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Traditional agencies don’t have a clue about digital media: Alok Kejriwal

Traditional advertising agencies in India don’t have a clue about digital media, according to Alok Kejriwal, chairman of Contests2Win, Games2Win and Media2Win. “They never did. They used to pretend that they did, but now they have stopped pretending and have started acquiring (digital advertising agencies),” Kejriwal has told DNA Money in an interview. An excerpt:

What is the revenue split between your different ventures?

Traditional advertising agencies in India don’t have a clue about digital media, according to Alok Kejriwal, chairman of Contests2Win, Games2Win and Media2Win. “They never did. They used to pretend that they did, but now they have stopped pretending and have started acquiring (digital advertising agencies),” Kejriwal has told DNA Money in an interview. An excerpt:

What is the revenue split between your different ventures?

Media2Win is what generates our topline. I would put it at about 50 per cent. Contests2Win has about 35 per cent share in it and the rest comes from Games2Win.

How far are we from brands realising the power of the Net?

Five years ago we only featured in the presentation material of a company’s marketing plans… But now, we are in the space of the extra money category. So, if a media plan has been built for say Rs 10 crore, and suddenly it is discovered that there’s still some money left to be spent, then the usual reaction is- ‘arre pachas hazaar bach gaya, internet me dalte hain’. I believe, 2010 will be the tipping point for digital advertising.

Why are you still concentrating on online gaming when others are saying mobile gaming is the next big opportunity in India?

From the product’s perspective, the biggest challenge is that mobile gaming is more of a pastime. Would you spend five hours playing a mobile game? I want to engage people; the ability to manipulate 21-inch screens and the richness that it gives you is far higher than what you get through a mobile screen… The second thing is that mobile gaming remains at the mercy of the operator. I don’t want to be in a 30 per cent business.

Read here the full interview

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