AgTalk | Riding on cost effective creative solutions: ABM's Abhijit Basu

Started in 2003 with the objective of offering sharp, integrated and cost-effective solutions, ABM Communication a boutique agency has come a long way. Today the agency services clients from across fashion, interior, healthcare, telecom, FMCG, consumer durables, finance, media and real estate. Founded by Abhijit Basu, the ABM team comprises of people with unshakable faith in the power of advertising.

Advertising that grows on consumers and changes their thinking and behavior that takes a brand from non-existence to predominance. And above everything else, one that instills an element of dream in a thing awfully mundane.

ABM Communication has in the recent time won six new brand accounts.  Adgully caught up with the Managing Director, Basu to find out more about his plans for the agency. A veteran with over 25 years of experience in advertising, brand management, Basu has a passion for creativity. In his own words, “ABM Communication was set up to offer insightful 360 degree solutions, backed by the best-personalized services.”  He believes in creating clutter-busting pieces of creative communication that command attention, “the accent should be on solutions that profoundly affect consumer thinking and behaviour.”

The following are the excerpts of the conversation.

Adgully: Sir, could you please share with us some key highlights of your journey so far?

Abhijit Basu: Having acquired entrepreneurial acumen over the years, it was in 2003, that I decided to venture out on my own. I set up an agency that offers insightful 360 degree solutions, backed by the best-personalized services. Within a short span of 10 years we have build a team of talent, working on a client base comprising – The Muthoot Group, Dr. Lal Path Labs, Everest Industries, Clay Telecom, Moen, Pearl Academy, Khaja Chowk, Guardian Pharmacy, Evok, etc. to name a few.

AG: Share with us some recent success stories?

AB: In the recent months, ABM Communication has won six new brands in six months – Axxiss Dental, Pearl Academy, Manoharlal Jewellers, Evok, Urban Country and Aspiring Minds.

AG: Sir, could you please tell us what is ABM Communication's key forte, what is it that you are specialized in?

AB: ABM Communication offers integrated brand consultancy and creative services especially through sharp, integrated and cost-effective solutions. Consistent strategic solutions based on understanding of the target, creation of ideas to fill needs of brands and effective use of every piece of communication that gives more value for money spent.

AG: How would you like to place ABM Communication in India viz-a-viz other players in the market?

AB: We at ABM believe in creating clutter-busting pieces of creative communication that command attention. The accent is on solutions that profoundly affect consumer thinking and behavior.  Today, we represent a team of people with a fanatic's faith in the power of advertising – advertising that grows on consumers and changes their thinking and behavior; advertising that takes a brand from non-existence to predominance; advertising that, above everything else, instills an element of dream in a thing awfully mundane.

AG: What are the two things that you want to share with us about ABM Communication?

AB: Firstly, we are a closely-knit team that manages the Agency and secondly the prime-point for us is our client’s business growth.

AG: How has the advertising industry evolved over the years?

AB: Indian Advertising Industry has grown rapidly over the last few years, with as much emphasis on global as on national. Secondly, the role internet is playing in Class A and B towns and cities, has made a tremendous difference to those who understand how to utilise it. Mobile Internet being available in these areas has changed the way. Thirdly, retail has changed the face of communication. On ground retail communication allows instant connection with customers, which drive sales. In support, the retail advertising and promotions claim quite a sizeable proportion of print revenues. Often we see retail print campaigns which are connected to online and on-ground promotions, thus making a 360-communication for the brand. With more FDI allowed in retail, the industry is going to see more investments in this sector, in terms of advertising / promotion. Because of the above factors, the days of “360-degree communications” are returning with a new avatar.

AG: What is your view on Brand Communication, is it an investment or an expense; why so?

AB: Brand Communications has always been and will always be a sound investment for every mini, medium and big brands. Globally it’s the smaller players who start off investing on the brand first, bringing themselves closer to customers while standing apart from competitors. Thanks to online-offline mix of advertising spends, these brands are able make a mark early, and within no time get noticed by corporate, who feel more comfortable in investing in them straight rather than starting from scratch. There are an increasing number of smaller and younger players in India, who are following this model, and growing their business fast! These players understand the value of developing a brand, its financial implications in the long run and the opportunities to get a firm place in the customer’s mind and hearts. I firmly believe that investing in any brand today will make a lot more sense for its future journey and more so in an environment where there’s more choice, more monies and less time for customers, across all categories.

AG: Any new trend that you may have noticed in the domain of advertising?

AB: Of late, every client wants to jump into the ‘online media’ space without even bothering to evaluate its merit.

AG: Share with us the major challenges that you have faced in the course of time and how you dealt with it?

AB: Client across seem to be losing respect for advertising agencies and even the former are not doing anything about it. The current slowdown in economy and low investor confidence are of major concern to many corporates. Media campaigns are generally the first casualty in such scenarios.

AG: How has been the growth last year for ABM Communication and what are your expectations for the year 2013?

AB: We have averaged a 15 per cent growth Y-o-Y even during the economic slowdown. In 2013, we aim to further consolidate our business portfolio and grow at a steady & healthy rate.

AG: Lastly, please share with us roadmap for 2013 (plans and projects)?

AB: For the year ahead, we would like to maintain our ‘Core Proposition’ namely Cost effective creative solutions that help our Clients grow their businesses.