Industry Giants Increasingly Prefer Startups Over Agencies
Godrej consumers partnered with creative land Asia, a startup design company to relaunch their products including cinthol and air purifier. "We are a new breed of organisation that thinks from the society aspect and then fashion our campaigns, and not vice versa," says Sajan Raj Kurup, founder and CEO, Creativeland Asia.
Sourav Jain, a social media marketing specialist, feels traditional advertisers have a great way to progress. "They do not understand the technicality of the process in social media," he says. "Social media is not only effective, but is also relatively inexpensive. Here, one gets a chance to interact, and build relationship and reputation for their brands." Even though clients take a look at the ad presentation of the big companies they finally shake hands with beginners who are leading the digital ads segment.
Rajesh Lalwani, founder of Blogworks, a Delhi-based social media agency says that most companies spend almost 10 to 20 percent of their marketing expenditure on social-media. According to Jnaneswar Sen, SVP of marketing and sales, Honda Cars India, "bigger agencies seem indifferent to social media at this point of time since it is too small to interest them". Sen adds that the startups are managed by younger team who knows what the generation wants.
The older agencies are blamed for not being able to be specialized. Understanding the customer feedbacks and modifying the plans accordingly can be established faster by small organizations. According to Carlton D'silva, chief creative officer of Hungama Digital. "Most likely, larger ad agencies will acquire boutique agencies rather than developing capabilities from scratch."
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