Media Planning Group (MPG), the media arm of the Havas group in India, has taken strident steps in the Delhi market in recent months. The media buying agency has catapulted to the second slot in the Delhi market after wresting the media duties of National Dairy Development Board-owned Mother Dairy and Chinese telecom handset major Kejian soon after. For the record, the Mother Dairy media account is estimated at Rs 25 crore, and the Kejian media account at Rs 30-40 crore.
V Ramani, CEO, MPG told exchange4media.co
m that his agency is still some distance behind the market leader WPP but is a clear 23 per cent ahead of the agency at the third slot.
Ramani said that MPG walked away with the media account of Kejian in a multi-agency pitch purely on the strength of its team in Delhi which is headed by Anjan Roy, Head – North.
He added that winning the media duties of Mother Dairy was a huge stature-building exercise as MPG till then had handled mainly new economy accounts such as that of Microsoft, Dell and Intel. The agency was apprehensive whether the FMCG biggie led by ex-Unilever professionals would consider their credentials “but we eventually won the slug-fest with Madison and that turned out to be a huge stature-building exercise for us. Starcom, Zenith Media and Optimum Media Solutions (OMS) were the other agencies in the initial fray,” Ramani said.
Meantime, Paul Tachil, CEO, Mother Dairy, when asked about the first-time association with MPG, said he anticipates good work from the agency.
Saatchi & Saatchi, which is handling the creative duties for Mother Dairy, too commended the role of MPG very highly. Anand Narasimhan of Saatchi & Saatchi also informed that a series of ad campaigns for Mother Dairy ice-creams will hit media shortly.
Coming to the Kejian account, Ramani said the Chinese company, which has forayed into the local market in tie-up with the Rajgarhia Group through a privately held JV company called Trust Telecom Technologies, would be offering both low-end and high-end handsets along with still pictures and video solutions at reasonable price tags with lifetime warranty.
The Kejian account is meant for the SAARC region to be driven out of Delhi.
Mindspace which is handling the creative account of Kejian is planning a slew of print and television campaigns in the coming weeks. A soft launch of the product is slated soon, said Vivek Dev Sharma, Associate Director, Mindspace.
Sharma said the association with MPG for Kejian has been very fruitful.
Citing the growing presence of MPG in the Delhi market, Ramani said, “We are among the top two buyers of STAR Plus in Delhi and among top three of TOI and HT in Delhi.”
Reflecting on the recent successes, Roy said the agency was never in a hurry to add too many to its client list. “You could lose business no sooner you win one if no effort is made to understand the specific needs of each client,” he said. This approach has indeed paid off for MPG in winning some major accounts in recent times. The agency has major clients like Reckitt Benckiser, India TV, Voltas, Dell, Intel, Microsoft, The Aditya Birla Group Corporate Campaign, LG Care among others.
“The second position that we command in the Delhi market is by virtue of holding three big accounts in the region of Rs 50 crore,” Roy said.
Looking ahead, MPG would focus on entertainment, print and perhaps cricket.