141 Worldwide, the through-the-line marketing services company of Bates Enterprise, has completed four years in India. In these four years, the agency has built an impressive line-up of clients, including Nokia, ITC, STAR News, Airtel, HLL (trade marketing), Monsanto, TCI - Bill and Melinda Gates Foundation, Visa, Weekender, and Diageo among others.
Elaborating on the key achievements of the agency, Charulata Ravikumar, Country Head 141 Worldwide and Executive Vice-president, Bates Enterprise, said, "From one account, four people and one city, 141 has grown to over 20 accounts, 30 people and in four cities with a nationwide network. What's more, we haven't just carried out projects but have success case studies where we have built brands through innovative media neutral and integrated solutions, solutions that have had far reaching impact beyond tactical results through events and ceremonies, which is no mean achievement."
She further said, "We have also been able to attract some of the best talent in the industry and retain them. A task that is very difficult in today's scenario with demand far ahead of availability. Surely, we can't ignore our clients' contribution even for a moment. Our clients have placed a great deal of confidence and support, many who joined hands with us from year one and continue to be our clients even today."
A testimony of the works of 141 comes through the two awards, which the agency won this year at the Promotional Marketing Awards of India. It bagged a Silver Trophy for Best Event for Nokia Defend Your Turf campaign and a Bronze Trophy in the Trade Marketing category for Tata AIG.
141 specialises in providing cutting edge marketing solution to its clients. One such example, as Nirmallya Roy Chowdhury, Associate Vice-President, 141 Worldwide, pointed out, was the Airtel rural initiative where the initial brief from client was to just run a van campaign in selected districts.
"We first did a recce of the markets and understood clearly that the rural elite do own or know about mobile phones and were aware of BSNL's service. Hence, we segregated our task into two steps – creating demand among the rural middle income category, opening up distribution channel and simultaneously devise unique street plays which tackled the competition service levels head on among rural business groups like traders orchard owners and suppliers."
There is a lot of emphasis on non-traditional ways to reach the consumers and given the competition among agencies providing such offerings, how is 141 Worldwide unique in its offering? Roy Chowdhury replied, "Marketing services has been a very fragmented offering for long. In 141 India, like 141 globally, we provide a full-integrated solution to brands, a lot of which starts not at the implementation stage, but well before in the strategic solutions. There is often a myth that marketing services is an implementation arm of the mainline agency. Anyone who believes that will only remain that!"
He further said, "At 141, we have independent clients that seek our expertise on brands from a holistic point of view and we follow it through with creating a brand experience solution that could touch one or more life points of the consumer. We are not a DM company or an event management company. We are about 'behaviour transformation' of consumers in this ever increasing world of brand promiscuity."
So, what's in store for 141? Roy Chowdhury said, "We have come a long way in four years. Now we plan to press the accelerator. One will hear some very exciting developments in the near future."