A report on

Comparative study of

Advertising
Agencies
O&M
VGC
CENSOR AD AGENCY

Submitted by
PRACHI SHARMA
MFA (Applied Arts)
2nd Sem.
ASFA
 Contents

 What is Advertising
 Functions of advertising Agency
 Advertising Agency Organization
 Types of advertising agency
 Ogilvy & Mather

1. History
2. Business
3. Clients

 VGC

1. About the company

2. Clients

 Censer Ad Agency

1. Company Profile
2. Govt. clients
3. Non Govt. Clients

 Conclusion
 What is Advertising?
Advertising is a non-personal form of promotion that is delivered through
selected media outlets that, under most circumstances, require the marketer to
pay for message placement.  Advertising has long been viewed as a method of
mass promotion in that a single message can reach a large number of people. 
But, this mass promotion approach presents problems since many exposed to
an advertising message may not be within the marketer’s target market, and
thus, may be an inefficient use of promotional funds.  However, this is changing
as new advertising technologies and the emergence of new media outlets offer
more options for targeted advertising.

Advertising also has a history of being considered a one-way form of marketing

communication where the message receiver (i.e., target market) is not in
position to immediately respond to the message (e.g., seek more information). 
This too is changing.  For example, in the next few years technologies will be
readily available to enable a television viewer to click a button to request more
details on a product seen on their favorite TV program.  In fact, it is expected
that over the next 10-20 years advertising will move away from a one-way
communication model and become one that is highly interactive.

Another characteristic that may change as advertising evolves is the view that
advertising does not stimulate immediate demand for the product advertised. 
That is, customers cannot quickly purchase a product they see advertised.  But
as more media outlets allow customers to interact with the messages being
delivered the ability of advertising to quickly stimulate demand will improve.
 Functions of Advertising Agencies

Advertising agencies are engaged in planning, preparing and placing

advertising. Planning functions includes researching the consumer the product
and the market, developing creative and media strategies and budgeting
expenditures.

According to the American Association of Advertising Agencies includes the

following services.

1.A study of the client’s product or services in order to determine the

advantages and disadvantages inherent in the product itself, and its relation to
the competitions.
2.An analysis of present and potential markets for which the product or services
is adopted.
3.Knowledge of the factors of distribution and sales and their methods of
operation.
4.Knowledge of all the available media and means that can profitably be used
to carry the interpretation of the product or service to consumer, wholesalers,
dealer, contractor or others.
5.Formulation of a definite plan and presentation of this plan to the clients.
6.Execution of this plan through
 Writing, designing and illustrating the advertising
 Contacting for the space time or other means of advertising
 Incorporation of the message in mechanical from and forwarding it
to the media,
 Checking and verifying insertions, display and so forth
 Auditing and billing for the services, space and preparation.
7.Co operation with the client’s sales force.
These are generally accepted as the basic definitions of agency services.
 Advertising Agency Organizations

Agencies organization themselves in different ways. The larger agency has a

greater need to group their various specialists into department and requires
more clearly defined areas of responsibility.

Board of Director

Vice President Vice President Vice President Vice President

Creative services Account services marketing services admin. Services

Account Media Research Sales

Supervisors Promotion
Writer Art director TV Print pro.

Account
Executive Office accounting finance
Management

The four Functional grouping are

1. Creative Services
2. Account Services
3. Marketing services
4. Administrative Services

1. Creative Services
The creative function is the most important of all. The copywriter, artist, art
directors ad graphics specialist are referred to as creative people.

2. Account Services
Account management is handled by people with tittles such as account
executives, account supervisors. Account executive are closest to the clients in
terms of day to day contact and to be assigned full itme to one of the client’s
brands. They represent the agency to the clients and in turn represent the client
within the agency. They must have a thorough knowledge of their client’s
business and must understand all operations with in the agency. They organize
and control the flow of work on the account through all stages from initial
planning to final execution.

3. Marketing Services
Media research and sales promotion are grouped under marketing services.
The media department is staffed with analysts, planners and buyers. The
analysts keep abreast of changes in media audiences, costs and competitors
spending. They test alternative plans for reaching the client’s best prospective
most efficiently. The planners work closely with other members of their
respective account groups in developing media strategy and planning the
schedule. The buyers execute the plan. Those who buy spot t.v and radio time
look for the best rates and place the orders.

