Ad majors log in to grab a share of online pie

Written by Lalitha Srinivasan | Mumbai | Updated: Dec 30 2009, 04:01am hrs
To sustain its competitive edge in the Indian online advertising industry, MindShare India (part of the WPP Group Plc) is scripting a fresh game plan which includes investment in technological tools, expansion of its digital resources and manpower. Currently, Mindshare Indias Invention handles the digital media accounts of Hindustan Unilever Ltd, PepsiCo India and United Spirits.

On the other hand, OgilvyOne Worldwide, interactive wing of Ogilvy & Mather India (O&M), is looking at new directions in areas such as online video and mobile Net advertising while Draft FCB Ulka is strengthening its creative offerings to woo new media clients. Yet another ad major, Rediffusion DYR is converting its traditional media advertising professionals to digital media specialists to scale up its offerings.

In essence, the Rs 700-crore online advertising industry in India will witness a lot of action in the next two months. The sector is currently growing at the rate of 25% in India. Recognising the growth potential of this medium, Indian ad majors are now investing in tech tools and manpower. As a result, the sector will further grow in 2010, said an analyst based in Mumbai. On the agencys game plan, Madan Sanglikar. Partner, Invention at Mindshare India, said, We are ramping up our digital resources internally. Also, we are planning to invest in better technological tools. At present, MindShare Indias digital wing has offices in six major metros across the country. MindShares core strategy is to improve its digital communication services to take on rivals in this space, according to Sanglikar.

Across the road, Ogilvy & Mather is investing behind technology platforms for increased measurability, said Prasanth Mohanachandran, executive director, Digital Services, OgilvyOne Worldwide & Neo@Ogilvy, India. We are looking at new directions in mobile net ads and online video. Increasingly, small & medium enterprises are now opting for digital media, he added . At present, OgilvyOne handles digital ad accounts of Vodafone, IBM and CISCO among others.

Satish Ramachandraan, head of Draft FCB Ulkas Interactive said the agency is launching a slew of analytical tools to gauge consumer behavior online. We are also adding muscle to our existing manpower to sustain our competitive edge. Internet is the future, he added.

On the agencys digital strategy, Sagar Mahabaleshwarkar, national creative director, Rediffusion DYR, said the agency is scouting for competent ad professionals who are specialists in digital media.