertising, laying the foundation for Excellent Publicity.
Every Challenge Became a Stepping Stone to Growth
The company’s early years demanded relentless determination. The founders pitched clients door to door, pasted banners across Ahmedabad, taught themselves email marketing, and personally handled every campaign. They faced financial losses, struggled to earn credibility, and even encountered failed expansion attempts while entering Mumbai. Yet every obstacle became another lesson in building a stronger business.
Persistence eventually paid off. Excellent Publicity expanded beyond transit advertising into radio, print, hoardings, and integrated marketing campaigns. Delivering its first full-scale 360-degree campaign for a national education brand marked a turning point, establishing the company as a structured advertising agency capable of handling complex campaigns across multiple media formats.
Reinventing Advertising Through Technology and Artificial Intelligence
Success did not stop the founders from questioning the industry’s limitations. They noticed that while digital advertising had become efficient and data-driven, offline advertising remained fragmented, manual, and difficult to scale. Instead of adapting to the problem, Excellent Publicity decided to solve it.
Today, the company is evolving into an AI-powered AdTech platform that simplifies every stage of media planning and buying. Built on more than a decade of campaign data, its technology enables brands to compare media options, predict costs, understand audiences, and execute campaigns with greater speed and precision. The goal is simple yet ambitious: to make advertising as intelligent, transparent, and accessible as modern digital platforms, regardless of geography.
Building the Future of Advertising, One Innovation at a Time
Excellent Publicity’s journey is ultimately a story of continuous reinvention. From building magazine shelves inside auto rickshaws to developing AI systems that organize advertising across markets, the company has consistently evolved by responding to real customer problems rather than following industry trends. Even during the uncertainty of the COVID-19 pandemic, it chose to protect its people, rethink its business model, and invest in long-term innovation instead of taking short-term shortcuts.
Today, Excellent Publicity is working toward a future where businesses can launch advertising campaigns across cities and countries as effortlessly as running digital ads online. Its evolution proves that enduring companies aren’t defined by how they begin; they’re defined by how boldly they adapt. Through resilience, innovation, and a relentless focus on solving real-world challenges, Excellent Publicity continues to build not just campaigns, but the infrastructure shaping the future of advertising.