4. Administrator Services
Ad agencies are in business to earn a profit. To do so they like any other
successful business, must be well managed. These are people who plan and
control the agency’s financial future budget revenues and expenses, set
operating policies and functions as administrators. Being a people business the
agency’s success largely depends its personnel practice on how well it hires,
train, inspires and rewards it people.
 The types of Advertising Agency

According to the size, service offered and functions performed by the agencies,
they can divide them in following types
1. Full services Agency
2. In house agency
3. A creative boutique
4. Media buying service
5. The La carte agency

1. Full services agency:

Full services agency offer its clients a full range of marketing communication
and promotion services including planning, creating the advertisement,
performing research and selecting media. The full service agency is made up of
department that provides the activities needed to perform the various
advertising functions and serve the clients.

2. In House Agency:
An organization may decide to establish its own operation for all services of an
ad agency within its own structure. The in house agency as its name implies is
owned outright by and operated under the direct supervision of the advertiser.

3. A creative boutique:
it’s an agency that provides only creative service. Full service agency often sub
contract work to creative boutique. Creative boutiques are usually founded by
members of the creative departments of full service agencies who leave the
firm and take clients with them who want to retain their creative talent.

4. Media buying services:

There are independent companies specialize in the buying of media,
particularly radio and T.V. time. They are specializes in the analysis and
purchase of advertising time and space. Media buying services purchase large
amount of time and space and receive large discounts from medium. Then they
pass on this time and space to their client accordingly and can save the small
agency or client money.
Media buying services are paid a fee or commission for their work.

5. The La-Carte agency:

An agency which offers all or any part of its service on as needed basis. Some
advertisers prefer to order a La Carte, rather than using all of an agency’s
services. The 2 requirements most frequently obtained by a La Carte are
creative and media services.

Ogilvy & Mather

Ogilvy & Mather is an advertising agency based in New York City and owned
by the WPP Group. The company operates 497 offices in 125 countries around
the world.

Ogilvy & Mather works with at least 7 related network units: OgilvyOne ( CRM
and interactive), OgilvyInteractive (interactive; under OgilvyOne), Neo@Ogilvy
(digital and direct media; under OgilvyOne), Ogilvy Public Relations ( PR),
Ogilvy Healthworld (health care communications and marketing), and
OgilvyAction (analytics and experiential marketing).

The chairperson and CEO of Ogilvy is Rochelle B. (Shelly) Lazarus. She has
been in that position since 1996.

Ogilvy & Mather was founded in 1948 by David Ogilvy, as "Hewitt, Ogilvy,
Benson & Mather," and established itself as a leading worldwide agency by the
1960s. Central to its growth was its strategy of building brands like American
Express, BP, Ford, Barbie, Maxwell House, IBM, Kodak, Nestlé and Unilever
brands Pond's & Dove.

Integrated in the firm's corporate culture is Ogilvy's concept of "360 Degree

Brand Stewardship", which he defined as "a willingness to use the broadest
array of tools and techniques to understand, develop and enhance the
relationship between a consumer and a brand."

In 2004 OgilvyOne launched a digital summit called Verge. This has become a
major agency-led forum for clients and industry experts to discuss the
challenges and possibilities of digital marketing. The agency has taken the
conference to over 20 of the world's leading markets.
 History
The company was incorporated in India in August 1928 under the name D J
Keymer & Co. Ltd. Between then and today, Ogilvy & Mather Pvt. Ltd, wore the
banner of Bomas Ltd, followed by S H Benson (India) Pvt Ltd.

David Ogilvy launched Ogilvy Benson & Mather in New York in 1948 with the
financial backing of two British agencies: Mather & Crowther and S.H. Benson.

S.H. Benson dates back to 1893. The Mather name had been prominent in
London advertising since 1850. David's older brother, Francis was Managing
Director of Mather & Crowther and he considered it a small triumph to start a
British-owned agency on American soil. He attributed much of the success to
the genius of his brother, David Ogilvy.

From the very beginning, David Ogilvy intended to have a different kind of
company. He knew that if he was going to be successful as an expatriate
running an under-capitalized offshoot of an old British firm in the country that
invented modern advertising (in the city that was its epicentre), he would need a
strong agency brand: respectable, high-quality, highly creative and intelligent.

One that would engender great loyalty from its people and its clients, and have
first class principles of operation. To that end, David worked relentlessly to
instill the belief that our job is to make advertising that sells, and the advertising
that sells best is advertising that builds brands.

