KV Sridhar aka Pops, on Tuesday, formally announced the launch of his new venture called HyperCollective. In October last year, ad guru Pops stepped down as the Chief Creative Officer from SapientNitro after spending two and a half years in the organization. Soon after, he announced the name of his latest venture in November 2016 and said that the company would be a disruptive new model in the field of communication.
HyperCollective is a collaborative communication technology company that draws from the expertise of its 21 partner companies with each specializing in fields such as data analytics, technology, new-age marketing solutions, content, UI/UX, VR, etc. Speaking at the launch, Pops said that in the current era wherein consumers communicate with brands via several touch points, both online as well as offline, it is imperative for the brands to be able to connect with and provide unique experiences to these omni-channel consumers. He said that HyperCollective bridges this gap.
The collaborative business model that Pops has initiated is one of a kind in the industry. “You will notice that the entertainment industry mostly works on a collaborative basis. Look at Netflix or Hotstar, they are collaborative in nature. Across categories, you will notice that collaboration is a common theme. Even in a competitive sector like telecom, service providers share towers. We do not live in silos, we live with each other and what make us friends are common beliefs and values. Collaboration is the future and many collaborations have worked well in the past,” he said.
Based in Mumbai, a strategic team at HyperCollective, helmed by Pops, will partner with its collaborators to offer services to brands, institutions, and government organizations. As of today, HyperCollective has 21 collaborators on board. Additionally, it has the support of brand gurus, independent marketing consultants, media buying agencies, PR agencies, and celebrated filmmakers. Over the coming months, it aims to further strengthen the collective by onboarding collaborators offering niche, disruptive services.
HyperCollective has been in 'stealth mode' for the past several months, working for iconic global brands and a handful of large Indian companies. Acting up on Nestle India’s vision, it has helped set up the first-of-its-kind Live Content Studio in Nestle’s office in Gurugram. It’s for the first time ever in India that a FMCG brand has attempted such a progressive, future-facing endeavour to create content. HyperCollective along with its collaborators—PING Digital Broadcast Network and WindChimes Communications, and Nestle India’s brand team has been churning out original branded content, social campaigns, as well as experiential content.
HyperCollective’s collaborators include: Ormax Consultants, Sharpener, Wolfzhowl Strategic Instigations, PING Digital Broadcast, Umbrella Design, Supari Studios, Meraki VR Studio, NetBramha Studios, Fanatics, Simple Creative Inc., Experience Commerce, Windchimes Communications, Made by Fire, Candid Marketing, Moonraft Innovation Labs, Phoenix TalentX Branding, 17Seven, Tookitaki, and triggerbridge, the un-agency.
The company is led by Pops and he is joined by Saket Kondiparth (Executive Director), Dipankar Mukherjee (Chief-Ideas and Innovations), Devang Buddhadev (Business Lead), Priyanka Tilve (Content Lead), Sriti (Strategy Lead), Indira Iyer (Creative and Technology), Devansh Parikh (Design), and Samhita Kondaparthi (Photography and Visual Design).
Pops said that in the coming months HyperCollective will have its presence in Delhi, Hyderabad, and Bengaluru.