According to Shantakumar the move is a part of the international agency's "share power scheme" where the key operational person is given a stake to work in the interest of the company. "It is somewhat like a stock option," he said.

Recently, Saatchi & Saatchi concluded a negotiated buy-out of the balance 90 per cent equity in Sista Saatchi & Saatchi. The international agency had, in early 1995, bought 10 per cent equity in the 64-year-old domestic agency.

But will the company have a new name? "I have given permission for them to retain the title. But it is for them to decide," said Sista's Pvt Ltd chairman SV Sista, the holding company for Sista Saatchi & Saatchi.

Sista haddecided to sell the advertising unit of his company as he felt that there was no future for a medium-sized agency with the entry of foreign majors. Besides, he wanted to focus on social marketing.

The buy-out will help the agency to pool human resources. "Our financial structure will be much stronger," said Shantakumar.

With the addition of businesses like Hyundai, Bridgestone, Visa International and BPL Washing Machines in the past six months, Sista Saatchi & Saatchi has added over Rs 50 crore to their existing bill.

Incidentally, Saatchi & Saatchi has identified India as one of the 15 priority markets.