rmg david's Delhi office has been awarded the advertising account of Hero Mindmine group, a player in the field of Internet technology-enabled services (ITES), training aspiring call centre executives. The size of the business is estimated at Rs 2-3 crore and moves from Grey Direct. While the business win was not the result of a multi-agency pitch, rmg david did have to make a creative-cum-strategy presentation before getting the permission to include Hero Mindmine in its client roster.
Explaining the reason for roping in the services of rmg david, Asheesh Gupta, business head, Hero Mindmine, says, "When we started out, our effort was to reach the target consumer directly. Grey Direct helped us do that. Now that we have broadbased our focus in the retail arena, we need a communication partner who can provide us with a fresh perspective and a 360-degree communication plan. rmg david came across as a partner who could so both."
As is known, the ITES sector is poised for tremendous growth. According to a recent McKinsey-NASSCOM Report on ITES, nearly 2 million opportunities will be created in this space by the year 2008. That is huge, by any standards. "The key driver of this boom will be the talented pool of English-speaking people in the country. The cost-value benefits this country provides is an added advantage," adds Gupta.
The training imparted by the Hero Mindmine institutes is broadly divided into three areas: communication skills, which include voice and written capabilities; functional skills, such as, customer service and tele-selling; soft skills, such as, stress management and team building. Besides training freshers, the Hero Mindmine institutes give training to corporates as well.
And reaching out to this group of people is precisely the task of rmg david. "Our task is to reach out to the youth who have the required education but not the right kind of skills," says Subrato Chakraborty, general manager and vice-president, rmg david, Delhi. While the agency has planned both main-line advertising and below-the-line events, the latter would have a greater role to play in predisposing the target audience.
With the likes of NIIT joining the ITES bandwagon under the brand Planetworkz, Hero Mindmine has worked out a detailed gameplan to emerge a serious player in the business. Hero Mindmine currently has 13 call centre training institutes located in Delhi, Chandigarh, Jalandhar, Jaipur, Noida, Meerut, Indore, Bangalore and Hyderabad. © 2003 agencyfaqs!First Published : April 01, 2003