Sapient Interactive focuses on India

MUMBAI, INDIA: Sapient Interactive, the arm of Sapient - the innovative interactive marketing and technology services global company, is keen on strengthening business in India. According to Sapient’s managing director – India Operations, Karandeep Singh, the company’s India strategy includes investments in talents, capability developments and technology adoption.

“We will hire about 50 per cent talent, which would be a mix of talented people to support our global clients and services. For developing capabilities, Sapient’s global staff will come in India and share their experience, knowledge and work here,” said Singh.

“Also with the increase in adoption of digital marketing channels in India, the company will focus on technology to enable business growth,” he added.

Globally, Sapient has a total workforce is over 6000, while in India it has around 4000 that includes people working in the IT consultancy as well as interactive marketing services.

For the Boston headquartered company, India remains the hub for service deliveries for its global clients in the US, European and UK markets. Its strategy is to leverage its existing global clients that have presence in India and expands the presence in local market.

According to Sapient’s senior vice president and chief creative officer (CCO) Gaston Legorburu, India is very significant for the company’s business in three ways. “For distribution and delivery of services for global clients, taking advantage of the market and opportunities and offering global platform,” said Legorburu.

Presently, about 40-44 per cent services and delivery support of the company's global interactive business is handled by the company’s India workforce, added Legorburu.

According to Sapient’s director – Interactive Practice Lead, Asia Pacific and Inda, Anurag Bhatnagar, the investments in capabilities will help Sapient to build business and its future.

“The idea of investment is not about just monetization but building capabilities. The integrated marketing communication concept was found about 5-6 years ago but it’s a key for marketers as they can measure the returns on investments (ROI) using analytics and cross channel marketing in a real time,” added Bhatnagar.

Further he explained that spent on digital marketing has grown from 5 to 17 per cent and the digital marketing doesn’t mean just the web or internet but includes mobile, digital kiosks, self-services and many other forms. “Basically it’s more of technology brand engagement and creative value for customers,” Bhatnagar pointed.

Along with interactive services, Sapient Interactive will offer BridgeTrack, the digital marketing suite that allows the companies to use it along with existing technology such as ERP or CRM to access real time data and analysis about consumer behaviour.

Though the company officials shared business plans for India, they didn’t disclose numbers in terms of investments and expected market revenues. ICICI Bank, Jet Airways, Coca Cola and Vodafone are some of the Indian firms served by Sapient Interactive.