Experts debate over start-up agencies in India
Business Today Cross Fire session offered an intellectual stimulation along with pure entertainment. The subject was ‘The advertising start-up is dead’ and the warring parties were Madukar Kamat, Chairman, Mudra and Kiran Khalap, Co-Founder, C
The Business Today Cross Fire session offered intellectual stimulation of the highest kind, in addition to pure entertainment. The subject was ‘The advertising start-up is dead’ and the warring parties were Madukar Kamat (Chairman, Mudra) and Kiran Khalap (Co-Founder, Chlorophyll). The moderator was Suhel Seth.
In his opening speech, Seth classified the Cross Fire as an essential which is about communication and intellect, but these days, there is almost no room for dissent. Discussions and debates are often disregarded and there is a singular argument, which pervades and holds dominance. The same symptom is leading to a situation wherein people just don’t write ads anymore, they simply create visuals.”
Moving on to the subject, Kamat stated, “Name one agency (start-up) in the last five years which has made a considerable difference to the advertising scene. My definition of a start-up differs vastly from the general notion. I would not label an outfit such as Dentsu as a start-up but Madison, Ambience, Rediffusion and Mudra are definitely start-ups (of yesteryear), which have done considerably well for themselves. Yet you don’t find a single start-up these days that matches up to their calibre. You just don’t find people who match up to the task.”
He added, “ What you require is communication start-ups and idea start-ups, rather than everyday agencies or their clones. Media-neutral solutions are needed which would change the advertising scene. We got to reconcile ourselves to the fact that people of the likes of Mohammed Khan (who changed the laws of gravity, as far as advertising is concerned) are no longer around and hence there are no genuine start-ups.”
Defying Kamat’s perception, Khalap strongly reinstated the philosophy behind his own set-up, Chlorophyll. He asserted, “ Today’s great agencies are all yesterday’s start-ups. MCM gave birth to 15 other start-ups. As for the argument that the start-ups of today just don’t match up to the task, it’s all under the presumption that the intention of a start-up is to reinvent itself into an empire. At Chlorophyll, we look at ourselves as self-employed professionals; my intention is not to be a legacy of any kind. As long as we stick to our principles, and bring in genuine value, I would say that my start-up is a success.”
Khalap cites the success of Alok Nanda and states, “He (Nanda) began his start up with a vision, and he knew that he would only take on clients who share the same vision. His own outfit has put him in a position where he can stick to his principles and, hire and fire clients, as he deems fit. The fact of the matter is that in a big network, the cost of maintaining doesn’t really allow you an intangible commodity called ‘conscience.’ A person like Nanda chooses to deliver, and yet has the luxury of firing clients with the same regularity as he takes them on. Again, with a start-up like Chlorophyll, the intention was never to branch out into an empire. If you only equate success with that premise, you are applying a measurement that I am not interested in.”
Needless to say, that the debate was never quite resolved. While Kamat’s fundamental argument was that successful start-ups are a thing of the past, Khalap defied the very definition of success. On a sombre note, Khalap ended the session saying, “ I will stick by my principles and generate genuine value. In that sense, Chlorophyll, as a start-up, is very much alive.”
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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