MAM
Media Direction – repackaging itself
When advertising and marketing professionals and trade publications talk about media independents in India, Media Direction is not a name that pops up first. It’s the shining stars – the Group Ms, Madisons, Starcoms, Lintas’, Media Edges, Carats – which take up a lot of the newsprint and conversation time. Media Direction has been seen as just a media arm of RK Swamy/BBDO, a not-so-serious player in the huge media sweepstakes.
No more. The RK Swamy/BBDO management has over the past year or so been shaping to shake off the lurking-in-the-shadows image. It hired a new CEO, luring away senior media professional Sandeep Tarkas from MPG. It, however, retained media veteran PRP Nair who had been managing Media Direction, giving him a senior advisor’s post.
Tarkas, an engineer by qualification with experience in advertising (MPG, Mindshare) and in marketing (with luggage major Blowplast), has been working on changing the pace and bringing in a different mindset within the agency which has six offices across the country, and a total of 48 media specialists.
“We need to change to the dynamic environment and in the last one year, people are responding very well to the changes we have been instituting,” says the soft spoken but extremely sharp-brained Tarkas. Among the changes he has instituted figure a new logo with Media Direction becoming more prominent, and hiving off its profit and loss account from the mother agency’s financials.
But the crucial challenge he says was to design processes to become an independent media entity. “It’s all in place now. Because of these processes, we are now a full fledged media agency. The last one year has seen an enhanced focus,” states Tarkas.
This included putting in place standardised systems and tools which enable market prioritisation, targeting, category evaluation, competitive evaluation, among other things. “We had all these in place earlier, but we revisited them to offer our clients more cutting edge service,” says Tarkas.
Work is on at the moment to develop several tools which will make that service even more razor sharp. “I don’t want to talk about it,” says Tarkas. “I want to keep that competitive edge, but we will shortly announce a suite of tools which will help our clients evenmore and shake up the media business.”
His entry has also brought about a change in attitude towards new business acquisition. In the past 12 months, Tarkas has been boxing with the Top 5 of the media business at about seven new business pitches as compared to earlier when Media Direction was not even in the consideration list. And he has notched up success in four – actually three as it had to turn down one because of conflict of interest – of these.
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Media Direction’s Key Clients
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Raymond
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Visa
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Sara LEE ( Media only)
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Mercedes Benz
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SBI MF (Media Only)
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O General
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Birla Sunlife Insurance (Media Only)
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Hawkins
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“There’s another account win we will announce shortly,” says Tarkas. The good hit rate has seen the number of non-RK Swamy/BBDO clients rising from two to six. Amongst these: SBI Mutual Fund, Sara Lee, Vitco, and Birla Sunlife Insurance. What’s more is that these six non-creative clients today account for 25 per cent of the agency’s billings of Rs 2.5 billion. The remaining 38 creative-also clients account for the remainder 75 per cent.
Tarkas believes that the agency is geared up now to make a dash for even more business now that systems are falling in place. “You will see us at a lot more pitches,” he says.
He is looking to hire more professionals at the senior level though he believes that the agency has a top notch senior team. The Southern office is led by ‘Satya’ Satyanarayana who oversees three regions Chennai, Bangalore and Hyderabad with M Gopal and Anuradha Kishore heading the Bangalore and Hyderabad head operations respectively. Mumbai is headed by K Ramesh while Shams Kabir is in charge of Delhi. And of course he has the old warhorse PRP Nair’s years of networking and media knowledge at his disposal. Navin Kathuria is the Group Head and D Raghunathan – TV buying head.
Tarkas believes that the agency enjoys several core strengths. Among these:
“We are a thinking agency and we bring a different kind of value to the whole media process. From the group’s perspective for instance, we launched the ‘RK Swamy’s guide to open markets’ . We as a media agency have used that guide to our advantage by utlising it as a resource for consulting assignments that we have done (multinational automobile giant).
“We are very outstanding buyers. We have been against the best, and our rates have been most competitive. Apart from that we have a set of experienced people and enjoy very good client relations.”
Additionally, Media Direction does not believe in cleaving the buying function the planning. Media professionals who hop on board double up for both. Explains Tarkas: “I guess it’s to do with the kind of profiles of clients we have. If you have one large client then maybe a division of a planner -buyer would make sense. But we do have a buying structure; so planners seek aid from that, but at the same time planners also have some direct buying responsibilities.”
The other structural advantage that the agency leverages upon is its group research company, where in it has access to group employees in 17 other cities. These are field offices and the employees are used by the agency for doing ground activation. “Ground implementation is a big positive strength we get out of this arrangement. This is an exclusive tie-up,” says Tarkas.
