Denstu Marcom enters Ahmedabad for Rasna

Advertising agencies make good brands but sometimes, as seen in Rasna's case, good brands make the advertising agency.

Dentsu Marcom, the Tokyo-based advertising agency, has opened shop in Ahmedabad just to be in closer proximity to brand Rasna which is its latest client.

"When Piruz Khambatta, Chairman of Rasna asked me to handle the advertising for his flagship business, I promised him door-step service and by opening my office here, I am just fulfilling my commitment to him," said Sandeep Goyal, Chairman, Dentsu India.

The agency, which is headquartered in Bangalore, has presence in Mumbai and New Delhi. The Ahmedabad office is likely to be fully operational by September and will be hubbed into the Mumbai operations of Dentsu Marcom.

The agency believes that the advertising market in Gujarat is worth Rs 250 crore and hopes to capitalise on the unorganised segment which forms around 40 per cent of it.

"The mindset of the second generation CEOs in Gujarat who are taking over their family business is much more professional where the demand is to create good brands rather than just marketing them, "said Goyal.

Dentsu started its Indian operations in 2003 and holds a portfolio of clients including Toyota, Yamaha, Nissin Foods, Blaupunkt, Honda, Canon, Sony Ericsson, Thomas Cook and Raymond apparel among others.

The Indian operation of the agency is a 74:26 joint venture between Dentsu Inc of Japan and Mogae Consultant owned by Sandeep Goyal. Last year, the agency recorded a turnover of Rs 350 cr and estimates it to cross the Rs 500 cr mark this year.

The agency is also planning to strengthen its sports marketing operations in the country along with launching its media brand, Media Palette in the coming few months.