Latest news with #Saatchi&Saatchi
Mint
07-07-2025
- Business
- Mint
Ad agencies want to do it all. But the ultimate loser is the brand
Mumbai: In Indian advertising today, there's one common pitch: We do it Media. Martech. Influencers. AI. Commerce. If there's a funnel, every agency wants to own it, end-to-end. But here's the problem: the more agencies chase dashboards and data layers, the more indistinguishable they become. And amid this convergence chaos, the oldest question in the business is being ignored: Who's thinking about the brand? 'Everyone wants to solve the full funnel, but the real moat is still in brand thinking," said Paritosh Srivastava, chief executive officer (CEO) of Saatchi & Saatchi, BBH India and Saatchi Propagate. 'Creative shops are now offering media, media agencies are hiring content teams, and consultants are peddling brand strategy. But if everyone does everything, who's standing for something?" Srivastava adds that while Publicis Groupe's Power of One model helps agencies deliver integrated solutions, the danger lies in sameness. 'At some point, clients will ask what your real superpower is. You have to be famous for something." Dheeraj Sinha, group CEO, FCB India and South Asia, 'It's no longer about just being a service provider. We're now in the business of business outcomes." Under his leadership, FCB has merged its creative, digital, and performance units into a single platform, building AI-driven content and full-funnel services. 'But amidst all this, our job remains to keep brands culturally rooted. That can't be captured by CTRs (click-through rates) alone." Sinha is also quick to point out the value of integration, when done right. 'The creative idea is still the nucleus. If media and performance are not orbiting that, we risk becoming mechanical executors rather than cultural creators." S. Subramanyeswar (Subbu), group CEO-India and chief strategy officer-APAC at MullenLowe Group, is taking a different tack: creating proprietary knowledge products like 'State of States' and pushing for what he calls "ecosystemised thinking". 'Too many agencies today speak in acronyms and tools, but where is the soul?" he asked. 'We're not just glueing services together. We're productizing ideas. And at the heart of it is cultural intelligence. Without that, you're just delivering media, not meaning." That cultural intelligence, Subbu said, is becoming a rare commodity in a hyper-programmatic world. 'Even clients are asking: Who's bringing me that human lens?" Marketers aren't blind to the shift. But they're also worried that creative ambition is being replaced by templatised efficiency. 'We deliberately pivoted from a functional, product-first pitch to emotional storytelling," said Ravi Chawla, managing director and CEO of Gulf Oil Lubricants India, in a recent interaction. 'Whether it's through cricket, retail or digital, the aim was to build resonance, not just impressions. The agencies that got us there understood grassroots insight, not just full-funnel fluency." For Inderpreet Singh, head-marketing at Birla Opus Paints, this tension is sharper. The brand is a late entrant in a commoditised category, and its IPL investment needed to punch above weight. 'We constantly debate ROI (return on investment) versus memorability. If your agency only talks numbers, they're missing the point. Our mandate is to create memory structures. That comes from insight and consistency, not algorithmic success." He added, 'We want to be a brand people remember, not just one they saw during a sale. That takes more than reach. It takes relevance." That push and pull is being felt on platforms, too. Sana Shaikh, director at Flipkart Ads, sees both sides. 'The line between brand and performance is vanishing. Today, creative storytelling has to happen inside a cart, inside a scroll, inside a second," she said. 'We're giving agencies and brands tools to build relevance at speed. But that also means traditional agencies need to unlearn a lot." But even as platforms reshape the playing field, some argue the bigger threat comes from inside the agencies themselves. 'There's a creative stagnation setting in," one independent agency founder said, speaking anonymously. 'You see the same templates, the same performance playbooks, the same KPIs (key performance indicators). If every agency looks like the other, where's the edge?" Some clients are starting to notice. A senior marketer at a consumer tech firm added, 'We're pushing our agencies to stop being reactive. Everyone's optimising. No one's imagining. It's hurting differentiation." Legacy agencies are trying. But the real challenge may not be transformation, but restraint. Not chasing every revenue stream, but knowing what to protect. 'The market is moving towards efficiency, but let's not forget the irrational power of stories," said Shubhranshu Singh, chief marketing officer (CMO) of Tata Motors Commercial Vehicles and a board member of the Effie Lions Foundation. 'You can measure short-term impact. But long-term brand value? That takes trust, culture and belief." Dheeraj Sinha puts it bluntly: 'If you're not building long-term IP (intellectual property), you're just renting attention." India may have had a big year at Cannes Lions 2025, with 32 awards and culturally sharp campaigns. But ask agency leaders and CMOs alike, and the unease is clear: creativity is at risk of being crowded out by commerce.
