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In the ever-evolving world of advertising, the pressure on independent agencies has reached a boiling point. Veteran ad executive Prathap Suthan, Managing Partner and Chief Creative Officer of BangInTheMiddle, offers a stark assessment: "Nobody wants to work in advertising anymore because there is no money, no respect, and the industry feels like a pressure cooker ready to burst." The mounting frustrations within the ad world, particularly for smaller agencies, are compounded by systemic issues ranging from late payments to idea theft, a lack of industry representation, and exploitative client demands.

While large, established agencies have the financial clout and media access to weather these challenges, smaller, independent firms are left vulnerable. "Big agencies have the power to demand upfront payments from media companies, and even in cases of alleged plagiarism, they can rely on legal muscle," says Suthan. He points to high-profile instances, such as the Ogilvy-Vivo case over alleged plagiarism, where legal action was taken by the larger agency, despite similar occurrences going unaddressed for smaller firms. Suthan underscores the absence of safeguards for smaller agencies when they face unscrupulous clients or delayed payments, a situation that further isolates independent players from meaningful protection.

The lack of a formal mechanism to address grievances exacerbates these issues. Suthan emphasizes that the absence of an industry body to resolve disputes leaves agencies without recourse when their ideas are stolen or when clients default on payments. "There is no one to complain to," Suthan notes, "and with no clear processes or formats to follow, agencies often find themselves fighting a never-ending legal battle." Without a collective voice or industry standards, smaller firms are left to shoulder the burden of bad debt, while their larger counterparts can afford to stay above the fray.

The financial instability of smaller agencies is further compounded by the relentless undercutting of fees. “I’ve seen junior marketers yell at CEOs of ad agencies with decades of experience, demanding services that cost a fraction of what they should,” Suthan says, illustrating the growing disconnect between the value agencies provide and what they are compensated for. The expectation to deliver complex services for pennies on the dollar has drained talent and morale, particularly for small and independent agencies that cannot afford to operate on such thin margins.

For many independent agency owners, the lack of representation is a critical concern. The Advertising Agencies Association of India (AAAI) and local ad clubs, organizations meant to offer support, are often seen as serving the interests of the large networks rather than smaller firms. Access to these bodies is often financially prohibitive. Membership fees range from Rs 5 lakh to Rs 15 lakh, a sum many smaller agencies cannot afford. Divya Pratap Mehta, founder of Intertwined Brand Solutions, notes that while the industry bodies focus on the larger players, smaller firms are left to fend for themselves, with little recourse to protect their interests or recover unpaid dues.

The AAAI, for instance, claims to represent a broad spectrum of agencies, but its efforts are largely seen as geared toward the top 20 firms in the industry. Smaller agencies, particularly those operating outside of major metropolitan areas like Delhi and Mumbai, feel sidelined. "The money spent in cities like Nagpur or Cochin doesn’t align with the dynamics of bigger cities," Suthan explains. "There’s no consistency in how agencies are treated, and there’s no standardization of professional etiquette across the industry." The lack of a unified voice, he argues, leaves independent agencies vulnerable to exploitation, with little support from the very bodies meant to protect them.

Thampoo Jacob, National Creative Director, ANAROCK Creative & Digital Agency, says the Ad Club has "lost its bark and bite over the decades." He recalls when his agency was a member of AAAI as it used to help firms come together on many issues. Jacob is rueful now. "Today, AAAI is more of a premier club than anything else, protecting their own flock," he says. 

For some, like Gautam Reghunath, founder of the independent agency Talented, the problem goes beyond the structural challenges of the industry bodies. Reghunath attributes much of the sector’s struggles to a broken business model. "Why are we acting as banks, financing our clients’ credit?" he asks, highlighting the absurdity of agencies fronting the costs of advertising campaigns while clients delay payments. He points to the issue of agencies often offering their creative work for free in the pitch process, which sets a damaging precedent for undervaluing their services from the outset. This systemic undervaluation, Reghunath argues, perpetuates the larger cycle of exploitation.

In this environment, many smaller agencies find themselves squeezed from all sides. They are forced to compete with freelancers who undercut prices, driving down rates across the board. "Clients now see advertising as a commodity," says Anisha Singh Motwani, founder of QED India. "It’s all about who can offer the cheapest rates, even if it means compromising on quality." As a result, Motwani says, many independent agencies struggle to secure fair payment and are often forced to wait months, sometimes years, for compensation. When payment is delayed or withheld entirely, there is little recourse for smaller agencies.

