'The Kolkata ad market is print-reliant'

FIRST PERSON/ FROM THE AD WORLD

Is the advertising market in Kolkata growing and looking good in the years to come? How is the biggest agency in the country faring in the east?

Sohini Mookherjee of Business Standard posed these questions to M S Balaji, vice-president and head of office of JWT Kolkata.

Excerpts from his interview on the ad scenario in the city, the first in a weekly series in Accent East.

How much do you think is the advertising market in Kolkata worth?

I would define it in terms of business emanating out of Kolkata then the market would be worth around Rs 400-Rs450 crore.

As far as national averages go, in terms of percentages, I think the eastern region accounts for about 5 to 6 per cent of national average in terms of billing.

This is quite distinct from the national advertising spend average as the business might emanate from Kolkata but the spend might be in other cities.

Is manpower retention a big problem?

Finding talent in Kolkata is increasingly becoming a major issue. Its a two pronged problem: on the one hand people are unwilling to relocate to Kolkata and on the other advertising professionals are only too eager to seek greener pastures in other cities.

Has the current retail and IT boom helped generate more revenues?

I do not think it will have the instantaneous Midas touch. As far as IT is concerned, the kind of services which are opening shop in the city, do not require much advertising activity.

What about business opportunity form the hinterland vis-a-vis servicing national clients?

We concentrate mostly on Kolkata. Our clients include ABP-The Telegraph, Bata, Berger Paints, Century Plywood, Exide, GKB, ITC, Khaitan, Merlin, Peerless, South City and Tata Steel.

How do you think the future looks "" any perceivable trends in terms of integrated communications or social advertising?

I think traditionally the Kolkata advertising market is very print reliant. The scenario now though is changing and the change is from both quarters.

We as an agency, depending on our client's requirements reccommend integrated communication solutions which would go far beyond traditional advertising medium.

The clients are also acknowledging the need of the hour in terms of relevant communication mix.

The two sectors from which we expect a lot of business to be generated in future is real estate and jewellery.

Kolkata is experiencing a major boom in real estate, with the construction at Rajarhat and other state of the art housing estates and even country homes.

The second, I think branded jewellery is coming up in a big way in the city.

As the consumers become more brand conscious and demand greater purity and quality assurance, the market maturity and competition would require all kinds of jewellery makers to adopt a more competitive strategy in all aspects which includes communication.