Starting with no clients in 1948, Ogilvy has since grown into a worldwide
enterprise. In 1965, Ogilvy, Benson & Mather merged with Mather & Crowther
to form a public company, Ogilvy & Mather International. By 1970, Ogilvy &
Mather had 30 offices in 14 countries.
In 1971, Ogilvy & Mather bought out Benson, thereby acquiring holdings in Asia
Pacific under the Ogilvy, Benson & Mather name. This included India.

In 1989, The Ogilvy Group, became part of Martin Sorrell's WPP Group PLC,
world's second largest communications network.

76 years in India, has seen Ogilvy & Mather consolidate its leadership position
in the Indian advertising industry. It has also earned the distinction of being one
of the most creative agencies in the entire Ogilvy worldwide network.
 Ogilvy in India

Founded in 1928, O&M was the first advertising agency in India. 76 years
hence, they continue to relentlessly pursue their passion for building and
nurturing, enduring brands. Over the years O&M has helped create some of
India's most successful brands like Asian Paints, Cadbury, Fevicol among
them, and in recent times- Perfetti, Hutch, Close Up and many more.

A power brand in itself, Ogilvy & Mather is acknowledged as the leading

communications agency in the country today.

O&M defining quality is the firm belief in the value of brands and the important
role they play in consumers' lives. The business of building brands is conducted
through a proprietary way of thinking and working; which is called 360 Degree
Brand Stewardship.

They help clients realize the full potential of their brands through creative
solutions that are consistent with the brand's image and identity, across touch
points, across media.

As pioneers of integrated communication initiatives in the country, O&M

consistently deliver on their overall promise of 360 Degree Stewardship through
business units that encompass Ogilvy & Mather Advertising, OgilvyOne, Ogilvy
Activation and Ogilvy Public Relations.

One hallmark of Ogilvy's brand-building capability is the balance of global and

local brands. The numerous accolades that have come through the years are a
firm testimony to Ogilvy's performance and leadership position in the country.
 Ogilvy Activation

They are a complete Out of Home business unit, which helps clients to develop
and enhance relationships between consumers and their brands at the last
mile, beyond mass media.

Ogilvy, over the years has pioneered out-of-home communications in the

country through its divisions; Ogilvy Landscapes- which introduced Outdoor
media as a specialist discipline.

Ogilvy Outreach- The first and the largest rural communication

unit in the country, Ogilvy Live- which creates ground level brand
communication and more recently Ogilvy Signscapes - the retail brand identity
division.
Since its inception, Ogilvy Outreach has redefined the communication process
in media dark areas. Supported by a nationwide network, specialist strategic
planning team and a dedicated creative team, they provide turnkey solutions to
all communication needs in rural and low income areas
They use proprietary tools like RADAR and Rural Media Indices to develop
cutting edge market specific plans
The integration of these OOH services as Ogilvy Activation- the first 360 OOH
communication offering in the country, is a logical extension of Ogilvy's 360
Degree Brand Stewardship programme. With full-service offices in Mumbai,
Delhi, Chennai, Bangalore, Kolkata & Hyderabad, the Ogilvy Activation team of
125 people work on more than 40 leading brands within and outside India

Ogilvy Landscapes Started in 1993 with a clear intent to gain

specialization in the field of outdoor advertising, Ogilvy Landscapes has over
the years, grown into the single largest outdoor specialist outfit in the country,
planning and buying for some of the industry's biggest clients - HLL, Hutchison
Telecom, ICICI and Star TV to name a few.
Their size is their strength because it allows them to leverage the marketplace
to its optimum potential. They network with 49 dedicated outdoor professionals
across 6 main offices and 7 satellite offices in the country. With an established
partnership with over 735 concessionaires across India, they are considered to
be the first port of call in the industry.

Landscapes is credited with some of the most visible outdoor campaigns,

panning the length and breadth of the country & extending to the South Asian
markets of Sri Lanka & Bangladesh.
Set up in 1995, Ogilvy Outreach pioneered rural communications in India,
enabling clients reach out to the media dark markets.

By making the shift from static brand awareness to interactive brand

communication, they revolutionized the way in which corporate India was
perceived by its rural and low-income audience.

