Allied Media wins FIHL’s media duties

The company has planned a media spend of Rs 20 crore and is looking at a 360 degree communication

Allied Media, the media arm of the Percept Group, has been assigned the media duties for Franchise India Holdings Ltd (FIHL), an integrated franchise solution company.

The agency will provide media solutions for a 360 degree campaign, which will encompass strategic planning, media buying and implementation. The account is estimated to be in the region of Rs 20 crore.

Shripad Kulkarni, COO, Allied Media, says, “We will leverage the group’s expertise in delivering 360 degree solutions and ensure that FIHL reaches out to its target audiences through innovative media vehicles and strategies.”

Shripad Kulkarni

With a steep rise in media spends this time, FIHL has decided to consider a full-fledged media agency for its media services. The creative duties are handled in-house. The group is considering television, radio, outdoor, print, retail and even film advertising. Through its in-house events division, Franchise India Events Services, which organises around 30 events in a year, the company will tap its target audience – ‘kirana’ shopkeepers and other prospective target groups – through events and varied below the line activities.

Sachin Marya, CEO, FIHL, reveals, “In India, franchising has great potential as the franchisers have minimum risks. Franchising being a relatively nascent concept in India, there has been a lack of information and knowledge. It will grow at 40 per cent in the next few years.”

The Indian franchising market is growing currently at 30-35 per cent. Estimated at Rs 10,000 crore, the franchise industry has about 1,500 homegrown franchisers. While several other brands from Europe and Southeast Asian countries such as Malaysia and Singapore are eyeing this market, around 350 brands from the US and 200 from Australia are also keen to establish their presence here through franchises.

In terms of emerging market potential in retail, India ranks first, ahead of Russia, and is deemed as a “priority one” market as franchisers face minimum risks here. India is now considered the world’s second largest franchise market and the retail, food, information technology and education sectors are set to witness a boom in franchising here. The retail business in the country is learnt to move from 3 per cent to 5 per cent under the organised sector.

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