BrandNEW signs up with Kwality Group

The contract will pave the way for an exclusive and long-term relationship on a 360-degree level in all marketing communication endeavours of the group

BrandNEW signs up with Kwality Group

New entrants in the agency fraternity, BrandNEW has signed on Kwality Group, which owns a chain of food outlets including flagship brand Kwality (Restaurant and Catering Services), Gaylord, Chopsticks, Bread & More, Angeethi and other allied outlets in India and abroad. The contract inked this week will pave the way for an exclusive and long-term relationship on a 360-degree level in all marketing communication endeavours of the group.

Indranil Gupta, Founder-Director & CEO of BrandNEW, who had recently returned from a 13-year brand consultancy stint in the Middle East, said, “Ours is a specialised offering that certain kinds of clients sorely need, and not many easily succeed in getting... we partner in not only finding solutions to existing marketing problems, we also visualise how to leapfrog competition.”

Gupta, earlier a head honcho in the Indian advertising world, confesses to being a convert into the evolving science of brand architecture building. “It is uncanny how good methodology can guide you inevitably towards the right answer, in a spirit of collaboration, where everyone’s views are taken into account,” he said.

For the new venture, Gupta has partnered with Pranab Dutta as Founder-Director & Chief Creative Officer and Aniruddha Roy as Founder-Director & Chief Operating Officer.

One of BrandNEW’s areas of business focus is start-up ventures. In a market where 90 per cent of start-up brands bite the dust, brand building carries a big responsibility in this area to get it right the first time. Armed with sufficient experience in the area of brand value-building and identity creations, BrandNEW aims to bring in a solid, professional approach to help clients who believe in the value of brands. “Start-ups is also a state of mind,” explained Gupta, adding, “Even old brands have the opportunity to throw away their baggage and start fresh with a new mindset.”

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