StrawberryFrog leaps to India; ropes in Raj Kamble as managing partner

The agency will launch with an office in Mumbai in end-November, and a team of six

Nov 21, 2012 12:32:00 PM | Article | Jagadeesh Krishnamurthy

StrawberryFrog, which bills itself as the movement marketing agency, is finally setting up shop in India. Raj Kamble, who moved out of BBH India in January 2012, has been roped in as managing partner for the agency's India operations.

Talking about the launch in India, Scott Goodson, founder and chief executive officer, StrawberryFrog, said, "Given the importance of India both for globalizing Indian firms looking to grow their companies in new markets and our current clients looking to grow their business in India, it was imperative that we have an office in India. (Global clients like) P&G and our relationship with Mahindra allowed us to accomplish this goal."
Though the agency had announced plans to set shop in India in 2009, that didn't materialise. Goodson attributes the appointment of StrawberryFrog as the global lead agency for the Emirates Airlines account as one of the reasons which took leadership time away from the India launch. He explained, "We wanted to do it right. Karin Drakenberg and I have built this agency for almost 15 years since we started in Amsterdam, and we wanted to find the right partner for India. We've found that in Raj."
On choosing Kamble to head Indian operations for the agency, Goodson, said, "We met many people in India and all our meetings and discussions kept leading us back to one person - Raj. It's fundamentally important when finding a partner to open a new office that he or she exemplify and epitomize the culture and approach of StrawberryFrog. Kamble has won numerous Cannes Lions, led unprecedented work for Gillette globally (among other things), with his passion, strategic and creative excellence. Raj will also have a global role working with me on big opportunities."
On the agency's immediate plans in India, Kamble, pointed to positioning the agency's idea in the market: "Since we are the world's first cultural movement agency, we want to identify and work with clients who share the same passion that we have."
In India, StrawberryFrog is already working with Mahindra on its corporate campaign, Rise, besides work on social projects. Goodson is optimistic about getting business from clients the agency works with in other markets. "Raj has a deep relationship with many from the StrawberryFrog team and is already working with other offices. A couple of our clients - Pepsico and P&G - have extensive operations across Asia and in India. Mumbai has the talent and Raj has the experience to work on regional as well as global assignments," he added. 
The agency is planning to start operations by end-November, with six people including respective heads for planning, art and copy. While some hands are understood to be on board, others are currently being signed on.