New Delhi: Hari Krishnan, former managing director of Zenith India, a Publicis Groupe-owned media agency, has launched an independent venture called Culturedrum. Krishnan moved on from Zenith five months ago.

A brand and content consultancy, Culturedrum aims to provide integrated communication solutions to clients besides developing independent content.

“The canvas of content entails more than just entertaining long-format ads. There is scope to educate people about categories as well as provide them utility," Krishnan said. “Specialist units such as creative hot shops, digital agencies and content companies that have emerged are great at their work in isolation, but leave a lot of room for effective integration... Culturedrum aims to address this opportunity."

Culturedrum is a small team of 15 people with diverse backgrounds in strategic planning, design, creative ideas and content. The venture is being mentored and supported by noted filmmaker and content producer Bharatbala Ganapathy, who has created films like Maa Tujhe Salaam, Vande Maataram, Jana Gana Mana, School Chalein Hum, Make in India and Incredible India.

While the venture will create ideas and solutions for its clients, it has strategic tie-ups with affiliate networks that can deploy programmes on digital and conventional platforms of varying scale.

Krishnan said the team is working on multiple content projects. Apart from these, Culturedrum will also offer services in personal branding through its product ‘Blue Sky Personal Branding’ module for human resources training.

It will help individuals visualize themselves as brands and write their own story using the principles of conventional product branding.

“The two years at Zenith were enriching and enjoyable. The learning was significant, especially in terms of digital media and analytics. I have just stepped outside of the boundaries of conventional advertising, in terms of the businesses I want to participate in and the kind of projects I would like to do. There is still a lot of advertising thinking and principles I carry with me," Krishnan said.

Krishnan has worked in the advertising industry for two-and-half decades handling diverse responsibilities across agencies such as JWT, Ogilvy, Grey and Bates. He also set up Blue Hive, WPP’s first integrated marketing communications agency in India, and has also served as the chief operating officer at Cheil Worldwide. During his career, he has handled brands across categories such as Samsung, Pepsi, Nestle, Toyota, Micromax, H&M, OLX and Ford, among others.