When WPP’s Ogilvy group recently launched 82.5 Communications, an “India-specific” creative agency that it said would cater to Indian companies, there was much conjecture on the reason behind the launch. Especially as Ogilvy agency Soho Square is being merged into this new creative shop and will function as part of the new entity.

82.5 Communications, named after the longitude of Indian Standard Time, will be headquartered in Mumbai and have offices in New Delhi, Bengaluru and Kolkata. Agency watchers feel the move could be to fill the gap in Ogilvy’s offerings , targeting regional clients who do not have the budgets to afford premium rates.

According to Piyush Pandey, Chief Creative Officer Worldwide, Executive Chairman India, Ogilvy, “82.5 will meet a key need in the creative services market for an agency that is tailored to help realise the aspirations of emerging Indian companies, entrepreneurs and brands as well as multinationals who want to ‘Indianise’ their brands and forge a connect with Indian audiences.”

Reading between the lines, some agency watchers felt the move could be to fill the gap in Ogilvy’s offerings, targeting regional clients who do not have the budgets to afford premium rates.

Also, having another creative shop with a different mandate could take care of conflict issues when handling rival brands in the same sector.

VS Srikanth, who was the Director and CEO of Bates CHI & Partners India, will be the CEO of the new entity.

The love month

Travel companies, hotels, restaurants, florists, have all got into the Valentine act with an outpouring of romantic offers.

Not to be left behind, brands too are getting into the act. Amidst the overdose of mush, a couple of campaigns that try and tone down the syrupiness, stand out.

For instance, the Platinum Guild International’s films celebrate equality among couples. Conceptualised and executed by Dentsu Webchutney, the films show couples meeting each other half way.

The Hab by Usha, an experiential sewing and haberdashery store, has stitched up an interesting offer — it is inviting people to come and avail of its Valentine’s Day workshop and sew a creative gift for someone they love.

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