TDI Media Fast-Tracks Growth With All-Round Team, Robust Processes

Online, January 4, 2011 (Newswire.com) - By Rajiv Raghunath, network2media.com

NEW DELHI: Even as the OOH industry trudged its way back to normalcy in mid-2010 after a period of debilitating market slowdown, leading OOH firm TDI Media Services was battling on two counts. To retrace the high growth path and to realign the organisational structure and internal processes that lead to long-term sustainable growth. Now, as the year closes out, the management believes these two areas have been addressed with reasonable success. The recent spate of brand engagements suggests the firm is well and truly in the cruise mode.

Rebuilding the team was central to the challenges that TDI confronted midway through the year. The management took this challenge head on, by infusing fresh talent. Reflecting on this, Hiyav Bajaj, director, TDI International Ltd, said, "The current team spread across the country is a nice blend of experienced professionals and buyers with rich out of home experience, while there is another set of talent across different verticals like banks, print media, dotcom, education sectors bringing in fresh perspectives and processes to the agency business "

"We consciously decided to hire talent across verticals as well as freshers from premier B schools to get us fresh perspectives. At the same time we had the backing of experienced out of home professionals. HR has closely worked to define KRAs and a reward system to plug previous gaps. We picked the desired fit and explained to them the history of the company and our vision. We had to get everyone on the same platform."

The management also directed special attention toward rebuilding the processes in each key area spanning media planning, buying, client brief, client servicing and customised pitching for new clients. Sanjay Dayal, associate VP, TDI Media Services, pointed out that "the high point is that the processes were created afresh in all 20 offices across the country".

Notably, these efforts have translated into tangible business results. The firm has noteworthy businesses in each market. To illustrate this, Canara Bank, Havells came on board in Kolkata, Adobe and Thoughtworks in Bangalore, Numeric Brief in Chennai, Baskin Robins and Kirloskar in Mumbai, Sharp, Weston and Audi in Gurgaon, and Avon, IIPM, Cargill, Fortune Welcomegroup Hotels, Videocon and Sunsui in Delhi.

Dayal said that equal attention is being directed to retain all the clients through year 2011. "The challenge lies in getting the best minds to jointly work for best pricing, innovation, and customisation for the clients," he said.

Over the last 3-4 months, TDI Media has executed campaigns in all key verticals covering FMCG, automobiles, consumer durables, IT, cosmetics, hospitality, among others, covering all regions of the country. These include the campaigns of Sharp in north-east states, Hyundai in 150 cities, Canara Bank and Havells in Kolkata, Numeric Brief in Mumbai, Bhopal and Raipur, Baskin Robins in Mumbai and Adobe in Bangalore.

The firm rolled out the Diwali campaign for Videocon and Sansui LEDs in Delhi, taking up sites up in high traffic areas and high impact zones, using a media mix of hoardings, bus shelters and utilities.

Dayal added that Audi Cars continued with their branding with TDI Media at the DLF Malls "which perfectly suited their target audience and helped generate leads". The firm executed the Weston TV and Appliances campaign in more than 60 locations in north India, covering Lucknow, Kanpur and small and remote areas like Garh and Siyana.

TDI Media also partnered Avon, which tied up with an NGO, to run a campaign for breast cancer awareness in Gurgaon, and also Delhi Metro and LED screens in the region.

Among others, TDI Media executed campaigns for Cargill India in the eastern markets, Pune airport advertising for Siemens, a fashion night for Vogue India at DLF Emporio in Delhi and Delhi Metro advertising for Fortune Hotels featuring the upcoming property on Sohna Road in Gurgaon.

Each of these campaigns has stood out for their unique positioning, yet the Baskin Robins' 'choco-fest' campaign in Mumbai topped them all. TDI Media used bqs in the city in innovative ways to promote the brand.

Looking ahead, the management plans to increase its client base in the key cities - Mumbai, Delhi, with particular focus on Chennai, Bangalore and Kolkata. "We plan to beat our 2009-2010 figures wherein we worked closely with 65-70 clients," said Dayal, adding "Our buyers are putting together the processes for best plans in terms of media mix and value."

On a larger plane, TDI Media has set itself the target of emerging as one of the Top 3 media agencies by end-2011.