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<ul><li>The Womb hasn’t ever pitched to its clients except once. Its founders believe a solution cannot be presented in two weeks and not at least without spending enough time with the brand to find the roots of the problem. </li><li>The Womb’s focus this year is on understanding digital better, putting advertising back into boardroom meetings, alter metrics that are used to measure ad results, and earn more money whilst at it. </li><li><keyword id="2606474" type="PERSON" weightage="20" keywordseo="Navin-Talreja">Navin Talreja</keyword> and <keyword id="2606552" type="PERSON" weightage="20" keywordseo="Kawal-Shoor">Kawal Shoor</keyword>, the two hearts of The Womb, discuss with us the importance of walking away from a meeting if wavelengths don’t match, fighting for equal status in boardrooms, changing the culture of agencies, revenue goals for the year, and much more. </li><li>The Womb is eyeing to close FY2020 with ₹20 crores.</li></ul>Over the years, agencies have time and again complained about the complexities of the pitching process. Most believe that the ball is always in the client's court as they get access to an array of ideas for free. For agencies, on the other hand, the stakes are high as it is expensive, time-consuming and often ends up in idea theft. It’s impossible to know if you are matching the right talent and capabilities to a task when the screening process is a form-filling exercise. In this constantly changing landscape and competitive environment, The Womb is an agency that hasn’t pitched to its clients except once. The founders, who come from Ogilvy, have mustered the courage to say no, even if it means turning down a huge amount of money if the client doesn’t appreciate their work culture. Hence, they call them believers, not clients. They think it is impossible to find a solution in the first meeting without having deep-dived into the problem first. In relationship building meetings, the founders discuss the problems, try to pin down the challenges and drawing from their 25 years of experience, present a few opportunities. And if the clients look for a solution prima facie, they have the will to walk away. Is it challenging, I ask Navin Talreja, Co-founder, The Womb. He says, “It's challenging if your priority is money but if it is great work, then it's not. If you have targets like 'I have to grow 30% this year', then it's challenging.” “It's not that we don't have a vision of what the size of the agency should be, in terms of revenue, but our way to get there in our heads is very clear -- if you do great work with a lot of integrity, people will come to you. We follow an old word-of-mouth or recommendation strategy and with this, the client will come and the money will follow,” adds Talreja. In its five years of existence, The Womb has bagged 15 ‘believers.’ However, they charge a little more than Ogilvy and Lowe Lintas for their ‘premium services’; look for newer challenges, take a longer time in building the pillars and establishing the relationship and are extremely proud of the way they function. “We don't want to be a part of the 'herd'. So we could have grown 30-40% faster if we had pitched and if we had done a lot of work that other agencies and startups do,” says Kawal Shoor, Co-founder. However, Shoor believes this is also a smarter way of functioning because clients come on-board only when they trust The Womb completely. “Clients have not heard this language from agencies before. Our words, our language, our culture may sound new but this was how it was supposed to be anywhere. Right?”, asks Talreja. It is perhaps this work culture that gives The Womb an edge in the market. They have an office in Mumbai and are a small team of 34 employees today. When asked about the expansion plan, Shoor says, “I don't think we're moving into new offices in India for sure. Somewhere else is all in the future, which we haven't planned as we don't plan too much. Opening multiple offices is largely based on ego, not practicality because in today's day and age, you don't need many offices, you can work even globally sitting here in India.” Sharing the load equally By staying true to their practices, the founders wish to put advertising into the boardrooms and help CMOs gain their lost prominence. “Advertising and marketing is not part of boardroom conversations. CMOs have lost their influence in their own organisations. And it is our work and the kind of work that we do that can give them back their strength in the boardroom,” explains Shoor. Agencies often put half the pressure on clients. They take responsibility for communications but they sidestep from shaping the other three p’s. The Womb is hoping to change this. They advise their clients and help build the image coherently. Explaining how, Shoor says, “It is our job to help clients grow their businesses. The industry says that it is only for the brand but I