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How different is Social Street from other agencies?
Social Street is a through-the-line agency whose service offerings include media, out-of-home, sports marketing, retail and rural marketing. We will add advertising, digital and social media marketing by the end of the current financial year. We have launched in Mumbai. By the end of June our Bangalore office will be launched, followed by our Delhi office by the end of July.
How do you respond to the charge that you've been poaching people from DDB Mudra?
People have been joining me from DDB Mudra. My relationship with them goes back to my days in Ogilvy. This is a people-driven business and people will go where they are comfortable. We have around 50 people at the moment. We are expecting this number to go up to about 150 in year one. We already have a few clients on board. As the client list and service offerings grow, people will come on board.
Are the international ad networks wooing you?
Typically, the networks don't seed-fund start-ups. But I have received feelers. Most of them are keen that I get going. Once the agency gains traction and we are able to deliver, talks should progress.
How did your partners come on board?
It was a meeting of minds. Mandeep Malhotra (former president, DDB Mudra Max) and I have worked together. I've also known the other partners (Arjun Reddy and ex-Accenture hand Pradeep Uppalapati), so it worked out well. I am not disclosing who holds how much in this venture, but suffice to say it clicked for all of us.
The number of senior advertising people quitting cushy jobs for the rough and tumble of entrepreneurship has increased dramatically…
People today are not hesitant to take the plunge because there are more funding options available and there is an openness to start-ups, their ideas and what they bring to the table. The networks themselves in the last few years have been keeping a firm eye on newer agencies and the talent driving them. All of this is fueling the trend.
Any plans to go international?
It is too early to consider that at the moment. Our first priority would be to build a strong local business before we consider going international.
