Digital Marketing Mavericks: Publicis Groupe's Digitas India looks at marketing from a fresh lens

Digital Marketing Mavericks is Storyboard18's new series featuring some of the best digital-first, future-facing, homegrown and globally networked agencies that are building brands and businesses fit for the new age.

Digitas, which is owned by French network advertising company Publicis Groupe, calls itself ‘the connected marketing agency.’ Digitas forayed into the Indian market in 2008. Since then, the agency has seen silently working with brands that are looking for more than creative and media solutions. In India, Digitas India has two units. One is focused on Indian clients and the other is a global delivery centre on technology services.

Unny Radhakrishnan, a seasoned digital marketing expert, joined Digitas India as chief executive officer in 2020. It was a year when companies around the globe were nervous about doing business in a socially distanced world. However, Radhakrishnan, observes though things were tough, marketers understood the need for digital business transformation more than ever before. “Digital agencies like us have a lot more to offer. Clients have understood that over the last couple of years. The fact that digital marketing is just not about drawing communication pieces are being accepted by brands. In real life, consumers are looking for end-to-end experiences from brands,” explains Radhakrishnan.