Within six months of beginning its operations in Lucknow and Chandigarh, Noshe Oceanic, which has a forte of handling retail clients, is now eyeing other markets as well. The specialist retail advertising agency will be getting into Jaipur by the end of March end. Plans are also afoot to mark its foray into Hyderabad, Ahmedabad and Bangalore within the next six to eight months.
“We are looking at all the tier II cities as we feel that is the next destination for retail. We want to tap all the retailers, build a brand from scratch and make them strong enough to compete with the biggies. We like to grow a zero entity into a big brand as that is more challenging,” says its president Asheesh Sethi.
“Ahmedabad and Hyderabad are very big and are in sync with our plan of going to the tier II cities. While in Bangalore, we need our presence felt,” Sethi adds.
The agency is going to close the year (March 2007) with a billing of around Rs 45-50 crore and hopes to achieve a target of Rs 100 crore within the next 18 months.
As to how the approach towards a client in a metro city differs from that of a smaller town, Sethi says, “The efforts that are required to explain the effectiveness of advertising to the clients in the smaller cities is much more as compared to the metros. They have a laid back attitude. The communication has to be clean, clear and comprehensible and in their lingo which in itself is a big Herculean task.”
The investment in setting up the new offices, according to Sethi, will be more in terms of people. “We need to have people who understand the retail business. We need people who have an aptitude much beyond the normal advertising business. To find people in our kind of set up is much more challenging,” he says Sethi.