Nirmallya Roy Chowdhury joins NLX

Nirmallya Roy Chowdhury has joined JWT India’s recently launched specialist media brand activation outfit, NLX (short for New Life Xperience), as co-creator. Prior to this, Chowdhury was vice-president, strategic planning, 141 Worldwide (the integrated marketing services arm of Bates David Enterprise). He put in his papers at 141Worldwide in July.

Confirming the development, Chowdhury says other team members from 141Worldwide are going to join him, among them Rahul Katiyar, who was creative director at 141Worldwide. Chowdhury joined the new division on July 10.

RMG Connect consists of CRM, E-CRM and other forms of relationship marketing. NLX will contribute towards areas not covered under Connect.

Chowdhury says, “Rather than seeing brands from the owner’s point of view, NLX will evaluate the brand philosophy from the consumers’ perspective, which will depend on their lifestyle and passion.”

Chowdhury joined 141Worldwide in 2004 as associate vice-president. Prior to that, he worked at O&M, Delhi, from 1999. He started his career in 1994 with P&G before moving to Westar as area sales manager in 1996.