Thursday, July 03, 2008

Creativity and freedom breathes

They had a billing of Rs.23 crores last fiscal. Just last month they bagged the key account of Addo Battery. Says Das, “Addo Battery has a footprint all over India. As part of our strategy to compete against Exide, we have roped in Kapil Dev as the brand ambassador as he has a lot of mass appeal and since the product is performance led.” Not one to follow tradition, the agency never thinks twice before taking on clients from off beat sectors too. One of its client is an organic store based in southern India called 24 Letter Mantra, “We undertook a 360 degree marketing technique in order to give shape to the store. Right from the name, logo, shop design and communication strategy – everything has been conceptualised by us.” Little wonder that clients don’t treat the agency as a vendor, but as a partner, where there is no room for dictating terms or domination by either side. With creativity as its core competence, the agency is aptly summed up as a ‘circle of imagination’ by Das and why not when Oxygen started as a creative shop and not just as an advertising agency. Explicating the reason behind christening the agency ‘Oxygen,’ Das says, “Advertising is like oxygen for any brand. You can sell a commodity, but to convert that commodity into a brand, one needs advertising.” The agency boasts of a young & dynamic employee force, with commitment to creativity.

For Complete IIPM Article, Click on IIPM Article

Source :
IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)

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