Philips Outlet Store

COO - SW Asia, Cheil Worldwide

By and large the solution that clients seek is a holistic solution, but our approach to brands and solutions is slightly different. It is more driven by what do we do to energise our consumers into action… whatever we do – whether it is a television message or on ground or online, needs to give consumers the chance to touch, feel, experience, and talk about it. Thus, our solutions will always have an engagement platform and an activation platform attached to whatever scale or level or budget is required for that particular category. Every so often Alok Agrawal, Chief Operating Officer-SW Asia, Cheil Worldwide, feels he is a misfit in this business of creativity and imagination. Having learnt how to engineer airplanes at IIT Kanpur, he realised his limitations in following monotony and decided to shift field.

As he walked out of IIM, Bangalore, he walked into the streets of Delhi and the heartland of India as a salesman. Found it even more repetitive. Till one day he entered the hallowed world of the Gods of advertising. Since that fateful day in early 1993, he has been trying to make sense of creativity with an engineer’s mind.

Through this journey of the unknown, he studied many fine examples of brands – Arrow, Lee, Wrigley’s, Britannia, Philips, General Motors, Essar Telecom, GSK Healthcare, Hyundai, Mars, BJP, Dabur, Nokia, Hindustan Times, TimesJobs, IndiaTimes and Samsung. Worked with some renowned gods of Indian advertising. At Trikaya, which turned Grey, Enterprise Nexus and Bates and now Cheil Worldwide.

Moving from acetates to slide projectors to Powerpoint to keynote and Flash, he has experienced the evolution of this business to such an extent that it’s hard to describe it in one word. As he looks forward into the future, there are two things he is certain of. First, there are endless ideas out there, waiting to be discovered. Second, the future is not going to be what we predict it to be. It will be full of changes and surprises. And he will continue in his effort to make sense of this chaos.

In conversation with exchage4media’s Deepika Bhardwaj , Agrawal speaks at length about the BTL space in the country, the growth prospects, the challenges and the way ahead… A. We are investing hugely in this domain, which is quite evident with appointment of Ankur, who has a lot of experience in this field.

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