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Our Bureau

Mumbai , Nov. 30

TBWA India has launched Tequila India — its integrated marketing services division. Tequila is TBWA Worldwide's interactive arm and is one of the largest global networks offering CRM and Interactive services. In India, Tequila will offer its entire range of services that include, CRM, creative, promotional, database driven customer acquisition & relationship management, digital and direct marketing services to its clients.

Tequila India will start its operations from Bangalore, Delhi & Mumbai simultaneously and will be actively supported by the regional Tequila office in Singapore in the key areas of knowledge sharing, planning and training.

Huge Opportunity

Commenting on the launch of Tequila India, Mr K. George John, Chairman and Managing Director, TBWA India, said: "The integrated marketing services space in India is growing at a very fast rate. We see a huge opportunity for ourselves in the segment and even amongst our existing portfolio of clients." Traditional Marketing

Mr Awanish Kumar, Vice-President, Tequila India, said: "We are in the middle of a marketing change point. Traditional marketing is no more effective since the customer himself is changing, his lifestyle has changed, and his buying and consumption pattern has changed. Malls, young consumers, new retail formats have added to the chaos and now brands and services need to look at effective ways of reaching out to consumers and traditional advertising now no longer is the right approach."

He further added: "Brands have already started looking at non-traditional and innovative ways to reach out to customers and this approach has yielded them rich dividends. The integrated marketing services industry is growing at a rate of approx 50 per cent per annum and is estimated at Rs 1,500 crore approx. Our aim is to tap into this vast opportunity."

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