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EE News Desk
What happens when Udaipur meets Jodhpur? It results in a spectacular wedding with a royal vibe. Lokesh Agarwal who belongs to the reputed family of Udaipur’s GR Infra Projects Ltd. and Riya Agarwal of Jodhpur’s Suncity Group of Companies tied the knot recently. It was among the most grand destination weddings Udaipur has hosted. The pre-wedding parties were organized at Balsamand Lake Palace, Jodhpur located beside the beautiful lake and at Taj Hari Mahal with a very graceful décor. The Mehendi function was held in specially made large AC dome on Pichola lakeside. Later, famous singer Charu Semwal mesmerized the guests with her music. Folk artist and singers entertained the guests and kept them moving to their beats. Sangeet function was held at Ananta Resorts which is surrounded by beautiful mountains. Famous singers Rahul Vaidya and flute player Baljinder Singh performed for the guests. Riya looked gorgeous as famous make-up artist Ojas got her ready for the functions. Laadi choreographed the dances for the family. The wedding was held at Shouryagarh, Udaipur. Drummers from Ahemdabad welcomed the royal baraat. Before the Varmala, there were grand fireworks with the backdrop of specially designed logos. There was a performance by an international symphony band. Lastly, a popular Sand Artist gave an emotional farewell to the bride. The entire wedding was organized by Anil Bohra, MD, Perfexion Events.
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Amsterdam Dance Event in collaboration with Percept Live hosted the former’s touring creativity platform ADE Global Sessions on April 7th to April 9th at Tote On The Turf in Mumbai. This debut joint initiative aimed at formulating, building and sustaining the potential business prospects between India and the world, highlighted growth prospects within the rapidly evolving electronic music business. The three day conference brought to the country by Shailendra Singh, Joint Managing Director, Percept Live acted as a catalyst for collaboration, exploration and expansion of the electronic music industry in India. Spread across three days, ADE Global Sessions played host to over 50 international delegates, 30 speakers and over 100 Indian delegates. The showcase presented an exclusive and intimate program with industry meetings, market trends, strategy sessions, top-notch Q&A's, pop-up parties and more with a special focus on the exploding electronic music markets in India and all across Asia. The first day of ADE Global Sessions commenced with a short introduction by Shailendra Singh (Sunburn/Percept Live) & Richard Zijlma (Amsterdam Dance Event) with a keynote from electronic artist, Arjun Vagale who touched upon the rise of electronic music in India and the ripple effect globally. Adding a dash of fun were DJ Sa, Me & HER, Dualist Inquiry, DJ Shaan who participated in the ADE Cook Off. Stellar performances were delivered by PerfectTiming as the day progressed, giving the global delegation a taste of the Indian independent music circuit. Day two started off with a screening of ADE documentary Resonate followed by a serious discussion moderated by Shilpi Gupta (Red Bull Music Academy) on the dynamics of the Indian electronic music diaspora and the industry insides with the likes of Brandon Bakshi (BMI), Rahul Kukreja (Livescape Asia), Jaideep Singh (Sr VP and Head Live Viacom18), Mahesh Narayanan (Global COO Saavn), Jonathan Waller (Strikeforce 360). As the day progressed, an amazing set of discussion moderated by Saul van Stapele (ADE) on how music festivals will be in 2026 was discussed by Peter Martin (Valis). Continuing into the discussion Megan Miller (Burning Man), Artur Mendes (Boom Festival), Peter Martin (Valis), Shailendra Singh (Sunburn Festival) engaged in a lively debate on growth, opportunities, implementation and innovation strategies for the electronic music festival market development. The Tech Lab enabled fans to get professional advice from global electronic music professionals with its intimate networking session while the Networking Lounge gave fans access to Asia's booming electronic music scene with its speed dating sesssion. The Master Class Session saw Andrew T. MacKay (Bombay Dub Orchestra/Bohemia Junction) Shaan, Lost