Indranil Gupta, till recently CEO, Contexture/ Vahid Associates Brand Futurists, Bahrain has set up a branding co-creation company called BrandNEW in Gurgaon. The aim of the company is to be able to co-create with clients who value brands and wish to utilise the power of good branding to increase business performance.
Indranil Gupta, Founder-Director & Chief Executive Officer, BrandNEW said, “I am glad to be back within the ‘buzz’ of India and all the opportunity that exists within it in the branding side of things. My plan is to leverage my experience and exposure to open up a unique brand consultancy in India. Suffice it to say we are not like any other (ad) agency, and don’t wish to be in that space. We are specialists that can truly unleash the power of strategic thinking and great design to work holistically for many businesses that have aspirations for greater success. We believe in partnership and co-creating to find the right answers that will create valuable and distinctive brands.”
The company’s focus is on start-up entrepreneurs, captains of ongoing companies looking to develop new ventures/ product concepts, Indian business houses which are in sectors where they need to defend their turf against international competition and SMEs that need experienced hand-holding in communication niches. It plans to offer brand strategy and design, market research planning and product development, messaging strategy and content management, planning advertising and social media campaigns, website design and new media implementation, packaging, gifting, merchandising, PR strategy and personal branding.
“The vision behind the establishment is to be able to establish one of the most sought after independent branding institutions in the country which brings into play a global perspective without losing its strong Indian roots,” Gupta added.
The company is beginning with a few clients in the FMCG area and has no plans to expand to other cities as of now. However, Gupta said, “We are location independent and we are ready to expand as per our clients’ requirements. We will of course be open to do business anywhere.”
Gupta has returned to India from Bahrain after 13 years. Prior to his Middle East tenure, he had spearheaded profit centers of four of the top-agency groups – BBDO, O&M, Lowe and JWT for over 20 years.
For the new venture, Gupta has partnered with Pranab Dutta as Founder-Director & Chief Creative Officer and Aniruddha Roy as Founder-Director & Chief Operating Officer. With over two decades in the media industry, Dutta has worked as a creative and design consultant primarily to media companies and subsequently founded his own Design Studio. Roy is a seasoned marketing and advertising professional with 28 years of experience in integrated marketing, customer lifecycle management, communications strategy, advertising development and brand management in the service industry across retail and enterprise customers.