Advertising is a full-fledged industry in India and advertising agencies form a well- organized structure of the industry. Small sized creative hot shops, medium sized agencies aspiring to compete at the international podium of advertising and affiliates of large multinational companies form the entire framework of the industry. Most of these ad agencies offer a host of advertising services across traditional media and new age media. Print, Electronic, Outdoor, Sales promotion, Events, Digital advertising and collateral advertising outline the gamut of services. Some agencies claiming to be 360 degree service provides have widened their scope by including specialized divisions such as Media Planning, Public Relations and Marketing Consultancy. These agencies believe in Integrated Marketing Communications for businesses competing in a global economy.
Ogilvy & Mather and JWT are subsidiaries of global giant WPP and head the bandwagon. Ogilvy with its presence in over 100 countries and JWT are among the largest ad agencies in the world. Incidentally, the Indian counterparts of these two giants have won the greatest of awards and made India proud in International and National awards events. The advertising agencies of India winning at international advertising platforms are experimental in creative and media. Hindustan Unilever created a clutter breaking promotional campaign (by Ogilvy) for Lifebuoy soap brand by incorporating the brand message in Kumbh Mela festivities. The promotional campaign reached more than 2.5 million visitors at the mela costing a very small percentage of money to the advertiser. This is an example of innovative promotional strategy that advertisers are opting today and advertising companies who cater to innovative marketing needs are the advertising agencies of the future.
In India, the population is geographically, culturally and linguistically diverse and needs to be communicated by combining many forms of advertising channels 24×7. Akin to the media, advertising too has become 24×7 and advertising agencies willing to push the boundaries of creative and media are the advertising companies of the future.
Flags Communications Pvt. Ltd.
A-283, Okhla Industrial Area Phase-I,
New Delhi -110 020
Tel+ 91-11-4575 7575,
Fax +91-11-4575 7511