NEW DELHI: Interpublic Group, the agency holding company, is focusing on areas such as digital media and branded content as it seeks to enhance its position in India.

Michael Roth, IPG's ceo, argued the combination of the recession and the rapid pace of technological change have meant the communications industry faced a particularly challenging year in 2009.

Looking forward, he suggested that "the Indian economy will also, along with the other BRIC markets, continue to be an increasingly important driver of global growth."

"Many of the trends that will determine long-term success are not only evident in the Indian media scene, but draw upon significant strength resident in the local marketplace."

One key area of emphasis in the Asian nation will be incorporating digital elements into the campaigns for IPG's clients, which is becoming crucial as channels converge.

This development "is increasingly evident from cell phone usage in countries such as India", Roth said, with organisations like Google already having adopted innovative approaches in the country.

Branded content is also set to rise in prominence both online and offline in India, as marketers seek new ways to connect with consumers.

"Our ability to partner with leading talents in entertainment – whether it be Hollywood or Bollywood ... video gaming, or the worlds of music and popular culture – will provide added advantage in the marketing landscape," said Roth.

"There is little doubt that, against this part of the brief, India can increasingly become a creative hub for brands across Asia and on the global stage."

"Non-media" marketing activity, such as promotions, are another way of encouraging shoppers to try new products, or boost uptake in established categories.

"Here again, we enjoy many strong franchises and some of the work being done in India is informing our efforts in other parts of the world," Roth said.

Data sourced from Economic Times; additional content by Warc staff