The Hindu Business Line : US-based ad co Be International forays into India

THE US-based Be International Group is making a foray into the Indian advertising industry by setting its fully-owned subsidiary company. Floating two new divisions in advertising and media buying and planning — Be advertising and Media pros — the Be International Group has already set up offices in Delhi and Mumbai.

Speaking to Business Line, Mr Devraj Basu, Head of Be Advertising said, "In spite of the fact that we have set up offices in the two metros, all this time we have been servicing domestic companies in the international markets. Now we are looking at servicing the Indian market, and have already bagged some accounts."

Handling accounts for clients such as HDFC and Raymonds, Be Advertising has been doing work for Indian companies wanting to build their brands in the international markets.

Setting its sights on the domestic industry, Be Advertising has already managed to bag the creative accounts of smaller companies such as JK White Cement, Elite Modelling and Param International.

Explaining as to why Be International decided to set up operations in India, Mr Basu added, "There have been opportunities unfolding in the last few years and so much has been happening in the industry."

The US-based company presently has 34 offices across the world, out of which 12 are wholly-owned subsidiaries, including the one in India. Set up in 1997 in the US, Be International had humble beginnings starting its operations out of a garage.