BEI Confluence takes on new clients, bolsters leadership

BEI Confluence, an independent integrated agency, has been actively expanding its portfolio of clients. Celebrating 25 years in the industry, the agency is now shifting its focus to promoting younger professionals as it embarks on its next growth phase.

The Delhi-based agency has recently acquired new businesses in the FMCG sector, including Mrs. Bector’s Cremica Biscuits and English Oven bread, Wai Wai Instant Noodles from CG Foods, and Rajhans Nutriments, the makers of Schmitten Chocolates.

The company has also added Total Energies, ECE Lifts & Elevators (Birla Group), and Kerovit Bath Fittings (Kajaria Group) to its client roster.

BEI Confluence has been granted a comprehensive 360-degree advertising mandate, under which the agency will manage both the strategy and creative aspects across traditional and digital platforms for these brands. For two of the clients, agency will be handling mainline media buying and selling as well.

The account wins arrived after the agency competed against several medium and large-sized agencies in FY24.

In an interview with Campaign India, Tapas Gupta, founder and managing director of BEI Confluence, stated, “We specialise in FMCG and consumer-facing brands, and our extensive experience in data, research, and marketing consultancy gives us an advantage in such pitches. We have also bulit up a formidable digital structure and it has become a pillar of strength for us.”

The new client additions will contribute 12-15% growth to the overall projected growth by the company, set at 20% in the current year.

“The combined size of all new business acquired last year has substantially contributed to our revenue. This year, they are expected to significantly boost our growth,” he added.

In its effort to infuse a fresh approach and new learning into its seasoned setup, the agency has promoted Abhishek Gupta to joint managing director. Abhishek joined BEI Confluence in 2016 from Ogilvy and Mather (O&M), where he had spent over four years as a client servicing director, managing O&M’s flagship brands such as Sprite and Kinley from the Coca-Cola Company, as well as Philips' Lighting Division brands.

On his promotion, Gupta commented, “This promotion marks a generational shift within the agency. I am pleased that the management is transitioning to a younger professional who brings a wealth of modern skills and experience in leading and managing the agency and its significant FMCG brands. With the partnership of Shahid Hussain as national creative director, our leadership team is well-prepared for further growth and consolidation.”

Gupta brings approximately 20 years of experience in creative and brand management, beginning his career with leading agencies in India. His first role was at Euro RSCG (now Havas Media), where he worked on brands such as Max New York Life Insurance, Makemytrip, and Indiatimes.com. He later moved to Publicis India, leading the Nestle account with flagship brands like Maggi, A+ Milk, and the entire Dairy segment, as well as brands like McVitie’s from United Biscuits.

Recently, the company also announced the strategic addition of Shahid Hussain as national creative head, who brings his experience from agencies including Lintas, Leo Burnett, and FCB Ulka.