How agencies win business in India
The pitch lives on WhatsApp, end to end
An Indian agency's deal rarely follows the textbook sequence of discovery call, proposal, procurement. It follows WhatsApp: an intro from a mutual contact, a deck shared as a PDF, voice notes about scope, a price discussion that resurfaces at 11pm, and eventually a yes that arrives as a two-word message. The channel is fine. The problem is that this entire commercial history lives on one founder's phone, invisible to the team and lost to the business.
Referrals and D2C growth drive the market
New work comes from happy clients talking, and from the boom in D2C brands, clinics, coaching businesses, and real estate developers buying performance marketing. These buyers compare three agencies, negotiate hard on monthly fees, and reward the agency that responds fastest and follows up most professionally, which is a process problem before it is a creative one.