CA TURNED
AD-TECH
ENTREPRENEUR.
₹100+ CRORE
MEDIA TECH.
CA by
qualification.
Entrepreneur
by choice.
Vaishal Dalal is a Chartered Accountant by qualification and an entrepreneur by choice. Over time, he has built Excellent Publicity into one of India's leading media planning and buying companies by focusing on structure, scale, and execution.
His approach has always been simple. Reduce complexity, build systems, and focus on what actually works. Advertising as an industry is highly fragmented. His work has been centered around solving that by bringing together media options, standardizing processes, and integrating technology to make decision making faster and smarter.
He believes in building with clarity, not noise, and in creating systems that outlast trends.
How It
Happened.
The Beginning
Pre-2011 · Ahmedabad · A CA with a different ambitionHis journey started with a background in Chartered Accountancy, where structure and numbers shaped how he thinks.
The real learning came from stepping into the market and understanding how things actually work on the ground. Finance gave him discipline. The world outside gave him the context.
Before building a company, he spent time experimenting. Those experiments were not detours. They were the foundation.
The Experiment Phase
2011 · On Wheels · Attention exists everywhereOne of those experiments was On Wheels, a hyperlocal magazine distributed inside public transport. It started as a content idea but quickly revealed something more.
It showed that attention exists everywhere, but access to that attention is not structured. Brands were not reaching people where they actually were. The formats were there. The systems were not.
That experience shaped how he looked at media, not just as formats, but as opportunities waiting to be structured.
Building Excellent Publicity
2011 · A clear intent: simplify advertisingIn 2011, Vaishal and Manan started Excellent Publicity with a clear intent. Simplify advertising.
Instead of following a traditional agency model, they focused on building a large media network, creating structured processes, and making media discovery easier for brands. The industry was fragmented and opaque. They built the infrastructure to change that.
They stayed client-focused and hired people who could grow with the company. The goal was never to be another agency. It was to be a system.
Evolving to AdTech
2020–2025 · From execution to intelligenceOver time, the focus shifted from execution to intelligence.
He is now working on building platforms that reduce friction in planning, improve decision making, and bring better clarity to offline advertising. The goal is to make advertising more measurable and easier to manage.
Today, Excellent Publicity manages over 5,00,000 media options across offline, digital, and non-traditional platforms, with ₹102 crore in revenue in FY 2024-25 and campaigns executed across 23 countries.
Vaishal
& Manan.
Getting into a partnership with Manan was something many people advised him against, mainly because they had seen friendships struggle in business. But it turned out to be completely opposite. Friendship became the foundation of the business.
They have known each other for over 20 years and have been building together for more than 13 years.
What has worked for them is simple. Both are very different in thinking, but together they cover what the other does not.
Vaishal tends to move fast and push aggressively, while Manan brings stability and balance. The contrast has helped them make better decisions over time.
They have had disagreements, but there has always been one clear focus. What is best for Excellent Publicity.
Along with that, clear role alignment has played a big part in keeping things smooth.
Building a business is not easy, and scaling it makes it even more demanding. Having a partner who understands both the work and the journey makes a significant difference.
On Wheels.
Before Excellent Publicity, there was On Wheels. A simple idea. A magazine inside public transport.
But what it revealed was much bigger. Untapped media spaces, high-attention environments, and a gap in how advertising was being accessed.
That experience shaped how he looked at media, not just as formats, but as opportunities waiting to be structured.
The Platforms.
Excellent Publicity · 2011
A global media planning and buying company built to simplify advertising. An ecosystem with over 5,00,000 media options across offline, digital, and non-traditional platforms, making it easier for brands to discover, plan, and execute campaigns at scale.
Atlas by Excellent Publicity · 2025
A unified system designed to bring better visibility and measurement to advertising, especially in offline media. Focuses on making planning more structured, improving comparison across media options, and creating more transparency in execution and performance.
From Ahmedabad
to the World.
What started as a local ad agency is now a company with campaigns across 23 countries — from Times Square to the Burj Khalifa. Every continent except Antarctica.