He points out that the dictum within Media Direction is to go the extra mile for clients. For instance, he points out that the agency worked out a market plan for one of them when it needed it.
The service orientation has got Media Direction fans. Gushes Sara Lee (Household and Body care) V-P marketing Shiv Sahgal, “We have worked with them for close to a year. This year they have done a good job; their involvement and understanding of the brand is the core strength of the team. While they are media specialists, they don’t work in isolation; they get into the business and brand objectives, and don’t restrict themselves as a media vehicle.”
On the media front, he points out that Media Direction managed a 15-20 per cent improvement on CPRPs in 2004-2005 compared to 2003-2004. And the icing on the cake is the fact that the agency is “very competitively priced and we have a very good deal. They put their money where their mouth is as they assured us a 10 per cent saving when we took them on. They have exceeded their commitment.”
Visa director marketing & business development South Asia Gagan Maini echoes that sentiment, though in a muted manner. “We have been using them for some time now and are satisfied clients. Since it is not a huge media organisation, we have managed to get good service levels.”
Says Raymond V-P media & corporate communication Paulomi Dhawan: “Planning and strategisation is very strong.They are a bunch of dedicated professionals – a no nonsense team. I would think their core strength would be implementation.”
Tarkas is not letting the praise go to his head. He admits that the agency has to rev up on several fronts. “On a scale of 1-10, I would rate us at seven. Media is all about scale and size,” he says.
“We have a lot of expertise in handling different kinds of audiences, but primarily we handle a lot of male audiences. This is due to the client profile of the agency which handles a lot of new age products like financial services, textiles and some technology clients which are traditionally male targeted categories. We have a couple of clients who give us the opportunity to work on female audiences. Another area that we need to get into is the kids segment.”
Maini points out that Media Direction needs to diversify its skill sets into radio and Internet as well. “We have been increasing our marketing investments over the years, and are now in the process of considering new areas of communication investments,” he says.
Tarkas highlights that Media Direction is responsive to market demands. He is keen to set up a specialist unit for in-film placement which currently is done through associates. A strong area of growth which will also open other revenue streams for the agency, he believes.
The ambitions and expectations are running high within the agency. Says RK Swamy BBDO CEO Srinivasan Swamy: “We will touch (Rs) four billion in the next 18 months.”
Tarkas expects growth to leapfrog at around 30 per cent this year as against the media industry average of about 7-9 per cent. “Talk to me in 2007. The big change will be where we stand in the market. We will be among the top 5,” avers Tarkas confidently.
The head of a rival agency believes it could well get there. That’s if it manages to sort out its issues with other Omnicom agencies – Mudra DDB Needham and TBWA – in India and pool all their resources under the Optimum Media Direction (as has happened in other regions) umbrella. To know more about Optimum Media Direction Click Here
Says he: “In the Asian region as well as Australia OMD is second biggest player after Mindshare. OMD has a strong hold in the network. Although it is a bit surprising that they have still not set up shop here as India is the weak link. Sooner or later, however, they will beat the process. When Media Direction becomes a part of OMD, is when the agency will really kickstart.”
Tarkas is non-committal on this front. He, however, adds that it is not necessary that the model that has worked on the OMD front elsewhere be replicated here. “We are facing the same issues Group M and Mindshare had faced. Don’t forget it took Mindshare five years to come into existence.”
Clearly, this is a player who is headed in the right direction.
MAM
SBI General Insurance launches an integrated brand campaign with Pankaj Tripathi as its Brand Ambassador
Mumbai: SBI General Insurance, one of India’s leading general insurance companies, has announced acclaimed actor Pankaj Tripathi as its Brand Ambassador and unveiled an integrated brand campaign ‘Chuniye Bharosa, Apno Sa’. The association unites a personality known for credibility and authenticity with a brand rooted in trust and transparency. Pankaj Tripathi’s grounded persona makes him a natural embodiment of the brand’s core promise – “Trust” that feels personal and reassuring.
The brand has launched a new health insurance film as part of its ‘Chuniye Bharosa, Apno Sa’ campaign, highlighting its promise of being a trusted partner in safeguarding families. The campaign is rooted in the belief that true assurance is built through quiet, everyday acts of care, the small, consistent gestures that reflect responsibility, protection and unwavering support.