Stories, Sartek, Joshi, Ash Roy, Ashwin Mani Sharma discussing their career in-depth.. Official Pioneer India DJ's Tuhin Mehta and Mash gave a demo of the brand new CDJ Nexus 2 system and Rekordbox software. Day 2 came to a close with Devraj Sanyal (Universal India), Jonathan Christiansen (HTGR), Andrew T. Mackay (Bombay Dub Orchestra/Bohemia Junction), DJ Chetas, Nucleya talking about the Hollywood-Bollywood crossover, moderated by : Saul van Stapele (ADE). The discussion threw light upon the increasing influence of electronic music in the Bollywood and Hollywood movie industries, monetising electronic music and copyright acts in Hollywood and Bollywood, the international boom of music from Bollywood and synching the two industries. The last day kickstarted on a social note with keynote speaker Speaker: Shailendra Singh (Sunburn, Percept Live) talking about how dance music can bring social classes together and can initiate positive change and development. The session moderated by Saul van Stapele (ADE) was the highlight of the event as it opened up a brand new avenue of thought. Speakers: Ritnika Nayan (MGMH), Dev Bhatia (Unmute), Karan Singh (Percept Live), Jaideep Singh (Senior VP & Head Live - Viacom18) threw light upon the festival market in India in the Business Q&A moderated by Vijay Nair (OML). Towards the latter half of the day, subjects as monetisation and marketing of digital content saw Ashish Hemrajani (Bookmyshow), Pratiksha Roy (Twitter), Mahesh Narayanan (Saavn). Moderator: Dhruv Jagasia (Big Bad Wolf) in full swing and building and managing international careers saw Speaker: Blaise DeAngelo (general manager, OWSLA). Moderator: Saul van Stapele (ADE) take control. Tech Lab enabled fans to get real time feedback on their music by ace professionals while the Networking Lounge gave fans access to the global booming electronic music scene. The Master Class Session saw What So Not + Kill The Noise, Wiwek giving an insight in their professional journey dishing out a few good old tricks of the trade. Arjun Vagale and Kohra presented an impromptu 30 minute track live while Ankytrixx & Friends featuring Jehan Johar, Sandy Singh, Riyaaz Amlani, Vicky Ratnani, Rajeev Samant hosted a workshop titled Mind, Body, Soul & Creativity" The affair ended with a discussion on how India can make a difference with electronic music markets in other continents making a profit from successful initiatives planned in the booming market in India & Asia, and vice versa. The closing panel saw Speakers: Vijay Nair (OML), Manuj Agarwal (Percept Live), Karsten Ter Hoeven (Amsterdam Dance Event). Moderator: Brandon Bakshi (BMI) In a mood to celebrate, all participants headed to Kitty Su for a round of drinks!
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Mondelez India Foods Private Limited announced the launch of its new biscuit brand, Cadbury Bournvita Biscuits in India. Bournvita Biscuits is the company’s second brand in the biscuits category after Oreo, which was launched in 2011. With this Mondelez India expands its category footprint from creams to cookies. Bournvita Biscuits with its ProHEALTH Vitamins™ and signature chocolatey taste will offer a perfect balance for the morning snacking occasion. Candid Marketing, a Strategic Brand Activation Agency organized the Cadbury Bournvita Biscuits launch for the leading media and blogger community at Shangri-La's - Eros Hotel, New Delhi on Tuesday, 19th April 2016. The thematic launch was planned with the idea ‘Fresh Out the Oven’. The entry to the ballroom resembled a bakery and the registration desk as bakery display unit. Press, upon entering the ballroom experienced the aroma of freshly baked biscuits, which was formed using aroma diffusers. Bakers hat were distributed with the communication, ‘We are about to bake the new product- Fresh Out The Oven’ to create excitement & generate curiosity amongst the attendees. Mr. Chandramouli Venkatesan, MD, Mondelez India, addressed the Media post ‘Bournvita Biscuits’ was unveiled to the audience through a large oven. The media & bloggers appreciated the exclusive launch event. Amrita Kumar, Managing Partner, Candid Marketing, says, “ We as an agency always enjoy going beyond clichéd ideas & doing things differently. The thematic press launch has been well appreciated by the press and the client.”
