The new initiative, put in place by chief executive officer John Goodman, will see research centres in Hyderabad, Bangalore and Chennai. R. Krishna Mohan, executive director, Ogilvy said: "We'll do an ethnographic study - talking to a number of sociologists in each region, getting a clear understanding of knowledge, attitudes and practices of these people."
It will also include a semiotic comparison and analysis of TV series and films, against advertising.
Findings from the survey will be available to Ogilvy clients. Mohan said the results of the study would be a valuable aid in pitching for new business.
The research centres in each city will be staffed by three people; a part time sociologist and a writer/art team who will convert the findings into advertising.
Added Mohan: "We see it as a way to sharpen our creative skills, rather than just a planning tool. We will finally take it national. It will have to be pan-India, since it's relevant for the rest of the country."
