Explaining the rationale behind the launch, Mr Ashok Kurien, chairman and managing director, Ambience D'Arcy explains: "As most of our clients require ground level activities for effective brand and image building, we wanted to provide them this service at Ambience. For the purpose, we will be floating the new division."

With capitalised billings of Rs 91 crore, Ambience currently handles the advertising accounts of Godrej Sara Lee, P&G (Whisper, Vicks, Tempo/healthcare), Heinz Food & Dairy Products and Emamai Group of companies among others. According to Mr Kurien, the main objective of the new division is to give quality and innovative ground promotions to its clients.

Last week, yet another advertising agency- Concept Communications-floated its event management division called "Concept Entertainment Ltd". The new division currently handles the accounts of Tips Industries and Mukta Arts. Reasons Mr Himanshu Kapadia from Concept: "The media sector is booming now.

To woo consumers, companies need ground events and road shows. Which is why, we have launched this new division."

Realising the importance of ground level activities in brand building, Lowe Lintas & Partners has launched "Advent" last year. At present, Advent handles the accounts of over 35 clients which inlcude HLL and Britannia among others.

Headed by Mr Ameer Ismail, the Advent today offers a host of services which include brand launches, road shows, ground entertainmnet, concerts and exhibitions. Says Mr Ismail: "When we launched this division, we had forged a strategic alliance with Wizcraft Entertainment. But now we operate on own team which has nine members."