Riding high on the renewed interest in BTL marketing spend by corporate, Theme Ventures , a Delhi based BTL marketing agency is in active talks with USA based BTL marketing agencies for a strategic alliance.
Theme Ventures is currently signed up with clients like Godrej , Mahalaxmi TMT bar , Paras Milk , Priya Buiscuit , Floatel Group , BCC cement , Refill Cartridge engineering , Linc pen etc .
Several global American BTL marketing agencies are eyeing the lucrative and emerging India BTL marketing space. Though company sources refused to divulge names of the USA based agencies with whom Theme Ventures is in talks, it is learnt through reliable sources , that the heads of two USA based BTL agencies had been in India last month for giving shape to an alliance with Theme Ventures .
Theme Ventures shall in the process may be split into two separate units, one handling FMCG and consumer durable marketing of various Indian brands in partnership with a similar agency from USA , the second division shall an assortment of functions ranging from consumer scheme to media communication , CRM, neighborhood marketing etc .
The American agencies which have a footprint in Singapore and south east Asia is yet to be represented in India . They want to take strategic non-equity position in start-up Indian firms before they become too big for a sale out .India currently doesn’t have too many professionally run full fledged BTL marketing firms specializing in complicated functions like distribution , channel sales and visual merchandising and consumer connect programs . Outside the WPP conglomerate, the large USA based BTL agencies have a rather narrow access to the rapidly burgeoning outsourced marketing communication market in India. Theme Ventures, a midsized, BTL marketing firm with nationwide operations and practically no competiting entity in its domain , offer an excellent alliance and eventually buy out proposition. Though the company, steadfastly refutes an equity participation from the alliance partner and terms it strictly as a technical and strategic alliance with overseas agencies, its not long before the Indian agencies in BTL space would start selling out their start up ventures to larger global conglomerates .
For farther details please visit www.themeventures.com
