The Hindu Business Line : TBWA India to revive interactive unit

TBWA India is planning to revive its interactive division after a gap of nearly two years. "We intend looking at the interactive space once again," stated Mr Kurien Mathews, Director, TBWA India.

The dotcom bust had forced most agencies to shut down their interactive divisions. TBWA India had started its interactive division in 1998 and by 2002 had pulled out from this space.

"In fact, almost everyone pulled out of the interactive space following the dotcom bust but today we have decided to look at this area again. Led by technology we would be offering CRM and look at new ways to reach customers," added Mr Mathews.

TBWA India had clients such as Sony India, 3As of I and serviced clients in India and abroad before the division shut shop in 2002. "We have learning in this space from both the national and international market," said Mr Mathews.

The agency would now be pitching afresh for new clients for its interactive business and is expecting to get some from its existing accounts such as Samsonite and BPL Mobile.

"We would be re-launching our interactive division towards the end of this year," specified Mr Mathews. However, there are no plans to revive its healthcare division, which also shut shop a couple of years ago. "Although we did have a healthcare division we do not intend launching it right now," said Mr Mathews.

Part of the Omnicom Group, TBWA India at present comprises the mainline agency along with its PR and media buying and planning division (Optimal Media Network based in New Delhi).

Meanwhile, the agency's sister concern — Radius Advertising — is expected to handle the conflicting clients within TBWA Anthem and is already handling accounts such as that of JVC.

The Rs 130-crore TBWA Anthem expects to grow between 20 per cent and 25 per cent this year projecting a billings turnover of Rs 155 crore.