Amit Akali has launched a full service digital agency called ‘What’s Your Problem’.
The Former National Creative Director of Grey, has launched WYP with his brother Praful Akali, who is also founder and managing director of Medulla Communications and will continue with his current role. The other founder members of WYP are Huzefa Roowala (formerly with MTV) and Hammad Khan (formerly with Wizcraft).
Praful Akali’s healthcare agency Medulla Communications, which was founded seven years ago, has 50 + members team , and has clients like like J&J, P&G, GSK Consumer Healthcare, GSK Pharma and Novartis. Medulla communication will work with WYP’s team on campaigns and strategies, and vice versa , aiming to give brands one single agency - which marries strategy, creative and technology.
“Of all the work I’ve been involved in, I’ve been most excited when we’ve (obviously as part of a larger team) created solutions and not just communication. For example, for ‘Hutch Rangashankara’ the solution came from a series of street activations, or for Bingo the solution was a distinctive, crazy tone of voice, for Killer Green Fold the solution was a design idea… Therefore, ‘What’s Your Problem’ focuses on the solution or idea, not the media. In this continuous, entertaining, informative, interactive digital world, brand communication competes with entertainment, hence you need to find the most creative, fresh ways to grab your consumer’s attention, and that’s obviously where our strength lies,” shares Akali .
Interestingly the agency already has clients and ongoing work projects in place, their work includes a campaign for Flipkart, in partnership with Chapter Five (which is currently airing) to get people to download the Flipkart app on their smart phones. The agency is also working on focussed digital targeting, building of social media community and CRM for Nilgai Foods, a gourmet food company and makers of Pico Bhut Jolokia, doing work that actually helped increase their online sales by over a 1,000% in a little less than a month.
WYP, is also working on Brinc, an international client – an IOT (Internet of Things) accelerator based in Hong Kong and China. The agency is helping them with brand positioning, brand identity and are currently designing and developing their website.
WYP has also received the digital and social AOR for Indigo Music, one of India’s leading English radio stations with operations in Bangalore and Goa, and has been signed up for Indigo Live, which is a live performance club in Bangalore.