K Factor has launched a sister strategy and creative agency, Trineon Communications. K Factor Founder, Shivjeet Kullar, will play the role of venture capitalist as well provide creative direction. Trineon is headed by CEO and Partner, Naveen C Saraswat, while Rati Bawa is Creative Director and Partner.
Said Sarawat, "We wanted to grow into an entrepreneurial mode and work for ourselves. The name Trineon stands for the third eye of Shiva. It stands for ideology, intelligence and innovation."
According to Bawa, "The reason for setting up Trineon is that we wanted to create an agency which combines strategic thinking with creative ideology. We have already hired 12 people."
Saraswat further said that the new agency had already acquired some business, including that of AEZ, a real estate group based in Delhi. Trineon will be doing 360-degree communication for this client. Another client is Chi Ltd, which is the Africa operation of European FMCG major TGI Group. Trineon is creating advertising for a range of food products, including fruit juices, milk based products, snack foods, etc., for the company.
Another client is the Somani real estate group. "We are handling their IT SEZ project in Rajasthan. We will do holistic communication, including corporate identity, films, launch events, etc., for them," said Bawa.
Saraswat said that Trineon expected be considered among the top 3-4 local agencies in Delhi within the next 12 months.
Saraswat has 20 years of experience in the advertising industry across agencies like Grey Worldwide, Contract, Rediffusion DYR, etc. His last stint was with FS Advertising as CEO. Bawa has 17 years of industry experience across agencies like Bates, Grey Worldwide and Lowe. Her last stint was with Law & Kenneth as Creative Head for a year.