Profile

Where Do We Stand

Consumerism needless to say, is sweeping across India. The only country in the world to be geographically accorded the status of a sub-continent. With a mind-boggling population of over one hundred and three million people. Where trade, commerce and industry combine to make it the sixth largest economy in the world. An accolade showered by none other than the International Monetary Fund.

While India takes giant strides to position itself as a global player in the international trade scenario in the post-liberalisation period, the country's advertising world, too, has begun undergoing sea changes.

What was once confined to radio and the press only has restructured its image to explore new avenues of communication. To reach out to vast multitudes of consumers. Expecially, to rural regions where illiteracy rates are abnormally high. Sharing with them the experience of living in modern India, a nation on the throes of a great industrial and commercial revolution.

That's exactly where outdoor advertising has carved a deep niche for itself in the minds of the ever-growing quality-conscious Indian consumer. In an era where brand imaging is of vital importance.

Be it a city, town or even a tiny hamlet. Billboards form an integral part of every highway, dirt road or street corner that falls in your way.

Placed at strategic locations. Waiting patiently to catch even the most careless eye. To get your message across. And more importantly, to sell your product and to keep the cash registers ringing.

A Pristine Heritage

Karukrit has always been associated with the greats. Even its very name was given was given by none other than ones of the greats of Bengali literature, Rajsekhar Basu, known as Parsuram to the multitudes.

Hemanta Kumar Saha

Way back in 1932, when Shri Hemanta Kumar Saha, a romantic visionary and poetic champion of advertising gave birth to the agency. What had once a humble beginning has now flourished into a bustling outdoor agency. For over six decades - 64 years to be precise. Karukrit has served the nation. Untiringly and faithfully. With a gradual transition that has helped it become a stalwart in outdoor communication.

Kartick Chandra Saha

That in a nutshell, is the image of a pioneer and a pathbreaker in mass communication. Which transcends barriers of mediocrity. Only to rise to new heights of creative excellence. That very few can match.

Karukrit as you might be aware of began with a simple idea : That the power of advertising should be available and accessible to everyone. To this end Karukrit has broadened its service from tiny to titan corporate hierarchy.

Karukrit has worked on giant accounts - Imperial Tobacco ( ITC Ltd ) and Hindustan Lever to name a few. And now for trans-nationals like Coke, Hutchison Telecom ( Command ) and Airtel ( Bharti ). Not to mention Indian greats like Britannia, Philips, State Bank of India, Tisco, Nestle and Titan.

In a nutshell, our association has and will always be with the winners. A symbol of our commitment to perfection and professionalism.

Last but not the least, to Karukrit's pristine credit lies the outdoor campaign for Pather Panchali. Late Satyajit Ray's magnum opus. A pioneering effort at outdoor film advertising. And the very first of its kind on the Indian subcontinent. Speaking volumes of our pioneering efforts in taking Indian films to discerning audiences. An effort that still continues to be lauded by those who value quality. That goes into the making of a professional agency.

Need we say more ?

The Future Beckons

Future of an organisation would depend on how effectively the organiastion handle the process of change. Every brand building exercise bases itself on the AIDA formula : Attention, Interest, Desire, Action. In order to make this effective, we do more than just put a pretty picture that matches a good text. What we provide is strategic locations and the right formula for brand building. That makes it easier for quick brand recall.

With state-of-the-art techniques that catapult brand imaging to new heights. In quest of a better today. And the best for tomorrow. At Karukrit, the spirit to strive for excellence lives on. Breaking new frontiers for decades to come...