Motwani’s own experience speaks to the power imbalance in the industry. "We worked with a global agency that simply didn’t pay us for the work we did," she recalls. "Taking legal action would have been futile. The larger agencies hold all the cards, and the smaller ones are left to fight for scraps."

Despite these systemic challenges, there is a growing desire for reform. Many believe the solution lies in the creation of new, more inclusive industry bodies that prioritize the needs of smaller agencies. "We will support a new body if it is formed, but the focus needs to be on internal solutions first," says Reghunath. Others, like Mehta, argue that industry bodies should be more proactive in creating spaces for collaboration and mutual support. "We need a structure that allows smaller agencies to join, share knowledge, and fight for fair treatment," she says.

Yet, the hope for change is tempered by a deep sense of frustration. "The advertising industry is self-destructive," says another anonymous agency head. "We push clients to grow with purpose, but we can’t even stand up for ourselves. The industry lacks unity, and that’s the real problem."

As the pressures mount and the barriers to survival grow steeper, the future of small and independent ad agencies hangs in the balance. Whether the industry can come together to protect its own or whether the divide between large networks and smaller firms will continue to widen remains uncertain. What is clear, however, is that without a collective effort to address these systemic issues, the heart of the advertising world—the independent agency—will continue to bleed.

The struggles of independent advertising agencies: A sector in crisis

The TAM AdEx Assembly Election Report for September 2023 (Sep'23) and October 2024 (Oct'24) analyzes political advertisement trends across television, print, and radio media. Congress leveraged television to dominate the visual narrative, while BJP concentrated on print, possibly to target regional and literate audiences. Both parties adjusted their strategies dynamically across media platforms.

Congress saw remarkable growth in TV and radio, signifying its effort to strengthen its reach in these mediums. BJP’s decline in radio and TV ad share could reflect a strategic reallocation of resources or reduced need for visibility in these areas.

Ad insertions of the Political Parties grew by 145% on TV in October 2024 as compared to September 2023. Political ad insertions in print publications decreased by 12% in the October 2024 compared to the September 2023. Political Ads on Radio also witnessed 9% drop in Oct'24 over September 2024.

Top Political Parties - Assembly Elections Ads on TV

The National Party, Congress-I dominates the assembly election campaign advertising on TV with 58% share in October 2024.
BJP stand second in terms of ad duration share in assembly election campaign in both Sep'23 and Oct'24 on TV with 35% share and 19% respectively.

In October 2024, Congress-I had 58% as compared to 44%, Bharatiya Janata Party had 19% as compared to 35%, Shivsena (Balasebanchi) 7% 9%

Top Political Parties - Assembly Elections Ads in Print


In October 024, BJP had 47% share compared to 39% share in September 2023, thus indicating a 20.5% increase in print ads. 

Congress had 7% share in October 2024 while it recorded 44% share (84.1% decline) in 2023.
Shiv Sena (Balasahebanchi) had 20% share in 2024 while it recorded 3% share (566.7% increase) in 2023 thus implying a significant jump in print ads. 

Top Political Parties - Assembly Elections Ads in Radio

Both the national parties BJP and Congress were on 1st and 2nd position respectively in both October 2024 and September 2023. BJP dominated the political ads on Radio with more than 50% share in October 2024 and more than 80% in September 23.

Bharatiya Janata Party (BJP) had Oct'24: 53% share in October 2024; it recorded 84% share (36.9% decline) as it had 84% share in September 2023. 
BJP led in radio ads during both periods but saw a significant decline in Oct'24.

In October 2024, Congress had 27% share compared to 16% share (68.8% increase) in September 2023. 
Congress gained ground in radio advertising, improving its presence markedly.

Independent Candidates (new entrant) Oct'24 had 18% share in Octobber 2024 compared to 0% share in September 2023. 

Nationalist Congress Party (NCP) in October 2024 had 2% share while it had 0% share (new entrant) in September 2023.

Congress makes significant gains in TV ad campaigns, overtaking BJP: TAM Report

An all-out newspaper ad war has erupted between the ruling Mahayuti and rival Maha Vikas Aghadi just two days before the high-voltage assembly elections in Maharashtra.


Both parties published hard-hitting newspaper ads targeting each other on the final day of campaigning.


