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AdAsia 2011 Day 2: Contagious launches Indian operations

The London-based communications group has a portfolio of four products and services

Neha Saraiya | Delhi | November 3, 2011

The pre-lunch session on Day 2 of AdAsia 2011 saw Will Sansom, Writer & Consultant, Contagious Communications, emphasising the fact that it’s all about ‘Marketing for humans, not robots’. “Less killer apps, more killer experience,” he averred.

Like everywhere else, even in India over the last few years, the marketing industry has been in thrall with the creation of experiences driven by technology or by media. As brand owners gradually learned to trust these brave new forms -- the web, social and mobile, in all their splintered complexity -- there has been a tendency to let technology dictate how we create messages. “The time has come for a rebalancing, returning the brand’s gaze to the most fundamental of touchpoints -- the human experience. It’s not where a message lives that makes it effective. It’s whether it connects with the people who receive it,” he said.

Another important announcement by Contagious Communications was made during a press briefing in the afternoon in which the group disclosed its plans of registering a permanent presence in India.

Elaborating about the company’s venture into the Indian market, Neeraj Nayar, President, Contagious Communications, said, “We are excited to be in India. Contagious has been in existence since 2003 in London, but we have always been global, and we have offices in New York, Australia and Belgium and have one coming up in Singapore.”

Nayar added, “The idea was to be on the ground here in India as it is an exciting market, there is some exciting work coming out of India, so we like to be closer to India by actually being physically present here.”

With this move, the entire Contagious portfolio including its quarterly magazine, ‘Contagious Feed’, trends briefing and consultancy and special reports will be available directly in the country, rather than buying them out of London. The company will start off from Delhi and will expand to Mumbai next. The company has enjoyed associations in the country with agencies like Mudra, JWT and Contract.

Sansom said, “We want to concentrate building meaningful relationships with clients whereby we just don’t do one thing with others doing the rest. A strong, key relationship will be a very important part rather than spreading ourselves too thin. We would rather work with one client, instead of diluting what we are known for.”

Currently, the magazine is subscribed at 1,000 pounds annually, with 60 per cent of agencies subscribing to it. The balance 40 per cent is taken by brands. Some of brands that get Contagious feeds across the globe include Nike, Nestle, Kraft Foods and Louis Vuitton.

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