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JWT unveils specialist new-media brand activation outfit, NLX; Charulata Ravikumar is head

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JWT unveils specialist new-media brand activation outfit, NLX; Charulata Ravikumar is head

In a bid to tap the growing market for this business, JWT India Ltd has launched its specialist new-media brand activation outfit New Life Xperience (NLX). The agency is headed by Charulata Ravikumar. JWT’s offices in the Asia Pacific region have NLX units, and the agency plans to take it global.

According to officials, Ravikumar was working on the concept of NLX in the initial part of the year. It eventually bore fruit in the second quarter of the year.

Understanding that NLX is a specialist media brand activation outfit, the agency will go much beyond the conventional purview of 360 degree, below-the-line or on-ground activation. The principle is to find doors through which consumers do not directly interact with the brand. Rather it is to have consumers experience the brand philosophy in their day-to-day lives, instead of just being 'exposed' to the face of the brand in window which conventional advertising limits itself to.

An official informed that the idea was to start building a specialised team that lived and breathed the new philosophy, and to tap in specialist JWT expertise as and when required, which would be to a great extent in the initial stages.

As already reported by exchange4media, NLX has already worked on the Mid-Day campaign. The source confirmed that the agency still had to decide on the businesses to be added in the client portfolio.

Recently, Nirmallya Roy Chowdhury had been roped in as the agency’s co-creator. Besides Chowdhury, Agnello Dias will head the agency from the creative side. The agency was also on a look-out for more recruits, informed the source.

JWT India already has an activation unit -- RMG Connect -- which consists of CRM, E-CRM and other forms of relationship marketing. While NLX would straddle other areas that are not covered under Connect, one of them would be digital.

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