‘Mumbai is a market of the past’, ‘Delhi is fast becoming a powerful advertising centre, ‘Mumbai is saturated, Delhi is where the growth is’... statements such as these had become common place in informal conversations and social gatherings of the Indian advertising industry. But when Ogilvy’s global CEO reiterates this and states that Delhi is the next frontier for the agency, one cannot help but listen more carefully.
Delhi, or rather Gurgaon, has seen significant growth in advertisers in the last few years. Agencies such as JWT India and Ogilvy India are amongst those that have paid attention to the market in the last many years, but for Ogilvy now, the top management itself would be more involved in the growth of Ogilvy’s operations in Delhi.
In a conversation with exchange4media, Miles Young, CEO, Ogilvy Worldwide, has clearly outlined the expectations from the market in the months ahead – focus on people, upping the creative output, increasing the digital penetration and growing the agency’s market share. He said, “We are not going for quantity at any cost. It has to be a quality growth, so we are not expecting things to change in six months. It would take time for the industry on the whole to evolve.”
For Young, Delhi as a market offers a great opportunity in developing 360 degree communication. Mumbai may still be perceived as a TV dominated market, and this has resulted in the agency’s digital growth not being as much as Ogilvy was expecting but in Delhi, it’s a whole different ballgame. “Where there is government, there are more growth opportunities for social media or even for PR, so the market will allow communication across media to thrive,” Young observed.
Delhi is soon becoming a “corporate headquarter” for multinationals, and this has played a key role in growing the market. For some clients, the fact that Delhi is India’s political centre has also led to their decision to be in the city.
Ogilvy India’s renewed focus on Delhi will see the agency’s Executive Chairman and Creative Director for Ogilvy India & South Asia, Piyush Pandey and the National Creative Directors – Abhijit Avasthi and Rajiv Rao spend more time in the city. From a knowledge and strategy standpoint, Madhukar Sabnavis too would be spending more time in the city.
Pandey pointed out, “We are already spending time in the city. Even so far, Delhi was under Sanjay Thapar, who is a board member of the agency and Ajay Gahlaut is one of the most respected creative directors there, so we have had a strong team there. But yes, in light of the growth opportunity this city presents, we are very keen to strengthen Ogilvy India’s presence there and ensure that the quality of work from the city grows even further.”
In an earlier conversation with exchange4media, Sanjay Thapar, Group President, North & East, and member of the board, Ogilvy India, had said, “We have shown very encouraging growth in the market in the last couple of years, and now even the creative component of the city is on a rise. But Delhi is soon becoming a very important market from an advertiser standpoint, so there is still immense growth potential in the market.”