We are looking at digital in a big way for acquisitions: Colvyn Harris

Do you see any change in the way clients are ready to spend money on advertising after the new government at Centre?
I would like to start by saying that sentiment is a reality and we are feeling good. We work across many clients, categories, brands, etc and I have started noticing the change in the ambition of clients. Everybody is thinking bigger and believing that their aims will fructify into big businesses, improved categories and faster growth.

So, would you say that people had the money and didn't want to spend on advertising or they didn't have the money and therefore there was no advertising..
Now the ambition of India is being projected to the world in the right way. We have seem PM Modi's work in Saarc, Japan, Australia, US and we have seen the results. Now, an important area that needs attention is infrastructure. We don't have a single corridor which is connected. I have heard experts saying that Mumbai-Delhi corridor is the way to growth. How will India take its growth story ahead if here the first bottleneck is toll and second is quality of roads. Today, India is lacking in job creation which can fuel the economy.

Which sectors do you see maximum interest and excitement in the next few months?
There are two parts; one is digital India, technology and the telecom companies; and another is the big shift i.e. data versus voice. Data forms 18-20% of a company's revenue, and this is enabling a distribution channel for all other companies which is making it easier for e-tail companies in India like Snapdeal, Flipkart to do their business.

So, e-commerce is a big driver for India's growth story?
Yes. The old brick and mortar is in trouble, because a customer is aware now that he can get anything right at his doorstep up to 20% cheap with an additional service guarantee and the money-back policy. So, this is happening because of digital technology.

But, e-commerce is still spending a lot of money on traditional media. Would you say it is a win-win situation for both?
I would not attribute anything to traditional media. I believe, technology is not only driving products in India but globally too, and India will grow at a faster rate than the previous years.

So, where would companies in infra sector now advertise, which medium of media would they choose, print or television?
Holistically, we look at the category and the space from where we can get the maximum eyeballs. Digital does it in a way where the return on investment can be measured, television is still the old way of doing business, irrespective of the category; digital space offers you the maximum benefit because when going in this space a customer makes a conscious decision based on the available pricing and convenience at a particular point of time, and this is a significant change; it might be termed as 'impulsive buying'.

Do you feel that smaller companies are becoming more brand conscious now as compared to those already established?
People across the country are getting brand conscious. Indeed, you would get non-branded products at a much cheaper price than the branded ones, but that is for a certain segment. A brand is all about great credentials else, a shirt is just a shirt no matter from where do you purchase it. Great global brands have been doing good for they have R&D might, innovation and pricing, too. If you look at China, the country has galloped. There is vast quantum difference in each category when compared with India.

What is your strategy going forward at JWT Group?
Our strategy is centered around our clients in a 360 degree angle. We have invested in a company called Emcompass. They can bring a brand alive. Secondly, we are looking at digital in a big way in our acquisitions.

With improved perceptions of brand India, what is your prediction for the next 2-3 years in terms of growth for the industry?
I simply think of what the present PM has done. I think when he walks around, he walks like a tiger. So, I believe that the company India now has the right CEO as Modi and the best part is he promises what he knows, his government can deliver. It's apparent now with the visibly optimistic global attitude towards India, and I believe the next three years will be glorious for brands, infrastructure and businesses.