Triton achieves capitalized billings of Rs 250 crore in 2004, aims higher
As a mid-sized Indian agency devoid of any international support systems, Triton has made a sufficient mark in the advertising world. Some successful brands handled by the agency which have grown and flowered are Fortune Soya Oil, Samsung and Panasonic mobile phones, Aquaguard, Euroclean vacuum cleaners, Zingaro beer, Faber Chimneys and Venky’s Chicken, among others.
Jayesh Ravindranath, Executive Director, Triton, said, “Triton has seen a steady growth since its inception in 1991. The capitalized billings have increased from Rs 10 crore in 1994 to Rs 250 crore in 2004. Currently we are over 200 Tritonites across our five offices in India. The entire focus of the agency has been to take relatively smaller brands and help them grow into dominant brands. So the process is completely business led. Whatever it takes to get a brand into the consumer mind space and to grow its sales is considered and then implemented. We offer a 360-degree approach across all forms of consumer contact and communication.”
Renton D’sousa, National Creative Director of the agency, is in charge of quality and focus of the creative output, and leads teams headed by Creative Directors, across brands/clients. And Sainath Iyer heads media. The media division is a standalone media AOR, handling business for Triton clients as well as others outside the Triton fold.
What kind of cutting edge creative solutions has Triton brought in for its clients? Ravindranath said, “I would like to share the instance of a brand such as Panasonic. We found that although mobile phones have been available in India for some time, grey channels and officially, the consumer could barely associate with the Panasonic mobile brand. When it came to a mini phone (MAX style), a campaign with Bipasha helped the brand so much that its sales have gone up almost 250 per cent since then. The campaign highlighted the USP that this phone is small enough to fit the coin pocket of in one’s denim jeans.”
Similarly, he said, after Triton came up with the campaign ‘Aapke Ghar Mein Kaun Rehta Hai? Kamardard Ya Moov,’ the Moov brand has displaced Iodex from its market leader position.
What are Triton’s future plans? Said Ravindranath, “Growth will happen and it will be in the area of getting brands that need to jump into dominant mind and market positions in a relatively short time. Therefore, the focus will be to continue to get brands that we can help build into prominent players in their categories. The economy is on a growth path, hence the opportunity for mid-sized brands to grow is very good, including us. We have a good representation and knowledge base across FMCGs and durables. We intend to aggressively leverage this learning and huge reportoire of consumer knowledge across geographies and across products and services for the benefit of our clients and ourselves.”
He added, “The more we grow our client’s brands, the more we grow -- knowledge-wise and business-wise. We are now in the process of strengthening our knowledge base by putting in place certain processes and tools that will allow us to be more incisive in our offering to the brands we handle, and in the process make our deliveries that much more precise and impactful.”
In an industry where might is right, where does Triton stand? Ravindranath said, “Being large or medium or small is not the paradigm we follow. In a market that has all sizes, shapes and textures of agencies, we will grow aggressively and rapidly, as we are specialised in handling small to medium brands. Very few operate in this turf.”
The integrated divisions of Triton include Triton Rural, Triton Media, Triton Net and Abacus PR. In addition, there are Oaks which handles events; Viking which handles television and film sponsorships; and CCS which handles publishing in addition to corporate communications.
Our typical marketing budget is usually 10 per cent of the topline spend
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