Having been in the media side of the business and having acquired Indian Newspaper Service (INS) accreditation in 2007, Ashutosh Legend Multimedia Pvt Ltd (ALMPL) now plans to gain a foothold in the creative side of the business as well. With this objective, ALMPL has partnered with ad veteran Ashok Karnik to form a new agency, Bread Communication.
Ashutosh Pande, Managing Director, ALMPL, said, “Our philosophy of partnering with clients in growth evidently reflects in our success story. Our core competence in specialised areas of brand communication like planning, creative, media and public relations holds us in good stead. We have an enthusiastic and dedicated team to work towards this motive.”
On the idea of partnering with Karnik, Pande said, “We have been very strong in the media side of the business. But, somewhere we felt we were losing our recognition in the creative front. Thus, with this thought process, we planned to announce Bread Communications with Ashok Karnik as the agency head.”
With 25 years of advertising experience behind him, Karnik will head Bread Communications as Managing Director. Starting up with his own venture in partnership with ALMPL, Karnik is now scouting for fresh and young talent.
Karnik was associated with Euro RSCG from 1998 to 2007, when he put in his papers at the agency to join Lowe Kenya as Senior Executive Creative Director. Karnik has handled brands such as Sony Entertainment Television, SET Max, SAB TV and HDFC Bank. He has also worked with Clarion (Bates), Mudra and IB&W.
Speaking on his plan and strategy to take the agency forward, Karnik said, “The agency focus will be completely on creative delivery. Today, everybody is talking about path-breaking work and I am aware it’s very difficult and most of the agencies are struggling with it, as I have also been through this struggle.”
He further said, “After returning from my stint in Lowe Kenya, I wanted to have my own venture. Now as I start my own agency, I want the freedom to share my creativity the way I want to. The whole objective is not to change the world, but to do something very interesting with fresh and new ideas. Today, the business is all about young talent and their ideas. So, at Bread communications, we want to explore these ideas.”
According to Karnik, nowadays clients preferred working with smaller agencies because they didn’t commit any baggage. “Smaller agencies are free in their thinking and creativity as they have nothing to lose. Hence, they are ready to explore and invent new ideas. We have named our agency as Bread Communication to emphasise on this freshness appeal as we all know that ‘bread’ has to be served fresh,” he added.
Along with the businesses of ALMPL, the new agency will also look at new clients outside ALMPL. Karnik revealed that the agency had already picked up a new business of Jashn, a modern silk house.
According to Karnik, one needed to fulfil the needs of the client rather than using jargons and presentations. “One needs to just put forth the ideas that can help in bringing solutions rather than making it more complicated,” he noted.
On the appointment front, Karnik has identified the resources with which he wants to build his team. However, he refused to divulge any names. The criteria for appointment, according to Karnik, would be young talent with fresh ideas.
Since its inception in 2002, the portfolio of ALMPL’s clients includes Lucera Jewellery, Mangal Keshav Group, Oberoi Constructions and Kiah Diamonds. According to Pande, “AMPL and Bread Communication plan to work together in both the media and creative sides of the business. As we have built our mansion, we look forward for many more businesses and other acquisitions in the future. Our vision is very simple – we want to make advertising simple, unlike the way it is at present.”
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