New Delhi: Pune-based design consultancy Elephant Strategy+Design is diversifying into new areas of advertising and brand consultancy. The company has set up a new entity called Brand Planet Elephant in the national capital along with two partners.
“The idea is to provide integrated solutions that will include design, strategy and advertising to the clients,” said Ashwini Deshpande, founder director and principal designer, Elephant Strategy + Design.
The other two partners in Brand Planet Elephant are Shouvik Roy, who was a partner at the New Delhi-based marketing consultancy Alchemist, and Anjan Roy, who was chief operating officer at Mumbai-based advertising firm Vyas Giannetti Creative.
The new agency has already signed on clients including financial services group Religare Enterprises Ltd, tobacco company Godfrey Phillips India Ltd, and US-based tools and equipment designer and manufacturer Snap-On Inc.
Many advertising and marketing professionals have set up boutique agencies of their own in the past two years even as global firms such as WPP Group Plc., Omnicom Group Inc., Publicis Groupe and Interpublic Group of Companies Inc. consolidate and expand their presence in India.
Alok Nanda quit after 15 years at Grey Worldwide (India) Pvt. Ltd to start Alok Nanda Co; Pushpinder Singh quit Ambience Publicis as the national creative director to launch Saints and Warriors Communications Pvt. Ltd in 2006; and Raj Kurup quit Grey Worldwide to set up CreativeLand Asia.
Elephant is taking the reverse route by moving from design into the creative and brand consultancy business. “Many advertising companies claim that they offer a 360 degree portfolio of services, but actually none of them do,” said Shouvik Roy.
“In the first year, we are looking at serving a limited number of clients with a focussed attention. We are looking at Rs20-25 crores of business in the first 12 months,” said Anjan Roy.
Many advertisers feel smaller agencies are more equipped to focus on the specific communication needs as bigger agencies have too many clients and are not able to provide dedicated services. “We signed up Brand Planet Elephant because of the individuals behind the agency. Besides, we feel they will be able to provide us an undivided attention. Also, we could get communication and brand consultancy services from one agency instead of going to different players,” said Ajit Suryanarayan, executive vice-president, new product development (NPD) at Godfrey Phillips (I).