Top Story


Home >> Advertising >> Article

London-based DixonBaxi tests waters in India in pact with VGC

Font Size   16
London-based DixonBaxi tests waters in India in pact with VGC

London-based creative and strategy company DixonBaxi is exploring the Indian market to understand the emerging design and creative mood. It may be recalled that in January 2009, Vyas Giannetti Creative had tied up with six global design specialists, including DixonBaxi, to launch a specialised Design and Communication Cell.

exchange4media met up with Simon Dixon and Aporva Baxi, Founders and Directors of DixonBaxi, who are currently in India, to find out about their plans and the strategic initiatives that they intend to bring to the Indian market.

This is the second visit to India for Dixon, who was here earlier as a guest speaker at the GoaFest. On his business visit to India this year, Dixon said, “This is a visit where we want to talk about the experience and learnings of the European market that we as a specialist design agency can bring to India. In return, we also expect to take back the same learnings from here to our studios back in London.”

Baxi added here, “We work on holistic ways and think about brands at conceptual levels. Thus, here the collaboration lies with two similar minds and creating cultural consortium with Preeti (Vyas) and the team here.”

DixonBaxi’s entire model is based on a collaboration model, hence the duo has no such plans in the future to have independent operations in India.

Comparing the Indian markets to the European markets, Dixon said, “It is more about opportunities here in India. The market in the UK and the US are well established. Though the design market in India is relatively developed and matured, it is also full of grey areas in terms of culture, history and creativity. Hence, we would like to focus on exploring these ideas to the fullest and work on them as opportunities.”

Speaking on the collaboration, Preeti Vyas, Chairwoman and Chief Creative Officer, Vyas Giannetti Creative, said, “The collaboration between DixonBaxi and Vyas Giannetti Creative recently created waves in business circles. This collaboration holds huge significance for the Indian market, where specialist design verticals with invaluable global expertise are perceived to be the clear and present need of the Indian businesses. It is imperative that a combination of clear thinking and expressive communication and design will bring a positive new perspective to existing markets and industries.”

On being asked about the projects already underway, Vyas informed they were in the process of finalising two specific domains with one of their clients. She, however, refused to divulge further details.

Also read:

VGC has new designs; forms strategic partnerships with 6 global specialists


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Meanwhile Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

Pankaj Belwariar, who recently resigned from the post of Vice President Marketing at Sakal Media Group, has now joined Rajasthan Patrika as the Head of Marketing in North and East region.

A look at Vivo’s ad campaign with their all-new brand ambassador Aamir Khan, which has fetched them a whopping 21 million views on YouTube