think we are shirking our responsibility, which is also why clients don't think of agencies as important, because their job is to grow the business. So if you're saying I'm not responsible to help you grow the business, then they look elsewhere.” Changing how the agency ecosystem functions When radio went out of fashion, TV came out and not too many people knew how to do TV ads. Agencies would do some radio ads and add visuals on it for TV. Before the agencies realised, the whole of India had moved to TV and it took about five-six years for agencies to adapt. Similarly, this year, Shoor feels agencies will start truly understanding the dynamics of digital media and adapting to it. Another thing that Shoor believes should change is the way the ad industry is ‘obsessed with intermediate results'. The common practice is to measure the comps results, attitudinal results or brackman scores, take a few personality tests, etc. “I don't think you're spending enough time looking at what are the metrics that really matter, which are either top line growth or market share game or bottom line profitability and all of this converting into some sense of shareholder growth, which has indicated and shaped us in the past. However, the pressure to deliver numbers has to exist. It’s just that the short-term-ness of that expectation is a worry. So if you keep looking at your numbers every fortnight, you're not giving your work a chance to succeed. At the same time, I'm also saying that a good campaign does not take a year or two to show results,” says Shoor. The Womb’s 25-seconder "Fogg chal raha hai' campaign resulted in the client’s market share going up and that’s how the results should be measured, agree both founders. Talreja shares that even after a year, every time they run Fogg’s campaign, its shares soar up. Digital marketing, thus should be about building an idea that lasts longer such as Vodafone’s ZooZoos, say the founders. Talreja also brings up another reason which is given in review meetings for measuring the impact TV ads have, that is, ‘emotions can't be delivered in a 30-second spot.' He says that a brand doesn’t need a 360-degree media plan to make itself visible, sometimes, they just need a 20-degree plan. Agencies end up spilling the client’s money with this common mistake. Therefore, whilst strategising, Talreja asks himself and his team, “How do you deliver the message without losing out on the clutter-breaking ability, the brand building ability, the business-creation ability, without losing on comprehension, or impact or emotional affinity, in the shortest possible time -- and that's the challenge we've given ourselves.” Advantages of starting a new agency Shoor says he feels like a teenager again every day at work. He is often excited and more patient. He believes it helps to be smaller because they are more connected with clients and are open to unlearning the ‘set ways of succeeding'. “It is in a way like you went back into a reverse gear in terms of age -- unlearning and learning a few things. We've now realised that brands are just a currency for organisations to engage with people. The core point is how do organisations engage with people? And how do you create new behaviours among people so that clients benefit. So there have been a lot of those kinds of new learnings,” shares Shoor. Talreja, on the other hand, says that unlearning and being agile works on the lower end of jobs. On the strategic front, clients still seek utmost accuracy. “So it has to be a combination of being correct and agile. But what comes first in any new client relationship is that you have to be right. Therefore, sometimes agility is overrated but you need agility for day-to-day jobs like the poster or dangler you make -- because those needs are sometimes last minute and on the top tasks, you need to invest time and do your homework and go in-depth to understand every aspect before you come up with a solution,” explains Talreja. Roadmap ahead for The Womb The Womb is eyeing to close FY2020 with at least ₹20 crores, which is about ₹60-65 lakhs productivity per person. The agency has achieved this high productivity by only hiring employees with a minimum experience of four years. When asked if it’s their bias against the freshers or lack of willingness to train, the founders deny and say that they want to add value in every conversation they have with their clients instead, which comes with certain stature and experience. Talreja and Shoor have set a two-year goal for themselves. They want to change the conversation on effectiveness, help marketing stop being seen as a cost-centre for companies and as an investment in business growth. “Hopefully, we will also make a little more money along the way,” Talreja breaks into a chuckle. To sum it all up, the founders say all they have done till now is take baby steps towards bringing back the respect that the advertising industry has lost in the years gone by.

