New Delhi: WPP owned Ogilvy Group on Thursday announced that it has rebranded its creative agency Soho Square as 82.5 Communications. Headquartered in Mumbai, the agency will specifically cater to homegrown companies, startups and entrepreneurs. It will also have offices in New Delhi, Bengaluru and Kolkata.
V.S. Srikanth, who was the director and chief executive (CEO) of advertising agency Bates CHI & Partners India, will be the CEO of the new entity. Soho Square's chief creative officer (CCO) has been named chairman and chief creative officer of 82.5 Communications.
"82.5 will meet a key need in the creative services market for an agency that is tailored to help realise the aspirations of emerging Indian companies, entrepreneurs and brands as well as multinationals who want to ‘Indianise’ their brands and forge a connect with Indian audiences," said Piyush Pandey, chief creative officer worldwide and executive chairman India.
The accounts of Soho Square including brands such as Tata Motors, Himalaya Herbals, Bisleri, Yes Bank and Cipla will now be managed under 82.5 Communications.
"The focus will be on finding ingenious, bespoke solutions to client’s problems. India has for long had a culture of finding interesting and effective solutions to everyday problems—we are, as a nation, very creative. It’s this creative mindset that we hope to inculcate in 82.5. The rationale for our name, incidentally, is that 82.5 is the longitude of Indian Standard Time. As an agency focussed on Indian entrepreneurship and Indian ingenuity, we felt this name would be apt," said Chattopadhyay, chairman and chief creative officer, 82.5 Communications.
The new entity's core team consists of Samrat Bedi, president-west, Chandana Agarwal, president-north, Sharmista Dev, head-Kolkata, Naveen Raman, head-Bengaluru, Siddhartha Roy, executive vice president (EVP), planning, Anuraag Khandelwal, executive creative director (ECD), Mayur Verma, ECD, Mukund Sharma, ECD and Ranadeep Dasgupta, group creative director.