MAM
Social distancing makes clients, agencies bond well
MUMBAI/NEW DELHI: With the whole country at a standstill because of the Covid2019 crisis, there is hardly anything that seems positive to businesses across the spectrum. It has been well reported that media spends are being cut as clients deal with massive liquidity issues raised by problems in supply and distribution chains. But what this crisis has managed to do beautifully is create human relationships, which are going to be the spirit of agency-client bonding in the years to come.
According to industry insiders, this time has given them an opportunity to bond well with their clients, which are more trustworthy and dependable.
There have been significant examples of brands and agencies working remotely yet coming together with great pieces of work. Some time back, Indiantelevision.com had covered how Ogilvy came on board with brands like Asian Paints and Tata Sky to shoot videos from home.
Elaborating more on how the client-agency relationships have improved in recent times, Publicis Worldwide MD Srija Chatterjee said during one of our virtual roundtables: “We have started understanding each other more. There is much more transparency now. As an agency, we know what the issues are that they face with the cash flows and we are trying our best to help them out.”
She elaborated that they are tackling each client’s problem with a different approach, catering to their specific needs. “Clients are going through a tough time and we are working with them on a 60-90 day plan. We workshop together and discuss ideas. For example, for a client like Cars24, we are expecting that once the lockdown is removed, the demand for second-hand cars may rise as people who did not have a vehicle in their house faced mobility issues and the brand must benefit. So, we are creating hypotheses like that and working on it.”
Madison Media and OOH group CEO Vikram Sakhuja shared that while clients are facing issues with cash flows right now, customers like to get some reassurance in times of a crisis. “We are trying to tell brands that these things (advertisements) will help in the longer run. Strong brands will come out stronger and we are encouraging them to advertise.”
DDB Mudra Group’s CEO and MD Aditya Kanthy said: “There is a lot of work but its nature and form are different from business as usual. It is more consultative in the spirit of client partnership; working together to find answers to the hard questions that are emerging each day for their businesses and ours. It is important to acknowledge that change regardless of increased media consumption.”
Digitalkites senior vice president Amit Lall says that brands are understanding the needs of consumers right now and creating ads according to that. "The consumer is not in the right frame of mind; the sentiments are relatively low. The thing which is important to him now is something he can survive on. Hence, for categories which are supporting consumers, whether it is to boost his immune factor; like Dabur Chyavanprash or sanitizers, the sales which have gone up. From the advertising point of view, purchasing is out of the radar. At this challenging time, it is important for brands to come forward and speak in a motivational way."
Ogilvy India CCO Sukesh Nayak also feels that brands have a role to play during the time of crisis. "It has happened with both the brands; Tata Sky as well as Asian Paints. At the end of the day, consumers are your guide. Ads are created for them. Today we all are at very challenging times in our lives. Everybody is struggling with their own fear, anxiety, and pressure," he said.
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Brands
Alpino crosses Rs 100 crore revenue, clocks rapid growth in health foods
Shilpa Shetty-backed brand scales 5X in two years on wellness demand
MUMBAI: Alpino has crossed the Rs 100 crore annual revenue mark, underscoring its rapid rise in India’s fast-expanding nutrition and wellness market.
The Surat-based brand has recorded 2.5X year-on-year growth and a fivefold jump over the past two years, scaling from Rs 20 crore in FY24 to Rs 100 crore in FY26. The performance reflects a broader shift in consumer preferences towards healthier, high-protein and clean-label food options.
Founded with a focus on making nutritious food accessible, Alpino has built its presence across digital-first channels, including e-commerce and quick commerce, alongside a growing footprint in modern retail. The company credits its growth to a mix of product innovation, affordability and a steady expansion of its portfolio.
The brand has also benefited from the backing of Shilpa Shetty, whose association has strengthened its positioning in the health and wellness space. Her emphasis on balanced living aligns closely with Alpino’s promise of wholesome, everyday nutrition.
A spokesperson for Alpino said the milestone reflects growing consumer trust. “Crossing Rs 100 crore in revenue is not just a number for us, it reflects the trust consumers have placed in our products,” the spokesperson noted, adding that the company remains focused on innovation and expanding reach.
Looking ahead, Alpino plans to deepen its distribution network, introduce new product lines and continue investing in supply chain and consumer engagement. The company has set an ambitious target of reaching Rs 500 crore in revenue over the next two years.
As awareness around health and fitness continues to grow in India, Alpino’s sharp trajectory suggests that the appetite for better-for-you foods is only getting stronger.