Fashion Value Chain
13-06-2025
- Business
- Fashion Value Chain
Ratnaafin's Debut Campaign ‘Ratnaafin Hai Toh Possible Hai' Launched to Empower MSME Entrepreneurs in India
Ratnaafin, an NBFC focused on empowering MSMEs and small business owners with customised financial solutions to make their dreams accessible, announces the launch of its new film, celebrating entrepreneurs. Ratnaafin has consistently bridged the credit gap by offering business loans, solar loans, supply chain finance, machinery loans, and more-helping enterprises scale, innovate, and thrive in the Indian business community. From business loans to solar financing, working capital to micro loans against property, Ratnaafin offers tailored products for real business needs and has served over 25,000+ customers across 35 branches in India. Saatchi & Saatchi is the creative partner and ideator behind the campaign's concept and execution, capturing the grit that defines an Indian entrepreneur's journey through this film. Watch the film – The TVC follows the lives of four small business owners across industries-a printing press operator expanding production, a Kirana shopkeeper upgrading his retail operations, a home-based achaar brand reaching wider markets, and a boutique owner growing her brand. As we follow their stories, struggles, and successes, we witness the sheer perseverance that defines the Indian entrepreneur. The campaign gives us a glimpse into the importance of choosing the right financial partner to guarantee the success of an MSME. Whether its upgrading a Kirana store, expanding a home-based achaar business, or elevating a boutique's brand presence, the right partner makes all the difference. Entrepreneurial success in a dynamic and competitive landscape relies as much on funding as it does on human resilience and grit. Malav Desai, Managing Director & CEO, Ratnaafin, said, 'This campaign reflects our core belief – that with the right partner, even the boldest dreams are achievable. 'Ratnaafin Hai Toh Possible Hai' goes beyond transactional finance to celebrate the spirit of India's business owners. At its core, this is about trust, support, and enabling the backbone of our economy – our MSMEs.' Sunay Jain, Head – Marketing and Digital Business at Ratnaafin, proudly added, 'Businesses are more than balance sheets. At Ratnaafin, we look deeper-into the midnight oil burned, the risks taken, and the perseverance that MSME owners show every single day. While others may look at paperwork, we see passion. We believe your work speaks louder than your name. That's the kind of business we back. Because when your kaam is strong, your name builds itself.' Ratnaafin is proud to be recognised as a CRISIL A+ rated, stable, and trusted NBFC with a strong foundation in financial discipline. Entrepreneurial resilience is the centrepiece of this campaign, reinforced by Ratnaafin's unwavering support-not just as a lender, but as a true partner. Running across digital platforms, social media, and regional television channels, the campaign showcases how every step, every challenge, and every decision is taken together-with confidence, courage, and cooperation. This campaign, as Ratnaafin's first foray into nationwide brand-building, marks a crucial milestone, with a poignant storyline that goes beyond numbers and touches hearts. It shows that business is more than balance sheets-it's about showing up every day, being relentless in the face of hardship, and doing whatever it takes to make your dreams possible. That is what Indian entrepreneurs are made of, and that is what Ratnaafin acknowledges. Rohit Malkani, CCO, Saatchi & Saatchi, said, 'Jo pai pai se shuru kiya, wo business badhta jayega' reflects the heart of the