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Two opponents face each other, poised to strike, keenly watching the other’s moves. They circle the ring and at the first sign of a skillful move, the crowd erupts in excitement. This scene could well have been played out in an ancient Roman amphitheater or at the Hellenic games, but continues today in mixed martial arts shows around the world. Indeed, the human addiction to suspense, danger and entertainment never dies. In India, combat sport has its history noted in the ancient texts, beginning with the Dhanurveda, and the epics like the Mahabharata. The oldest form of organized unarmed fighting in South Asia is malla-yuddha, also known as kusthi or wrestling. There are many narratives describing the gods engaged in duels, and even boxing has been mentioned in the Vedas. Southern India’s most popular contribution to Asian martial arts is kalaripayattu, which involves strikes, kicks, grappling, preset forms, healing methods and also weaponry. Organized combat culture – some even involving women – survived through the Middle Ages, the Mughal Era and the Maratha period, but underwent a decline under colonial rule. However, it persisted in the back lanes and continues in various traditional styles across the country. With western influence came borrowed styles of combat, including karate, taekwondo, judo and others that are fairly popular among a sub-culture of martial arts enthusiasts. Despite the required skill level and global competitions involved, all have failed to entice the masses in a way the ancient Roman gladiator duels did. Only 25 years ago, mixed martial arts (MMA) began taking over the US through the Ultimate Fighting Championship (UFC). Influences and references have appeared in pop culture from as far back as Bruce Lee’s film ‘Enter The Dragon’, and continued to the Mortal Kombat video games franchise, and the Academy Award nominated ‘Warrior’ a few years ago. Combat Cage Fight (CCF) is a unique venture in India, which brings together the technicality of various self-defense skills with the pulsating vibe of a world-class nightclub experience. It is a safe, regulated, competitive sport that involves a combination of martial arts techniques within the restrictions of a confined space. In the first year, I took on this marathon task of launching and organizing the now-successful Fight Nights with no investor support or help from an entertainment/sports management company. It proved a roaring success, not only in terms of entertainment sport for the spectators, but also in terms of a platform for India’s fighters to showcase their skills. Now we have completed 4 shows in one year on a small scale with about 1500 attendees each show, with the support from the Goa Tourism & The Tourism Department of Goa we were able to home grow this in Goa not only as a product of tourism but of sport. Also with changing the format slightly to other MMA events and adapted the rules so that its more appealing to a family audience that tourism of Goa appreciates. Over the course of 12 months, CCF organized and hosted four thrilling shows, featuring international fighters and women’s bouts. Each Fight Night consistently succeeds in holding the attention of the fans, maintains quality and ups the ante in entertainment. The regularity of its occurrence gives India’s best fighters added reason to follow their passion and train hard to showcase their skills at a successful MMA league in the country. Leading companies are looking to associate with CCF to gain momentum among the young, upper-middle class who are discovering this new entertainment sport. Currently, CCF is planning on going Pan India working in association with Percept Live and is looking forward to high-octane entertainment and thrilling bouts in 2016. About the Author Sinead McManus is the CEO and Founder of Combat Cage Fight. She is Irish and is settled in Goa for over a decade.
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Regarded amongst the top-selling luxury automobile brands in the country BMW has suddenly put the pedal to the metal and gotten aggressive with its marketing strategy. With arch rival Mercedes and Audi fighting in the same segment to get a bite of the niche pie, BMW is trying its best to tap the Indian luxury automobile market by associating itself with some world class events and launching its own experiential properties.
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L’Oreal Professionnel, a competitor in the global professional hair care market, recently launched its latest innovation called Profiber. L’Oreal’s Research laboratories have developed this hair care technology to address damage, by customizing the solution for women consumers down to the very end details on the basis of their hair analysis hence curating a different brand and consumer relationship altogether. Sussan Verghese, GM, L’Oreal Professionnel says “this is the first time that any brand has customized hair care solutions for end customers planning sharply, down to the very last detail”. In conversation with BW APPLAUSE she talks about the brand’s marketing strategy and the importance of experiential for it. Talking about the development of ‘Profiber’, Sussan says, “Being a part of L’Oreal Professional I can proudly say that we are one of the few companies who invest a large amount of our resources into research and development to bring end satisfaction to our consumers through our products. Hence, when we came to know about Profiber which is such a technologically advanced product and is certainly going to be the next big thing in hair care we, decided to go for a high integration of technology in the launch event as well which thus involved a laser show and laser entrance too.” But what forms the overall marketing strategy of L’Oreal Professional? Answering this question Sussan comments, “We are not the consumer products division of the L’Oreal brand as we do not directly engage with consumers. Yes, consumers are an important part of our overall marketing strategy but ours is a B-B-C sort of a marketing model. So we are not present on the ATL advertising front but we heavily use BTL mediums to market ourselves and events like these are an important part of it. We do activations at colleges and malls with salon tie-ups, we also use digital to connect with our TG and a large part of our marketing budget goes to establish a support system at our salons.” When asked what are the challenges of this marketing model Sussan responds, “One of the most prominent challenges is educating the salon and the staff there about the use of our products and ensuring that the overall experience for a consumer as they walk into a L’Oreal Professionnel salon and spend their 30-45 minutes is enjoyable.” One Soul Productions executed the launch event for the brand and Sussan could be seen elated with the positive responses she received on its concept and execution. However Susan establishes that she likes working with different event agencies for different events. She comments, “For the Indian Hair Dressing Awards we worked with the Seventy Event Media Group. The parameters of how we select an event agency are based on the budget of the event, its overall concept and what we want to create. We would want to work with different event agencies in the future too.”
