82.5 Communications, the 'Indian' agency, turns one

Piyush Pandey believes 82.5 filled the position of a truly Indian agency that was lying vacant

e4m by exchange4media Staff
Updated: Feb 13, 2020 8:59 AM


82.5 Communications turns one

As 82.5 Communications, the agency that has named itself on the longitude that defines Indian Standard Time completed a year since its launch, Piyush Pandey, worldwide CCO and Executive Chairman India, Ogilvy says there could not have been a better time to launch this agency based on the principles of “Indianness”.

“I think why we launched this was very simple. While Ogilvy is based on certain principles which would reflect in our work we never flagged it. We are a large holistic agency with a deep knowledge of culture and that is what has made us successful over the years. But with 82.5 we have filled in that position of a truly Indian agency that was lying vacant,” said Pandey.

In one year, the agency has already created a buzz in the industry with its popular ads including the Bisleri ad where camels chose to drink only “Bisleri” water for the credibility of the brand.

Summing up the year-long journey, Sumanto Chattopadhyay, Chairman and CCO, 82.5 Communications, said, that despite all odds, the agency not just survived but thrived. “We were born on Republic Day last year. When we announced it, a lot of people wondered if this was the correct time to launch a new agency considering things were so tough in our market. It was exciting yet scary. So one year down the line, we have survived and with cautious optimism, I would say that we have thrived as well,” he added. Chattopadhyay mentioned how the work done by this young agency got accolades at various industry events including Effies.

Talking about the business growth of the agency, Kapil Arora, Co-Chairman & CEO of the company gave a point by point detail of the individual things the agency achieved in the last year:

  1. Build a profile of interesting India-first businesses that resonate with the agency's positioning. 90% of the client mix is comprised of India-first clients. "We also have global brands come to us, like Milo, which wanted a Tamil Nadu-out insight reflected in their work. So they too see value in our India first expertise and approach".
  2. Open platform model – as a small outfit, it made absolute sense to keep brand custodianship, strategy and content expertise in house, while working with partners to offer allied services in media, social, PR, retail and activation. "In implementing that model, we had a few learnings and have since pivoted to build that circle of partners within WPP alone. This helps us retain better quality control and ownership for our clients and a move like the WPP campus really aids is in that regard".
  3. Language first – "We’ve already built in house language thinking expertise beyond Hindi and English, starting with Bengali, Marathi and Tamil. This repertoire will continue to increase through a mix of in house talent and a circle of friends from the local film and theatre circuits".
  4. On the business front, our mandates with our largest clients ITC, Himalaya, ACC, Bisleri have significantly strengthened in this one year. "We’ve won 9 of our last 11 pitches. And bagged mandates from Nestle Milo, a few dairy projects with them as well, IDBI bank, Haldirams North, Hero Lectro, a few brands from the RSPL group, Campus Shoes, Pearson education and Jeeru – a jeera based carbonated beverage right here in Mumbai.

All of that is just the beginning. We are and will always be a work in progress agency. It’s our strength. But with a solid foundation in place, we’re fabulously well geared to help navigate and partner our clients through trying times. And we’re bullish about the future,” he concluded.

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