CSA to fuse freedom of flexibility with localisation to make strong inroads in India

Havas India has made a decisive move to expand its data-driven marketing capabilities by launching its global technology, data, and analytics division, CSA, in India. This initiative aims to empower brands by enabling them to leverage customer data to drive business growth and navigate the complexities of today’s digital landscape.

As part of this strategic effort, PivotConsult, the consulting division of PivotRoots, has been integrated into CSA India. PivotConsult, a team of 55, brings a roster of high-profile clients, including Kotak Bank, Bisleri, Coca-Cola, Samsung, and Wildcraft, into the fold. Gaurav Seth has been appointed as managing partner for CSA India and will report directly to Shibu Shivanandan, CEO and founder of PivotRoots. Seth will be based in Mumbai.

CSA India is positioned to provide brands with a comprehensive view of their marketing efforts, combining global expertise with local market insights, with a range of solutions catering to various stages of data maturity. Among its offerings are CSA Tech, which drives digital transformation and automation, CSA Science, which focuses on data measurement, and CSA Consult, which provides access to a global network of experts to guide growth strategies.

Commenting on the launch Rana Barua, group CEO of Havas India, stated, “This is a pivotal step in offering integrated, data-led solutions to our clients… we are well-positioned to help brands unlock the full potential of their data.” Mohit Joshi, CEO of Havas Media Network India, added that CSA’s solutions address the growing challenge marketers face in managing fragmented marketing technologies.

Jamie Seltzer, global executive vice president of CSA and Mx Analytics, noted the importance of this move, particularly as India experiences rapid growth. “Indian brands need sophisticated, integrated solutions in data and technology,” she said.

Seltzer and Seth sat down with Campaign to discuss the road ahead for CSA in India. Here are edited excerpts of the interview:

Jamie, since joining CSA as head of analytics and technology, what insights have you gained over the past eight months?

Seltzer: I’ve been with Havas for around nine years—four in North America and five in a global role. One thing that stands out about CSA is the immense capability and expertise in our local markets. When you’re closely tied to a client in a specific region, it’s easy to overlook the broader network’s fantastic work. From a global perspective, I can see how each market excels.

CSA operates within a global framework encompassing consulting, science, and technology. However, we allow local markets the flexibility to focus on what resonates with their client base. For example, the technology used by clients in India is vastly different from what clients in France or the US might require. This freedom lets our teams adapt to local needs while still maintaining a consistent global standard.

How do you balance this freedom for flexibility with the unique diversity of the Indian market?

Seltzer: India’s diverse audience and rapid consumer growth present a unique set of challenges. While we maintain a consistent global framework, we empower our local teams to tap into regional nuances and deliver tailored results. For instance, at the global level, we partner with technology giants like Google, Meta, Adobe, and Salesforce. However, we ensure that these technologies are appropriate for the local context.

Gaurav has been instrumental in understanding the Indian client base and creating a roadmap that may look different from CSA’s offerings in the UK or other markets.

Seth: A key challenge Indian customers face with global technologies is language. Most of these solutions primarily use English, which doesn’t work in a country as linguistically diverse as India. As a neutral consultant, CSA is committed to bringing the most suitable technologies to our partners, even if that means using homegrown solutions.

We’re not a product company per se, but if a client needs a customised solution, our data engineers can tweak existing platforms to fit their requirements. We’re already doing this for several clients.

Many systems operate in silos, and plug-and-play solutions often don’t communicate with one another. How does CSA’s approach mitigate this?

Seth: You’ve hit the nail on the head. Redundant marketing technologies are a significant issue, with many organisations using legacy systems that no longer provide value. CSA doesn’t aim to disrupt existing setups but rather evaluates what’s already in place and recommends improvements.

Many brands have been using digital marketing technologies for years, with large enterprises now in their third or fourth technology cycle. Our strength lies at the intersection of data, marketing, and technology, allowing us to assess and optimise existing tools to deliver value.

It’s common for companies to invest in new technologies only to have them underused by middle management. That’s where CSA India comes in—we’ve worked with multiple clients across different tools and are well-versed in maximising their potential. Our partnerships with major players like Google, Adobe, Meta, and Salesforce enable us to deploy these platforms effectively for our clients.

With India’s spectrum of businesses, from local startups to large enterprises, how does CSA help these companies decide between building their own tech and using available tools?

Seth: India’s businesses, from enterprises to startups, are moving from a generalist to a specialist world. While some are building their own tech from scratch, many still rely on ready-made tools. This classic ‘build versus buy’ dilemma is where CSA comes in. We provide expert guidance to help clients navigate this decision, ensuring they choose the best solution for their needs.

Do you have proof of concept for CSA in India?

Seth: Absolutely. While CSA is a global practice, PivotRoots, which Havas acquired, brought PivotConsult, a tech arm engaging customers in marketing, data, and technology. We’re already working with around 20 to 25 large clients in India.

One benefit of being part of CSA’s global network is the access to talent and expertise from across the globe. In India, we have data engineers and analysts who understand media, setting us apart from others. We don’t just implement technology—we combine it with creative and communication expertise to deliver results.

How will you leverage your Centre of Excellence (COE) in India?

Seth: Globally, CSA has several COEs, including in Spain, Latin America, and India. India has a rich pool of talent, and the cost is globally competitive. Our India COE currently supports international markets, but as we grow, it will serve the Indian market too.

Seltzer: We’ve invested significantly in centralising COEs to leverage global intelligence. This allows markets worldwide to tap into the knowledge and expertise generated in India. It’s a balance, though. While other markets benefit from our India COE, we ensure that we continue driving results locally in India too.

Recently, CSA LATAM launched 'CSA Q.AI', an AI tool automating 80% of quality assurance processes in Google Analytics. How will you localise such tools for India while maintaining control over data integrity?

Seltzer: We have a global product team that builds tools for the entire network, based on inputs from stakeholders in multiple markets. Once a tool like CSA Q.AI is rolled out, it can be localised for specific needs. For example, our Converge platform, designed for global use, was customised for each local market with regional data sources and activation connectors.

When considering whether to expand tools like Q.AI to other markets, we ask two key questions: Is this technology inherently native to a specific region? And if not, is there potential for broader application?

We also have regular meetings with CSA teams across markets, where region-specific tools are discussed. Teams from different regions share insights, and if another market is interested, they can connect with the creators to explore how the tool can be adapted for their needs.

It seems CSA is geared towards making global solutions relevant at the local level. What excites you most about bringing CSA to India?

Seltzer: India’s market is experiencing exponential growth, making it the perfect time to introduce a seamless, integrated approach to data, technology, and analytics. With Gaurav at the helm and CSA’s global expertise, I’m excited to see how we can help Indian brands unlock the full potential of their data and drive meaningful business outcomes.

Seth: What excites me is the sheer diversity and scale of the Indian market. We have the chance to make a real impact by localising global solutions and helping brands here solve complex business challenges. I look forward to leading CSA India on this journey.