Creativity Under Constraints: A Journey with Delaram Mahboubin

In the latest episode of Cozy Corner with Hossein Nasiri, we are joined by Delaram Mahboubin, a distinguished marketing and advertising expert in the energy drink industry. With over 15 years of experience navigating one of the most challenging markets in Iran, Delaram brings a wealth of knowledge and insight into how creativity can thrive under the tightest of constraints. Through her unique perspective on brand-building, especially within the restrictive landscape of Iranian advertising, Delaram opens up about how she’s managed to break barriers, cater to the younger generations, and craft campaigns that are not just successful, but innovative.

The Challenges of Advertising in Iran

From the outset, Delaram reflects on the significant obstacles she has faced throughout her career. As someone working in a market that is bound by stringent advertising regulations, particularly for energy drinks, the task of connecting with an audience has been anything but straightforward. Energy drinks in Iran are often linked to societal taboos, such as nightlife, extreme partying, and excessive behavior—all things that are officially discouraged by government regulations. As Delaram explains, not only is there an outright ban on advertising energy drinks through traditional media like billboards and TV, but the entire lifestyle associated with these products also faces societal stigma.

But rather than viewing these limitations as roadblocks, Delaram recognizes them as opportunities for creativity. “When you have your hands tied, that’s when you need to think outside the box,” she shares. This has been the driving force behind her innovative approach to marketing in the energy drink sector. Instead of relying on conventional media, she has learned to adapt global marketing trends and strategies to fit the specific needs and restrictions of the Iranian market.

Creativity in Adapting to Local Conditions

One of the key takeaways from Delaram’s discussion is her belief that creativity doesn’t always have to mean doing something entirely new or groundbreaking. Instead, it can be about adapting existing ideas to fit the local market while navigating the constraints of local culture, legal systems, and media. She explains how she’s utilized methods such as influencer marketing and social media-driven engagement to reach a younger demographic, particularly Generation Z.

As Delaram points out, this demographic has significantly different expectations from advertising. “They’re not influenced by traditional advertising,” she says. “They’re more engaged by stories, personal experiences, and connections.” In response to this shift, Delaram has pivoted from large-scale events to more intimate, community-focused strategies that resonate with the values and behaviors of younger consumers.

Her use of influencers is particularly noteworthy. However, rather than opting for celebrity endorsements or flashy advertisements, Delaram chooses to work with individuals who have a natural influence over their communities. By collaborating with local figures who are deeply embedded in the social scenes where her target audience resides, she creates subtle brand engagements that foster trust and familiarity. This approach, which Delaram calls “native influencer marketing,” enables her to sidestep the restrictions on overt advertising while building a lasting emotional connection with consumers.

Extreme Sports and the Energy Drink Culture

For Delaram, the relationship between energy drinks and extreme sports is central to the brand’s identity. While many energy drink companies, such as Red Bull, have famously tied their brands to high-adrenaline sports and events, Delaram has adapted this concept to Iran’s specific market conditions. Given that certain extreme sports and their associated events are also restricted, Delaram found alternative ways to incorporate this connection into her marketing campaigns.

“Extreme sports are a natural fit for energy drinks,” she explains, “because they align with the brand’s image of pushing limits and providing an extra boost of energy. But here in Iran, we have to be more creative about how we present that.” From sponsoring local athletes to creating events that align with the values of her audience, Delaram has cultivated a connection between her products and the extreme sports community. This grassroots approach has helped her build brand loyalty among young, active individuals, particularly those involved in sports that are seen as both thrilling and countercultural.

The Evolution of Marketing in the Pandemic Era

The COVID-19 pandemic marked a turning point for many industries, including energy drinks. As Delaram notes, the traditional model of engaging with consumers through physical events and large gatherings became nearly impossible. In response, she focused on digital marketing, leveraging Instagram and other social platforms to maintain her connection with her audience. She recalls how the brand turned to content creation, influencer collaborations, and community-based promotions to stay relevant and keep engagement high during the lockdowns.

“Social media became our lifeline,” Delaram says. “Where we couldn’t host events or sponsor large-scale gatherings, we turned to Instagram, to influencer partnerships, and we made sure that our message still reached people where they were spending most of their time—online.” This shift to digital content was not just a temporary solution but has since become a cornerstone of her marketing strategy, one that continues to shape how her brand communicates with consumers today.

Subtlety Over Direct Advertising

One of the most compelling insights from Delaram’s career is her focus on subtlety in brand messaging. Rather than overtly pushing products, she emphasizes the importance of creating memorable, organic moments that associate the brand with fun, excitement, and a sense of belonging. “We don’t just hand out products at events or advertise them blatantly,” she explains. “Instead, we integrate them into moments of social connection, where people don’t even realize they’re being marketed to.”

This philosophy is evident in Delaram’s approach to event marketing, where she has moved away from large, high-profile gatherings and towards more personal, experiential engagements. Whether it’s sending product packages to influencers or creating surprise moments in everyday life, Delaram’s strategy is all about building emotional connections with her audience.

Building a Loyal Community

As Delaram points out, one of the keys to successful marketing is building a loyal community that feels personally invested in the brand. This community-focused approach has been integral to her campaigns, particularly when working with younger audiences who are increasingly skeptical of traditional advertising.

“We don’t just sponsor athletes; we build relationships with them,” she shares. By cultivating long-term partnerships and focusing on the people who naturally influence their circles, Delaram has been able to create a sense of authenticity that is often missing in more conventional marketing efforts. As she explains, this loyalty goes beyond simple transactions. It’s about creating a lifestyle and a brand that people feel proud to be a part of.

Looking Forward: The Next Step for Creativity

As the conversation turns towards the future of marketing and creativity, Delaram remains optimistic about the potential for innovation in Iran’s energy drink market. Despite the numerous challenges, she believes that the constraints in place have pushed her and her team to think creatively in ways that might not have been possible in less restricted environments.

“Innovation is not just about doing something entirely new,” Delaram concludes. “It’s about how we adapt, how we use the tools available to us, and how we navigate the challenges we face. That, in itself, is creativity.” Whether it’s through subtle influencer partnerships, community engagement, or adapting to the ever-evolving landscape of digital media, Delaram’s approach continues to redefine what it means to market a product in a market that’s as complex and nuanced as Iran’s.

Through her story, we learn that creativity is not a one-size-fits-all concept—it’s about finding solutions within the constraints of the environment and using those limitations as catalysts for new ideas. In the world of energy drinks, where advertising is often restricted and consumer behaviors are rapidly changing, Delaram Mahboubin has proven that creativity can not only survive—it can thrive.