Kunal Lalani, Managing Director, Crayons Advertising
"Mass media can't be replaced. It has its own strengths. New media gives a multiplier effect when used in tandem with mass media. Over the years media has evolved and new media helps to reach out to the target audience in a precise manner. Mass media will continue to drive the communication business. Perhaps the definition of mass media would change and, maybe ten years from now, the Internet would be an integral part of mass media."
Kunal Lalani, a Commerce graduate from Delhi University, singlehandedly set up Crayons Advertising in 1986 with meager resources. As Managing Director of the agency, he has driven it to make it one of the largest independent agencies in India. A hands-on person, his strength lies in understanding the intricacies of Indian business and providing not only communication solutions but business solutions as well.
His passion for the industry led to the formation of the Advertising Agencies Guild of India (AAG), of which he was the Founder-President, and he mobilised 30 ad agencies to work on issues of common interest. He was also a member representing North Zone at the Advertising Agencies Association of India (AAAI).
In conversation with exchange4media's Pallavi Goorha, Lalani talks about the journey of Crayons Advertising so far. Excerpts:
Q. But it is also true for any new media that the push of mass advertising is needed. Even a direct mailer needs the push of mass advertising for people to click on it. What is your take on that? Do you think mass media advertising is actually dead and has no future?
Mass media can't be replaced. It has its own strengths. New media gives a multiplier effect when used in tandem with mass media. Over the years media has evolved and new media helps to reach out to the target audience in a precise manner. Mass media will continue to drive the communication business. Perhaps the definition of mass media would change and maybe 10 years from now, the Internet would be an integral part of mass media.
Q. OOH is still largely restricted to billboards and hoardings. So, when you say that OOH is critical in making a connect, how have you used the media? How do you tackle the issue of measuring the effectiveness of the OOH media?
Well, each medium offers opportunities; it is up to us to exploit the medium. To illustrate the point, we recently did an interesting OOH activity for one of our real estate clients in Dubai, where we had a mammoth banner measuring 15,000 sq ft (the largest banner across Middle East, Africa and Asia) hung from a helicopter flying over the Dubai skyline.
Q. You have recently bagged the International Incredible India account. What kind of work will you be doing for them?
The Incredible India campaign is already on air across Europe and will go on till May 2008. We are handling both print and television campaigns for Europe.
Q. What are the two key things in Indian advertising that you would like to change?
Collections and collections!
Q. Crayons Advertising is the first Indian agency to join the global network of independent agencies of Italy-based Roncaglia & Wijkander, and is its exclusive Indian network partner. What are the advantages for you?
Yes, Crayons was chosen as the exclusive Indian partner agency to join the Global Network. This Network consists of some of Europe's largest independent agencies. All the network agencies are independent, entrepreneur driven, but professionally managed, and help each other to reach out to global markets. Each one brings its own strengths and understanding of the market, leading to a network that is global yet local in response and aggression. It has already made a difference to our media competency for international campaigns and a testimony to our strength is winning of the Incredible India campaign for Europe, which we won despite stiff competition from some of the top MNC agencies. It has also given confidence to the clients of our partner agencies in Europe to enter India, and new opportunities for us.
Q. How has advertising changed over the years?
It has evolved over the years and with the increasing clutter, it is quite a challenge to get noticed. Today, any product category would have at least a dozen odd brands fighting for your attention on television and many more on print, and making your brand stand out in that crowd needs really well thought out advertising.
Q. What are your expansion plans in India and abroad? How is Crayons Dubai doing? Any major wins in the past?
We've been on an expansion spree for the last three years, and now having achieved a national footprint with seven full-fledged offices and three satellite offices in India, the focus is on consolidation. These offices are at Delhi, Mumbai, Chennai, Kolkata, Jaipur, Chandigarh and Lucknow. Thiruvananthapuram, Jammu and Dehradun are the satellite offices. We have two overseas offices at Dubai and Kathmandu. We had set up our Dubai office in mid-2005 and I am very satisfied with the way it has taken off. Our portfolio in Dubai includes brands like Estee Lauder, Continental Coffee, Panasonic, Dheeraj Constructions, Khaleej Times, Fujitsu and more.
Q. Balancing between existing clients and new ones is very important for the growth of an agency. How do you maintain this balance?
Never make a client feel like an old client. It is important to service each your clients well and ensure that each one gets treated like a new one. It is always complacency in servicing or in ideas that leads to a client looking for a change.
Q. Today advertising is not merely about 30-second ads. What is Crayons' approach to new media?
Advertising was never about 30-second ads. But yes, the options in new media have multiplied. At Crayons, we do see a great potential and promise in new media and apart from using it in our campaigns, we have also invested in it. We have Omni Media, a Group company, which has been set up specially to capitalise on new media. For instance, you can advertise on radio taxies in Delhi, a focused medium for business travelers.
Q. How has the journey been for you? What have been the key challenges that you have faced and how did you tackle them?
The journey started way back in 1986, and in those days Delhi was way behind Mumbai, which was the hub of advertising. As a result, Delhi-based agencies were kind of looked down upon. The challenge was to make people look at Crayons with respect and break the Mumbai bias, and it was quite a task. You can't change perceptions overnight. It began in small measures, one good job, another job delivered well and consistency in delivering quality, made the difference. The big break came with the assignment to build a brand in the chewing tobacco category! We took the challenge and built the brand 'Baba', which went on to become, and still is, the biggest brand in chewing tobacco.
Q. We have heard of indiscriminate pitching that clients call for, and many a time we don't hear about the result. What is your take on the pitch fee issue?
Yes, a pitch fee would ensure seriousness and accountability at both ends.