Featuring Pankaj Tripathi, the film presents him as a quiet pillar of strength within his family who is deeply attuned to their needs and expressing care through thoughtful, everyday actions. His presence reflects responsibility, empathy and steadfast commitment, qualities that strongly resonate with Indian households. The narrative mirrors SBI General Insurance’s role as a constant source of protection, standing by families with confidence and care when it matters most. The film has been conceptualized and executed by TBWA Lintas.
This philosophy is increasingly relevant in today’s healthcare landscape. In an increasingly uncertain environment, rising medical costs and growing health awareness have made comprehensive health insurance a vital pillar of financial planning. SBI General Insurance is focused on making the category more meaningful, by integrating product innovation, technology, and offering transparent claim settlements.
Speaking on the collaboration,Mr. Naveen Chandra Jha, MD & CEO, SBI General Insurance, said, “India is witnessing a clear shift in how families approach healthcare and financial security. With rising medical costs and increasing health awareness, comprehensive health insurance has become essential rather than optional. Through the ‘Chuniye Bharosa, Apno Sa’ campaign and our partnership with Pankaj Tripathi, we aim to raise awareness about the need for proactive health protection while reinforcing our commitment to making insurance simple, accessible, and responsive to the evolving needs of Indian households.”
Mr. Pankaj Tripathi, Brand Ambassador, SBI General Insurance, said, “I am thrilled to be associated with SBI General Insurance, one of the strongest brands in the General Insurance industry as their brand ambassador. What truly moves me is the brand’s unwavering commitment to providing protection and the trust that it has among the customers. What touched me to the core is the campaign’s heartfelt narrative, ‘Chuniye Bharosa, Apno Sa’ – a promise that radiates warmth, deep responsibility, and an unbreakable sense of family and belonging. Through this film, the brand is igniting nationwide awareness about the critical necessity of health insurance, ensuring families across India are protected when it matters most.”
Mr. Rathin Lahiri, Head – Marketing & CSR, SBI General Insurance, further added, “We are delighted to welcome Pankaj Tripathi as our Brand Ambassador and to be the face of our new brand film. The film celebrates the quiet heroism of the common man, who does everything to improve the quality of life for his family as does SBI General Insurance to provide protection via Health Insurance.”
The comprehensive integrated campaign will be amplified across Print, TV, OOH, OTT platforms, and social media platforms. Leveraging compelling storytelling, and sustained engagement initiatives, the Company aims to take the campaign “Chuniye Bharosa, Apno Sa” to audiences across the country. This integrated approach is designed to strengthen brand recall, deepen emotional connect, and reinforce SBI General Insurance’s position as a dependable partner in financial protection.
View the film –
SBI General Insurance, one of the fastest-growing private general insurance firms, backed by the robust support of SBI, upholds a legacy of trust and security. We position ourselves as India’s most trusted general insurer amidst a dynamic landscape. Since our establishment in 2009, our expansion has been substantial, growing from 17 branches in 2011 to a nationwide presence in 146 branches. In FY 2024-25, SBI General Insurance reported a Gross Written Premium (GWP) of INR 14,140 crores, recording a YOY growth of 11.1%.
The company received numerous prestigious accolades, showcasing its excellence across various domains. Key honors include being named as the Domestic General Insurer of the Year – India and Claims Initiative of the Year – India at Insurance Asia Awards 2025 Singapore, Large General Insurance category at the Mint BFSI Summit & Awards, the 3rd InsureNext Awards 2024 for Best Claims Settlement, and India’s Best General Insurer of the Year at the 7th Insurance Conclave Awards. At the India Insurance Summit & Awards 2024, the company secured titles for General Insurance Company of the Year and Leading Implementer of Analytics Technology in Insurance. Additionally, it was honored as the Best BFSI Brand at the ET NOW Best BFSI Brands Conclave 2024 and included in BW BusinessWorld’s India’s Most Respected Companies. Certified as a Great Place to Work in 2024, the company also excelled at the ETBFSI Exceller Awards 2024 with recognition for Best Claims Management in Insurance and Best CSR Campaign of the Year, further highlighting its commitment to social responsibility and innovation.
With a team of over 9,000+ employees and our multi-distribution model covering Bancassurance, Agency, OEM, Broking, Retail Direct Channels, and Digital collaborations, we are committed to providing both Suraksha and Bharosa to all our consumers. Leveraging a vast network that includes over 22000+ SBI branches, plus agents, financial alliances, OEMs, and digital partners, we extend our services to even the most remote areas of India. Our offerings cater to Retail, Corporate, SME and Rural segments, and our diverse product portfolio ensures accessibility through both digital and physical channels.
