The Hindu Business Line : Group M eyes Bollywood

Group M banks on non-core areas to chalk up at least 40 per cent of its revenues — against the current 25 per cent — within the next three to four years even as it wants to put the traditional media buying and planning on a stronger foot.

"The film and entertainment business here is massive and double the size of the advertising industry. It is extraordinary and I cannot think of any other country in the world in this aspect. It is an under-explored asset and a lot of our attention in the coming years as we develop our company to form a much closer relationship with Bollywood, studios and production specialists," Mr Dominic Proctor, Global Head of MindShare, part of Group M, told Business Line.

Mr Proctor said Group M could look at acquiring specialists in the film and entertainment domain or develop a new business under its umbrella, which already include specialists names such as Maxxus, MindShare, Fulcrum, ATG and MCI in India.

"There's enormous opportunity to connect the brands with consumers through films, not just product placements, maybe funding movies and using an element of bartering. There are lots of questions and answers to it. It could be sponsorships, product placement or co-financing of films. But, we are clear that film industry is a business which we need to look at more closely in India," Mr Proctor said. He said the move was aimed at taking the media agency more upstream and making it less executional and transactional in profile.

"When we started, the focus was on buying and negotiating the best rates. That is clearly important but the value we add to the client beyond it is potentially more important," he added, while explaining that Group M wants to help the clients make intuitive decisions in deciding on their marketing communication investments.

"Right now, it is a relatively narrow market for the media agency as mass media - print and television - has dominated the consumers here. In the context, it is significant to note that Bollywood as a medium has not been exploited properly," he added.

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