The MAA Group has opted to fully buy
back the majority equity stake in Draft Worldwide
India, the Bangalore-headquartered direct marketing
and direct response company, from Interpublic
Group-owned Draft Inc.
With the buyback, the MAA Group will
hold 100 per cent equity in Draft Worldwide India. The
name of the agency will change to reflect the change
in ownership. Draft Worldwide India will now be called
Sabre Marketing Services Pvt Ltd.
However, there would be no change in
the agency’s team, and Sabre would continue to be
headed by its Vice-President, Prashanth Cheluvaraj,
informed Bunty Peerbhoy, Chairman of the MAA Group.
Peerbhoy added, “With a booming
economy and a very competitive market place in India,
corporations are compelled to adopt specialised
marketing tools. Direct marketing is poised for rapid
growth and we are investing for consolidating our
The MAA Group Chairman was vested
with management supervision of the company in India by
Draft in 2004.The agency has been present in India for
over 10 years. Draft – previously Kobs and Draft – was
purchased by the Interpublic Group (IPG) in 1996.
Commenting on the buyback, Draft’s
David Florence said, “We wish MAA well in the future
and thank our partners for their close collaboration
over the last 10 years.”
Sabre’s present client portfolio
includes Sun Microsystems, Cadence Design Systems
India, PTC India, Government of Andhra Pradesh, Locuz
Enterprise Solutions, and Mantri Developers.
The MAA Group comprises Corporate
Voice Weber Shandwick (public relations), RAMMS
(retail and merchandising), Sirius Communications
(print and production), and MAA Bozell (advertising
and integrated communications).