A year and a half back, three seasoned advertising and media professionals – Charu Bakshi, Nikhil Nehru and Indranil Chatterjee formed inc Communications. In the last financial year, the Delhi-based agency closed its media billings at Rs 22 crore and this year, the group is eyeing at Rs 35 crore.
“We decided to bring back the form. We wanted to get out of the advertising business and get into the business of advertising,” said Nehru.
After a conscious take off in April 2003, inc Communications came into action from January, this year. From international consumer goods major to shopping arcades and modeling agency to weekly tabloid – the client portfolio of the agency includes some of the names like Leh Berry Juice of the Ladakh Foods Limited, Seabuck Care cosmetic division of Compact International, Paris-based modeling agency Metropolitan, CTC Malls in West Delhi, and Tehelka – a weekly tabloid, etc.
The trio, Nehru, Chatterjee and their creative partner Bakshi are all smiles over their conscious decision to team up for a truly me-my types brand and working towards the accounts which they call the ‘challenger brands’. “We are a start-up, but we are neither in a hurry nor ready to compromise on our principles when it comes to the basics of business,” said Nehru, “We are completely flat in our in-house logistics and transparent in our strategies and policies – be it the client or any one of us.”
While Nehru wants to develop their brainchild into a peoples’ agency and not just another lip-service organisation, Bakshi chips in, “We want to make a difference and do justice to the brand.” Echoes Chatterjee, a recipient of Gautam Ghoshal Communications Award, “Of course, there are problems and we are fighting them up. Slowly, we are trying to get people with the same wavelength as ours. We want people who believe that their merit would be recognised and rewarded.”
Referring to the workforce expansion strategy, the masterminds put it together as, “At inc Communications, it will be a departure in our hiring policies. The new HR policy will encompass certain subtle differences such as giving away the annual increment on the employee’s birthday. In fact, it is easier to run a company in this manner,” said Bakshi.
Presently, the media work for their clients is being handled by Universal McCann and ZenithOptimedia. “We are heading for accreditation. We are one step forward in this direction,” said Chatterjee.
Given the facts and figures in the first year at inc Communications, the team has yet to make a mark with some sterling work and power brands, which as they claim, are in the pipeline.