Widely acknowledged as the authority in rural communications, their efforts

have won them national and international acclaim
At Ogilvy Landscapes, they offer a convergence of accountable outdoor
planning, buying and monitoring coupled with creative use of the medium.
Their services include,
Strategic Outdoor Planning and Brand mapping
Buying - Rate Benchmarking
Executions - Innovations
Monitoring - Competitive Analysis
Dipstick Studies
Creative Solutions

Ogilvy Live a one-stop shop that caters to all ground level brand
communication needs of clients. Set up in 2001, they have a 20 member strong
team of experts who create and manage real time interaction between brands
and consumers
With a footprint that extends across 21 cities in India, they service leading
brands such as Motorola, Mattel, Dupont, Citigroup, IBM, Hutch, HLL, ICICI
Bank and many more
Their core competencies are in diverse areas that include the following:
Events & Promotions
Exhibitions & Road shows
Consumer education programmes
Seminars & Meets
Consumer & Retail contact programmes
Mobile Marketing
Sponsorship Management
Ogilvy Signscapes They are part of the largest professional
outdoor media unit in India, offering complete retail design solutions along with
execution and monitoring. Set up in 2002, Ogilvy Signscapes, in a short span of
time, has earned itself a reputation for bringing a sense of order and a method
to the madness of the world of retail visibility and communication
Signages today are the most affordable means of advertising for business of
any kind in nature; they build brand awareness, cue visibility & can be used for
selective product endorsement
When identifying & recommending signage space they use a three fold
approach:
1 A signage needs to develop a memory for a location
2 Reinforcement of brand identity & extended brand recall need to be
brought about for promoters / advertisers.
3 Attract new advertisers to advertise on the available spaces

Their product offerings include shop front signages (including backlit & frontlit),
flanges, innovative pole kiosks, in-shop merchandising properties such as
dispensers, danglers, lamas, wall posters, one-way films and more.

Ogilvy PR

Established in 1985, Ogilvy Public Relations is India's truly international public

relations agency
Their true point of difference is their people and their passion for excellence in
client services. Their approach and philosophy fosters an environment that
enables strategic thinking and creativity. This allows them to develop multi-
disciplined programmes that deliver measurable results
They partner clients through a proprietary network and external associates
across India & South Asia. Some of their most enduring partnerships have been
with clients that include Cadbury, Kodak India Ltd., Prudential ICICI AMC, The
Boeing, JP Morgan Chase Bank, SBI Life Insurance, UPS, DuPont, iGate
Solutions, IBM, and Nike among others.

OgilvyOne Worldwide

It is India's first and leading one-to-one marketing firm. Its strength lies in
building bonds between consumers and brands. OgilvyOne offers integrated
services across traditional and interactive channels (including the Internet and
mobile telephony spaces). With offices in Mumbai, Delhi and Bangalore, the
OgilvyOne team of 125 people work on more than 50 leading international and
local brands. As a consequence of its effective and innovative work, the firm
has won recognition in local the Indian and global arena.

The OgilvyOne mission is simple: grow customer equity in volume, value and
goodwill. This is achieved by reaching the right customer at the right time with
the right message, thus generating the desired response. OgilvyOne uses a
proprietary methodology called Customer Ownership™ to arrive at consumer
insights.

Ogilvy and Mather advertising

They are in the business of building strong and enduring brands. They see
them as the key factor to any company's success in the marketplace. They
believe in the power of brands and consider them to be the biggest asset a
company can have.

They believe they are of greatest value to those clients who share this
understanding and their passion for brands. This is the reason why they have
enjoyed long-term partnerships with India's greatest brands

Over the past 75 years, they have helped build some of the most recognizable
brands in the country: Cadbury Dairy Milk, Fevicol, Asian Paints among them,
and in recent times- Hutch, Close Up, Titan, Perfetti and many more.
Today they are recognized as one of the most reputed brand building agencies
in the country

Some of the major clients of O&M

NATIONAL CAMPAIGN

Corporate:
Indian Steel Alliance

Financial
Kotak Mahindra Bank, Kotak Securities

Food and Beverages

Perfetti Van Melle, Cadbury, Sprite

Household Products
Asian Paints Exterior Emulsion, Fevicol

Household Durables
LG

Lifestyle
Titan

Media Publications
Mid-Day

Social Cause Related Campaigns

Cancer Patients Aid Association, The Indian Association for Promotion of
Adoption and Child Welfare, UNICEF: Polio Immunisation, National Association
for the Blind, Goli Ke Humjoli

