Top Story


Home >> Advertising >> Article

Textile hub Coimbatore now attracts advertising agencies

Font Size   16
Textile hub Coimbatore now attracts advertising agencies

Ad agencies seem to be looking at the Coimbatore market with renewed enthusiasm, irrespective of whether they want to set shop in the city. Coimbatore-based Sasi Advertising has been around since 1979. And newer entrants are making their mark. With national and Chennai-based agencies vying for Coimbatore-based clients, existing players like Sasi are looking at markets like Chennai, Bangalore and others seriously.

Coimbatore, with its proximity to Tirupur, Erode and Salem, and also to Kerala, is an industrial and textile hub, which has also established its presence in education over the years. With its strong industrial, retail and garment brands, the hub is attracting advertising agencies from all over.

Sasi Advertising has been one of the first and is among the biggest players in Coimbatore’s advertising industry. It’s offices in Coimbatore, Chennai, Madurai, Trichy, Bangalore, Hyderabad and Cochin, besides Mumbai and Delhi. It gives this South-based agency a pan-India presence. Its brand portfolio (in Coimbatore) includes Crocodile, Pricol, Premier Mills, Shanti Gears and LG Roll On chains. The work done by most agencies in the Coimbatore market goes beyond advertising and encompass Events, BTL, Outdoors, PR and Printing. The total market is estimated to be in the region of Rs 50 crore, in terms of billings done out of Coimbatore alone, across services.

So is Coimbatore the place to be? Swaminathan, Managing Director and Founder of Sasi, has another story to tell. He said, “In the Coimbatore market, the potential is much lower when compared to metros. There is no point in relying on print media alone. The concept of 15 per cent is dying. We need to focus on other avenues, including TV production and BTL.”

Sasi Advertising until recently handled Arun Ice Creams and Arogya Milk, both of which have moved to national agencies. Recently at its Chennai branch, it has recruited Mohana Rangan (CD-Copy) and Vinod (Strategic Planner), both from Rubecon. Another new entrant is Alok Ghosh (CD-Art) from Maitri Advertising. Its clients from Chennai include Southern Railway, Neyveli Lignite Corporation and United India Assurance.

Refusing to divulge details on the company’s billings, Swaminathan said, “A 5 to 10 per cent increase is the realistic target, with retaining existing clients itself being a challenge.”

Alak Nanda is one agency that made its foray into Coimbatore three years ago. And heading the Coimbatore branch of the agency is Murali Dharan, who moved in from Sasi Advertising in December 2004 after 14 years with the agency. It currently handles, among others, ABT (Car Division), Roots Multi-clean, Johnson’s School of Business, Retail client Ganapathy Textiles and ARC. On the other hand, there are the Coimbatore-based clients being handled out of other centres. Like Chennai-based hot shop WOC, which handles creative of Chennai Silks, a retail client based in Coimbatore with annual spends estimated to be in the region of Rs 10 crore.

Said K Sathyanarayana, GM - South, Media Direction, Chennai, "In my estimate, the entire advertising pie in Coimbatore and surrounding areas like Tirupur and Erode would be in the region of Rs 50 crore. If you are talking about organised brand advertising, I think it would be around Rs 15 crore. Some of the retailers in the region are big spenders and a lot of the accounts based in Coimbatore are billed from other centres like Chennai. My estimate does not take into account these clients."

As is obvious, not all agencies are keen on setting up shop in the city. Mudra, which handles Lakshmi Machine Works, a Coimbatore-based client, handles the account out of its Chennai office. Ashok Vidyasagar, Branch Director, Mudra, Chennai, said, “There are some advantages that an agency from outside brings to a city like Coimbatore. For example, there are a large number of B2B units. An agency from an outside city with cross category experiences might be able to bring in some amount of freshness in perspective in such cases.” Vidyasagar estimated the potential in the hub to be in the region of Rs.40 crore.

A few agencies and hot shops from Chennai are said to be looking to set up shop in Coimbatore, to service their existing clients. As they do, it is only natural that the competition for local players like Sasi increases further. Even if they don’t set shop locally, the challenges for regional agencies seem to be from the biggies and metro-based hot shops.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...