AgTalk | Building capabilities is our strength: Dentsu's Ohri

Rohit Ohri left his previous agency JWT to hold the controls of Dentsu India, as the Executive Chairman, Dentsu India and CEO, Dentsu Asia Paific. Three years ago, holding high responsibilities of the agency, he stands proud today of how the group has attained newer heights. He mentions that decisions like acquiring Taproot and Webchutney along with appointment of some of the best creative heads have made them bigger players in the industry.

Adgully caught up with Rohit Ohri, Executive Chairman, India & CEO, Dentsu Asia Pacific as he culminated his third year at the agency, his plans and more...

Adgully (AG): August 2014 marks three year completion for you at Dentsu. Highlight 2-3 key occasions that brought spike to your stint at Dentsu.
Rohit Ohri (RO): In the last couple of years, the two major spikes we have witnessed are the major acquisitions we have done with an aim to add capabilities and create calibre at Dentsu. Digital strengthening has been one of the key strategies for growth at the agency. One may learn that our partnership and collaborations are with equals and entities possessing similar skill sets and that would strategically re-invent brand Dentsu and build onto its existing capabilities. Dentsu’s partnership with Taproot, we take creative communication management and core creative to different touch points in the business. With our partnership with Webchutney, we look at enhancing the level of engagement with digital and creative services at the agency. The second phase of growth at Dentsu was the incoming of Aegis Network which creates an entire umbrella of creativity and best services.

AG: Your movement from JWT to Dentsu called for certain new learnings and unlearning as well. Shed some light on both.
RO: When I joined Dentsu, I came in with no pre-conceived notions. The idea was to absorb what ‘brand Dentsu’ is all about, understanding the fact that with its iconic stature in Japan, one needs to unlock the potential in India as well. While I kept an open-mind throughout, which helped the growth of the business, what boosted this was that I had absorbed the organisation’s global vision and implemented it locally. While there was no special check-list, the last couple of years have been more of managing an agency, than what I have done over the years.

AG: It is understood that when one enters a new organisation, he comes with certain plan, strategies and missions, so as to grow the organisation and himself. Has Dentsu attained the position you envisioned it to be in at your joining?
RO: Honestly, goals and aims are normally set high; however, I believe that we have surpassed our own expectations in such less time. Last year, we were growing at 65% and that put us as the fastest growing network in the business in India.

AG: Over the last couple of years, Dentsu has upped its game and bagged some interesting accounts. What according to you has worked for Dentsu now that (possibly) was missing earlier?
RO: I believe that both, past and existing clients are equally important for us at the network. While new businesses are always important, retaining the older ones is equally important, which goes in sync with our idea of building long-term relationships with our clients. Brands like HT Group, MRF, TVS etc have been our associated for long now; alongside which we also have accounts like SpiceJet, Indian Super League etc. Our endeavour is to hold a diversified portfolio with brands from across categories like automotive, FMCG, consumer service, electronics etc.

AG: Having worked in the advertising-communications space for years now, what is your take on the ever changing and evolving Indian ad-land?
RO: Over the years, technology and digital have changed the way communication is created, consumed, shared, used and reacted to. I believe technology has democratised creativity and creative purview of everyone unlike in the past. It has changed the way consumers look at the world today and thus, we in the communication business, need to create communication in the manner in which consumers would like to see it and consume it. In the past, brands stuck onto traditional methods of communication and reaching out to consumers; however, post the incoming of digital age of communication, brands now look at not only 360 degree communication, but 365 (days in a year) communication to build an everyday connect with their consumers.

AG: Also, how would you evaluate the creativity standards in India viz a viz your global counterparts? Do you think the current tactics used in the business in India are taking the industry in the right direction?
RO: India has demonstrated its creative and communication strengths at various occasion, both India and internationally. Agencies like Taproot have been performing really well with concepts like ‘The farmers Suicide campaign’, which indicate that agencies are in the know-how of capturing the true Indian sensibilities of both clients and consumers. We also see that films from India have evolved over the years with cutting edge technology, growth of multiplex culture and understandably the altering taste of consumers. Hence, I believe we are no less than any one in the business across the globe.

AG: How did the Cannes 2014 go for Dentsu?
RO: We have seen stellar pieces at Cannes this year and our works with Honda and Airtel have been applauded a lot at the festival of creativity. Our idea of engaging with consumers and maintaining a conversation have been credited well.

AG: Now kabaddi and other sports are also gaining prominence in India, so do you think there is a need for specialized unit which can cater to this audience?
RO: With technology making content available in real-time, its a new challenge for our business to keep up to that kind of communication. A sport, by its sheer nature has a short shelf-life and a highly desirable genre of content for the online medium. While the focus is clearly shifting, we at the agency have Dentsu Sports Asia, Singapore which assists us in this business. We are also looking at setting up something in this direction in India soon.  

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