Vyas Giannetti Creative announced a collaboration with London based creative shop Dixonbaxi in January this year. The creative duo of Simon Dixon and Aporva Baxi, behind the London agency, were in Mumbai recently to put together their game plan for the collaboration ahead.
Speaking to Campaign India, Dixon commented on the reasons behind their interest in the Indian market, “There were a couple of reasons. On one level, it was a scale thing. Our company works around the world, but when it comes to this burgeoning and growing market place, I felt that we can bring our experience to a market that is really expanding and we can bring that back to Europe. The blend of both those together will be really interesting, it’s what we create on a business level. Creatively, we are interested in inspiring ourselves and if we bring back something that can affect Asian and European clients, it would be great.”
Among the areas of collaboration that Dixonbaxi are looking to tap, through this partnership with VGC is in the interactive and strategic branding space, reveals Dixon. “Some of our expertise in interactive and digital is valuable, also branding and strategy, the positioning of companies and how you can execute that through different mediums,” he adds.
Regarding the exclusivity of the partnership, Dixon comments, “Preeti has a clear vision for her company and how she works with clients and we like her thinking. We are here to understand what this relationship can mean because there is a lot of potential to it. It’s a more exclusive relationship, we will all benefit by focusing on it.”
On her part, Vyas added, “For us, it’s a much larger canvas. What I had felt about two years ago was that India was no longer a small market that spoke to itself. If you look at businesses here, not only are they talking to a new age consumer who is very international and wants to be spoken to in a new language. Also, Indian businesses are looking outwards, they are acquiring companies abroad, expanding abroad or even recruiting from abroad so the boundaries are getting fuzzy. We felt that there were a lot of sciences that existed abroad that we didn’t have here. We thought it made sense to work through collaborations with like-minded people who also want creative excellence.”
(pictured, left to right: Preeti Vyas, Aporva Baxi and Simon Dixon)