Liwa Advertising aims for more branded video content
Liwa Advertising is focusing on branded video content, especially after Sagar Rege, the son of agency founders Suhas and Priti, joined the business formally after a course in films from the US, in 2006-’07, Campaign Middle East reported. Back then, all the areas of business (print, radio, BTL included) contributed 95% of revenues, while the rest came from ‘moving content’, explains Rahul Kantharia, COO, who came on board two years ago. “Today, it is a happy situation of 55:45, with branded content being a huge part of the business,” he revealed, in conversation with Campaign Middle East. While the other parts of the business remain the larger chunk, Sagar would rather channel the agency like a boutique, with specialised focus in some areas – branded content featuring prominently among those. Scale with the sacrifice of specialisation is not among priorities.