You`ve got creative

These are advertising agencies that do not make news for participating, or not participating, in the Goafest. Yet, they are poised to give the frontline agencies a run for their money, not so much in the domestic arena but in the international one.

These agencies form a small tribe that handles outsourced work for sustenance. The major catalogue companies from the US and UK are offshoring a major part of their work to India. "We provide virtual studio solutions to international agencies across media," says a Basil executive.

According to industry estimates, less than half a dozen pure-play outsourcing outfits exist in the country with a combined turnover of $15-20 million (Rs 60-80 crore). But the trickle may soon turn into a torrent with the industry expecting to garner Rs 4,000 crore over the next five years from outsourcing deals.

In advertising, that's a lot of money. The industry in India is estimated to be worth less than Rs 20,000 crore. Even if it doubles its turnover in the next five years, the outsourcing part could still be a healthy 10 per cent of it. No wonder, even the mainstream agencies