Genesis appoints ECD, adds new business

Genesis is strengthening its Mumbai office. After appointing Sudarshan Banerjee vice-president and general manager, it has appointed Shouvik Gupta executive creative director.

Ujjal Sinha, managing director and chief executive officer, Genesis Advertising, says, “Gupta is a bright ideator, always coming up with fresh ideas.” Sinha wants to give Gupta enough time to take charge of the Mumbai office and take it ahead.

Banerjee, who has worked with Gupta earlier at Grey, says, “He is great at handling a team and is a leader at his art.”

Gupta has handled various brands such as Emami, Deutsche Bank, British American Tobacco and Horlicks. He says, “I have worked with big brands and equally big agencies in my earlier stints at various places. Now, I have a chance to build something on my own. Having worked with Ujjal before, I know I can help him build the Mumbai office for Genesis.”

Genesis handles the creative duties for InOrbit Mall (corporate and store duties), HCC (real estate) and Cut (retail chain) at present.

Recently, Genesis won the India Tales account in Bangalore. India Tales is an eight month old entertainment company that aims to bring Indian folklore to the domestic and global audience in the form of books, films, TV series and music albums. The annual ad spend for the company is estimated to be about Rs 8 crore.

A pitch was called by India Tales a couple of months ago. Six agencies made the initial presentations. “It was Genesis’ hunger and understanding of the business that helped us make the decision,” says Nalin Singh, chief executive officer, India Tales.

Singh says that film marketing being a nascent industry in India, he knew that India Tales would not find an agency which had experience in the business. Genesis Advertising made a presentation on the corporate identity of the company in three days.

The core criterion now is to strengthen Manikantan, the film which is the flagship product for the company. Part of the marketing strategy includes road shows and micro targeting of niche audiences,

The company plans to launch a music album of Ayyappa bhajans in July. A coffee book, an animated children’s TV series and a movie are also on the anvil.

Genesis Advertising was started in 1988 by Ujjal Sinha in Kolkata. In 2001, the Mumbai branch was set up, and in 2006, the one in Delhi. The Bangalore office was started this year. Genesis is Ad Club Kolkata’s agency of the year.