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While most brands would use experiential as an accessory to its larger marketing arsenal, IDBI Federal Life Insurance, a private life insurer, has on the contrary made experiential the epicenter of its marketing strategy and has built its brand premise by engaging its TG in sport related on ground properties. The finance brand claims to have two Bowling Foundations, one with Mumbai Cricket Association (MCA) and the other with Karnataka State Cricket Association (KSCA) and has also associated itself with ‘Young Heroes’, a 15 city inter-school football talent hunt. Additionally, IDBI Federal sponsors two marathons, one in Kochi and the other in Kolkata. Also to boost the overall cricket landscape in Bengal, the brand supports the endeavors of The Cricket Association of Bengal (CAB) and most recently has launched a cricket property called the IDBI Federal Life Insurance 12th D Y Patil T20 Cricket tournament. In conversation with Vighnesh Shahane, CEO & Whole Time Director, IDBI Federal, we explore the brand’s objectives behind its alternate marketing strategy and how it is working for them. Shahane says, “We tried doing the conventional ATL marketing like others in the market but that did not lead to any significant results for us. And hence, BTL and experiential marketing seemed like the next best alternative to us. We experimented by launching a few initial campaigns that scored a better response for our brand and hence decided to follow the strategy all through. We always wanted to take a contrary route to connect with our audiences and considering the concept of insurance is interrelated with health, fitness and sports, experiential engagements were the way to go.” Shahane reveals that the brand’s marketing strategy is actually inspired from another prominent brand in the country. He added, “MRF has been a pioneer in its field. It was and continues to be known for its on-ground engagements and drawing inspiration from it we too decided to move towards this direction.” In yet another endeavor, IDBI Federal Life Insurance recently concluded the IDBI Federal Life Insurance Spice Coast Marathon. Certified by USA Track & Field (USTAF), the marathon gave runners a chance to participate and qualify for the prestigious Boston and London Marathons. Over 2,300 spirited runners participated for this destination Marathon and the race also saw more than 19 blade runners led by Kargil war hero, Major D P Singh and his group, The Challenging Ones (TCO). Commenting further on the brand’s tie-ups, Shahane says, “As an organization we wish to bring about a positive change that helps us shape a better future. Sports have always empowered people to develop into disciplined, responsible and mature winners who make a real difference around them. What can be a better opportunity for us than to partner with a wide variety of sports and fitness events – events that range from discovery and nurturing of talent to running as a community that add to the well-being of the society at large. Being a sportsman myself, I understand the pivotal that sports and fitness initiatives can play in an individual’s life. Many of our employees also participate for various long distance running events. It gives us immense pleasure to contribute to India’s sports and fitness culture.” So how much does the brand invest annually towards these experiential associations? Shahane responds, “Our marketing budget is not restricted by any numbers. If we see an on-ground initiative worth supporting we join hands with it and that becomes the crux of all our marketing endeavors. Overall 60%-70% of our marketing budget is what we spend on BTL initiatives and the rest goes to ATL and Digital.” He commented on the execution of the partnerships and stated, “Many of these properties are managed by sport associations and for many of them we take help of different event agencies as well. However, before giving an agency the mandate to execute our campaigns we look for past works of the agency and their experience in managing sports properties.”
