Media planning agency Xposure to focus on startups

Delhi-based media planning agency Xposure aims to ramp up its operations as it looks to enter new cities including Mumbai and Bangalore by March 2016. Run by Orangeplus Media Solution Pvt Ltd, the agency will focus on emerging businesses and startups to add to its list of clients.

“We too are a startup in the agency business and so understand the startup culture and their ways of functioning. We know how to draw up a media strategy which will catapult an unknown startup to a brand,” says Rajul Kulshreshtha, co-founder, Xposure.

Xposure was set up in 2013 by Rajul Kulshreshtha, former country head of Kinetic Worldwide India, an out-of-home agency, fully owned by WPP Group along with Sundeep Sharma, former, country head, Motivator, a GroupM company.

Currently, the agency claims to have nine to ten clients, of which a majority are startups and online businesses. For instance, dating app Tuly Madly, online travel site Ibibo, and car aggregator, in addition to mobile wallet company MobiKwik are on its roster. The agency also manages media buying and planning for mobile handset manufacturer Gionee, owned by Syntech Technology Pvt Ltd., apart from Matrix Cellular (International) Services Ltd.

The media planning agency is targetting a revenue of Rs 300-400 crore by FY2017. As for FY16, it claims it will close the year at Rs 150-200 crore.

At the same time, it has lost a few businesses including the media plannning business of e-commerce portal, owned by Clues Network Pvt. Ltd. What's more, the agency which calls itself a 'startup' has to put up a tough battle against WPP Group owned media agency GroupM Media Pvt Ltd. In May this year, the media agency had announced its plans to launch a seperate vertical to manage the online and e-commerce businesses in India.

E-commerce portal Shopclues, Limeroad, Flipkart are some of the businesses managed by GroupM run agencies in India.

Additionally, Kulshreshtha plans to start a media trading agency as well a creative shop in the next three to six months. Citing the example of how media agencies in the west are building content teams to provide full-service to advertisers, he says, “We want to be the one-stop shop solution provider to startups. From drawing up creative ideas to giving them competitive media buying rates, we want to build all kinds of capabilities in-house,” he adds.

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