Four seasoned admen get together to float independent agency
It’s a hotshop called ITSA. Based out of Gurgaon, the core team behind this creative outfit comprises brothers Emmanuel and Daniel Upputuru, Anirban Mozumdar and Vivek Suchanti. While Emmanuel and Anirban have worked together closely in their last stints at Publicis India as national creative director and national planning director, respectively, Daniel was heading TAG McCann Delhi till he “got tired of advertising” and took off to study anthropology. Now he is back as chief creative officer, ITSA.
Suchanti Chairman, Concept Group, who has invested in independent agencies like Scarecrow and Eleven Brandworks, feels “ITSA is a very different idea and it adds to the offerings from Concept.” Speaking exclusively to ET, Anirban said: “ITSA Brand Innovations will create innovative products, services and communication platforms with the intent to patent some new product ideas and innovations.” The team’s inspiration comes from global independents like Ideo, Apple, Droga5 and +Castro.
Some areas in which ITSA plans to apply for patents include automotive, insurance, youth, music and technology. Says Emmanuel: “We already have a prototype ready for the automotive sector followed by one for the financial services space.” The first launch is expected to go live by August. Emmanuel, who has worked in a number of agencies from Contract and Leo Burnett to Saatchi & Saatchi and Ogilvy India, is the eldest of the four Upputuru brothers of advertising. The quartet has the distinction of having worked in Ogilvy Delhi at one point in time.
IT’S A Team: Anirban Mozumdar, Emmanuel & Daniel Upputuru
Source ET
