NEW DELHI: Famous American thought leader Philip B Crosby once said, “If anything is certain, it is that change is certain. The world we are planning for today will not exist in this form tomorrow”. This is true of any business domain, and all more in the knowledge-powered, creatively expressed advertising world where the most compelling ideas tend to last no more than the lives of fireflies. So, the challenge of setting up a media agency is seldom for those easily captivated by short-term gains.
Veteran OOH specialist Gautam Chadha, till recently, country head, TDI Media Services, has in a sense seen it all in his professional career, having scripted notable start-up successes in the outdoor domain. With over two-decades of rich experience, Chadha has taken the entrepreneurial route to set up his own OOH firm Broadview Mediacom Pvt Ltd, which he describes as “a single-window for out-of-home and BTL solutions”.
Broadview Mediacom will be headquartered in Delhi with a pan-India presence in 7 major cities including Mumbai, Bangalore, Kolkata, Chennai, Hyderabad and Kochi. “In the next quarter, we plan to open offices in 10 more cities that include Tier II & III cities,” he told network2media while adding that “the idea is to establish footprints across all major cities and small towns. This will depend upon the kind of business we pull on”.
Chadha was the key force behind TDI Media Services acquiring its pre-eminent position in the OOH domain. “When TDI Media Services was set up, the challenge was to change a media property owning firm into an agency, which took several years. TDI Media Services has gained a momentum of its own. And, I needed to create a new platform for executing some of my own ideas and experiments. Hence, Broadview Mediacom has come into play,” he said.
Broadview Mediacom has debuted in a relatively buoyant market conditioned by improved macro-economic fundamentals. However, Chadha opined that the debut was not timed, in the sense that he had been planning for an entrepreneurial foray much earlier and that “all the pieces have now come together in a beautiful way”.
Innovative solutions and experiments will be key areas for team Broadview Mediacom to focus upon. This is a challenging task, but Chadha is confident that “the market is ready more than ever for experiments. And, clients are willing to pay more if you can do things differently”.
Chadha, who will be designated as managing director, explained that Broadview Mediacom is equipped to “deliver things differently” as key members of the senior team at TDI Media Services have moved with him. “My team members are key senior members who have worked with me at TDI media Services for many years and have also moved on looking at the exciting opportunity we can bring to the table for brands and create a differentiator. These members are some of the finest OOH professionals and have worked for a plethora of brands in their past stints.”
Besides, Broadview Mediacom is currently in talks with international agencies to bring new OOH technologies to India. “This will be decided upon in about a fortnight,” he said.
Elaborating further on the out-of-the-box thinking, he said that Broadview Mediacom will prefer to “play doctors to brands, and not depend on what brands tell us to do. We want to take OOH and BTL activities to the next level”.
Broadview Mediacom will deliver conventional as well. “On the whole, the scope of work will extend from brand placement to branding and communications,” he said.
Talking about client engagements, he said that “we will be looking keenly at entertainment-related activities like events. The OOH business is purely relationship based and we are already speaking to the clients we have been associated with.”
BTL and brand activation will receive keen attention of the team. “BLT and brand activations no doubt offer touch and feel. Though, static displays too have a role to play,” he said, while adding that the agency would be looking to addressing India as a whole as a market instead of focusing upon any particular region.
In time, Broadview Mediacom would look to foray into international markets. “But, not at this early stage,” Chadha added.
Chadha established his leadership role in the OOH domain during his stints with Ogilvy and later TDI Media Services, which he took to soaring heights through acquisition of new businesses and consolidation of existing ones.
Chadha began his career in 1989 with TDI International India Ltd. After 6 years, he joined the Chitralekha Group’s OOH division – Skyliners - as Region Head - North and supervised the opening up of a new and fast emerging segment of OOH business - Vinyl printing. His next stint as Head-North at Ogilvy Landscapes for 6 years pitched him into the big league. Post his stint with Ogilvy Landscape, Chadha, established TDI Media Services.
Broadview Mediacom will see his rich and varied experience come to bear. In this, he will supported by a team of accomplished professionals.