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M&C Saatchi finds its ‘id’

31-March-2010
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M&C Saatchi finds its ‘id’

M&C Saatchi India has announced the launch of its new brand design specialist company, ‘id’. Hemant Sapre, who was earlier with DMA Branding, will spearhead id, which will offer an entire spectrum of services from brand design strategy to design architecture and expression to design implementation.

The company will be based in Mumbai and have a team of eight members to start off with and a branch in Delhi.

Announcing the initiative, Kamal Oberoi, Chairman, M&C Saatchi Group India, said, “The launch of id underpins our endeavour to be a media neutral communications company. Design is rapidly evolving in India as a very effective tool of communication, and we felt the time was ripe to enter this segment. Hemant has excellent credentials. We have very high expectations from him and the team.”

According to Sapre, “Like us humans, every brand has its very own sense of self expression, a kind of genetic code that defines its physical appearance. If understood well, it can be exploited as a major tool of mass communication.”

On the launch of id, he said, “Brand design as a category is now coming into its own in India. While we’ve been working on this for last few months, we felt that the time was ripe for this launch now.”

“We are looking for like-minded clients, who believe in the power of design and more resources will be added in the team as and when required,” added Sapre, who has been part of M&C Saatchi group’s think-tank for the past two years.

On company’s USP, he said, “id is short for identity – that is the face of any brand, that is the simplest way to recognise and recollect a brand… and at M&C Saatchi, we believe in Brutal Simplicity of Thought, and our name reflects this. Also, id could be interpreted like ‘id’ from Freud’s structural model of the psyche, where the ‘id’ comprises the unconscious part of the mind, which is based on instinct.”

Supporting Sapre would be Amardeep Singh, Brand Design Director in the Delhi office. Suranjan Das, Executive Director, M&C Saatchi India, will oversee the business side of things.

M&C Saatchi Communications is a global advertising agency networks with offices in 22 cities across 15 countries.

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