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Brand Portrait launches digital arm with Sunil Nair at the helm; Target set at Rs 20 cr

Brand Portrait launches digital arm with Sunil Nair at the helm; Target set at Rs 20 cr

Author | exchange4media Chennai Bureau | Tuesday, May 09,2006 9:09 AM

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Brand Portrait launches digital arm with Sunil Nair at the helm; Target set at Rs 20 cr

Chennai-headquartered Brand Portrait has launched a digital division, Brand Portrait Digital. The new division will be headquartered in Mumbai and will be headed by Sunil R Nair, former Head of Business Development and Strategy at WebPercept, the digital division of Percept IMC.

The division was soft launched towards the end of April this year, and the agency is speaking to potential clients for the new offering across Chennai, Hyderabad and Mumbai. The launch of Brand Portrait Digital also marks the agency’s foray into the Mumbai market.

Raj Narain, one of the founders of Brand Portrait, said, “I believe that advertising will get polarised between response-led and brand-building communications. While the brand-building or image driver communication will largely remain in the offline mode, more and more advertising that seeks action from the consumer or, in other words, response-led advertising will move to the online and mobile space and BP Digital is the first step towards getting ourselves future ready.”

As was the practice at Brand Portrait, the new division would also operate on a Pay for Results model, said Narain. In other words, the clients pay only if results are delivered.

Nair’s experience spans the areas of technology solutions, search marketing, interactive brand creation and online media buying. In his earlier assignment, Sunil was the Head of Business Development and Strategy at WebPercept, the digital division of Percept IMC. He has worked on online campaigns for Go Air, SaharaOne, and the Heroes Project for Godrej-Melinda Gates Foundation, among others.

Nair has been featured in the CIO magazine in 2000 as one of the 10 faces of Indian technology in the next decade. Besides being credited with evangelising the use of search engines as a tool for generating leads and brand interactions, and helping develop the Pay Per Action alternative in the advertising industry, Nair has also been publicly called ‘The most experienced search marketing exponent in India’ by the head of Google India, informs Brand Portrait.

Said Nair, “Convergence of offline, the Internet and mobile modes of communications will mean that agencies will have to think beyond half page ads and 10 second TVCs. The agencies that are able to deliver tangible and quantifiable results would be the ones to survive the shakeout. Brand Portrait Digital wants to be the one that brings communication solutions to the clients with clear deliverables.”

Elaborating on the business projections, he added that the agency was talking to around 10 Indian and MNC clients, and a few of them had signed on already. “We would be able to sign up businesses worth about Rs 20 crore this year,” he added.

The agency is looking to leverage the strengths of its digital and traditional advertising arms as it expands to niche areas. Services and IT are the two broad verticals identified to drive growth.

Also see:

Brand Portrait eyes niche areas, ropes in Bharati Shroff to head financial services business

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