After spending almost 25 years in media, Tapan Pal, ex-President and CEO, Zenith Opti Media, set up his own venture, christened Absolute Media, a month back. And, with the objective to acquire a better position in the media market, the company has inked a strategic alliance with the Delhi-based INCommunications Advertising.
As per the MoU, Absolute Media would look after all media requirements of INC, while the latter would as well extend supports for the partner. This symbiotic relationship between the two would help the both grow by over 50 per cent in the current fiscal, observes Pal.
Speaking on the tie-up, Nikhil Nehru, Chairman, INC, says at present the company is looking after the media requirements of APJ Education Society, Classic toothbrush, Metropolitan modeling agency, Leh Berry, Seabuck Care, Avello etc. “The tie-up with Absolute Media will further enhance the growth of our business as Pal’s expertise in media buying and selling will now come handy while catering to new international and national clients,” he says. At present, INC posts an annual turnover of Rs 20 crore.
As Pal says, at present 80 per cent of the total media business in the country is handled by top ten media agencies. And, these agencies cater to the needs of key clients that leaves the second-rung companies at the mercy of unprofessional agencies. “In order to fill this vacuum we would cater to the needs of the second-rung players who are willing to grow,” explains Pal. At present, there are around nine people in his set up and within coming few months four to five known faces from the advertising world are likely to join in.
However, further elaborating the company’s future plans, Nehru says INC is looking forward to acquire new international clients. “The focus would be on middle-rung clients who are ready to grow with us,” he echoes Pal.
Indranil Chatterjee, Director and CEO, INC, points out that in the coming months telecom, FMCG and hospitality sector would get his company the maximum business. Elaborating further on the JV, he says advertising agencies in India have come of age. “There is a strong demand in the market to break away from stereotypes and start ups by professionals were getting recognition – both in the international and national arena, he observes.