Euro RSCG is taking steps to boost its presence in the digital space in India and China.
Plans to spread wider in the digital segment in both countries
MUMBAI: Euro RSCG is taking steps to boost its presence in the digital space in India and China.
The advertising and marketing agency network has outlined a plan to this effect when its global executive committee met recently in India. David Jones, CEO, Euro RSCG, said:
“This is the most exciting time to be in India …. We will primarily look at organic growth. In terms of acquisitions, we are interested only in small companies and agencies. The agency’s future lies in two markets - India and China.”
Jones has introduced a new tool — The Bunty Syndrome —which will define consumer trends in tier-2 cities. The study begins with the words of Gordon Gecko, the fictional character from the 1987 movie Wall Street: “Greed is good.”.
Tier-2 city consumers - called “Bunty and Babli” — are those in the age group of 15-30 years and belongs to cities like Ludhiana, Chandigarh, Kanpur, Patna, Jaipur, Surat, Nagpur, Vijaywada, Mangalore, Kochi, Coimbatore, Madurai, etc.
Suman Srivastava, CEO, Euro RSCG India, said: “Eighty out of every 100 Mercedes S Class sold in India are sold in Ludhiana.
When Volvo entered India, the carmaker went first to Ludhiana. The trends that driving India today don’t trickle down from the urban metros but are bubbling up from tier-2 cities.”
Srivastava added: “Consumer durables as a category are booming in Tier-2 cities. In 1999 the top five publications that were sold in India were all south Indian, but today, all the top-selling papers are Hindi. Traditionally, there has always been the great divide between north and south India.
However, today we also see a wide divide between east and west India. For example, Bhuwaneswar has a very different character because a number of BPOs are coming up there.
We have also observed that 20-25% of all consumers become ‘prosumers’ - customers who are more involved with the brand than others. They would typically explore and research about brands, search brand history on the Internet, etc.
There’s a series of six questions that we ask to a customer and the one who strongly agrees or disagrees with four out of those six questions are declared as ‘prosumers’. Therefore, when prosumers recommend a brand or start spreading the word around a brand - that becomes a much bigger trend.”
Euro RSCG is also planning to launch it’s brand consulting unit — Euro RSCG Leap. Currently the agency is scounting for a head who will report to Suman Srivastava.
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