Top Story

e4m_logo.png

Home >> Advertising >> Article

Ex-Mudra creative Anil Bhardwaj sets up Basecamp

17-December-2012
Font Size   16
Share
Ex-Mudra creative Anil Bhardwaj sets up Basecamp

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.

Tags

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.