“When people want results, they come to Multiprint,” says Shashank Nabar, Director, Multiprint Advertising, as he sits in the plush comfort of his Byculla office with his brother Parag Nabar.
The duo have been heading Multiprint Advertising right from the day Sashank started the agency two decades ago. Parag starts with some clear ideas: he says his advertising is about winning the minds of people and making an impact on them and not about winning the minds of the award juries. “We have gone beyond such things, it’s all about creating an impact on people, rather than winning awards,” says Director, Parag Nabar. The Nabars have quite an interesting and varied background when it comes to their education. Shashank, a microbiologist by qualification, has completed his MBA in Marketing. Parag on the other hand was studying to become an engineer before he took to the advertising business.
Multiprint Advertising has come a long way under the leadership of these two young Turks. Somewhere in the early 1990s, Multiprint’s area of specialty was like a Plain Jane advertising services. However, over the last decade or so, it evolved to done a more sophisticated and modern look, that of a 360 degree communications solution provider. The agency has handled clients across sectors like food and beverage, engineering, industrial, BPOs, healthcare, lifestyle, construction, banks, tourism, Government of India etc. Multiprint’s turning point however came with its IT clients. Intel hired the agency around the year 2000, as a second agency working for Intel Asia Pacific. This changed the canvas for Multiprint and in the process, raised what the Shashank Nabar calls, the agency’s “TQ” (Technology Quotient).
“Things actually began to change in every aspect, even our way of communication, after we started working for Intel,” says Parag Nabar. He adds, “In order to work with their products, we had to understand their products ourselves and consequently we understood IT better.” Gradually after that, Multiprint added a number of IT companies to its portfolio and made a successful entry into the digital medium. The agency did a digital campaign for McAfee for its then new product which filtered spam. “They needed to reach to the CIOs and the CTOs for a demonstration. We designed a mailer in a questionnaire format. And any CIO/CTO who filled in the details, and asked for demo, got a free USB,” says Shashank Nabar. He adds, “It was successful campaign.”
also handled exhibitions, BTL, microsites etc for its IT clients. But in this process, they found their sweet spot, Digital Marketing programs, at a time when Digital Marketing still had to gain popularity. “It was creative, leisurely, contemporary and yet very satisfying. It also meant giving better attention to clients rather than competing on figures with peer agencies,” says Shashank Nabar. There has been no looking back since then and the agency now plans on starting a full fledged digital marketing division shortly.
“Multiprint Advertising is one of the few agencies that can offer complete solutions, yet be competitive on costs and speed,” says Shashank Nabar. He adds that today MNCs and corporates like Tata Motors, Wirtgen, ITD Cementation India Ltd, Kunkel Wagner, Pilot Group etc can vouch for the agency’s result oriented performance. “Lately, our work for Lagu Bandhu jewellers has produced brilliant results.”