film. It's a message from one business owner to another. It's not about struggle or success. It's about belief. Belief that if you keep building and showing up every day, what starts small will grow. That's the feeling we wanted to leave people with.' About Ratnaafin Ratnaafin is an RBI-registered NBFC dedicated to empowering MSMEs, business owners, and entrepreneurs with accessible and customised financial solutions. The company has consistently bridged the credit gap by offering business loans, solar loans, supply chain finance, machinery loans, and more-helping enterprises scale, innovate, and thrive. Its deep understanding of India's evolving business landscape makes Ratnaafin the perfect partner in an entrepreneur's financial journey. A seamless digital interface, speedy approvals, and need-based products tailored to each client are just a few tools in its arsenal. With a strong commitment to fuelling the entrepreneurial fire of India, Ratnaafin uses its expertise and integrity to turn possibility into success. About Saatchi & Saatchi India Saatchi & Saatchi India, part of the Publicis Groupe India, is a full-service communications agency specializing in traditional and digital advertising, branding, design, UI/UX, content and brand consultancy. Saatchi & Saatchi offers its suite of services across clients like Hero MotoCorp, Renault, NIVEA, Standard Chartered Bank, ITC, Dabur, Akasa Air, Jockey, P&G, Zee, Zepto, ITC, Relaxo and many more. Core to the agency's DNA is a culture of ownership and the belief that 'Our Clients Business is Our Business' which keeps clients' business goals at the heart of everything. The agency has over 350 employees across its offices in Mumbai, Delhi, Kolkata, and Bengaluru.
Campaign ME
13-06-2025
- Business
- Campaign ME
Network of the Year (Middle East and Africa) 2024
Saatchi & Saatchi's Middle East network took the top spot for Network of the Year (Middle East and Africa) 2024 as a Silver winner at this year's Campaign Global Agency of the Year Awards. The network posted a notable 32 per cent year-on-year growth in 2024, underpinned by a disciplined return to fundamentals and a focus on integration. The Publicis Groupe's network's 'Power of One' model – connecting strategy, creative, and execution under a single point of contact – has become a core part of its pitch and delivery. Its Dubai, Riyadh and Doha offices showed steady progress and consistent creative performance – account wins in 2024 included Pfizer, Subway and Amazon. Internally, the agency reports 89 per cent employee retention – a rate that suggests its culture efforts are resonating, including learning and development initiatives focused on upskilling across creative, strategic, and technical disciplines such as AI tools aligning staff development with evolving client needs. It launched new AI-powered service offerings for clients, as well as PubCubs – offering aspiring talent the opportunity to experience the ad industry by supporting teams and contributing to client work. Bronze: TBWA (South Africa, Turkey, United Arab Emirates) Spanning the Middle East, Turkey, and Africa, TBWA's 1,000-plus employees, referred to as 'Pirates' grew revenue at double-digit rates, and welcomed almost 50 new clients aboard. Its work included honouring the late South African hip-hop icon Riky Rick, with TBWA\South Africa by turning his final social media posts into 'Stronger', a song created with AI to amplify his words; a high-fashion collaboration with 50 global luxury brands that elevated Istanbul's Beymen luxury department store brand; and a 120-metre CGI Nissan billboard lighting up Dubai's busiest highway, which hit five million views in 24 hours. This content was first published on Campaign UK.
