D Rajappa, past President of Rediffusion Y&R, has embarked on a new journey to set up Aamrass. Aamrass is born out of the philosophy of providing the perfect balance to build vibrant brands.
The name uses the analogy of juice from mango fruit to connote distillation and analytics of a marketing challenge and strategy for a ready solution. The symbol manifests the ‘yin and yang’ through an interesting visual depiction in a universe.
Rajappa explained, “Digital technology and convergence are driving a disruptive change. This is only going to be further amplified with smart devices and expanding access. This change will drive price value equations and old paradigms to be reassessed.”
This scenario presents an opportunity for creating engagement with consumers through digital apps/ products and services to manage conversations for building a vibrant brand. Rajappa said, “Great opportunity for a nimble footed ‘Amoeba’ kind of business structure that can adapt, collaborate and create value.”
Aamrass has started with consulting assignments and is already working towards developing digital applications and forging strategic partnerships.
Rajappa’s career spans over 24 years, of which the last 18 years were at Rediffusion Y&R. He was CEO of different companies in the Rediffusion Y&R
Group since 2003, which had given him varied exposure and experience in managing leading brands across a diverse range of product categories.