Ad majors gear up to face digital challenge

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Mumbai, Nov 27: Even as advertising major FCB-Ulka is building up its interactive capabilities, Ogilvy & Mather India is scaling up the operations of its digital arm Neo @ Ogilvy. Yet another major player Grey Worldwide is extending the services if its digital wing ‘G2 Interactive’ while Bates David Enterprise is investing in new tools and training programnes to strengthen its brand ‘141 sercon.’ Clearly, the accent seems to be on ‘digital communications' in the Rs 16,300 crore Indian ad industry.

Recognising the growing significance of digital communications in India, ad majors are now beefing up their operations to woo consumers. As a result, the Rs 450 crore digital marketing sector is expected to register a 30 % growth this year, predict analysts. Call it the digital invasion.

On the agency’s strategy, MG Parameswaran, executive director &CEO –Mumbai FCB-Ulka Advertising said:” We expect clients to put more money into the digital media this year. To strengthen our digital wing, we are investing in fresh talent, analytical tools and training programmes.”

Like FCB-Ulka, Bates David Enterprise is also adding muscle to its existing man power to meet the growing demands of its clients.” Our focus is on hiring people with different skill sets. We are investing in training; workshops and tech back ups to strengthen our operations, “said Subhash Kamath, chief executive officer, Bates David Enterprise.

As for O&M’s game plan, the agency is extending the services of its digital wing to second tier cities in India as part of its organic growth strategy. “For our inorganic growth, the route is going to be acquisitions in the merging media,” said Prasanth Mohanachandran, executive director, Digital Services, Ogilvy.