Chraneeta Mann, ex-National Creative Director of Rediffusion Y&R, and Nitin Suri, former National Creative Director of Dentsu have recently come together to form mobile agency- The Mob. It will be headquartered out of Gurgaon.
Commenting on the reason behind starting a mobile agency, Chraneeta Mann, Co-Founder, The Mob said, “I have always been quite the innovation junkie. I think it is completely fascinating how people are playing with technology to talk brand. There are some truly great campaigns like ‘The Whopper Sacrifice’ that really had some mad fun with social media. And that happened quite some time back. I feel there is a huge space lying vacant in India when it comes to really trying crazy stuff with the world that is accessible to us on our mobile screen. Mobile relevant ideas using digital technology even today, to a large extent, remain the afterthought to a fleshed out campaign, especially in the traditional large agencies. And I think we really need to break that mind-set and really approach it more evenly. So yes I have been thinking for a while about getting into a space that allows us more headspace to work keeping an emergent technology world in mind. And The Mob just worked out.”
Excerpts of an interview with Chraneeta Mann and Nitin Suri, co-founders, The Mob:
How did you come to coin the name of the agency- The Mob. What is the insight behind it?
Nitin Suri: The name ‘The Mob’ besides coming packed with loads of attitude is also really quite symbolic of the work that we plan to be doing as a mobile-first ad agency. Today everything and anything to do with communication, entertainment, retail, etc. is all converging on this platform. This behaviour is only going to explode exponentially. It is important to rewire our communication and tailor make it to the huge amount of new technology tools that can be played with for creation on this medium. The Mob in its own way plans to break quite a few rules of traditional advertising, turn a few heads and carve out its own path with regards to innovation. To that effect the name is apt.
What will be the USP of 'The Mob'?
Chraneeta Mann: The USP of ‘The Mob’ would be a more convergent thinking, and getting brands to co-create ideas with us that work on the ‘all-in-one’ platform. Today with the Internet, GPS, wearables, social media, mobile entertainment channels etc. the world is really converging onto what we call our ‘personal screen’. Brands are increasingly being lived, and interacted with for a larger and larger amount of time on mobile platforms. The trend is percolating down to more and more people, with smartphone pricing making that experience increasingly accessible for larger sections of the society. I don’t think brands can really view this world as an afterthought much longer. If you look at the Google Cardboard Virtual Reality Device or Kan Khajura Teshan….it is really about pushing the limits of this world.
In the last one month, there has been news of so many new agencies starting up. How will you be managing the competition from the existing ones as well as the new ones?
Nitin Suri: Yes there have been many start-ups...in fact I was part of one. But the ones that should really make a mark will be the ones that can think young, fresh and willing to experiment. The proliferation of start-ups is really a sign of the change that our industry is going through. Clients are willing to trust good talent, even though it might not have a huge comfortable traditional ad agency structure behind it. It’s the age of specialists anyway, so I wouldn't say the competition worries us. In fact the more communication adventurers out there, the more differentiated the creative product. The industry as a whole seems more inclined to break the norm.
What are the challenges which you will have to face initially?
Chraneeta Mann: Here’s the tough thing about challenges, we won’t know till we face them. And then we are ‘The Mob’ after all, it wouldn’t be fun without the odd challenge.
What will be your biggest advantage?
Chraneeta Mann: Our biggest advantage would be the mix of talent that we bring. We have a huge amount of mainline experience. It’s a matter of using that to talk brand and ideas and craft them for the personal screen. Nitin Suri, Co-Founder at The Mob, has about a couple of decades of experience too in handling some of the largest brands. He has a fabulous design background as well. Currently we are also looking at the niche space of UI design, we think there is a huge gap when it comes to the ease and visual lure of the interface, and we are looking at really focusing on that as well. As we go along we plan to expand with a mix of people from tech and product design backgrounds. So it’s going to be a pretty wholesome gathering of talent at The Mob.
How many clients are on board till now and what has been their response?
Nitin Suri: We have a bunch of clients that we have started work with and we would be announcing those by and by. As of now initial work has also started on Yes Bank and Videocon. Tango Media is one of our initial clients too. And well we have only been a month in the business, and business has been good.