Why The Womb never pitches to its clients

<ul><li>The #Sirf science ki suno campaign urges consumers to question rhetoric, and choose science to help manage their hair loss effectively.</li><li>The campaign is conceptualised by The Womb. </li></ul>Sebamed, a German personal care brand with a legacy of 50+ years, launched 'Sirf Science ki Suno campaign, focused around its anti-hair loss shampoo. In consonance with its bar campaign, the brand once again imparts a piece of new knowledge to consumers about hair loss and encourages them to choose a solution that is backed by strong scientific research. In addition to Anti Hair loss shampoo, Sebamed is also offering solutions for dandruff and everyday maintenance needs through its Anti dandruff and every day shampoo range. <div type="Youtube" id="BeTZN0xiRVk" title="Jaaniye Hairfall Shampoo ka Sach | Sebamed India" thumbUrl="https://i.ytimg.com/vi/BeTZN0xiRVk/mqdefault.jpg"></div> Shashi Ranjan, Country Head, Sebamed India, said, “Sebamed India is addressing the needs of discerning consumers by decoding the difference between hair breakage and hair loss. We are confident that Sebamed Anti Hair loss shampoos is an innovation that will create a strong disruption in a cluttered shampoo category. Its unique NHE formulation with pH5.5 advantage not only works on hair breakage but also reduces hair fall by addressing the problem from the root. Commenting on the campaign, Konark Gaur, Head of Marketing – Sebamed India said “Sebamed is committed to truthful advertising and delivering on the promises it makes to its customers. We listened to the consumers’ frustration in the Anti-Hair fall shampoo category and discovered a gap between promise and delivery. Through this campaign, Sebamedpromises to fill this need gap through its science-based Anti-Hair Loss shampoo which not only reduces hair breakage but also strengthens the roots.” Navin Talreja, Co-founder - The Womb, said, “After Sebamed’s success in the bathing bar category, it was time to build on it’s personal care range with Shampoos that are efficacious and science backed with their core differentiator of pH 5.5. Hairloss is a big consumer pain point, yet consumer knowledge around Breakage Vs Hair Loss is limited. Through this campaign, intent was to educate consumer of the difference between the two and solve the real problem of hair-loss with its unique NHE formula.”

Sebamed's latest ad for its shampoo asks consumers to stop listening to celebrities endorsing products

<ul><li><keyword id="2008319" type="General" weightage="100" keywordseo="upgrad" source="Orion">upGrad</keyword> commits to ‘fast-forward your career’ in its latest Ad film; Launches its biggest campaign to date.</li><li>Inspired by the real-life testimonials from upGrad learners, the campaign has been conceptualised by <keyword id="3219015" type="General" weightage="20" keywordseo="the-womb" source="Orion">The Womb</keyword>, directed by celebrated ad and feature filmmaker <keyword id="1612592" type="General" weightage="20" keywordseo="vinil-mathew" source="Orion">Vinil Mathew</keyword> of <keyword id="3006929" type="General" weightage="20" keywordseo="breathless-films" source="Orion">Breathless Films</keyword>. </li></ul>Taking ahead the brand's mission of driving meaningful career outcomes for its learners, upGrad, Asia’s higher Edtech leader, unveils its new campaign, ‘Fast Forward Your Career with online courses from upGrad’. Conceptualised in partnership with The Womb, the campaign is inspired by numerous emails and messages the brand has received from its alumni who have successfully received double promotions, higher pay grades, and job placements at 1000+ companies and MNCs across the globe after pursuing their online courses. upGrad has helped its learners skip many rungs on the career ladder, thereby speeding up the growth process. The commercial dramatises a similar career journey which will re-ignite viewers’ ambition of achieving meaningful professional growth. <div type="Youtube" id="BGH6jcHJo10" title="Fast Forward Your Career with upGrad. #FFwithupGrad" thumbUrl="https://i.ytimg.com/vi/BGH6jcHJo10/mqdefault.jpg"></div> <div type="Youtube" id="IDjxHUitdAU" title="Top Universities with upGrad #FFwithupGrad" thumbUrl="https://i.ytimg.com/vi/IDjxHUitdAU/mqdefault.jpg"></div> <div type="Youtube" id="6AjaVSjVfDc" title="Top Faculty with upGrad #FFwithupGrad" thumbUrl="https://i.ytimg.com/vi/6AjaVSjVfDc/mqdefault.jpg"></div> Commenting on the launch of the new campaign, Arjun Mohan, CEO-India, upGrad said, “At upGrad, our core belief has been to offer the working professional community best-in-class opportunities with regards to universities, faculty, and placements since both career growth &amp; success depend on these tenets. The campaign aims to bring out this differentiated positioning of the brand in the higher EdTech industry. While our past campaigns have helped us create significant awareness and establish upGrad as an online higher education leader, we now wish to push the envelope further and build preference for the brand, especially among a large set of ambitious working professionals who are looking for meaningful career growth, faster.” Navin Talreja, Co-founder, The Womb, further added, “After landing a job, many working professionals find themselves stuck in the same job role without any growth and not much of a salary hike. While the want to study is present, their fear of losing regular income, and the insecurity of perhaps not landing a good job makes them believe that a linear growth cycle in sub-optimal positions or organisations is their only option. This campaign seeks to shake these working professionals out of their career inertia and position upGrad as a viable option that facilitates strong career outcomes in a contemporary, relatable, and engaging manner.” “The films have a relatable, slice-of-life quality with an interesting blend of tongue-in-cheek humor and the fuzzy warmth of friendship. It was an absolute joyride to collaborate with the super creative team at The Womb and a progressive client like upGrad.”, said Vinil Mathew, the director of the film. With over two decades of experience and 250 commercials later, Vinil stepped into Bollywood to direct the critically acclaimed romantic comedy, Hasee Toh Phasee and his latest crime thriller, Haseen Dillruba, which was recently released on Netflix. After a break of almost 2 years from ad commercials, he is back with the endearing campaign for upGrad – which is the brand’s biggest campaign to date. Launching with VIVO IPL 2021, the campaign will be heavily promoted across TV and Digital. The brand has partnered with a host of content creators and influencers who will be joining its war cry of fast forwarding careers in the competitive world of today. Furthermore, adding a more regional flavor to the campaign, the ad films will also run across media channels in several Indian languages including Hindi, Tamil, Telugu, Marathi, Bengali and Kannada alongside English to connect with the regional audience.

