Rather than focus on new business for growth, Capital’s formula has been to partner existing clients in their successes, and be rewarded with more business
Delhi-based agency Capital Advertising is witnessing a whirlwind of activity right now. Entrusted with the responsibility of launching Maruti Suzuki's much-vaulted car Swift, life's hectic for Capital at the Capital. Sunil Sachdeva, the agency's founder director takes some time off his busy schedule to chat up with Sumita Vaid Dixit of agencyfaqs!. Excerpts of the conversation.
It has been roughly 13 years since Capital came into existence – right?
That's correct. Capital was set up in 1992 in Delhi. Thirteen years down the road, we have built a roster of blue-chip clients that any agency would be proud of. Our partnerships with some of India’s biggest brands and largest advertisers such as Maruti Suzuki and LG have been founded on our commitment to quality, integrity and a passion that reflects in our work.
There's a perception that Capital mostly works with Delhi-based clients. Is that correct?
No, it's not. For the last one year, we are operating from Mumbai. In fact, now Capital has a significant presence in Mumbai with the LG CDMA account and the recently acquired account of the Essar mobile business.
In fact, with the Mumbai branch now scaling up to the same size as of Delhi, even advertisers from Mumbai can now look forward to effective, memorable and refreshing communication.
Which are the industry areas where Capital is strong?
Capital has considerable experience and expertise in the telecom space with Spice telecom and later Escotel (before its acquisition by Idea). Besides telecom, Capital has considerable experience in durables, services, FMCG and the automotive category.
The agency handles the largest share of the Maruti Suzuki business with both the corporate account and the exciting new Swift account. It also handles the CDMA mobile phone business for LG. Other well-known clients include Citifinancial , Godfrey Philips, Ray-Ban sunglasses, LML motorcycles and Dainik Jagran.
What, according to you, sets Capital apart from its peers?
Capital’s fast and powerful growth over the years is a by-product of an almost inward-looking dedication to the client’s interests. That's how the agency became one of Delhi’s top ten agencies through virtually organic growth from existing clients.
Rather than focus on new business for growth, Capital’s formula has been to partner existing clients in their successes, to ever raise the bar in quality of thought and execution and be rewarded after that with more business.
In fact, the agency’s work, especially ads like 'Papa ki karan, petrol khatam nahi hoanda' for Maruti Suzuki, or the recent LG CDMA 'paper boat' commercial typify this commitment-based model of business. That’s also why – though set up in Mumbai only a year back and with no presence in the South or East – Capital’s track record in Delhi got it ranked nationally among the top 25 agencies, virtually making it the only non-network agency with such salience.
Plus, our recruiting strategy has been simple: Pack the rooms with talent. And ensure their values and ethics match up. The rest simply follows. © 2005 agencyfaqs!