afaqs!

Kamlesh Mehta quits RMG Connect to start a digital agency

By Kapil Ohri , afaqs!, New Delhi | In Digital | November 27, 2009
Along with Mehta, Anis Budye, creative director and Naman Chakraborty, senior copy writer at RMG Connect have also quit to start a digital agency named Coffee Digital

Two senior creative professionals of RMG Connect have quit the agency to pursue their entrepreneurial dreams. Kamlesh Mehta, senior creative director and Anis Budye, creative director, have decided to set up their own digital agency, named Coffee Digital. Naman Chakraborty, senior copy writer at RMG Connect, has also put in his papers to join them. RMG Connect is the digital, direct and data arm of JWT.

Coffee Digital will be based in Mumbai and offer creative and social media marketing solutions. There are no plans to provide online media buying and planning functions to advertisers.

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Speaking to afaqs!, Mehta says, "There is a gap in the digital advertising market. Big traditional agencies don't give much importance to digital as it is a small part of the whole pie, while small traditional agencies don't have the creative potential and resources to deal with big brands and create effective online presence. In this scenario, there is a need for a digital agency which can provide the strategy and vision, and implement capabilities of a big agency in a cost effective way."

He adds that apart from roping in clients, Coffee Digital will also work as an outsourcing partner. It will partner traditional big and small agencies, which don't have their own digital arms, to help carry out digital campaigns or establish the digital presences of their clients.

Sharing his views on the agency's name, Mehta says, "There are many reasons behind using the word 'Coffee'. Many of our prospective clients will be based outside India, so we have opted for a name which has a universal appeal. Also, we required a word which signifies a connection - and 'Coffee' is very apt as it is a social drink. Finally, we all are coffee junkies."

Interestingly, both Mehta and Budye moved out together from Tribal DDB to join RMG Connect in April 2008.

Mehta has about 12 years of experience in the industry and Budye has about eight years of work experience in the digital space.

This is the second time that Mehta has taken up an entrepreneurial role. Earlier, in 1998, he floated a website design firm called Netrix, which he closed down in 2001 to join OgilvyOne as web designer. Later, he worked with Interface and Tribal DDB as well.

At RMG Connect, Mehta has worked on brands such as MTV Roadies, STAR TV, Sony Bravia, Bharti AXA, Phoenix Mills, Legrand, Nike, CEAT and Godrej.