Creative Thinks Media a five-year old creative agency run by Ritesh Malik, Afzal Khan and Satvinder Kaur, has set up a new arm – Dew Drops. The new entity will take care of media vehicles other than radio. Vikrant Gosain has been roped in as one of the promoters of Dew Drops. He will be reporting to Ritesh Malik.
Gosain has over nine years’ experience in media and sales, and has earlier worked with Infomedia India Ltd, and Red FM. He also had a short stint with My FM in Delhi and Punjab markets.
On the decision to launch Dew Drops, Malik said, “Such an initiative was necessary since Creative Thinks Media is the only agency in the country which has a 100 per cent focus only on the radio business. We do not want that focus to move beyond radio since we understand radio the way no one else does. The value proposition that we want to give to clients can only come if we don’t have anything else to look at other than radio. This value proposition will go across to all genres of clients that exist in the market through Creative Thinks Media. Considering radio is still a fledgling industry, our responsibility towards the medium increases tremendously.”
He further added, “Dew Drops as an outfit will concentrate on media vehicles other than radio. It will handle both creative and media duties and would concentrate on television, print and outdoor. Vikrant Gosain has been roped in for the same as one of the promoters considering his extensive experience in the retail, SME and corporate market space. We believe there is a vacuum to be filled in the above space, hence professionals like Vikrant joining us would definitely help in getting the spotlight removed from the top few agencies who are handling 60-70 per cent of the corporate media business to agencies like us.”
On his new role, Gosain said, “It is great to be working with stalwarts like Ritesh, Afzal and Satvinder. I’d always wanted to do something of my own, and this platform was offered to me by Ritesh Malik, which I accepted readily, keeping in mind my individual growth.”
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