Relationships are important at NAC Advertising India Pvt. Ltd. And the corner stone of its success is a deep focus on the agency-client relationship.
“The strength of NAC is the long term relationships that we foster with our clients,” says Managing Director, NAC, Rroshan N Chowdhry. And as an overview presentation of the agency puts it: “We believe in building long-term relationships with our clients as we see them as more than clients-we see them as partners.”
Agency: NAC Advertising India Pvt Ltd.
Clients: Popley, Kores, National Textile Corporation Ltd, Bush Foods Overseas Pvt Ltd.
Head of Agency: Narayandas A Chowdhry, Chariman and Rroshan Narayandas Chowdhry, Managing Director
NAC was founded in 1972 by Rroshan’s father, Narayandas A Chowdhry, who still heads it as Chairman. And it was his work experience in the field that brought the senior Chowdhry to launch an agency and bring it to its present level of achievement. He was later joined by his son, Rroshan, and they together have seen the agency march ahead.
The first client was none less than Indian Airlines, coming in the 1970s and in the initial flush of the launch of the agency. Over the years, NAC has managed to keep abreast with the times. Be it launching ‘Antakshari’ on All India Radio in the 1970s to hosting fashions shows, the agency never stayed away from the new and the interesting. It always explored, innovated and won in a changing market.
Some of the clients that NAC has worked for include Akai, Akbarallys, Berkowits, Gowardhan, Hitachi, IDBI, Mazagon Dock Ltd and Pepe Jeans – the last running for a 14 year stretch from 1990 till early 2004. NAC’s current clients are Popley, Kores and National Textile Corporation Ltd, which has been with NAC since the 1980s, Bush Foods Overseas Pvt. Ltd, among others.
NAC, now a full-service advertising agency, handles work in TV, print, radio, out-of-home and cinema, among others. For Narayandas Chowdhry, it’s not only about maintaining the agency-client relationship, but also doing so in the most transparent manner possible. He recollects that many a times the agency had to walk away from clients.
“When you drop a client, getting another client can be difficult but you have to keep a certain decorum to maintain business too,” said Narayandas Chowdhry. It’s the professionalism and transparency in its dealing that has won NAC recognition and it is something that has not gone unnoticed. In fact, Chowdhry recollects that there were often offers by bigger agencies to buy out a share of NAC, but NAC has maintained its current ownership.
With changing times have come changing business practices, and the team at NAC has observed and responded to these changes. “Over a period of time, the dynamics of the business has changed, clients have different needs. Things have moved beyond just providing print, television and radio services.
Now clients are more aware, they want to know/see their return of investment (ROI) etc,” explains Rroshan Chowdhry.
And NAC, he believes, has kept up with these changing times and demands. The agency, he adds, now focuses on adding value and generating a return-on-investment for its clients, all within the client’s budget and time expectations.