Campaign India Agency Report Card 2010: Publicis Capital

Type of agency Advertising

Company ownership Publicis Groupe

Key personnel Nakul Chopra, CEO, South Asia, Sunil Sachdev, Prasad Subramaniam, joint chairmen, Publicis Capital, Hemant Misra, CEO, Publicis Capital, Emmanuel Upputuru, NCD, Anirban Mozumdar, national strategic planning director

Accounts won Maruti Suzuki (A-Star and Grand Vitara), Voltas India, United Biscuits (McVities), Carrefour Retail, Cleartrip.com, Futures Group (USAID), Aegis, DLF Pramerica, Nestle Corporate-South Asia Region, Apollo Tyres  

Accounts lost None reported

The merger of Publicis India and Capital Advertising was one of the big stories of 2010, a move that brought together all personnel and clients of both agencies. The Delhi-headquartered entity claimed it would be “among the top 5 agencies by size in the market”. Besides this development, Publicis Capital was also the third most awarded agency at Goafest (Publicis India, Capital and Red Lion combined) and picked up a Gold in design at Cannes as well. The campaigns released included those for Maruti Suzuki, Apollo Tyres (the account was won in a global business pitch as a result of a partnership with Brussels-based Duval Guillaume advertising, also part of Publicis Worldwide), and ‘Me and Meri Maggi’ for Maggi. The agency is now unwieldy due to the merger and much of 2011 will be spent in reorganisation.

How Campaign India rates the agency: 6

How Publicis Capital rates itself: 8

Publicis Capital is now a powerhouse that combines brand management and entrepreneurship that’ll challenge benchmarks and paradigms in the time to come. Most importantly, it has affected such success singularly because of its belief in being one team. This has infused enough ownership and accountability amongst senior members, while at the same time got them wedded to a common vision. A vision that lends itself into its philosophy of creating ‘Contagious Ideas That Change The Conversation’. Publicis Capital has been able to demonstrate this at a national level by changing the conversation on Maggi Noodles - inarguably the biggest food brand in India. Publicis Capital created the idea of ‘Me And My Maggi’. Instead of the brand talking to the consumer, the campaign allowed the consumer to own the brand and talk about their unique stories with Maggi. The industry recognized Publicis’ point of view and most importantly, brand Maggi tasted its highest ever YOY volume growth, that too on a humongous base.

For Maruti Corporate, the continuing value campaign saw another endearing campaign with “Kitna Deti Hai”  a campaign that brought alive the innate relationship India has with value.
In terms of winning at prestigious awards shows, Publicis Capital secured 3 shortlists in both the Cannes Lions and The Work. It also swept the no. 3 position at Goa Fest by winning 23 metals – its total highest ever collection.

In net, it is only fit to say that as one of the youngest and fastest growing challengers in the Indian advertising industry, Publicis Capital today holds the arsenal to change the industry conversation.