2/15/2011

Digital Diaries: Best digital agencies in In

Tue, Feb 15, 2011 | Updated 12.59PM IST

2 FEB, 2011, 06.48AM IST,ET BUREAU

Digital Diaries: Best digital agencies in India

Brand Equity Ad Agency reckoner brings to its readers the rankings for the Best Digital Agencies available in the country. Best Digital Agencies 1 - Hungama 2 - iContract 3 - Webchutney 4 - Media2win 5 - Tribal DDB India 6 - Interactive Avenues 7 - Neo@Ogilvy 8 - BcWebWise 9 - Starcom IP 10 - Publicis Modem Hungama With 12 years, 782 employees, offices in Mumbai, Gurgaon, Noida, Kolkata, Chennai, Bengaluru, Dubai and Singapore and over 2500 mobile and digital campaigns under its belt, Hungama is certainly no digital shop. The agency, whose client list includes PepsiCo, Bacardi, Bajaj Auto , Tata Sky and ITC , sits on top on the Brand Equity Agency Reckoner rankings of the Best Digital Agencies in India. And no one's more proud than its MD and CEO Neeraj Roy. A collective and democratic culture at the agency has paid off for Roy and his team. But, he says, in this business, although it's good to have the ability to snatch a glance in to the future, it's easy to get carried away. Never forget where the consumer is at, he says. iContract "A new platform comes by and we have to unlearn and learn completely new things," says the agency's head Nishad Ramachandran, about the initial challenges of setting up the digital specialist unit. And being a part of a giant network like the WPP Group doesn't always guarantee pitch-success for one. Consider the time iContract had to battle a long-standing client (which had called for social media pitch) for 4 months to get them to believe that they were the right agency for a job. "I think it took them a week after the sign up to believe that we were indeed the right one," says Ramachandran. "We see brands (and by extension, agencies) approaching the online space not just as a medium but a forum to form deeper connections with stakeholders.

In one sense it's going back to the basics of good business listening, interacting and doing what's good for all stakeholders," he says. Some of the agency's recent work includes the Cadbury Celebrations digital campaign and Asian Paints' integrated marketing campaign. Webchutney What started with two people has today become a thriving business which employs 200 digital marketing professionals who create online advertising, mobile and social media marketing campaigns and design websites for brands like Airtel, Tata Tea, Marico, MasterCard, among others. You have to be misfits to fit in this agency say its founders Sidharth Rao, CEO and Sudesh Samaria, National Creative Director & Chairman. But it wasn't all games in the beginning, they faced the same challenges some still face today, that is to convince marketers about the value proposition offered online vis--vis mass-media marketing offline. But times and attitudes are changing, fast. "The frenzied pace of technological evolution with the launch of 3G coupled with mass consumption of social media will also rub-off on marketers' attitudes toward digital marketing and influence their overall media and brand strategies." Media2win In a departure from Bajaj Auto's brand launches, Pulsar 135 was launched only on digital and BTL. Similarly the Kinect for Xbox 360 was launched in India only through digital and BTL. The digital communication centred on a made-for-web video film. Media2win was the creative digital force behind both campaigns. The agency's top clients include Tata Sky, Max New York Life, Microsoft, Lenovo, Franklin Templeton and Karnataka Tourism among others. The independent full service digital agency's founder Alok Kejriwal says, "We are moving away from knee-jerk or tactical plans to more long-term brand building plans." And when it comes to creativity, which has been the stronghold of traditional agencies, at Media2win there are absolutely no limits. We'll let the pictures do the talking. Tribal DDB India Part of the newly restructured Mudra Group, Tribal DDB is DDB Mudra's strategic business unit. Although Tribal went down a notch, it remains in the top 5 best digital agencies in the country. The agency provides end-to-end digital branding solutions for clients like Citibank, LIC, Nike, MTV, UTV and Singapore Tourism Board among others. The agency's president is Max Hegerman.

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