has launched its 100 per cent marketing subsidiary, Brand Curry Active. The new entity will deal in all aspects of marketing for its clients. Arjun Chopra, former associate vice-president, PDM, New Delhi, has been roped in as vice-president of the new venture.
Brand Curry Active will offer services in experiential marketing. Both direct marketing and integrated marketing are on its list, which will also include retail communication, event management and below-the-line activities. Word-of-mouth will be approached in a systematic way, wherein an interface will be identified and the right kind of communication, which fits the interface perfectly, will be decided upon.
Confirming Chopra's appointment to agencyfaqs!, Subrata Chakraborty, managing director, Brand Curry, says, "Chopra has an understanding of the business and brings with him a fresh perspective, which is thankfully different from the set formulas."
At the board level, Chopra will report to Chakraborty. He will be responsible for overseeing the operations of Brand Curry Active and will play a key role in attracting new clients.
Chopra has 10 years' experience in brand marketing. He started off at IMG, a global company dedicated to the marketing and management of sport, leisure and lifestyle. During the two years that he spent there, he was looking into events and marketing related to golf.
He then moved to Ogilvy Live, which is now a part of Ogilvy Activation, as assistant manager and was later designated account manager. He worked on events, promotions and below-the-line activities during his five-year stint at Ogilvy Live. This was followed by a short stint at PDM (formerly Percept D'Mark) as associate vice-president. While there, he focused on developing and creating a need for non-cricketing sports in India.
Chopra says about Brand Curry Active, "The firm is a close-knit one and there is a synergy in thoughts. My mandate is to manage the experiential aspects of brands. This is a perfect opportunity to utilise my skill sets and build a company."
Across his career span, Chopra has been responsible for the conceptualisation and implementation of activation programmes for brands such as American Express and Ranbaxy. Lakme India Fashion Week, 'Businessworld' India's Most Respected Company Award and Wills Lifestyle India Fashion Week are some of the big events that he has worked on as part of a team. At PDM, his team played a significant role in the activation of the Motorola E398 and V3 Razr.
"Brand Curry Active is a natural progression of Brand Curry's operative model. Advertising is not the only communication medium and, in that line, the new project will offer lateral solutions to clients' marketing problems," reveals Chakraborty.
Brand Curry Active has a few clients in hand, the new ones being the launch of the 'Travel & Leisure' magazine in South Asia and the promotion of the Castle India Men's Fashion Fair and Pub. The consumer promotions for two of Brand Curry's existing clients, Vegit Aloo Mash and Indo Asian Fusegear, are also on the roll.
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