Hyderabad-based Virtual Reality Communications, a five-year old non-media agency, marks another example of an agency that has focused on specialised services. Having tasted success in the retail space, the agency has now moved forward to experiment with Brand Consulting.
With the launch of its brand consulting division, Brandwidth, recently, the agency is optimistic of doubling its revenues in the coming financial year with a healthy growth from the new division.
Speaking to exchange4media, Shrinivas Ayyar, who founded the firm after spending two decades as an advertising consultant, said, “In a highly commoditised market place, we need to create a consumer connect, an excitement, a fire, and widen the brand horizon. In the case of FMCG brands, there is a huge advertising outlay, and we believe that the advertising monies spent should extend to the overall experience of the brand, increasing ad effectiveness. Our clients have received the new division positively.”
The brand consulting services were born from the needs of an advertising client launched by the agency, Adhaar edible oil.
Virtual Reality operates from Hyderabad, though it handles several clients from other locations. These include the Pan Am brand of garments of Bangalore, Singapore-based Fast Forward Technologies, and Kerala-based Garment Gateway. Geographic expansion is not a priority, though in due course, the agency expects to expand to Mumbai and Chennai, based on client needs.
“The Hyderabad market itself is growing phenomenally. Brandwidth is also poised to bring in a lot of business in the next two years. We see a lot of companies optimising advertising expenditure and increasing the bottomline. The consumer connect will play a larger role,” added Ayyar.
The company also has in place several other divisions, and one of these is Radio Ga Ga, which specialises, as the name suggests, in Radio production. The FM boom is expected to contribute to this division’s business. It used to run a two-hour slot earlier, and foresees activity in the sphere soon.
The long-term goal is to set up the agency with individual teams across a slew of divisions. For now, the agency is bullish on Virtual Reality Communications, the retail advertising business, and Brandwidth, to double its revenues in FY 2006-07.