I think marketing needs to be meaningful. We are spending a very important and considerable amount here in India, but it needs to be meaningful, which means it needs to be in line with what you want to achieve with your marketing strategy, because you can also spend a lot of dollars and yet that could be useless... The driving factor for Rado in the past 55 years and in the coming 55 years was and will be innovation. The day we stop innovating, we will probably kill the brand.
Roughly 20 per cent of our revenues globally come from digital, which didn’t exist just three years ago. It’s not just about digital – that is the whole engagement play, which is why we now call ourselves an ‘engagement agency’, because so much of what we are doing now is really strategic content. Most of our clients have woken to the fact that they already produce such an incredible amount of content that they factor to become publishers. The serious dollar now is in helping companies to effectively become publishers of their own material across multiple platforms and engaging with the audiences directly.