[Interview] Harshil Karia, founder, Schbang

India’s largest independent agency, Schbang recently strengthened its global influence by acquiring communications agency addikt. The new entity, addiktSchbang, combines India’s cutting-edge technology, British storytelling finesse, and Dutch design excellence to serve over 300 of the world’s largest brands.

Harshil Karia, the founder of Schbang, had a conversation with Marketing Report about what the acquisition and entry into the European market means for the agency, future plans and his thoughts on the unique trends shaping the industry.

Can you explain the strategic vision behind the acquisition of addikt and the formation of addiktSchbang? What does this merger mean for both agencies?

Schbang, India’s largest independent agency, is poised to become a formidable global challenger in the marketing and communications industry—a space traditionally dominated by French players like HAVAS and Publicis, American companies like Omnicom, British giants such as WPP, and S4 and Japanese leaders like Dentsu and Hakuhodo. The market has yet to see a strong global contender from India, and Schbang aims to fill that gap.

Over the next 15 years, we are committed to building Schbang into a global powerhouse. With our recent presence in the UK and a strong practice there, we are expanding our footprint in Europe by acquiring a majority stake in addikt. This move, which will see the firm rebranded as addiktSchbang, marks the foundation of Schbang's presence in Europe.

For Schbang, this expansion represents a robust base in Europe, enabling us to serve the European market fully with our diverse range of technology and creative solutions. Through addiktSchbang, we plan to bring the depth of addikt’s design and strategic thinking to more European clients while also opening up this expertise to our Indian clients. This partnership allows us to integrate addikt's renowned design thinking into our offerings for Indian businesses, further enriching Schbang’s creative and strategic capabilities on both sides of the globe.

What unique strengths does each agency bring to the table that will enhance the offerings of addiktSchbang?

With over 20 years of experience in the European market and a profound understanding of design, addikt is set to enhance Schbang's portfolio by integrating design thinking and depth. addikt has been at the forefront of numerous industry revolutions, including pioneering motion identity design and spearheading innovations like the first e-commerce and live commerce experiences in Europe. In many ways, they’ve invented new categories, and now, their legendary skills are becoming a vital part of Schbang’s offerings.

Schbang, with its team of over 1,200 professionals across India and the UK, is well-equipped to deliver solutions at scale. This acquisition enhances Schbang’s ability to provide comprehensive and effective client solutions, leveraging design and our strengths in technology, social media excellence, and growth strategies. Together, addikt and Schbang are building a multifaceted practice that can meet a wide range of client needs, fulfilling the vision behind ‘the whole Schbang.’

As Schbang enters the European market, what are your expectations regarding the agency's growth and influence in this region?

We expect a 100% growth trajectory, increasing revenue from €2 million to €4 million within 18 months. We expect these unlocks to occur immediately, providing us with the insight needed to make informed investments in the market. This period will allow us to explore and effectively utilise this opportunity.

To illustrate how we integrate technology, storytelling, and design, we can look at specific examples:

Tata Communications: Our work here focuses on hyper-personalization through advanced technology. This involves crafting digital experiences that respond uniquely to each user, enhancing engagement and relevance.

Tata Motors: We combine brand thinking and creative storytelling for Tata Motors, aligning brand identity with impactful narratives that resonate with audiences. By integrating technology and storytelling, we ensure that Tata Motors' brand messaging is compelling and strategically driven.

H&M for the Asia Region: In our work with H&M, we produced a film that exemplifies storytelling on a regional scale. This project combined our creative and strategic expertise to create an engaging narrative that aligns with H&M's brand ethos and speaks to its diverse audience across Asia.

We see ourselves combining all these skills—brand strategy, advanced technology, and storytelling—for a single client. While we currently approach these projects separately, this integration of capabilities can be woven together, delivering a cohesive and immersive experience that amplifies the brand's message across multiple touchpoints.

You mentioned a focus on integrating technology, storytelling, and design. Can you provide examples of how these elements will work together in your campaigns?

The IPL, the most televised event in the world, has been a powerful canvas for merging design, technology, and storytelling. At addiktSchbang, we’ve collaborated with JioCinema to integrate cutting-edge design principles into the platform’s sophisticated technology, revolutionising how cricket is experienced by millions of viewers.

One of the standout achievements in this collaboration has been the seamless creation of multi-language feeds and outputs, allowing JioCinema to cater to diverse audiences at an unprecedented scale. This technical sophistication ensures that viewers from different regions can enjoy live cricket in their preferred language, making IPL even more accessible and inclusive.