A full-page ad by Mahayuti features several newspaper headlines (in English, Hindi and Marathi) listing incidents that took place under the UPA rule, from the 26/11 Mumbai terror attacks to Bombay serial blasts to scam during Covid pandemic. The caption read: “MVA - Say no to Congress”.


Similarly, the MVA alliance of Congress-Shiv Sena (UBT)-NCP (SP) released an advertisement highlighting what failures and corruption of the Mahayuti government in the form cartoons.


The ad lists issues such as hit-and-run incidents, rising crimes against women, unfulfilled promises, alleged corruption linked to Shivaji’s statue project, amongst other things. The caption read:


"Maha-Abhadra Yuti's Maha-Abhadra Rule - Enough of anti-Maharashtra governance, time to remove the Bhrashtyuti alliance," a play on the word Bhrashtyuti (with Bhrasht meaning corruption), mocking the Mahayuti alliance.


Campaigning for the 288-member Maharashtra assembly elections draws to a close on November 18. The single-phase polls will be held on November 20 and the results will be declared on November 23.


Maharashtra is witnessing a fierce clash between the Mahayuti comprising BJP, Eknath Shinde-led Shiv Sena and Ajit Pawar's NCP faction and the MVA, which includes Congress, Uddhav Thackeray's Shiv Sena faction and Sharad Pawar's NCP faction.

Ad war erupts in Maharashtra as Mahayuti, MVA trade barbs on final day of campaigning

Bajaj Auto's Managing Director Rajiv Bajaj cautioned startups against falling into the trap of “burning strategy” like most “upstarts". “Upstarts are those who don't have a 'build strategy'. They have a 'burn strategy',” Bajaj said. 

Speaking at the CNBC-TV18 Leadership Summit, Bajaj spotlighted the differences between startups, upstarts and champions, highlighting how new-age entrepreneurs should focus on building brands, products, and technology.

He added, startups and champions are actually the same, emphasising that established companies are essentially startups with a proven track record.

"The only difference between a company like Wipro and Bajaj or a so-called startup is that we are startups with a story because we've been around for long enough to have built a story," Bajaj said. 

He elaborated on the difference with a line by legendary adman and long-time friend and mentor, Piyush Pandey, who once shared this quote in the context of startups and established brands: "Farak bohot hai aapke aur humaare taalim mein, aapne ustaado se seekha hai aur humne haalaato se."

Read more: <a href="https://www.storyboard18.com/brand-makers/what-srk-and-piyush-pandey-taught-rajiv-bajaj-five-lessons-for-leadership-47463.htm">What SRK and Piyush Pandey taught Rajiv Bajaj: Five lessons for leadership</a>

Rajiv Bajaj and Piyush Pandey on the difference between established brands and startups

In a bold call to action, Prathap Suthan, Chief Creative Officer at Bang In The Middle, has raised a pressing issue on social media about the dire state of smaller, independent advertising agencies in India. 

Highlighting instances of exploitation, delayed payments, and unfair practices by clients, Suthan urged the advertising community to unite and form a representative body to safeguard their rights and ensure equitable treatment.

Sharing an example of an agency head who had to sell his car to pay a production house after a client reneged on payments, Suthan painted a grim picture of the challenges smaller agencies face. 

Suthan criticized the current ecosystem for lacking accountability, allowing clients to arm-twist agencies into lopsided contracts, unpaid pitches, and overburdened deliverables.

While the Advertising Agencies Association of India (AAAI) exists, Suthan pointed out its high membership fees make it inaccessible for smaller players. "We need minimum fees, agreed standards, and a system that finally says, enough is enough," he emphasized, calling for collective action akin to unions that other creative professionals like music composers and cinematographers have.

The post has sparked widespread discussion, with many in the industry resonating with Suthan's sentiment. One user commented, "Prathap, sorry to say, AAAI is a dysfunctional body which is diplomatically astute, talks politically correct but delivers zilch for its members. Haven’t seen a more inept industry body than AAAI." Another user added, "AAAI and even the IAA have become impotent. Most of us are on our own."

"It's time to get organised and organizized," Suthan concluded, urging smaller agencies to band together and reclaim the dignity of their craft before it's too late.

Indie ad agencies in trouble; call for a separate industry body to safeguard their interests

By Rayomand J Patell



Welcome back. I’m going to use a line from Star Wars to begin my eulogy for the pulling of the plug by the Founder of the Broke Ad School. 


