Rajul Kulshreshtha has formed a Delhi-based media planning and buying agency, Xposure. Sundeep Sharma, till recently, Country Head, Motivator, a GroupM company, has joined Kulshreshtha in the venture along with Manish Sharma as co-founders.
The aim of the company is to propagate an environment where the brand stands paramount.
Rajul Kulshreshtha, Co-Founder Xposure, said, “We were tired of doing excel sheet media planning and it was difficult for us to build brands on this premise. The whole media planning exercise was reduced to a four-letter work called ‘deal’, which irritated us even more. We found the work boring and wanted to bring back the buzz in our life. This made us form an agency whose fundamental premise was to work for the brand and not the clients.”
The X symbol in Xposure is a combination of the greater than and the less than sign, denoting optimal exposure for a brand. The agency has started working for Matrix as its first client and has business worth Rs 50 crore. With a core team of five people, the agency also does a lot of consulting for creative agencies.
According to Kulshreshtha, Xposure is a location independent agency and is ready to expand as per business requirements. It doesn’t plan to bring investors on board.
“We focus on the strategy and not tactics. For us, planning is more crucial and rates are means to an end and not an end in itself,” he added. The agency plans to offer the best possible solution for a brand and become an effective media agency.
A key observation pointed by Kulshreshtha is that a lot of large brands refuse to sell inventories to big agencies. A small percentage of business is given to the larger agencies and the smaller ones are gifted with better deals. According to him, media has become a commodity; hence, the agency was started with a vision of working for brands. “We have the experience, attitude and the honesty to make Xposure the most effective agency that offers optimal solutions for a brand,” he remarked.
Both, Kulshreshtha and Sharma have experience of 20 years working with some of the big ticket clients such as GM, Ford, Coke, Nestle, Reckitt Benckiser, Havells, Yamaha, UNICEF, among others. They have worked with agencies such as GroupM, Universal McCann, ZenithOptimedia and Ogilvy.
Kulshreshtha had taken on the role of Managing Director at Kinetic Worldwide in 2010. Under Kulshreshtha’s leadership, the company bagged several businesses and projects and also took some important steps such as the release of Moving World India, a study done on the changing out of home (OOH) industry and consumer behaviour in context to OOH.
Kulshreshtha has been with the WPP and GroupM side since 1994. It may be recalled that in June 2006, he was elevated to the Managing Director’s post for Motivator. He spearheaded Motivator’s pan India role for five years. Prior to that, in May 2004, he was General Manager, GroupM, Team LG.
Sharma started his career at Lintas as Media Executive in 1994 and moved to WPP in 1995 as a Senior Buyer at Ogilvy. He became a part of the core team that launched Maxus in 2001 and was also the part of the core team that launched Motivator in Delhi.
Within a short span of the last few years, ‘desi’ independent agencies such as Taproot India, Scarecrow Communications and Curry Nation, among others, have proved their mettle by lapping up some big ticket accounts. However, the industry hasn’t seen birth of many independent media agencies. Xposure is perhaps the first break away media agency.
The industry might see a lot of independent media agencies starting business this year. The next step of evolution will see these agencies strive towards differentiation and create value for brands.