Mudra Communications' chief operating officer Samit Sinha has quit the agency to set up his own consultancy firm, Alchemist Brand Consulting. Sinha has set up the venture with the help of his former colleagues from Bates Clarion, Sanjeev Sarna and Surprio Guha Thakurta. While Sarna has expertise in brand building, Thakurta specialises in marketing and human resource management.
Alchemist Brand Consulting will offer brand-related services especially training, that is, teaching people to 'think' and 'live' brands. It will offer consultancy in brand communication strategies as well as help organisations to align around the brand.
According to Sinha, there is a huge potential for brand consultancy services. Currently, there are barely a handful of such organisations in the country. Refusing to name his clients, Sinha said he expects more new economy and retail players to make use of his services.
Sinha has spent 20 years in advertising agencies such as Lintas, Bates Clarion and Mudra Communications working in the creative, account management and account planning departments.
Known for his high-profile brand launches such as Kama Sutra and Essar Cellphone, he has also worked on brands such as Carrier Aircon, Castrol, Dabur, Frito-Lay, Gillette, Samsung and Hindustan Motors.