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It’s a futile rat race to bank on digital media in India: Dhaval Mehta

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It’s a futile rat race to bank on digital media in India: Dhaval Mehta

Dhaval Mehta, CMD, Kreate Advertising Pvt Ltd, completed 25 years in the field of Indian advertising in October 2010. Over these 25 years, he has not only been a successful first generation entrepreneur, but also an inspiring mentor with many of his employees now heading advertising agencies of their own. A commerce graduate, Mehta has been responsible to expand the advertising sector with grooming youngsters to set up their own agencies, while establishing agencies like Ubique, Ubiquitas, Omnipresent, Kreate and Kreateubiquitas through his 25-year career.

In conversation with exchange4media, Mehta traces Kreate Advertising’s journey so far, what sets it apart and also why he feels digital is overhyped…

What was the idea with which Kreate was set up in 2002? How far has that idea evolved over the years?
It has been fantastic! A lethal bomb was created – strategy & creative’s! So many new things happened... All of us here are crazy and mad people; Keeping the boundaries of culture in place, Kreate has made us breath the way we wanted! And whatever we have done till date, we have got tremendous respect from all our business partners.

How has Kreate Advertising’s journey been so far? What have been the key points in this journey?
It has been an interesting and remarkable journey so far! We have been fortunate to have worked with some of the big brands, delivering efficient results that could not have been delivered by bigger agencies. We have been featured in the Limca book of records for an event, have organized the largest kids exhibition in India etc. We have also been honored by our clients as the only agency that does NOT promote any tobacco or liquor related brands in any form. We are a clean agency, respected as much for our work as for our ethics, and have our clients and vendors swear by us for our professionalism and commitment.

What have been the new account acquisitions at Kreate?
We have recently added to our portfolio, the following accounts: Acquarius Capstorm Ltd, Violight UV Sanitizers, Unisafe Fire Fighting Services, and Jeevaa Spa & Salon.

Kreate is into advertising, PR, events and interactive – any plans to expand into new verticals?
We are a creative shop and believe in doing high end creative work for promoting our brands. We currently handle creative work for various media like print, outdoor, TV & interactive. We do not intend to expand into any new vertical as of now. We wish to further strengthen our position in these fields.

What has been the annual billing for Kreate in the previous financial year? What is the growth target set for the current financial year?
We are not a billing agency as we do not do media. The financial billing for last year was Rs 2 crore and the next financial year we are looking at a 20 per cent growth. This includes only creative and PR billing in all forms.

What are you looking at the key growth drivers for the year 2011?
Direct marketing and experiential marketing will take over all forms of media as every brand today is looking for results, more than anything else.

The Kreate website mentions that it is the “First ever to shoot a record of 16 TV commercials in a day for MKCL-MSCIT’. Could you elaborate on that, how did you go about it, what prompted the need for shooting so many TVCs in one day…
It was a challenge given by the client as the product “MSCIT” had to be communicated to every age group and segment. Hence we made 10 secs testimonials depicting housewife to college student, an executive and a businessman... et al. When we gave this idea to the client, they were not so keen but with the strategy that we presented, it made them understand what these TVC’s could do for them. Till date, no one has ever produced so many commercials in a day.

Today we have nearly every agency foraying into digital media in some form or the other, do you have similar plans? Could you elaborate on that?
Unfortunately digital media has flopped in India. For brands, it merely brings forth the presence. But the results, by way of convergence and sales, is hardly anything. There are a few lifestyle products that will bring some kind of convergence, but it will take a very long time to accept this medium of information and communication in India. We should also take into consideration that only 2-3 % Indians are exposed to the internet today as against the rest of the world. It is a futile rat race to bank on the digital media in India. We will have to look at new methods or new areas of communication.

What is Kreate’s USP – what sets it apart from other agencies?
Speed, persuasion, honesty, transparency & sharing knowledge with every client. Clients get obsessed with us and come to us for solutions where they stumble in their business.

Kreate’s dream…
The belief is to have owners than employees in kreate. Every individual who has contributed to the growth of kreate would be called as the owner. We wish to set an example to the world that for any organization to succeed and flourish, the aspirations of people in the workplace have to be ownership driven.



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