Capturing the most candid expressions of life through ‘What makes us click’, to realising the power of dreams through Honda, Dentsu India Group has revived lost fortunes, with more and more hunger for growth. The agency has slammed critics by partnering with creative hotshot Taproot and changed the perception of Dentsu’s creative calibre in the market.
Rohit Ohri, the creative thinker and strategic leader drives the organisational efficiency and spearheads the India companies and businesses at Dentsu India Group.
The Dentsu India Group comprises three independent, full-service advertising agencies that include Dentsu Communications, Dentsu Marcom and Dentsu Creative Impact; a media arm – Dentsu Media; Dentsu Digital – a digital agency; and Taproot India – its creative boutique.
Ohri, the Executive Chairman of Dentsu India Group talks about the importance of creating a relevant brand message and communicating the idea across in a way that is interesting and engaging for consumers.
He speaks at length about Dentsu India Group acquiring 80 per cent stake in Webchutney, a leading digital agency. With this deal, Dentsu bought Capital18’s stake in the agency. According to Ohri, the idea is to bring in the best of capabilities into a collaborative network and build a network that is liquid in form that can arrange itself around brands and clients.
People often perceive Dentsu as a Japanese ad agency with Japanese clients, but Ohri is trying to change the image. He said that by the end of 2013, almost 70 per cent of Dentsu India’s clients base will be Indian and 30 per cent will be Japanese.
He strongly believes that the future of communication is all about creating word-of-mouth. According to him, it is important to create consumers who can carry the brand forward. “Word-of-mouth is becoming the most powerful medium in today’s connected world,” he added.
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