When contacted, Publicis Zen Communications director TN Ravindran confirmed: ``Yes, we will be dropping `Zen' from our name very soon. In fact, we have already initiated the process of changing our name to Publicis India in the near future.''

As of today Paris-based $7 billion parent Publicis Worldwide holds a majority stake of 60 per cent in the Rs 65-crore Publicis Zen Communications. While an increase in stake is imminent, there are no immediate plans to increase the holding. ``We hope to increase our capitalised billings to Rs 100 crore by the end of this year,'' adds Ravindran.

Commenting on the trend of dropping the swadeshi part of the name from multinational ad agency's local operations, a leading advertising practitioner says: ``It is a marketing reality where the name needs to reflect the ownership. While emotionally it may be difficult for those who have been part of the Indian agency, nevertheless it is a fact they have to live with.''

Even as Publicis Zen prepares for a name change, it has quietly launched "Optimedia", the media buying and planning arm of Publicis Worldwide, in India. According to Ravindran, the objective of the new media unit is to meet the media requirements of its existing as well as new clients. The agency is also gearing up to float an interactive division to handle its dotcom clients within three months.

Adds Ravindran: ``With the launch of Optimedia we will independently pitch for media accounts, like other Indian ad agencies. We will also handle media buying and planning for online as well as offline brands.''

Recognising the significance of an independent media division, many Indian advertising agencies have launched their media-buying outfits in the last few years. Lowe Lintas & Partners - formerly known as Lintas India - had floated `Initiative media', while leading agency HTA launched `Fulcrum'.

Trikaya Grey Advertising had then launched an independent media division called `Mediacom'.

Comments a media guru: ``Gone are the days when Indian ad agencies solely relied on media-buying agencies. Now almost all leading Indian agencies have their own media units.''

As for the acquisition of Delhi-based Maadhyam, Ravindran informs: ``Talks are still on.'' Currently, Publicis Zen handles accounts like Tata Tea's Agni brand, Hewlett Packard, Apollo Tyres, Alliance Capital, Centurian Bank and Tata Chemicals, amongst others. It has recently bagged the Rs 6 crore account of Star's Gold channel.