"Traditional agencies are not thinking digital adequately," says Hemant Bakshi, executive director, home and personal care business, HUL. "They are creating digital as separate divisions. Digital has to be at the heart of the communication and not peripheral to it."

Suman Srivastava, founder of marketing unplugged counters it with his statement. "It is fashionable to blame agencies or say they tend to think in silos. But the fact is the traditional marketers themselves do not understand the medium."

The leading market players in the advertisement industry are trying to belittle the efficient work of startups.  "These are college kids charging a low fee from these companies to earn extra money," says Partha Sinha, director Asia, Publicis, a large advertising agency.

Youngsters who are born in the digital world are increasing the pace of digital revolution. The HUL Sunsilk Gang of Girls, an online social networking portal built around its prominent shampoo brand was created by BCWebWiser a startup founded by Chaaya Baradhwaaj.

"The dynamics of the technology-driven medium, the interactivity it offers, and the fact that consumer pull by far supersedes brand push can be inherently understood if you have been eating, breathing, and living digital in your advertising life." Adds Sunil Kataria, Chief Marketing Officer of Godrej Consumer Products.

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