BEI Confluence has stepped into its Silver Jubilee year in 2023. And ‘25’ is just a number, a part of the journey, not the destination. Global statistics indicate that 50% of independent ad agencies don’t survive or getsold off to larger networks within the first ten years and 75-80% within twenty years. For us, ‘25’ says a lot, that too for a fully independent 360 agency that has grown every year, year on year (including the Covid struck 2020/21), for the past 25 years. A robust organisation takes time, talent, tenacity and relentless pursuit of excellence to bring it up to where it is today.
The milestone demonstrates the character, dedication, perseverance and passion of all our colleagues, past and present, who have challenged themselves every-day to scale newer heights and achieve results that have contributed enormously to the organisation’s success and stature. It is with their hard work, blood and sweat that we have built the organisation brick by brick for the past 25 years. To them my gratitude knows no bounds.
It’s also a time to say ‘Thank you’ to our esteemed business partners for their spirit of partnership, belief and confidence they have in us to grow together which have cemented our relationships formidably. BEI Confluence today has an impressive list of organisations with their leading brands working with us. Radico Khaitan, one of India’s largest IMFL Groups known for their brands 8 PM Premium Black, Magic Moments Vodka, Insecticides (India) Ltd, one of the domestic leading players in crop protection and nutrition products, Jindal Stainless, Wave Group, one of North India’s leading Real Estate brand, Nando’s the world famous flame grilled chicken chain, DFM Group, Mederma Scar Care brands from the Umesh Modi Group, JK Paper, JK Insurance from the JK Group, Microtek one of India’s largest power solutions brand, Goila Butter Chicken from the house of Biryani By Kilo, NTPC, Apollo Diagnostics, Trident Group, one of India’s largest noodle brands Wai Wai from CG Group, to name a few. It’s worth noting here that amongst our long list of leading brands, there are quite a few who have been our founder businesses and continue to work with us like a family for the last 25 years.
It’s not easy for an independent integrated agency group to survive and grow in India where all the large and global ad agency networks are dominant and have been gobbling up the well-established indigenous agencies like never before. We at BEI Confluence in its own humble way have always adopted an ‘Atmanirbhar Bharat’ philosophy in the advertising agency industry and will continue to do so as the mantra for the future.
A mature and healthy organisation thrives in challenging situations by continuously re-inventing itself, adapting with the changing times and leading the change to stay ahead. The birth of GroX our deep-technology Joint Venture in our Silver Jubilee year, is a living testimony to this belief.
An enduring institution lives and grows far beyond the lifetimes of its Founders and early starters. And as a Founder, that has always been my vision. To build a lasting legacy that will go on for ever, young, energised and robust. And never to be satisfied with the present to help us explore, un-learn & re-learn, and be future-ready to know in advance what lies ahead.
And so, yet again a new journey begins… for the coming 25. The next-generation under the leadership of Abhishek Gupta, Dy. MD, has taken on the mantle to accelerate the journey and explore the future faster than ever before.
About the author:
Tapas Gupta is a leading practicing professional of Advertising & Marketing in India with a work-life spanning over 45 years. He started his career as a Management Trainee in Clarion McCann in 1977 and spent over twenty years in the McCann Erickson Group. He was last Director-Corporate in TSME and later McCann Erickson India and was also the President & CEO of PSL-McCann, M-E’s JV agency with the Mahindra Group incorporated in 1995.
He founded Confluence Communication (later renamed as BEI Confluence) in 1998 with a group of senior professionals from M-E India and a few top agencies. And since the inception he has been working as the Founder & MD of BEI Confluence. An author, a regular feature writer on Marketing & Advertising, he is also a visiting faculty in the leading marketing & communication institutes.
Also the author of ‘The Mad Ad Years’ India’s only advertising fiction and a best seller amongst advertising books in India in the recent times.
