The Indian market is one of the world’s most promising and fastest-growing ones. This gives brands, marketers and agencies a great opportunity to innovate and expand their footprint. Dentsu, the Japanese integrated network is also betting big on the Indian market. Recently, the network brought back its creative behemoths Isobar and Webchutney after merging them into an umbrella brand Dentsu Creative in June 2022.
Speaking about the Indian market, Pete Stein, Global CXM Lead, Dentsu mentioned that India is a very different country and a distinct market for the network. “We see massive opportunities there because it is a scaled market. There are very few markets of that size in the world. It’s growing quickly, maturing very fast, and the population is very heavily digitally enabled. The market is massive for us from a talent and innovation perspective as well. So many of the amazing engineers and data scientists that are on our team are based in India,” he said.
He further talked about the importance of delivering exceptional customer service and experience to enhance brand affinity and success. He mentioned that the customers are willing to leave a brand that they love after one bad experience.
“I think the reality is that customer experience and advertising are going to continue to blend much more and that as consumers sort of demand that integrated journey, companies are going to be forced to find ways to integrate it all,” he commented.
