Integrated Marketing

Communication
Assignment - 3

Mr. Basit Malik

Business Manager
BigBang Advertising

Submitted to: Submitted By:

Ankit Kandari B-12
Dr. Ruby Chanda
Azad Kumar B-21
Introduction of Interviewee
Mr. Basit Malik is a Business manager and a Partner in BigBang Advertising located in South
Delhi.
He describes himself as - an inquisitive Advertising Account Management professional with
more than 8 years in advertising & marketing. He
has handled both creative & media clients. His
contribution in the recent past has resulted in the
growth of my clients which consequently led to the
growth of the agency. He has gone beyond the role
of a stereotypical accounts person and helped
organisations with defining their markets and
growth strategies. His introvertish bend of mind
helps me to think through the problems &
strategize the solutions. He is also good in playing
an extrovert when it comes to meeting new people.
Apart from work, his active interest is in Psychology, Theology, Art & Culture.

Work experience detail:

1. Brand Management at Appco Group Asia
2. Brand Management at Vermillion Communication
3. Account Management at Portrait Advertising and Marketing (P) Ltd
4. Account Management at BigBang Advertising

How did we approach him?

We approached him via LinkedIn. He was quickest to respond and very supportive in nature.

Interview Insights

Ankit Kandari B-12 Azad Kumar B-21

In our 25-minute interview, Mr. Basit shared a lot of valuable insights about Advertising
agencies, his experience and industry insights.

Mentioned below are the important points that our team captured over the course of the
interview:

1. About the company- BigBang Advertising

BigBang Advertising is an integrated marketing communication firm. Their primary goal is to

do research about the product/service to be advertised and the market in which it is to be
promoted. BigBang’s forte is the media planning part of a campaign. They analyse what will
be the optimum channels according to product-market research. The choices of platform are
ATL, BTL, TTL, Traditional, Digital, OTT etc.

2. Pitching Strategy

At BigBang Advertising, there exists a prospecting team which does the research on different
markets, regions and Industries to find companies who would want to advertise. Like recently
we have B-coupon, a brand which wants to grow in the current market, it’s a youth centric
brand, so Basit sir and team planned the advertising for them.

3. Client Deliverables

Value delivery is in two segments - Internal and External. There are different goals for
different brands. Brand might want to create a perception in target audience. They might
want to increase awareness. They might want to increase recall. So, depending upon the
deliverable, we have different packages that a brand can opt.

Ankit Kandari B-12 Azad Kumar B-21

4. Advertising Campaign

We run multiple campaigns, we did one campaign by B-Coupon, right now we are doing
planning for Audi dealer in Delhi. We have done advertising planning and strategy for BMW
Libra which was created by Ogilvy.

5. Success/failure of a campaign

The success and failure of a campaign is measured in terms of ROI – return on investment.
Now, ROI is calculated in three common ways:

1. Quantity: Increase in volume of Sales

2. Quality: On ground research. There are third party research organisation that do this
research.

3. Awareness: this involves weather the perception that the brand wants to
change/create is actually done.

The results are identified as weather the communication has reached to the target audience
or not.

Also, there are set metrics set by BARC - Broadcast Audience Research Council to identify the
results of a campaign, like -

1. Reach
2. Viewership
3. Time spent viewing, etc

6. Compensation Structure

There are no upfront payments as per the industry standards. Only Big agencies give upfront
payments. All other Media houses pays after the delivery. The average budget of advertising
is in crores. It is then divided into 2 parts – 20% is consumed in creating planning and
strategizing the campaign and 70% of the budget is utilised on different media channels. Now
media channels are chosen very carefully when the planning and strategy is made.

Ankit Kandari B-12 Azad Kumar B-21

 Snippets

Ankit Kandari B-12 Azad Kumar B-21