A hand at future gazing with CrystalEyes

By Savia Jane Pinto , afaqs!, Mumbai | In Advertising | October 26, 2009
CrystalEyes is a start-up by duo Amar Wadhwa and Sumeet Narang; Wadhwa was the national planning head at Cheil Worldwide and Narang was head, marketing for Gillette at P&G

Amar Wadhwa, who in his last role at Cheil Worldwide handled brand strategy for South West Asia, and Sumeet Narang, head of marketing for Gillette at P&G, have come together to start CrystalEyes, a brand strategy and marketing services organisation.

In less than a month, CrystalEyes is servicing more than a couple of clients. Refusing to divulge the names of the clients, Wadhwa says that CrystalEyes will provide solutions to companies that are at a point of entry or at a point of change.

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Wadhwa and Narang have known each other for a long time and the diverse set of experiences that each have gathered for more than 15 years is what brought them together to start the venture.

Narang has spent his working years mainly at P&G and for a while at Coca-Cola as well, and has handled multiple functions including marketing, sales and trade marketing. Wadhwa has worked with numerous agencies, including Publicis India, RK Swamy BBDO, Draft FCB Ulka (then FCB Ulka) and Leo Burnett. He has also had stints with Accenture and IMRB.

The two together offers a skill set that include marketing, sales, trade marketing and media, market research and consulting, which they think will be a marked differentiator for CrystalEyes.

CrystalEyes has a three wheel working model. The company will cater to brand strategy in all its forms. "This includes creating a blueprint for a brand; re-working the architecture of the brand and the communication strategy of the brand," explains Narang. The other wheel is marketing innovation, which will deal with product innovation, barriers that arise for a certain product and shopper marketing. The final wheel is marketing capability, wherein CrystalEyes will provide coaching, training and developing marketing plans for a client.

CrystalEyes has created its own process and tool kit for every wheel. "We intend acquainting the client with the tools and making it a currency within the organisation so that they can use it later as well," shares Wadhwa.

The name of the organisation is an amalgamation of Crystal (which stands for foreseeing the future) and Eyes (which is indicative of insight).