Tele Communication
Hutch Network, Hutch Gaming, Hutch Group Talk, Microsoft: Hutch For
Business

Toiletries
Close-Up
Travel and Transportation
Bajaj, Amaron

INTERNATIONAL CAMPAIGN

Food
Alpenliebe, Daygum, Fruitella, Golia, Happydent, Vivident

Travel and Tourism

Incredible India, Maharashtra Tourism Development Corporation
 Vyas Giannetti Creative

Vyas Giannetti Creative was set up in 1997 by Preeti Vyas Giannetti with little
more than a dream and a computer. The dream was to transform the dreary
advertising and communication landscape with cutting edge, media-neutral
ideas that could be applied across a variety of media. And the computer’s hard
drive soon overflowed with concepts, ideas, designs and solutions for brands.

After much hard work, brainstorming, meetings and rubber solution, VGC is
today a full service brand communications company, with a capitalized billing of
$45 million. VGC’s offices in Mumbai and Delhi are staffed by over 100
passionate and motivated professionals, in creative, studio, production and
account management functions.

To make VGC’s unique vision applicable across a broader communication

canvas, it launched India's first creative sports company, Vyas Giannetti
Creative Sports, in 2006. VGCS focuses on the need for brands to explore and
reach out using creative sports concepts. As they say, it’s a whole new ball
game.

VGC's clientele has included blue chip companies across industries. They
include the Aditya Birla Group, Birla Sun Life, Godfrey Philips, Jubilant, The
Park Hotels, The Indian Express Group, BBC World, the Hinduja Group,
Discovery Travel & Living, The Times Group, the TATA Group, Taj Hotels, The
Indian Cricket League, Religare, Travelocity, SRF Polymers, Colgate-
Palmolive, Ashok Leyland, Pidilite, Borosil, DNA and Hindustan Lever, among
many others.

Creative Services

 Preeti Vyas Patel, Chairwoman and Chief Creative Officer

  Nandu Narasimhan, National Creative Director

 Sanjay 'Sippy' Sipahimalani, Executive Creative Director

Brand Management Services

 Anjan Roy, Chief Operating Officer

 Ranjeev Vij, Associate Vice President (Account management)

 Sandy Pinto, Branch Head

 Tarini Mohindar, Client Servicing Director

 Saumya Chattopadhyay, Strategic Planning Director

Vyas Giannetti Creative Sports

 Gaurav Seth, Business Head - Sports

 Joy Bhattacharya, Chief of Content - Sports

 Niksha Bhide, Manager – Content & Implementation - Sports

 Shadab Samad, Account Manager - Sports

 Sanal J Nair, Sr. Executive - Sports

   This core team is supported by a larger resource team in studio, production

and media services depending on the scope and level of activity.

Some of the major clients of VGC

AIWA
CULTURE COMPANY
LEE
SONY MOMENTS
SHEETAL
WELLSPRING
ASIAN PAINTS
CHARAGH DIN
PROVOGUE
SONY ENTERTAINMENT TELEVISION
SHYAM AHUJA
ZENITH COMPUTERS
ARCLIGHTZ & FILMS
HUNGAMA.COM
PIRAMYD
SQUIRKLE
THE BRIEF

Cencer Ad Agency
A Full fledged advertising agency, with all the in house facilities of designing
and production, CENSER ADVERTISING's broad spectrum of services
include:-

1) Advertising :-
(a) Radio: Production of Radio spots / Jingles and broadcasting on various AIR
stations anywhere in India.
(b) TV: Production of ad films and broadcasting / telecasting on Indian as well
as various satellite channels.
(c) Press: Designing, strategy planning, media planning and release of ads in
Magazines / Newspapers anywhere in India and abroad.

2) Printing :-
Designing and printing of Leaflets, Broachers, Catalogues, Posters, Danglers
etc.

3) Gift & Novelties :-

Spectacular Gift Items viz. Diaries, Pen Stands, Key Chains, Acrylic
Dispensers, other Utility Items (Bulk supply only).

4) Display and Pops :-

Signages, Glow signs, Digital Boards, Dispensers etc.(Bulk supply only)

5) Event and Exhibition :-

Organisation of Exhibitions and Event Management for business promotion
activities.
6) Web Designing & Hosting :-
Web Site Construction & Hosting for Products / Services / Organisations.

