141Sercon, the newly formed activation brand from the BatesAsia family, has launched 1010, the group’s first ever comprehensive digital initiative. 1010 provides its clients and partners a unique approach of thinking beyond the obvious and translating the fundamentals into the strongest possible interactive communication solutions.
Commenting on the launch, Digby Richards, COO, BatesAsia, said, “At BatesAsia, we’re embracing the biggest change in our industry by baking digital into our standard offerings. This is just one of the many initiatives we’re embarking on that will steer us closer to our vision as The Change Agency.”
“Digital is a key strategic area of focus for Bates. We see ourselves as ‘Change Agents’ and pride ourselves on understanding best the quickly changing mindscape of the Indian consumer. Digital forms a key part of leveraging that change. 1010 is our first initiative and we see a tremendous future in taking such innovative solutions to all our clients. Parallely, we’re investing heavily in training programmes that will excite our employees to think and act digital on their brands,” said Subhash Kamath, CEO, Bates David Enterprise.
1010 capabilities will comprise online consulting services and technologies to many of the world’s top brands, assisting them in becoming more targeted and measurable in their global marketing activities. The applications cover a vast range of services from online branding, email marketing, digital CRM, corporate website consulting and development, and search engine marketing to media tool development and deployment, response and campaign management, content aggregation, blogging, pod casting.
Ajit Narayan, In-house Digital Guru, said, “1010 is symbolic of the fact that while media vehicles change, communication is about understanding the underlying human intentions and emotions and not about media or technology. 1010 is the code that drives digital.”
www.1010-asia.com is a digital adaptation of self discovery and has been inspired by the famous fable ‘Alice in Wonderland’. It is a fantasy trail that allows one to wander down the Rabbit Hole, explore the hidden facts and unravel the myths underneath. Treated through animated characters, the portal demonstrates the agency’s strong combination of creative and strategic capabilities and expertise in an unanticipated manner.
Vijay Singh, Managing Director, 141 Sercon, said, “1010 is an evolution in today’s era and its launch demonstrates our capabilities of riding the digital curve. The futuristic capability of ‘discovering’ beyond allows us to exploit the medium differently. Our offering of an integrated communication module will go a long way in streamlining the seamless online and offline integration of the client’s advertising requirements.”
Positioning themselves as the empowered change agents who try to figure out the cause of change, need for change and manner of change, 1010 will endeavour to be the catalyst of influencing the change. Translating this experience will be a new dimension to the ATL way of thinking and together with Strategic Planning, this is a domain that goes way beyond just the advertising communication services which will be the cutting edge for 1010.
“A significant portion of the consumers that most brands target engage themselves with the digital medium. The opportunity is in creating rewarding interactions with these consumers and fuel the amplification of their experiences to a larger audience, and in the process, build a loyal community of consumers. 1010 hopes to combine its deep understanding of the digital medium and its ability to generate engaging communication ideas to create and manage ripples for its client brands”, said Rajesh Ghatge, Executive Director, 141Sercon.
It’s officially now ‘141 Sercon’ as FIPB gives clearance