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The dynamics of OOH advertising have changed drastically over the past decade. What used to be restricted to boring brand signage, easily overlooked by commuters, has come to emerge as one of the more popular marketing platforms driven by the integration of experiential elements and technological solutions. The year 2015 saw multinational brands like HBO, Listerine, Coca Cola and Marvel etc. heavily capitalizing on experiential OOH advertising. While Coke created drinkable billboards, HBO placed wooden signage directing the way to Iron Islands to promote their premier drama series. Yes, their means of using OOH may be different but the message is loud, clear and unanimous- ‘interactive Out Of Home advertising’ equates to a memorable experience! Interestingly, while several brands have experience driven OOH as an integral part of their marketing plan globally, India has been slow to catch on this trend. Is the change about to happen now? Is India on the verge of a revolution in OOH advertising? To get our answers we reached out to Olivier Heroguelle, MD, JCDecaux India, a premier global outdoor advertising specialist. Right at the outset of the interaction Olivier eschews the idea of interactive OOH taking over conventional OOH in India anytime soon. He explains, “Outdoor is very crucial for any brand’s marketing plan but we suffer the drawback that outdoor advertising here is planned last minute. OOH is often looked upon as a tactical medium as a result of which the impact which it can truly create is restricted.” He further adds, “Outdoor indeed has a lot of potential in any market for brands across all categories however interactive OOH needs strategic planning to execute properly and derive best results from.” A latest report by Statistica has revealed that expenses on OOH in India are expected to grow up to approximately 339 million U.S. dollars by 2016. While some may feel that the numbers are increasing, Olivier has a different opinion and believes that the overall marketing spend on OOH is decreasing every year. He states, “It’s close to about 5% currently and it is decreasing every year. Since OOH is usually the last minute decision by brand marketers hence what comes up at the last minute is not something that delivers the best results to them. As a result, brands are increasing their spends on different marketing platforms like digital instead.” Explaining why interactive OOH not likely to catch on in India Olivier comments, “Digital and Experiential integration in OOH Mediums is without a doubt an interesting trend catching on across the world. However in India, it is unlikely to dominate as there are multiple challenges that we as operators face after interactive OOH installation. They are mostly mishandled and even broken purposely when left unattended and the core materials of the OOH such as its lights, branding etc. is then used in slums and underdeveloped areas. So yes perhaps we can see this trend taking over in closed spaces such as airports or lounges but integration of experiential in OOH mediums unlikely to dominate ever in the country.” So how can brands optimize use of OOH? Olivier sums up his stance on the subject by saying, “What needs to be done is operators like us and even advertising agencies need to be a part of the decision making process of a brands OOH plan and it is only then when we will be truly able to explore the benefits of what the medium has to offer.”
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The Top experiential agencies ranking is an endeavour by BW Applause to rank the largest experiential agencies in India. For the purpose of this ranking, BW Applause worked in partnership with research partner Traverse Strategy Consultants. The information source for this ranking was company filings with Registrar of Companies (ROC). The data was procured directly through the MCA (Ministry of Corporate Affairs) website. The latest available financial statement of the agencies were taken for the purpose of this ranking. By definition, only agencies filing their documents in India were eligible for the ranking; and also agencies for whom documents were not available on MCA were not included. Several interesting insights came from the ranking. The 50 companies together had an annual revenue of nearly Rs. 1700 Cr. What was interesting was that the Top 10 were contributing slightly over 70% of this amount (1200+ Cr.), and the Top 20 contributed slightly over 90% of the total amount (1500+ Cr.) With a growing experiential spend, there is room for growth in coming years. There is also a twofold change happening – one of consolidation and the other of the smaller firms adding to their clientele with excellent work. This being the launch of this first edition of agencies ranking, the next year might surely show a few surprises. Rankwise Agency Name (Revenue in Cr.) 1. Wizcraft (200.00) 2. Percept (179.75) 3. Encompass (142.06) 4. SALT Experience and Management (130.45) 5. Fountainhead (125.82) 6. DNA Networks (116.03) 7. Laqshya Media Group (110.97) 8. 70 EMG (62.50) 9. OML (62.17) 10. Procam International (58.05) 11. Showtime Events (55.40) 12. TCI (54.73) 13. Orange Fish Events (44.06) 14. Promodome Communications (41.67) 15. RW Promotions (40.42) 16. Pulp Strategy Communications (35.72) 17. Candid Marketing (35.22) 18. Communique (35.07) 19. Vibgyor Brand Services (19.87) 20. Scarecrow Communications (18.08) 21. Brand Promotions (15.07) 22. Impresario (12.59) 23. Brandwidth Events (12.34) 24. CS Direkt (10.25) 25. Submerge (9.77) 26. Diversified Communications India (9.41) 27. Engage4more (8.64) 28. CraftWorld Events (8.09) 29. Fusion Events (6.86) 30. A for Pineapple (5.96) 31. MidasNext (5.61) 32. E Factor Entertainment (5.00) 33. Cream Events (4.51) 34. EG! (3.04) 35. E Square Events & Exhibitions (2.66) 36. Talenthouse (2.61) 37. E-Square (2.66) 38. Augustus (2.16) 39. Tantraa Events (2.15) 40. Covergence Events and Promotions (1.96) 41. The Brand Brewery (1.78) 42. Showman Entertainment (1.30) 43. EventSol (1.17) 44. Brandbaron (1.11) 45. Theme Weavers Designs (0.80) 46. Epic India (0.62) 47. Impact Exhibits and Promotions (0.59) 48. Dentsu Creative Impact (0.59) 49. Livewire Events & Promos (0.50) 50. A Marc Entertainment (0.32)
