Goldmine was born in 1986 but it was reborn, or should we say relaunched in 1986 by Madan Singla, managing director, who runs it with a simple two point agenda: focus and get ahead of the billing game and next, live up to your name. That’s easier said than done in this world of intense competition and high attrition.
There are plenty of roadblocks but even attrition can and is looked upon positively at the agency, says Singla. “The agency has plenty of talent, they come and go to bigger agencies and I see nothing wrong with that. At the middle and senior level, there is more stability,” he adds, pointing out that Goldmine wasn’t really affected even by the recent slowdown that hit the advertising sector. On the contrary, the agency only grew during the period.
The agency deals in a wide range of categories, like finance, consumer products, tourism, telecommuni- cation, office automation, automobile and public service, utilities etc. It provides its clients the full-fledged services of an ad agency. “Goldmine offers 360 degree solutions to its clients. It has got its own BTL division, and has won awards in the BTL category,” says Singla.
Staying true to its belief, and living up to its name, it has satisfied clients who have often become the source of more business. The agency has its offices in Mumbai, with four other branches at Ahmedabad, Delhi, Pune and Baroda, each operating as an independent profit center. One of Goldmine’s first clients, LIC Mutual Fund, still remains loyal to the agency, testimony to the quality of services that the agency provides. Another of its loyal clients is Mumbai Education Trust (MET). But it is the example of Indian Oil that stands out. The agency did a campaign for Indian Oil that had as its target audience the company’s employees, as well as its customers, trade partners and the general public – a wide canvas to cover in a campaign but it was a runaway success and helped Goldmine build a lasting bond with the company.
Another success story was the Maharashtra Tourism Development Corporation (MTDC). In 2004, when Goldmine was invited to create a campaign to popularise various locations in Maharashtra, the agency came up with a series of ads, which not only increased MTDC’s brand equity but also succeeded in increasing tourism revenues by leaps and bounds.
The agency’s other regular clients include Western Railway, Tata Motors, Goa Tourism etc. In Delhi, BSNL, CIBA Vision, ESIC and MCD are some of its clients. It does a lot of creative work for The Loot, Off the Shelf and India Infoline. In the end, it’s all about keeping happy clients. As Ivan Couto, President, Goldmine puts it: “With our existing clients, we rarely have even a murmur or notes of discontent – in fact there are more of notes of appreciation.”