Audi meets agencies in Mumbai

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | October 04, 2012
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The process is a part of the brand's efforts to evaluate the way in which Audi is positioned, communicated and marketed in the emerging markets.

German luxury car maker Audi is currently in the process of inviting creative agencies for meetings in Mumbai. A few leading creative agencies are in conversation with the brand team.


When contacted, the Audi spokesperson confirmed the news to afaqs!

The spokesperson, however, claims that this is not a traditional pitch process. "It is an effort to map the regional landscape as far as Audi's communication and marketing in regional and emerging markets is concerned," says the spokesperson, clarifying that the authorities are not in conversation with creative agencies alone; specialised agencies offering digital, social media, CRM (customer relationship management) and event-related services are also being invited and evaluated.

Sajan Raj Kurup

Apparently, overseas, Audi meets and evaluates new creative ideas every two to three years and this time around, India is part of this process because it has become a priority market for the brand of late. "Our present focus is on India as well as other Asian and West Asian markets," the spokesperson says.

The incumbent creative agency on the account is Creativeland Asia. The Audi spokesperson adds that the incumbent agency will continue to stay on board despite this current development.

When contacted and quizzed on the matter, Sajan Raj Kurup, founder and creative chairperson, Creativeland Asia, responds rather candidly. "Really? I think that is a great opportunity and everyone should take a shot at it. If you know anyone who is interested, I can put them in touch with the right person," he shrugs.

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