Adgully Exclusive | The focused circle of Rahool Talukdar!

Rahool Talukdar, National Creative Director, Focus Circle Brands, has always been noticed for his unconventional thoughts. Focus Circle Brands Pvt Ltd which started with a modest beginning in 1997, over the years have built a strong foundation of observing, understanding and analyzing, human perception and marketing psychology, while doing so the team mastered the art of advertising communication.

According to the passionate hard worker, Rahool Talukdar; medium sized agencies are benefiting Indian advertising platform.

Adgully caught up with the man who is inside the circle of all actions to know more about the agency's focus and expanding circle.

Briefing exclusively to Adgully about Focus Circle Brands, Talukdar says "Its is an advertising and marketing solutions agency; together with Focus media 360 degrees (Media), Trinetra Focus Communications (Digital), Focus Kids (School Activision) and Focus Live! (Activation), Focus forms an integrated media agency that truly believes in building brands holistically from inside out".

Talukdar believe that "a relationship' with clients is something that has worked for them for over a decade now. Talking about Lilliput, which was merely two stores chain are now India's largest Kids wear brand and they would share the success story with Focus. The Finolex group has grown to be a 2500 crore conglomerate and Focus has been like a constant friend in the journey.

The Focus's method of working is that of a purist. Focus doesn't take pride in saying the big, bold, underlined NO to the client. Instead it takes the pain and pleasure in being the Client itself and then together saying a smart, colorful & successful YES.

Today Focus has emerged as an Integrated Communications agency. With about 85 professionals spread across 4 metros and 1 unit abroad and clients across verticals, focus is on a high octane growth path.

Explaining about the evolution of creative space over the years Talukdar says "I think the opportunities as well as Challenges have diversified. Technology has expanded the horizon for creativity. Earlier it was about that one BIG IDEA that worked primarily for a print ad and a commercial. Today the sanctity of the idea is important. Your idea should be flexible like water. Dump it in any media container and the idea takes its shape. In Focus we call these Media Neutral Ideas."

"We have clients whom we had for years. We believe that you have to live with a brand for a considerable amount of time to build it well. Thus, our belief is in forming relationships with clients" adds Talukdar.

Currently the agency boasts a list of clients which includes the names like Lilliput Kidswear, Hyatt Hotels India, Finolex group, I2IT, Ambuja Realty, JSW Group, Get it Info services, IDP India to name a few. "As I speak there are few more exciting contracts being inked" added Talukdar telling about the clients which are going through pitching process.

When asked about some of his memorable work over the years, he proudly stated, "The Finolex Pipes commercial featuring Rajnikant that did the rounds of IPL this year was quite talked about. Currently the Lilliput ' Another man campaign is also an interesting piece. From the past, the Carmichael house launches campaign with Sushmita Sen. Edelweiss Now I can, campaign etc"

Planning is the most important factor and aspect for a company's growth and there is always a roadmap for every company. "Honestly, the focus is on integrating ideas for brands across mediums, advertising, Medianovation, Activation & Web. One central thought needs to be scaled that is as there is lot of belief and expectation from most of our clients on us; we have to live up to all of it. As creative's our work has become more and more integral. To get so many wings excited about an idea in a nascent stage and then to make it really big, you need to trust each other. Also we wish to win some metals this year that would give us some more exposure in the fraternity. We did send entries last year in Goa Fest but sadly none of it was evaluated. We didn't get any receipt of payments done for Goa Fest from Ad Club of Bombay" he said explaining the roadmap of the company.

Explaining about how the year 2010 has been, he quoted "2010 has been good. Post recession the markets have shown promise. Clients have shown more inclination towards investing towards building brands. If you ask me some of the highlights for us were; opening a branch in Kolkata and launching cement major in North-East. Different media, different cultures and communication, that was exciting. We also started working for an absolutely stunning property called Raichak on Ganges, with our track record in hospitality and we were able to give it a distinct destination positioning. That experience was quite refreshing as well."

Talukdar says, "We are looking for fresh talent. Creative, Account Managers, Media professionals, Digital mavericks, we need loads of them across branches. Someday I discovered that there was a General in me. And here I am. The opportunities are infinite. I think lots of marketers are willing to work with agencies like us. We can give them fresh new perspectives to communication, holistically."

When asked the single word that signifies the team at Focus Circle right now, he says, "Two words please? FOCUSED AND CIRCLE COMPLETE.

But the question arises, how important is digital media in a campaign plan and is Focus Circle focusing more on digital media? "We have tackled the Australian problem through the digital medium for a brand called IDP ' deals in Global Education. Some of the guys in the digital wing have brought about significant audience engagement and participation in the social digital space. It's fascinating how the pie of digital is becoming larger and larger when we are planning communication. I think India is still a sleeping giant as far as the digital potential goes. We can just wait and watch till web drills down to the base of the pyramid," says Rahool.

A lot of experts believe that media agency and creative agency functions are soon going to come together again, "While signing off Talukdar says "For Focus, media and creative have always gone hand in hand. I never believed that these functions can work in isolation apart from reasons best known to those balance-sheet focused people."

With such inspiring and enthusiastic people, the industry is growing at a higher rate. Having done Mass communication & Journalism from University of Calcutta, Rahool believe that understanding human behavior is the biggest knowledge accumulation for advertising creatives.

With such potential thoughts and work we wish Rahool Talukdar is doing exceedingly well in his space and his agency will surely rock in years to come. | By Aanchal Kohli [aanchal(at)adgully.com]