MAM

82.5 Communications makes a mark in year one

Piyush Pandey’s bet to launch a second “Indian” agency appears to be working out well

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/02/14/82_5_Communications.jpg?itok=JFSE4WzW

MUMBAI: It’s a toddler and it is already boasting of achievements attributable to the big boys in advertising. Mumbai-hqed creative boutique Eight Two Point Five ( 82.5) Communications is the agency we are referring to. It came into existence just a year ago (26 January), as a reincarnation of Ogilvy agency Soho Square, with a sharp focus on providing communications services to India-specific brands. And it has managed to net nine new clients out of a total of 11 pitches it made, since then. A very good run, and a very high rate - something not many newborns in advertising can boast.

Its new client roster looks impressive: mandates from Nestle Milo, a few dairy projects with the multinational, IDBI Bank, Haldirams North, Hero Lectro, brands from the RSPL group (the maker of Ghari detergent), Campus Shoes, Pearson Education and Jeeru a Mumbai-based carbonated drink. Of course, 82.5 inherited some existing business from Soho Square as well: ACC, Tata Motors, Bisleri, Havells, Himalaya Herbals, ITC Goldflake.

“We are a bit selective about what we do,” says 82.5 Communications co-chairman & CEO Kapil Arora, adding that there is a clear understanding of where and why to pitch and because of that, the company even refused some clients early on. “On the basis of the conversations that we bring to the table, clients get comfortable and say we want to work with you,” he explains.

Arora reveals that the coming few months will be about consolidating what it has picked up in 2019 and the agency will get into growth mode only from March.

Has the rebranding exercise from Soho Square to 82.5, and labelling itself as an India-centric agency paid dividends?

“We have built a profile of interesting India-first businesses that resonate with our positioning, “ highlights Arora.  “Ninety per cent of our client mix is comprised of India-first clients. But there are global brands like Milo, which wanted a Tamil Nadu insight reflected. So, they too see value in our India-first expertise and approach.”

Ogilvy India chairman and CCO Worldwide Piyush Pandey too believes it has. “This was a slot that was vacant,” he says. “82.5 has filled it well.”

And proof of that is the rewards it has got. 82.5 Communications’ edgy work last year with its quirky Samajhdar Jante hai campaign for Bisleri featuring camels got it the Grand Effie in January 2020.

The agency has not stayed still, rejigging the way it functions, when it felt it was needed. When it started it kept brand custodianship, strategy and content expertise in-house while outsourcing services like media, social, PR retail and activation to partners. It kept that circle open wide. Now it has tightened that ring of allies restricting Itself to WPP group outfits.

“As a small outfit it made absolute sense to work with partners to offer allied services,” says Arora. “ In implementing that model, we had a few learnings and we reduced that circle. This helps us retain better quality control and ownership for our clients and a move like the WPP campus really aids us in that regard.”

Arora was brought in as CEO from Ogilvy North in June 2019 when the then CEO VS Srikanth – who joined  82.5 from Bates CHI & Partners – decided to part ways to set up his own venture in the tourism sector.

Since then, he along with chairman & CCO Sumanto Chattopadhyay, have been working on hiring talent to continue offer clients classy service and the creatively edgy work it is getting known for.  In September, Arora roped in Rishabha Nayyar national strategy lead reporting to him directly. Last month, the agency recruited creative veteran Preeta Mathur as head of its Delhi creative.

The agency has four branches Delhi, Mumbai, Bengaluru and Kolkata, with Delhi growing the fastest, hence the hiring of Mathur.  More recruitment is likely to happen in the coming few months.

Chattopadhyay and Arora are also focusing on building language-thinking skills within the agency. Arora highlights that they have managed to get it right with Bengali, Tamil and Marathi - and of course Hindi and English. “This repertoire will continue to increase through a mix of in-house talent and a circle of friends from the local film and theatre circuit,”  he elaborates.

Arora believes that 82.5 is a work in progress agency. “We will continue to evolve,” he says. “We have laid a strong foundation. As long as we pivot, change and stay relevant in terms of what clients require from us, in these trying economic times, we have a strong future. We are very bullish.”

Which is what Pandey is banking on. Remember, it was he who was the prime architect of the initiative to build a second agency within the Ogilvy network in India.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/duro.jpg?itok=DSkqgzj-
Pratik Gandhi relates how a Duroflex mattress helped him sleep better

NEW DELHI: Sleep solutions brand Duroflex has teamed up with Scam 1992 star and theatre actor Pratik Gandhi to create a video that shines the spotlight on the merits of sleeping on a research-backed branded mattress.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/82.jpg?itok=zuN_5upK
82.5 Communications wins creative mandate for Slice

NEW DELHI: 82.5 Communications has bagged the creative duties of Bengaluru-based fintech start-up Slice. The agency's Bengaluru office will handle the business.      82.5 Communication CEO & co-chairperson Kapil Arora said, “The fintech world is abuzz with opportunity and amongst the most...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/sapna.jpg?itok=9MsJH3yw
Mpower asks netizens to share their safe space with #Myndful5

NEW DELHI: Covid2019 has not only impacted the economy but also affected peoples’ mental well-being. Many have lost loved ones, been fired, suffered business losses, domestic violence, lived in isolation and been under great pressure and anxiety. Till a few years ago, conversation about mental...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/chi.jpg?itok=wBSc_ief
Care Health Insurance (CHI) ropes in Divyenndu Sharma to narrate the benefits of Care Shield via a series of TVC

Followed by the launch of Care Shield, a health insurance add-on cover specifically designed to cover more than 60 non-payable consumables, Care Health Insurance went live with its first product TVC post the rechristening from Religare Health Insurance. The brand has roped Divyenndu Sharma, a...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/wavemkrr.jpg?itok=F9CAp2bw
Wavemaker India bags consolidated media duties for Zydus Wellness

NEW DELHI: Consumer nutrition company Zydus Wellness has consolidated its media duties with Wavemaker India. The agency has been the media AOR for Zydus Wellness since 2013 and bagged the consolidated mandate following a multi-agency pitch.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/mirum.jpg?itok=XJQqni5V
Mirum to provide marketing cloud services to Careers360

NEW DELHI: WPP Group’s digital marketing solution agency Mirum India will be responsible for implementing Salesforce Marketing Cloud services for Careers360, a leading educational products and services company. Mirum India EVP Mihir Karkare said, “Mirum is a Salesforce go-to partner for Marketing...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/arjun.jpg?itok=DdwEJ3_7
Matrimony.com appoints Arjun Bhatia as CMO

NEW DELHI: Matrimony.com has bolstered its leadership team with the appointment of Arjun Bhatia as chief marketing officer. A seasoned marketing professional, Bhatia has 18 years of experience in establishing and scaling marketing functions at global companies across e-commerce, smartphones,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/vlcc_femina-chicnutrix.jpg?itok=Vm6O8eNR
VLCC Femina Miss India 2020 partners with Chicnutrix

NEW DELHI: In a first, beauty pageant VLCC Femina Miss India 2020 is going digital. For this virtual edition, women’s beauty and nutrition brand Chicnutrix has been signed as the official beauty vitamins partner. A brand by women for women, Chicnutrix will provide skincare and hair nutritional...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/mcnroe.jpg?itok=7b8Ax7IP
If I'm able to delight the consumer, he won't look anywhere else: Mcnroe's Ankit Daga

NEW DELHI: Given the dire straits the economy landed them in due to the Covid2019-induced lockdown, non-discretionary purchases took a backseat for most people last year. This holds especially true for the fragrance category – after all, what's the point of smelling great when you're not even...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required