upGrad's latest ad seeks to shake working professionals out of their career inertia and position itself as a viable option

<ul><li>UpGrad's latest ad takes a dig at Indian education and its admission process. </li><li>Conceptualized by The Womb, this commercial follows the clutter-breaking spot on IPL featuring the donkey, promoting the MBA offerings of the edtech major.</li></ul>The pandemic has resulted in a flourishing demand for online upskilling With the last campaign ensuing a massive upsurge within the MBA vertical, upGrad an online higher education company is leveraging on the momentum by releasing a new ad film that focuses on its Management vertical. The campaign has been conceptualized by The Womb. The ad is a cinematic wonder that reflects on the nostalgia of the quintessential childhood game of musical chairs. It throws a spotlight on the dearth of seats for MBA degrees from ‘good’ universities thereby reinforcing the brand positioning of Sirf Naam Ki Nahin, Kaam Ki Degree. <div type="Youtube" id="_PHfh4ATGPE" title="Ab Sabki Tarakki Hai Pakki | upGrad - #KaamKiDegree" thumbUrl="https://i.ytimg.com/vi/_PHfh4ATGPE/mqdefault.jpg"></div> Talking about the new ad, Arjun Mohan, CEO – India, upGrad said, “Our Donkey ad, owing to its bold messaging was received well by our target audience and saw tremendous traction amongst users. We have also been able to translate the traffic into revenue, especially our Management vertical which has seen an uptake for MBA programs. Therefore, with an overall intent to reach out to a wider set of audience, who look at pursuing an MBA as a viable career proposition, we have come up with a brand-new narrative that is designed to strike a chord with our consumers.” “We’ve been constantly working on evolving the brand to reflect the changing expectations and needs of our consumers, and therefore, the new ad film will help us strengthen our foothold and brand imagery across the higher edtech sector,” added Mohan. Talking about the campaign, Navin Talreja, Co-Founder, The Womb said, “It is a poignant take on the education system and admissions infrastructure in the country which is enabling the growth of the edtech industry. The ad through its nostalgic appeal, we believe will connect with students who despite being good do not get opportunities to pursue their dream education. We were over the moon when we heard the idea and are confident it will work from the perspective of business growth for upGrad as well.” “I am confident, this is one of the deepest insights we will see in Indian advertising for a while. It’s rooted in culture and reality. In the deft hands of Prakash Varma (Director, Nirvana Films), we were sure the execution would push it further. So when he suggested sticking to the core and keeping the purity of thought intact, we were more than happy to go with it. The music, the voice, the stark set-up, the costumes, the slow-motion…it's drama yet undramatic” added Suyash Khabya, Creative Head, The Womb. The ad highlights the MBA offerings of upGrad with renowned national &amp; international universities like BIMTECH, O.P. Jindal Global University, NMIMS Global Access, Liverpool Business School, and Deakin University in the areas of Marketing, Finance &amp; Banking, etc.

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Why The Womb never pitches to its clients

Karuna Sharma

Sebamed's latest ad for its shampoo asks consumers to stop listening to celebrities endorsing products

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upGrad's latest ad seeks to shake working professionals out of their career inertia and position itself as a viable option

BI India Partner

upGrad's latest ad depicts the pressures of getting into MBA colleges to focus on its management offerings

BI India Partner

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