“I felt a great disturbance in the Force, as if millions of voices suddenly cried out in terror and were suddenly silenced. I fear something terrible has happened.”


One of the single most inspiring things that happened to desi Advertising was ADs Broke Ad School. 


He singlehandedly proved that you could be the change you wanted to see in the world. 


I greatly admired the energy he brought to the table to bring Masters of their Craft to give sessions to those who needed it most: Average Jatin. 


When I managed to, I popped in on LinkedIn to thank AD for doing what he was doing. 


Very kindly he asked me to do a session like the rest. I didn’t have my stuff in one place in the new office and more honestly, I didn’t think I could be a convincing follow up act to people like Luke Sullivan. 


We kept in touch sporadically and one day I asked him to register Broke Ad School as an NGO so that it could live on beyond him and also find a way to sustain itself the way D&AD does. 


I was honoured to actually meet the introverted AD. One day he came by the office and we had a lovely chinwag on Advertising, then, now and forever. 


Read More: <a href="https://www.storyboard18.com/advertising/inspiraytion-ten-whats-the-value-of-what-inspires-you-44792.htm">InspiRAYtion Ten: What’s the value of what inspires you?</a> 


In accordance with his wishes I didn’t post his pic in front of my library, a series I enjoy shooting whenever someone cool comes by the office for the first time. 


We kept in touch and I hoped some day he’d institutionalise it the way I was recommending it. Something this fantastic, needed the seeds of institutionalised longevity in my opinion. 


Sadly, it was not to be. 


One fine day there was a longish note on how more scientists, engineers and Doctors were needed in society and that cruel agencies that exploited young talent couldn’t be suffered any more so why continue inspiring Young Turks. 


And then it was gone. 


RIP Broke Ad School. While you railed against the fat cats in advertising, this fatty is quite sad to see you gone. You did so much good for the cause of Creative people and if only we’d have chatted before pulling the plug I’d have liked to say that one must never let an agency interfere with one’s love for Advertising. 


I truly hope AD returns or republishes the community again. Or, at least shares all the sessions on YouTube. 


And if he feels he’s done what he could, who’s stepping in to feed and nurture and nourish the collective Creative spirit the way he did? 


It could be you. 


Rayomand J Patell is an advertising veteran and InspiRAYtion is a weekend column on everything about advertising and marketing.

InspiRAYtion 14  - A great disturbance in the Force

Celebrated actor Pankaj Tripathi, known for his passion for travel and connection with Madhya Pradesh, has been named the face of Madhya Pradesh Tourism, as per reports.

Tripathi, who has filmed extensively across the state in projects like Stree, Stree 2, Lukka Chhupi, Oh My God 2, and Ludo, said he feels honoured to being named the face of the state's tourism. Known for his keen passion for travel, Tripathi also said he is eager to flaunt the diverse beauty of Madhya Pradesh to the world.

Having spent significant time exploring the state, Tripathi highlighted its natural beauty, historic architecture, and rich biodiversity. 

Through its collaboration with Tripathi, Madhya Pradesh Tourism aims to attract domestic and international tourists to the state’s wealth of attractions, including its UNESCO World Heritage sites, wildlife sanctuaries, and cultural landmarks. "From the ancient temples of Khajuraho and the majestic forts of Gwalior to the lush jungles of Kanha and Bandhavgarh, Madhya Pradesh Tourism and Pankaj Tripathi are set to invite travellers on a journey through one of India’s most storied states," the tourism board stated.

Tripathi was recently seen in Stree 2, one of the year’s highest-grossing Hindi films, further cementing his influence in popular culture and his appeal to audiences across India.

Pankaj Tripathi chosen as brand ambassador for Madhya Pradesh Tourism

Boldfit, a fast-growing Indian fitness brand endorsed by cricketer KL Rahul, has raised INR 110 crore in Series-A funding led by Bessemer Venture Partners (BVP). 

This significant capital infusion is aimed at strengthening Boldfit's product development and brand expansion as it pursues its goal of becoming India's largest homegrown fitness brand.

In a market dominated by foreign fitness brands, Boldfit has carved a space for itself by focusing on accessible, high-quality fitness products tailored to meet the diverse needs of Indian consumers. 

Addressing industry challenges such as inconsistent product quality and limited access to reliable fitness gear, Boldfit's portfolio spans affordable, dependable fitness equipment that resonates with India's burgeoning fitness-conscious population.

