The news of Trevor Beattie’s BMB venturing into India had been around for a while, and now, has been formally announced, in partnership with Sam Balsara’s Madison World and his creative agency MC2. exchange4media spoke to several ad honchos to gauge their reaction to the advent of the new entity and found that all of them are quite excited about BMB Madison. All are looking forward to the same radical work that Trevor Beattie is well-known for in India as well.
KV ‘Pops’ Sridhar, National Creative Director, Leo Burnett, India:
It is good news that Trevor Beattie has entered India with BMB Madison. He has done phenomenal work outside India and one would look forward to the same quality of work from the India office. However, having said that, it is also a fact that India is a complex market and no one rule applies to all here. It’s not like one country, but having too many small countries with their independent characteristics in one. It is not just about understanding various geographies, but also about various psychographics. There are small nuances and sensibilities that are unique to just a particular part of India, and understanding and expressing that is a challenge for people in the industry who have been born and brought up here. Hence, for the success of the agency, it is necessary to have the support of good Indian advertising professionals. Even for globally aligned businesses, it doesn’t come easily for agencies that have set foot in India recently. So, for the agency it is important to have a credential Indian team to help it sail through.
Prathap Suthan, National Creative Director, Cheil Worldwide, SW Asia:
The fact is that the news of BMB coming to India has been around for some time, and most of us in the business certainly have stood up and applauded the work that Trevor Beattie had done for FCUK, Ikea, and The Independent. I mean, there probably wouldn’t be anyone who hasn’t been jealous of Wonderbra’s ‘Hello boys’. I am sure BMB, arguably, will bring in a refreshing new global and cutting edge thinking impetus to our industry, and I am sure they will soon find their place right on the top of the table. Personally, last evening, I was looking forward to shaking the hand of a man flying out on the first Galactic flight.
Ramanuj Shastry, Chief Creative Officer, Saatchi & Saatchi, India:
Trevor is known for his radical advertising. He is not afraid to take the untrodden path, being different or even being controversial. As we are a drama loving nation and love to make a spectacle of grand stories, hence this will be a good market for Trevor’s style of advertising. He calls a spade a spade, and I think being BMB and Trevor, the agency will do well in India.
Agnello Dias, Co-founder and Chief Creative Officer, Taproot India:
It is a good move as we have heard good things about Beattie’s work. Also, the partnership with Madison is a perfect match as the agency is known for professional integrity. Overall, BMB Madison will be good for India.
Mohit Dhar Jayal, Managing Director, Wieden+Kennedy:
I think this is an excellent move. Having worked with Sam and Madison earlier in partnership, I can confidently say it will be a good partnership. It is the joining hands of two strong entities and this will definitely be positive.
Josy Paul, Chairman and NCD, BBDO India:
There is a sudden explosion of agencies with B in their names – BBH, BBDO, DDB, BMB and others. Looks like B is the new ‘K’, a very lucky letter! I honestly don’t know what BMB has been doing lately around the world, but I am sure Trevor Beattie’s approach will not be ordinary. So, we can expect fireworks. Good time to be in advertising!