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An architect of experiential weddings, Neelabh Kapoor is among the most prominent wedding planners in the country. His company Experiential Weddings by Studio Neelabh is known to completely transform ordinary spaces into visual spectacles and create experiences that are truly larger than life. Offering end-to-end solutions and meeting the increasingly complex demands of the Indian client, Neelabh Kapoor has brought to life the dream wedding of many couples and inspired several planners to follow suit. In conversation with EE, Neelabh Kapoor talks about inspirations, designs and a journey nothing short of eventful. Q- Studio Neelabh is one of the most premium wedding design boutiques in the country known for their unconventional designs. What inspires its concepts? A- The flip side of dealing with an elite and premium clientele is that they are well travelled and fully aware about the latest trends in the industry. So we have to always be on our toes and deliver when the client wants us to create something new and innovative. A think-out-of-the box ideology is what we religiously follow at Studio Neelabh and it is this thinking that has helped us establish a strong foothold in the industry. When as an agency we are working with well-informed clients it leads to a ‘Push & Pull’ situation wherein the clients push us to create something never seen before and we manage to thus pull together an awe inspiring concept. Also a lot of these unique themes and concepts emerge from the amalgamation or fusion of different elements. I always try to create fusion between architecture and culture and this is what reflects in our work as well. Q-What is the one thing about the Indian wedding industry that drives you and one aspect that you loathe? A- Passion and personalization are something that I love about the wedding industry. Be it small or large ticket weddings, the entire event revolves around elements of hospitality and that is something which creates the ultimate difference in weddings. Each service that is provided at an Indian wedding is customized according to the need and demand of the clients so it gives us as wedding planners a chance to show our creativity and elevate the wedding to a different level. A thing that I wish improves in the event industry is how disorganized we are. We are a 51 billion industry in the country today and 92% of that is fragmented and scattered. People often joke and say it all comes together at the last minute at an Indian wedding and that is not a compliment according to me. We need to be more organized in our approach. Even though as an industry we are growing at an annual rate of 25% and even though we have an industry body like EEMA, we still have no certifications in place. Yes creativity needs no degree but professionalism does and we need 100% professionalism in the industry today. Q- What are some of the most common challenges you face while dealing with an Indian client? A- Considering we deal with some of the most elite clients in the country they believe that anything is possible and carry impractical expectations at times. Creating something new is a challenging adventure in itself as there are no retakes in a wedding. It is also very challenging to ensure that the same plan is executed in the same perfect way as it is visualized in the mind. Destination and venue transformations are also increasingly difficult. We recently executed a wedding at Mehrangarh fort so things like logistics were a huge challenge in such situations. Q- The exchange of ‘black money’ is rampant in the wedding industry. What are your thoughts on the subject? A- This trend is rapidly changing. With more youngsters as decision-makers, things like payments are more becoming more seamless and streamlined and people are becoming aware of the legal repercussions of unaccounted funds. The economy is developed today and hence the payment process is also more transparent. Personally we immediately decline if faced with such situations and try to work with clients who believe in orderly payment procedures. Q-What changes do you predict in the Indian wedding industry 5 years down the line? A- Obviously the world is coming together and globally the wedding organizing industry is more connected than before. We can most certainly expect international wedding agencies and planners to enter in India, whether strategically themselves or even through collaborations. Also 5 years down the line every aspect of the industry will ride on the digital wave. Middlemen in the industry will be eliminated and creative collaborations will be on the rise. This is what we have done with Royal Group of Companies. Through the Royal Group Of Companies we have formed local and regional partnerships through which we have been able to upgrade our services and also expand our reach. This is the future of the industry too. *This article was first published in BW APPLAUSE
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