Pallav Bihani, Founder of Boldfit, emphasized the importance of the partnership with BVP, noting, "This investment from Bessemer Venture Partners is a powerful endorsement of Boldfit’s vision to lead India’s fitness revolution. With this support, we’re ready to take the next big leap in our journey, delivering world-class products that inspire millions of people to lead healthier, more active lives. Boldfit is committed to setting new benchmarks for quality and innovation in fitness, making it accessible to every fitness enthusiast across the country."

Cricketer and Boldfit investor KL Rahul also expressed enthusiasm for the brand’s future, saying, "This funding is a strong step forward for Boldfit, driving advancement in fitness for today’s India. Excited to see how Boldfit brings in the best for wellness with this momentum."

Anant Vidur Puri, Partner at Bessemer Venture Partners, shared his thoughts on the partnership: "We believe sports and fitness is a rapidly growing market in India, and Boldfit has emerged as an early leader in the space with its strong focus on product quality, holistic distribution, and brand partnerships. We’re excited to partner with Pallav and the team in their next stage of growth."

KL Rahul backed fitness brand Boldfit secures INR 110 crore in Series-A funding

WPP today announced a further simplification of its structure with the acquisition of the minority shareholdings in T&Pm, bringing the agency fully into the WPP network. T&Pm will continue to operate as a standalone multi-disciplinary agency, while collaborating closely with other WPP agencies.


As part of the move, T&Pm is placing WPP’s AI-powered marketing operating system, WPP Open, at the core of its innovative marketing models, to drive further growth through cutting-edge solutions for clients.


T&Pm is an award-winning integrated agency with approximately 1,800 people in 42 locations around the world. Its roster of global and local clients includes Amazon, Argos, British Gas, EA, Mars, NatWest, News UK and Toyota, many of which are already served in collaboration with other WPP agencies. WPP first invested in the agency in 2007 with a 49.9% stake before moving to a majority holding in 2019.


Following WPP’s initial investment, T&Pm expanded into media, leveraging WPP’s global buying power and expertise through GroupM. The agency has also pioneered embedded teams on-site with clients – an agile, integrated approach which has proven increasingly relevant in today’s rapidly evolving digital landscape. 


The full incorporation of the agency within WPP will deepen that integration, with WPP Open becoming the backbone of T&Pm’s future client service model.


Mark Read, CEO of WPP, said: “Two years ago, I showed Johnny the early iterations of WPP Open, our AI-powered operating system for marketing. He immediately saw its transformational potential and has since become one of its most compelling advocates. T&Pm is a great example of how we are putting AI at the heart of the groundbreaking work we do for our clients.”


Johnny Hornby, founder and CEO of T&Pm, added: “This is a very exciting next phase for us. Our belief in the superior agility of integrated teams has fuelled our global success. Now, AI is transforming the speed at which we can partner with clients to create growth and WPP’s early investment in Open gives us a big advantage.”


Read More: <a href="https://www.storyboard18.com/advertising/wpp-opens-new-campus-in-chennai-bangalore-and-coimbatore-on-the-horizon-46933.htm">WPP opens new campus in Chennai; Bangalore and Coimbatore on the horizon</a>

WPP brings integrated agency T&Pm fully within its global network

The Municipal Corporation of Gurgaon (MCG) has issued notices to 53 advertisers who have failed to pay advertising fees, leading to significant revenue losses for the civic body, Times of India reported. As part of its efforts to recover the dues, the MCG plans to escalate the matter to the Economic Offences Wing (EOW) of the Gurgaon Police for further investigation.

As per the media report, the civic body has given these advertising agencies an ultimatum, instructing them to settle their outstanding payments within two days. In addition to the pending fees, the agencies are required to pay a 15% penalty. Failure to meet this deadline will result in the cancellation of their permission to advertise in MCG's jurisdiction, and the agencies will also be blacklisted, in accordance with the provisions of the Haryana Municipal Corporation Advertisement Bye-laws.

The agencies were granted permission by MCG to display advertisements in its areas but have not fulfilled their payment obligations. An MCG official explained that if the fees are not cleared within the next two days, they will cancel the letter of intent (LOI) authorizing them to display ads, and we will forward these cases to the EOW for recovery.

The MCG has also highlighted the enforcement of a strict penalty system under the Haryana Municipal Corporation Advertisement Bye-laws, 2022, which mandates blacklisting of defaulters.

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