Within a short span of past four years, desi independent agencies such as TapRoot India, Scarecrow Communications and Curry Nation, among others, have proved their mettle by lapping up some big ticket accounts. Hence, it makes the industry believe that it surely marks an era of these young ones.
Anil Bhardwaj, former Group Creative Director of DDB Mudra, where he worked for three and a half years, has joined this bandwagon with his new venture called Basecamp India, started in September this year. The company shifted to its new headquarters in Mumbai in November and doesn’t have any branch offices as of now.
In this pursuit, Bhardwaj is joined by ex-Everest Associate Creative Director Sachine Bhardwaj. The agency has been assigned the creative duties of the entire business of Magma Fincorp, a Kolkata-based non-banking financial company. The account size of this business is approximately Rs 15 crore. The agency has also handled some projects for Future Group and JSW. It currently works with three art directors and two copywriters; two senior consultants for planning and business management will come on board soon.
“Advertising is more about passion and less of business. I can foresee that advertising will change in the next four years in India and all the new businesses are coming from retail sector, which also means insurance, real estate and jewellery. Basecamp attempts to cross boundaries and erase the divides of ATL, BTL, in-store or catchment,” said Anil Bhardwaj, Creative Head at Basecamp India.
The main focus of the agency is to understand different catchments and design special campaigns for companies that are not doing well in a particular area.
Bhardwaj further said that each and every small piece of communication is treated with equal respect at the agency. “I think the best piece of talent should work on the smallest piece of communication,” he added.
“I don’t see any competition and threat from small or big agencies at all. I think the way we have started working, people will come to us,” Bhardwaj affirmed.
Bhardwaj has experience of working with the Future Group, LIC, etc., while he was with DDB Mudra. Before that, he had worked with Publicis Ambience for seven years and Saatchi & Saatchi for two years.
The industry has seen a lot of independent agencies starting business this year. The next step of evolution will see these agencies strive towards differentiation and create value for clients.