At the heart of this technological innovation lies a commitment to storytelling. The opening video of Jio Cinema for IPL with its pulsating music and striking visuals, sets the stage for every match, embodying the spirit of Match Center Live. The design elements and technological prowess blend seamlessly to bring cricket to life on screen, ensuring that the excitement and energy of the game resonate with every viewer.

By integrating sophisticated design into Jio’s powerful technology, we’ve delivered an unparalleled viewing experience. The result is a platform that not only streams cricket at scale but also tells the story of the sport through immersive, cutting-edge visuals and sound, connecting fans to the game like never before.

Could you share insights on how your expertise in identity creation and immersive experiences sets addiktSchbang apart from competitors?

addiktSchbang has been at the forefront of creating immersive experiences that captivate and engage audiences across various industries. From the stunning work done for Fabrique Lumiere in Amsterdam—a 360-degree exhibit showcasing the iconic Girl with a Pearl Earring—to the captivating brand experiences crafted for Maruti Suzuki, addiktSchbang has pushed the boundaries of creative immersion. These projects are designed for the curious, offering a thoroughly engaging experience transcending traditional boundaries.

The approach also extends into identity creation for brands growing at scale. Booking.com serves as an example where immersive experiences are coupled with creating a unique, cohesive identity for a rapidly expanding company. This strategy is similarly employed for other major players, such as Tata Motors and PhonePe, where tailored identity systems are developed to align with each brand’s growth trajectory.

addiktSchbang's work goes beyond static identity; it seamlessly integrates immersive elements with identity creation, as seen in significant collaborations for IPL on platforms like Hotstar and JioCinema. These projects blend visual and brand storytelling in real time, showcasing how identity and immersion can create unforgettable experiences.

In brand identity, addiktSchbang has also made a bold statement with their work for Pride Amsterdam. This project involved taking over the city with a cohesive and vibrant identity for Pride, seen through logos, brochures, flyers, and visual installations. This piece, which has garnered press recognition, transformed the city into a celebration of inclusivity, further emphasising AddiktSchbang's expertise in creating impactful and meaningful experiences.

Additionally, if you’ve visited Paris' Atelier des Lumières or experienced the Van Gogh exhibit, you’ll appreciate the influence behind the Fabrique Lumiere exhibit. AddiktSchbang brought the Girl with a Pearl Earring to life in a breathtaking 360-degree presentation, underscoring their commitment to producing world-class immersive experiences that resonate deeply with audiences.

Through these projects, AddiktSchbang showcases how immersive experiences and identity creation can work in harmony to craft unique, resonant brand moments. Their work not only builds strong brand identities but also fosters meaningful connections between brands and their audiences.

What message do you want to convey to clients and stakeholders about the future of addiktSchbang and its place in the global creative landscape?

This conversation underscores the unique position of the "Schbang ecosystem" within the global creative and tech landscape, positioning it as a strong challenger emerging from India. The Schbang ecosystem is highlighted for its unparalleled ability to deliver speed, scale, and depth in creative thinking, seamlessly integrating technology, martech, social, digital, and performance marketing with a unified brand vision.

The decentralized nature of Schbang’s workforce is portrayed as a strategic advantage, allowing for agile responses to commercial needs and driving growth. This approach enhances the ecosystem’s versatility and amplifies its capacity to meet the complex demands of the global market, solidifying Schbang's status as a leader in comprehensive brand solutions.

How can potential clients and brands engage with addiktSchbang to take advantage of your new integrated marketing solutions?

Our approach combines a dynamic combination of teams from India, Europe, and the UK to thoroughly understand your unique challenges. A Senior Creative Director - Sarah Coles in the UK, with over 15 years of industry experience, along with global creative leaders like Barry Schwarz and Koen Van Ovoorde, Co-founders of addikt, and experts based in India, including Creative Visionary Umma Saini (Chief Creative Officer, Schbang) and technology leader and Co-founder, Schbang - Sohil Karia, will collaborate to evaluate your needs. Together, they will craft a tailor-made strategy to address your goals and drive success.

What are your future plans for expansion beyond Europe? What specific markets are you targeting?

Beyond Europe, Schbang has established a strong presence in the UK and is now evaluating investment opportunities in the African market. We aim to support and contribute to Africa’s ongoing digitization wave, leveraging our expertise to help drive this transformation. Additionally, we look forward to extending the excellence of our European operations into the Middle Eastern market. By combining European expertise with Indian technical prowess and agility, we are confident in delivering a powerful and innovative offering that will resonate strongly within the Middle East.

www.schbang.com

www.addiktschbang.com

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