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BBDO India to Proximity – high on hire

04-June-2010
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BBDO India to Proximity – high on hire

It’s been two and a half years for BBDO India and they have created a robust client portfolio for themselves. After fortifying its Delhi team to 50 people, the agency is now on a hiring spree to beef up its Mumbai team from the current 15 people to 25. Chairman & NCD Josy Paul shares BBDO India’s growth plans for 2010 with exchange4media. This apart, the agency recently bagged the J&J India business.

Chairman & NCD Josy Paul shares BBDO India’s growth plans for 2010 with exchange4media.

In all, BBDO India’s Delhi and Mumbai offices are currently handling around 10 businesses. In Delhi, BBDO India handles PepsiCo’s brands 7Up and Nimbooz. Following these two businesses came in HP India. Quaker Oats happened later, which according to Paul, became an international case study with Indra Nooyi, CEO, PepsiCo, and they awarded the agency for its work on Quaker Oats. In October 2009, the agency bagged the Aviva business, followed by Dulux Paints and Wrigley’s Doublemint.

In Mumbai, too, the agency has been quite active. The client portfolio includes P&G Gillette Asia and India, Bayer Healthcare, Godrej’s Protekt Instant Hand Sanitizer franchise. On the Godrej win, Paul said that the business was bagged in October 2009.

Further adding to its kitty, BBDO India has recently bagged new business from Johnson & Johnson. However, Paul refrained from giving further details on the same.

Proximity India

Very recently, the agency announced the launch of Proximity to meet the integrated and interactive marketing needs of its rapidly expanding client base in India. This new division of BBDO India is led by Ranjeev Vij, who returned to the agency after a gap of eight months.

BBDO/Proximity has played an integral role in campaigns like Quaker Oat’s mission to make India heart healthy and Aviva’s ‘Education is Insurance’ website. In India, however, Aviva is the first client for Proximity.

Paul said, “Ideas that create action and increase active participation with the brand idea are the future of advertising. We believe that the launch of Proximity, with worldwide expertise and new learning in consumer engagement, will help us add immense value to our brands.”

He further explained that the working model on BBDO India and Proximity was more on a collaborative format. The agency is already in conversation with two clients in Mumbai, further details were not divulged.

The work, the work, the work philosophy

Paul believes that at BBDO India, the agency’s growth rate is measured by the number of campaigns. It means measuring more pieces of work and thus, more happy clients and more people who want to join BBDO India. He said, “BBDO Worldwide has been extremely patient. They have allowed us to find our own unique voice, which we call the ‘language of action’. That’s where our ideas become action-oriented to engage the consumers.”

Some of the campaigns that are based on this philosophy include Quaker Oats’ ‘Mission to make India heart healthy’, Gillette’s ‘Women against Lazy Stubble’ (WALS), Aviva’s ‘Great Wall of Education’, 7Up Lemon Patallam for the Tamil Nadu market, the new Nimbooz films and the 7Up Bappi Lahiri promo films.

High on hire

Paul explained that the agency was aggressively hiring new talent on board, especially in Mumbai, as they planned to increase their staff strength from 15 to 25. The appointment will be across levels staring from VP, Creative Directors and Planners.

Recently, BBDO India appointed Arindam Sarkar as VP Planning. Some other recent appointments include Meenakshi Chohan as Client Servicing Director; Raj Deepak Das as ECD, Mumbai; and Sandeep Sawant as Creative Director – Art.

As the agency is patient in creating good work, its focus and priority would be making its work portfolio more robust. Paul concluded, “However, we are in a hurry to make a difference in our work, to influence the industry and attract talent. These three points are uncompromising, without losing any time to sleep and everything else is incidental.”

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