Surge Media Pvt Ltd, a Delhi-based mall advertising agency, opened its first branch office in Bangalore on October 14, 2011 as part of its expansion drive. Launched in the year 2003, Surge now has a presence in Bangalore and Mumbai as well.
Speaking to exchange4media, Viresh Sharma, Managing Director, Surge Media, elaborated, “We are a mall media solutions agency. After fortifying our base in Delhi-NCR, recently Surge Media began its expansion drive by opening up its regional offices in other major commercial towns of India. Leading the march are our Bangalore and Mumbai offices, wherein a thoroughly professional and experienced team of media personnel have already started identifying potential media properties, negotiating deals, acquiring new media. With the overwhelming response received at these locations in such a short period, our plans to open up more branches at other identified locations by this year-end have got a big boost.”
The agency plans to have a total of eight branches by the end of this fiscal year, bringing Kolkata, Ahmadabad, Hyderabad, Chennai and Kochi into its fold.
As part of their advertising plans in Bangalore, Surge has mobile vans going around the city. On the reason for building presence in Bangalore, Sharma explained, “Bangalore is a very important market for any OOH pan India campaign. it also has some big brands such as TVS, USL, Titan, Britannia, Jockey, Arvind Brands, Madura Garments and few other apparel brands, which are very niche brands and very active in the OOH space. We are currently targeting Apparel, automobile, FMCG, and surrogate categories in the city. We already have a good client base here and few media in leading malls as well.”
Currently, Surge has direct clients as well as media buying agencies as major clients, with OOH agencies being the main focus. Elaborating on the kind of advertising that they would be offering clients in Bangalore, Sharma said, “We have a very focused approach. We will operate in the mall space only. In Delhi-NCR, we are the largest mall media agency. In Bangalore and Mumbai, we are relatively new (less than a month old) and we aim to be the No. 1 agency in the next six months in these two markets. We plan to command 70-80 per cent of the present market share over the next six months in Bangalore. Our year-on-year growth percentage is around 20 per cent and our expected rate of growth this fiscal is 30 per cent.”
As per the advertising trends seen among different brand categories, the FMCG and telecom sectors usually advertise throughout the year, while automobile, consumer durables, jewellery, apparel and lifestyle brands advertise more during the festive season. Sharma noted, “Almost all categories targeting mass media use OOH. About 30-40 per cent of the targeted business comes in during the festive season. Since mall space has proved very effective to advertisers, so this is more or less the same throughout the year.”
In India, outdoor advertising is growing at the rate of 15 per cent per annum. Outdoor advertising is focused on marketing to consumers when they are ‘on the move’ in public spaces, in transit, waiting in commercial locations, and so on. Outdoor advertising is divided into four main categories – Billboards, Street Furniture, Transit, and Retail Branding.
“The changing lifestyle of Indian consumers sees them spending most of their time outside their homes. So, this media works out as the perfect option of advertising for brands to reach their target audience most economically. Also, with the increase in income, most Indians are looking for good services at the place they prefer, within the limited time available to them to spend, expecting complete information of the product, where they are assured of good returns on investment. Unfortunately, in the absence of quality research on outdoor advertising, this media is not able to get its due credit and is left far behind in the race compared to electronic and print media. Mostly, the industry is dominated by local media owners, with malls being scattered across the city unscientifically,” Sharma concluded.