Time of India
24-04-2025
- Business
- Time of India
Wit & Chai Group onboards Saurabh Sankpal as chief creative head
Wit & Chai Group, a creative media agency known for crafting culture-forward campaigns for new-age brands, has announced the appointment of Saurabh Sankpal as its new chief creative head . With over 20 years of experience across global agencies and leading consumer brands, Sankpal steps into a pivotal role to steer the agency's creative direction and elevate its strategic storytelling capabilities. Sankpal brings with him a rich tapestry of experience from leading agencies such as FCB, Saatchi & Saatchi, DDB, Publicis, and Redder Vietnam, where he led award-winning campaigns for marquee brands like Volkswagen, MTV, Chupa Chups, Set Max, and Virgin Mobile. He has also held leadership roles in-house at House of Anita Dongre and Nykaa, where he drove creative outcomes aligned with business growth. In addition, his consulting work with firms like Roland Berger and AlphaSights speaks to his diverse understanding of branding, fashion, and content strategy. In his new role at Wit & Chai, Sankpal will lead the creative charge across all key accounts. He will work closely with the strategy and brand teams to shape narratives that are not only culturally relevant but also business-impactful that sharply align with business goals. From mentoring emerging talent to leading integrated campaigns, his role is central to shaping the agency's creative ambition. 'As a Chief Creative Head , I see Wit & Chai Group as more than just an agency—it's a sandbox for fearless thinkers,' said Sankpal. 'My vision is to turn up the volume on ideas that are disruptive yet deeply human. We're building brands that resonate in the real world—work that gets people talking, sharing and remembering.' Sankpal plans to foster a creative culture that thrives on experimentation, agility, and bold thinking grounded in youth insights and real conversations. He aims to position the agency where creativity intersects with commerce, making Wit & Chai Group the go-to name for challenger brands, cultural & digital disruptors, and ambitious digital-first businesses with a focus on originality, scale, and meaningful market impact and noise in the market. Speaking about the appointment, Nihar Kolapkar, co-founder and partner at Wit & Chai Group, shared, 'Saurabh's track record of creative leadership and disruptive storytelling brings incredible value to our team. His ability to merge bold creativity with strategic clarity is exactly what we need to push the boundaries of what we deliver for our clients. We're excited to see him shape a new era of work at Wit & Chai Group.' With Sankpal's onboarding, Wit & Chai Group is set to sharpen its edge, expand its creative horizons and further cement its position as a trailblazer in the Indian and global creative landscape, the agency stated in a press release.
Time of India
23-04-2025
- Business
- Time of India
Wit & Chai Group onboards Saurabh Sakpal as chief creative head
Wit & Chai Group, a creative media agency known for crafting culture-forward campaigns for new-age brands, has announced the appointment of Saurabh Sakpal as its new chief creative head . With over 20 years of experience across global agencies and leading consumer brands, Sakpal steps into a pivotal role to steer the agency's creative direction and elevate its strategic storytelling capabilities. Sakpal brings with him a rich tapestry of experience from leading agencies such as FCB, Saatchi & Saatchi, DDB, Publicis, and Redder Vietnam, where he led award-winning campaigns for marquee brands like Volkswagen, MTV, Chupa Chups, Set Max, and Virgin Mobile. He has also held leadership roles in-house at House of Anita Dongre and Nykaa, where he drove creative outcomes aligned with business growth. In addition, his consulting work with firms like Roland Berger and AlphaSights speaks to his diverse understanding of branding, fashion, and content strategy. In his new role at Wit & Chai, Sakpal will lead the creative charge across all key accounts. He will work closely with the strategy and brand teams to shape narratives that are not only culturally relevant but also business-impactful that sharply align with business goals. From mentoring emerging talent to leading integrated campaigns, his role is central to shaping the agency's creative ambition. 'As a Chief Creative Head , I see Wit & Chai Group as more than just an agency—it's a sandbox for fearless thinkers,' said Sakpal. 'My vision is to turn up the volume on ideas that are disruptive yet deeply human. We're building brands that resonate in the real world—work that gets people talking, sharing, and remembering.' Sakpal plans to foster a creative culture that thrives on experimentation, agility, and bold thinking grounded in youth insights and real conversations. He aims to position the agency where creativity intersects with commerce, making Wit & Chai Group the go-to name for challenger brands, cultural & digital disruptors, and ambitious digital-first businesses with a focus on originality, scale, and meaningful market impact and noise in the market. Speaking about the appointment, Nihar Kolapkar, co-founder and partner at Wit & Chai Group, shared, 'Saurabh's track record of creative leadership and disruptive storytelling brings incredible value to our team. His ability to merge bold creativity with strategic clarity is exactly what we need to push the boundaries of what we deliver for our clients. We're excited to see him shape a new era of work at Wit & Chai Group.' With Sakpal's onboarding, Wit & Chai Group is set to sharpen its edge, expand its creative horizons, and further cement its position as a trailblazer in the Indian and global creative landscape.
