Top Story


Home >> Advertising >> Article

Aegis Media enters into equity partnership to set up Doosra Brand Communications

Font Size   16
Aegis Media enters into equity partnership to set up Doosra Brand Communications

Aegis Media has entered into a majority equity partnership with Doosra, to form Doosra Brand Communications. Head of Doosra, Zahir Mirza, is a well-known Creative Director in India and has worked with agencies like Mudra, JWT and Lowe Lintas.

Doosra Brand Communications will provide a combination of creative and media, particularly focusing on non-traditional advertising.

Commenting on the partnership, Ashish Bhasin, Chairman India & CEO South East Asia, Aegis Media said, “Aegis Media India is delighted to welcome Doosra into our family. Zahir Mirza is an industry icon and one of the best creative minds in India. In partnership with all the Aegis Media companies, particularly Carat Fresh Integrated, I am sure this will be a new paradigm in integrated marketing in India. This also puts Aegis Media India in a unique position of being the only agency group in India that can offer our clients all the benefits of specialisation, without the disadvantage of silos. Our ‘One Aegis, One country P&L’ structure enables us to do so.”

This is a significant investment being made by Aegis Media India.

Doosra was created with the purpose of doing non-traditional advertising work. Named after the off-spinner’s delivery in cricket that turns the other way from the batsman’s expectations, Doosra’s approach to work is similar. These ideas have won the agency businesses such as the Business Standard group of publications, independent brewery Tilaknagar Industries and major airline Kingfisher Airlines. The agency also works on a project basis with Hindustan Unilever.

Aegis Media India also has Carat, the world’s largest independent media communications specialist, Vizeum, Posterscope the global OOH sector leader, Brandscope, Hyperspace (Retail), Carat Fresh Integrated (Activation), PSI (Airports), Isobar, the global communications agency with digital at its heart and iProspect, the global leader in search and performance marketing.


Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.