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Charu Bakshi’s 4D IMC mops up business worth Rs 25 cr

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Charu Bakshi’s 4D IMC mops up business worth Rs 25 cr

It was about two years back that Charu Bakshi had quit Law & Kenneth Delhi to start her own venture, a creative hotshop 4D IMC (Integrated Marketing Communication). Not much has been heard about the agency since its launch, but Bakshi has been busy setting up the operations and the agency has bagged businesses worth Rs 25 crore in the mean time.

Speaking to exchange4media, Bakshi, President, 4D IMC, said, “We are a media independent company, handling business worth Rs 25 crore. We want to explore non-traditional media, which includes digital, mobile, activation, retail, packaging and design along with print and TV.”

She further said, “We are looking to provide excellent creative solutions and already have a digital division in place. We are exploring new media as well. We have won a wide range of skin and cardio diabetic products. The agency has won several accounts such as No Marks cream, Ozone range of facial cream, Zap In clear pimple cream, Vanish cream among others.”

On the plans for 2010, Bakshi said, “We will focus on acquiring new businesses and focus on new media.”

Bakshi added, “As part of beefing up our creative team, Partho SenGupta has been roped in as ECD. He is an experienced person and together we expect to crack breaking solutions.”

On joining the creative hotshop, Sengupta said, “The reason I joined this company is that Bakshi is an old colleague of mine. We team up well and we hope to do some great work.”

Sengupta had quit Iris as Creative Director on January 8, 2010. He had joined Iris in October 2008, partnering Kenneth Augustine. Some of the brands that he had worked on included Samsung, Sony TV and Handycams, and Microsoft, among others.Prior to Iris, he was with BBDO India, where he was one of the first appointments when the agency set up shop in the country. He was primarily looking after the 7Up business. Prior to BBDO India, he was with Rediffusion Y&R. He had also worked with agencies like Bates 141 (then Enterprise Nexus) and Mudra, had short stints at Saatchi & Saatchi, Euro RSCG, Cheil Communications and Dentsu Marcom.

Sengupta has 15 years’ experience in the field of advertising and had begun his career with Lowe Lintas, Kolkata


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