Global spotlight: The new media landscape of New Delhi

Kapil Rampal, founder and CEO of Creative Crest, says hard work in a welcoming environment brings success in the city's comms space

What is the communications space like in New Delhi?
New Delhi is India’s media capital so a lot of publications in the country have offices here. There are also many PR firms headquartered in the city and in Mumbai.

People from all over the country come to work in New Delhi in the communications space. It is a very nice city and, for PR, it is quite welcoming, unlike somewhere like New York City, where it is hard for new PR professionals to get into an agency. In New Delhi, we have a program to incorporate interns into the system.

Also, it is not as cutthroat here. Even though we compete for clients, we have a PR association where all of us sit and plan for the industry. We plan events and activities together. It’s quite friendly that way.

What are clients asking you for help with?
Clients are really keen about social media because it is something they are quite concerned about and most of them are investing heavily in social.

As well as social media, they also look at different avenues for reputation management and many clients have come up with interesting campaigns.

For example, there is a company called Idea Cellular with a campaign called Walk When You Talk. Instead of doing conference calls sitting in your seat, they’re saying people should "walk when you talk." Many brands are doing social campaigns and efforts that affect people in a positive way.

How are you seeing social media being used in New Delhi?
It’s growing rapidly because, unlike in China, there is a very open economy. There are no restrictions on the Internet or social media so people tweet, go on Instagram, or post to Facebook maybe 20 times a day. Some users are permanently logged in – they tweet on everything. A lot of campaigns break on social media and you will find many brands launching in that space.

Our head of state is the president, Shri Pranab Mukherjee, but the most powerful person is the prime minister, Narendra Modi, who is very active on social media and has more than 15 million followers on the platform.

Is there a local campaign that you have liked?
For Clean India, people are trying to make sure the areas around them are clean and free of trash. The city has grown from 400,000 to 25 million residents in close to 100 years and the bulk of the growth has happened in the last 20 years. The government cannot keep up.

What are some economic growth sectors in the region?
Areas that are extremely hot right now are healthcare, technology, and pharma. CSR is something every company is investing in and that sector has been growing leaps and bounds. Also, in the e-commerce space, we are seeing growth similar to the dot-com boom from 2000 to 2005. Every day you have more and more players pop up in the e-commerce space.

What is recruiting like in the city?
At entry level, we get a lot of talent, but at the senior level, there’s not enough readily available talent. As a result, all the comms agencies have to compete. Firms work very hard here. Most of them end up working six days a week. 

At entry level, a PR professional can become an account executive in three years, and an account manager in maybe seven years, which is fewer than in other countries.

Many firms have programs to transform students into professionals. Last year, our agency alone took in about 50 interns. Others take in sizable numbers.

What is your favorite part about New Delhi?
The city has everything – it has a good nightlife and people are very friendly. Even though New Delhi is a large city, it retains the charm of a small town.

Reach out

Controller of Comms Accounts Delhi
Office of Principal CCA, Delhi,
DoT Building, Prasad Nagar, New Delhi, 110005
www.prccadelhi.gov.in

Delhi Chamber of Commerce
49 Rani Jhansi Road, Opp.
Jhandewalan Mata Mandir,
New Delhi, 110055
www.delhichamber.com

PR Society of India
Scope Complex, Core 2,
7 Institutional Area, Lodhi
Road, New Delhi, 110003
www.prsi.co.in

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