Concept Communication, a part of the Concept Group, has bought majority stake in digital start-up LIQVD Asia. LIQVD’s 28 member team along with founders Arnab Mitra and Zubin Nalawalla will be joining the Concept Group. The exact value of the deal has not been disclosed.
LIQVD Asia started operations in January last year and its clients include Sennheiser, Axis Bank, Adidas, MTV, Walt Disney, etc. The company has offices in Singapore, Mumbai and Indore.
Commenting on the acquisition, Vivek Suchanti, Chairman and Managing Director, Concept Communication, said, “This acquisition consolidates our position in the digital space. Arnab is experienced at establishing operational excellence within diverse new age marketing techniques, translating conceptual models into specific growth strategies, and planning and executing multi-faceted national and regional advertising campaigns. His expertise will help us create a bouquet of offerings to our clients across various Group entities. With the addition of Liqvd Asia, we are taking another step in helping our clients ‘get digitally right’.”
Before starting LIQVD, Mitra worked as National Director for Starcom Mediavest Group and prior to that he has worked with Havas Media, where he was heading the agency in South Asia.
Sharing his views on the merger, Mitra said, “We're very excited to become a part of the Concept Group. Concept is recognized as a formidable brand in the country & Vivek has been one of most respected names in the Indian advertising and related services industry. With this merger we will soon emerge to be the leaders in providing digital experiential solutions in the country & region.”