Govt. Clients
DSIDC  ( Delhi State Industrial Dev. Corp.)
GDA ( Ghaziabad Dev. Authority)  
DSCSC  ( Delhi State Civil Supplies Corp.)
NOIDA (New Okhla Industrial Dev. Authority)
Sports Authority of India
Tehri Hydro Dev. Corp. Ltd.
Bureau of Indian Standards (ISI)
Government of NCT of Delhi  
Nainital Bank Ltd.
DFC  ( Delhi Financial Corp.)
DVB  ( Delhi Vidyut Board )
NPC ( National Productivity Council, Delhi ) 
NDMC ( New Delhi Municipal Council ) 
PNB ( Punjab National Bank )
Rajasthan State Ganganagar Sugar Mills

Non Govt. Clients

Agarwal Metal Works Ltd. 

Bajaj Auto Ltd.
Jaipur Golden Transport Co. Ltd.
Gowri Hosiery Mills 
(Swagat Underwear Banian)
Haryana Traders 
(Neelgagan Stationery)
Mittal International 
(Hotel Equipments)
Sweta Hosiery Mills 
(Sweta Banian)
Super Aquacem Pvt. Ltd.
( Indolac Paints)
Bolt Locks (P) Ltd. 
Bhandari Interstate Carriers
Jaipur Golden Hospital 
Pan Telecom (P) Ltd. 
(Philips Multimedia)
Siddharth Polymers Ltd. 
(Exporters of Polymers )
Shrayans Coatings Pvt. Ltd.
(Progressive Paints )

Several of their clients, both in public & private sector, have patronised them
since their inception and have voiced their appreciation through accolades and
letters of appreciation

At Censer, creativity isn't short-lived flamboyance, that worships forms over

content. they believe in creativity that is rooted in the changing dynamics of the
market place, in strategic vision, and most of all, in the realities of the client's
business and his budgets.

Infact, Censer Advertising has proved that to launch a new product one doesn't
have to have a big budget. Their brands have very clearly commanded salience
and top-of-the-mind recall in far greater proportion to their advertising budgets

This was made possible not only by the hi-impact creativity that vivified the
marketing strategy, but also by the innovative use of media.

In fact they believe that in the new millennium media innovation would be a key
tool in the hands of advertisers, who wants to cut across media clutter without
necessarily spending more. And they are all geared-up to make that happen.
 Conclusion

After studying what mentioned above, it is clear that O&M is bigger than other 2
companies i.e. VGC and CENSER AD. AGENCY. After the thorough study of
advertising agencies and their classifications, we can see that O&M falls under
the Full Service Agency or we can also call it a Hot-Shot.
Full services agency offer its clients a full range of marketing communication
and promotion services including planning, creating the advertisement,
performing research and selecting media. The full service agency is made up of
department that provides the activities needed to perform the various
advertising functions and serve the clients. It handles all aspects of the
advertising process, including planning, design, production, and placement.
Today, full-service generally suggests that the agency also handles other
aspects of marketing communication, such as public relations, sales promotion,
Internet and direct marketing.
And O&M clearly fulfill all the requirement of their clients and offer them 360
degree services. From researches till the execution of the creative plan through
various medias. And it is an international level company with many

On the other hand, we can call VGC a Creative Boutique. It is relatively smaller
in set-up and though it handles few of media related services, its main work is
to provide creative services to their client. Full service agency often
sub contract work to creative boutique. Creative boutiques are usually founded
by members of the creative departments of full service agencies who leave the
firm and take clients with them who want to retain their creative talent. VGC is
a part of the IN Network, which is a global network of independently owned
integrated marketing communications agencies. VGC is a brand
communications agency with capitalized billings around $ 20 million and has
offices in Mumbai and New Delhi. It’s clients include blue chip companies such
as The Aditya Birla Group, Birla Sun Life, The Indian Express Group, BBC
World, Air Mauritius, the Hinduja Group, Discovery Travel & Living and many
others.

Censor Advertising can said to be an Industrial Ad agency. It has both

government and non government clients. It handles mostly small budget
advertising. And its clients are mostly regional industries who do not go for big
budget and full fledged advertising campaigns. It hardly handles TVCs and
mostly work in print media. In electronic media, it handles Radio Ads.
It’s set-up is smaller than both VGC and O&M. It doesn’t handle international
campaigns or clients.