Digital ad spends are expected to touch Rs. 41 billion in 2014 with mobile ad spends to grow by 50%, said a recent FICCI & KPMG report. While TV still dominates the market, the growth of digital has been positive and 2014 will continue to see the growth trajectory compared to all other mediums.
While the belief in digital is growing, this year especially has started on a good note with well known digital agencies being acquired by bigger traditional players. The recent acquisition of the five-year old Bangalore based 22Feet by DDB Mudra Group is an excellent example and later we saw the same happening with another Bangalore based digital agency Odigma. However in the case of Odigma the buyer has been the eCommerce company Infibeam.
While these are the recent news makers, in 2012 full-service interactive and technology agency Indigo Consulting was acquired by The Publicis Groupe as part of its strategy to double the size of its India business by 2015. Indigo Consulting which is still working as an independent agency and churning out some great work under the umbrella of The Publicis Groupe, was conceived by Vikas Tandon in the late 2000.
“Back then there was no terminology like Digital Natives,” said the IIM-A management graduate in a recent interaction with me.
The Mumbai based entrepreneur, before starting his own venture, had a stint with Sony Music followed by a three-year stint at Mudra Communications.
Today Vikas is the Managing Director at Indigo Consulting which has been in the agency business for more than a decade and is in the pursuit of making its customers digitally advanced. Though he believes that digital is still evolving in the country and there is a lot to be done.
In our conversation over Skype, Vikas has shared his thoughts on how the digital industry has evolved in the country, interesting integrated campaigns from Indigo and how crucial is analytics in today’s times.
Click on the video to watch and listen to the thoughts of Vikas Tandon who has been in the industry since the time digital was just about website development.