Offices
Marquee Clients
People-First.
Data-Informed.
His leadership style is dynamic, data-informed, and people-centric. He applies the same rigor he had in finance to the creative battles of advertising.
“While algorithms can optimize campaigns, marketing remains inherently subjective and needs cultural context and creativity. AI for data and speed, human intuition for refinement.”
Swapped balance sheets for brand battles. Same rigor from finance applied to advertising
Named Top 100 Great People Managers (2023). Employees rated leadership extremely highly in trust, growth, and engagement
No layoffs or pay cuts during COVID-19. Pivoted and invested in technology instead
Instilled practice of staying relentlessly curious and evolving by anticipating industry changes
Introduced Virtual CMO model: outsourced marketing department with zero agency fees for mid-sized companies
Powers backend media buying for 150+ smaller agencies across India through EP's platform
Shaping How
India Thinks
About Advertising.
Vaishal Dalal’s research reports are cited by 50+ media outlets. India’s leading publications regularly feature his analysis on advertising trends, AI in media, and the future of brand communication.
Press Coverage
Excellent Publicity Expands to Middle East, Eyes Rs 1000 Cr Target by 2029Adgully Middle East · Nehal Shukla · November 10, 2025Excellent Publicity Launches Pro Bono Initiative to Empower Early-Stage EntrepreneursBusiness Scanner · Admin · October 8, 2025Indian Advertising Sees Sector Shifts: TV Ad Volumes Surge 27%, Print Grows 26%APN News · NS · September 6, 2025India's Ad Market Grows; TV Up 27%, Print 26% in H1 2025: Excellent PublicityStoryboard18 · Storyboard18 · September 3, 2025AI-Led Ad Tools Are Helping Small Brands Reduce Reliance on Big AgenciesFinancial Express · Geetika Srivastava · July 18, 2025Beyond Billboards – How DOOH is Changing Outdoor Advertising in IndiaMediaBrief · The News Desk · May 15, 2025What's Drawing Lifestyle Brands Back to Print & RadioExchange4Media · Exchange4Media · 2025Awards &
Honors.
ICAI 40 Under 40 CA Business Leader
Institute of Chartered Accountants of India. Honored as a CA who made remarkable business contributions before 40
Award
Top 100 Great People Managers
Great Manager Institute in partnership with The Economic Times. Rigorous evaluation of leadership and employee feedback
Top 100 Advertising & Marketing Agencies
India's Top 100 Advertising and Marketing agencies recognition
Top 100 Promising Marketing & Advertising Companies
MADcon Dubai. Company's emerging international footprint recognized on a global stage
Mumbai City Icon Award
Award for Excellence in Branding & Advertising. Recognition in Mumbai's competitive advertising industry
Young Achievers of Gujarat
Award by ZEE, received from Gujarat Chief Minister. Acknowledged the rapid growth of Excellent Publicity
Where Ideas
Get Sharper.
He actively engages with founder and leadership communities where meaningful conversations around business, scale, and entrepreneurship happen.
Offline.club
A founder and operator community focused on offline businesses and real-world scale.
Corporate Connections (CC)
A structured leadership network built around meaningful peer exchange — connecting founders and senior professionals across industries for conversations that actually move the needle.
Life Outside
the Work.
Outside of work, life is simple.
Vaishal is married and a father to a one-year-old son. This role constantly reminds him to stay grounded, no matter how fast things move professionally.
By nature, he is introverted. Even though the industry often requires a more outward presence, he prefers clarity over noise and meaningful conversations over constant visibility.
Technology has been a constant interest since childhood, not just as a tool but something he has always been curious about, understanding, and building around.
Music is a big part of his life. Whenever he finds time, he is usually listening to something. It helps him slow down and reset.
At the core, he tries to keep things balanced while building with focus and staying rooted in what actually matters.
Let’s build
something
big.
Building India’s largest advertising & media technology company. Open to partnerships, press, and brand collaborations.