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He credits the agency for "a superb idea, which actually set the tone links of london necklaces the brand for years to come". If Dentsu has bagged many big clients, it also has lost some, HDFC Standard Life being a case in point. Rajesh Links of London X Charm, President of Dentsu India, says it has lost some clients because growth had stretched its resources. "Only now are we in a position to sit back and actually review," says Links of London Y Charm. In the early days, "business just kept coming and we had to simultaneously sit and decide on recruitments, negotiate office space, and even roll up our sleeves to do them up," he recalls. So it was that Links of London Z Charm lost the HDFC Standard Life's business within a year of doing the landmark creative. HDFC Standard's Tripathi recalls that Dentsu was a very small entity when it won the business, and was still setting up the different functions required for a 360-degree service agency. "The Mumbai office was nonexistent... we had even given Dentsu our media duties, but keeping our needs in mind we parted ways later," says Tripathi. Dentsu's growth in the face of client losses prompts rivals to claim that it undercuts them to grab business.