Sudhir Nair, ex- Senior Vice President and Head – Digital at Grey Group resigned from his position in May this year and has now announced the launch of his new communication agency - 21N78E in partnership with Navin Karkera.
The agency will be based in Mumbai and will work on the core belief that today’s consumer universe is very fragmented and hence driven by a large spectrum of overlapping ecosystems. “We are convinced that if you don’t understand this and device a method to create an overlapping ecosystem for the brand in question and may be even own parts of it; you will end up with a lot of wastage and sub-optimal results” said Sudhir Nair.
The agency has developed a bespoke strategic planning tool called Aether – which looks at mapping key aspects of consumers and brands to create a unique ecosystem that works for both.
21N78E will offer services like Strategic Consulting, Digital Solutions, Analytics and an Incubation Lab for developing digital products.
Nair is most excited about the Incubation Lab. “The growth of the app world is phenomenal. We have invested a lot of time and effort in research – into what will find relevance and be of utility to the consumers in today’s app cluttered environment. The Incubation Lab will spearhead innovations in this area.”
Navin Karkera, Partner, 21N78E said, “There are some serious issues facing rural India; which can probably be addressed partially by the app world. We are already in advanced stages of development with two of our products and with investors showing keen interest we are sure to hit the marquee soon.”
Karkera started his career in sales before joining Trikaya Grey in 1989. He then decided to start his own agency with a clear focus on rural markets. His clientele included the leading Agro firms in the country.
Sudhir Nair was responsible for setting up the digital offerings at Grey and ran the business for 15 years.
Explaining the name of the agency, Nair added, “These are the coordinates of India and we hope to pin 21N78E on the global communication scene soon.”