Mahesh Chauhan and Minakshi Achan announce Salt Brand Solutions

Mahesh Chauhan (Mash) and Minakshi Achan have announced the launch of their new agency -- Salt Brand Solutions. Both Mash and Achan last worked together at Rediffusion-Y&R. While Mash bid adieu to the agency in December last year as group chief executive officer, Achan quit recently as the national creative director.

The Mumbai-based Salt Brand Solutions will offer holistic brand solutions to advertisers looking for an honest and fresh perspective.

"India is today in the age of entrepreneurship. The time and calling to do something of my own was too strong for me to ignore. At a personal level, I felt the need to walk the talk of change in the industry that has been reverberating for a while now," says Mash.

"I am living my dream with Salt. It is a society of people who share the same work ethics, value systems and styles of working," he adds.

Salt, currently, boasts of a compact team that Mash says will soon expand to a much stronger one. The agency has also begun work with a few accounts about which he refused to divulge any more details, as of now.

Achan further adds that it is a great time to be an independent agency.

"There is a creative revolution out there, with consumers themselves generating interesting content. As brand creators, if we can manage, orchestrate and choreograph this revolution, then we can ride the change for our brands," she says.

The Salt team looks at itself as 'Brand Donors', and defines its work process in three stages: to keep an ear to the ground, listen to potential customers and anyone who has a view on society, people, arts, trends and brands, and look at simple means of communication, and finally, come up with ideas that leave an impression on consumers.