Pond’s and Cadbury’s employ their agencies in India to produce creative ideas for other Asian markets.
In 2007, Chinese computing giant Lenovo made the Indian city of Bengaluru its global headquarters for advertising and marketing.
And even as you read this, a small company in Chennai, Rage Communications, is putting finishing touches to work for global clients in London, Singapore and Australia.
And these are just a few of many examples.
The fine print is, India is poised to become the outsourcing powerhouse for advertising.
Until about a decade ago, the only markets where India exported advertising ideas and finished creatives were those of its neighbouring countries.
“Ads for Sri Lanka, West Asia, even Pakistan, used to be made regularly in Mumbai,” recalls MG Parameswaran, executive director and CEO, Draftfcb Ulka.
For example, Fair & Lovely ran its Indian ads in Sri Lanka and Pakistan.
In fact, India was always asked by a whole host of FMCG and consumer electronics companies to adapt global creatives.
There are three models of outsourcing.
The lowest-hanging fruit is the cost-based decision to outsource studio functions and artwork.
Without much intellectual input, it is usually a cheap bargain for marketers.
Salaries for crafting work as well as raw material costs in the US, for instance, are higher than in emerging markets like India.
Besides, studios post artwork on servers that can be accessed globally, which eliminates accessibility costs for marketers.
In digital advertising, back-end outsourcing is quite popular.
Industry estimates say a global brand can save almost 40-50 per cent of its advertising costs by outsourcing execution to a relatively cost-effective country.
The second model brings in the need for ideation and can include crafting of those ideas too.
This is fast gathering steam.
Amit Akali, national creative director and executive vice-president, Grey India, says that while he was in his previous agency, O&M, he worked on some of Lenovo’s campaigns and the ‘cast away’ commercial created in India ran in almost all global markets except China.
That Indian ad folk are English-speaking and exposed to international craft help the cause.
“India is a microcosm of the world,” says Sumanto Chattopadhyay, executive creative director, O&M, South Asia.
“Learning to appeal to disparate market segments and different cultural mores with a universal message becomes second nature.
“This is
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