MAM
O&M tops ACNielsen ORG-Marg Agency Equity Index
MUMBAI: Ogilvy and Mather (O&M) has secured the top position in the ACNielsen ORG-Marg AgencyTrack Agency Equity Index.
The survey studies the advertising agencies’ brand equity. Second in line was Lowe India, which was followed by JWT.
AgencyTrack Agency Equity Index Rankings (Overall)
Rank
Advertising agency
1
Ogilvy & Mather
2
Lowe
3
JWT
4
McCann Erickson
5
Mudra
6
Grey Worldwide
7
Leo Burnett
8
Bates India
9
Saatchi & Saatchi
10
FCB-Ulka
Source : ACNielsen ORG-MARG | AgencyTrack
McCann Erickson stood fourth followed by Mudra Communications, Grey Worldwide, Leo Burnett, Bates India, Saatchi & Saatchi and FCB Ulka (in that order).
“It is fascinating to observe the growing strength of these world famous brands which are among the biggest in marketing today. Our study shows how much these brand-builders have invested in their own brands,” said ACNielsen South Asia executive director – customised research Sarang Panchal.
In its sixth and most recent round, the ACNielsen ORG-Marg AgencyTrack Agency Equity Index surveyed more than 300 advertising buyers covering key decision making levels and different industries. The ranking is derived from three key measures:
Respondents’ favorite agency
Whether they would recommend the agency to others
Their willingness to pay a premium for the agency’s services.
The rankings saw a shuffle geographically. While O&M lead the way in all key metros included in the survey with the exception of Kolkata, different advertising agency franchises appear to have varying levels of equity in different locations. For instance, Bates jumped to second position in Kolkata, while RKSwamy BBDO made the top five in Chennai.
“Capitalising on the geographical advantage and balancing clients’ perception can be key to an agency’s client acquisition strategy. It is not enough to be a large national player if clients headquartered in any location suspect that an agency’s capabilities in that geography are not up to expectations,” observed Panchal.
“The other effective strategy for an agency to improve its equity could be one of industry specialisation,” pointed out Panchal.
AgencyTrack Agency Equity Index TM Rankings (FMCG sector)
Rank
Advertising Agency
1
Ogilvy & Mather
2
McCann Erickson
3
JWT
4
Lowe
5
Leo Burnett
6
Mudra
7
Grey Worldwide
8
Bates India
9
FCB-Ulka
10
Rediffusion DY&R
Source : ACNielsen ORG-MARG | AgencyTrack
AgencyTrack shows that there are differences in an agency’s equity based on their past work in a given sector. The change in rankings for McCann Erickson, FCB-Ulka and Rediffusion DY&R in the ACNielsen ORG-Marg AgencyTrack Agency Equity Index for the FMCG sector is testimony to this.
The table below shows that McCann Erickson, which stood fourth in the overall rankings, catapulted to the second position as far as the FMCG sector was concerned. Also Rediffusion DY&R, which did not feature in the overall Top 10 rankings, stood at the tenth position for the work they did on the FMCG sector.
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
