afaqs!

Arvind Mohan calls his new culture and branding firm Religious

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | June 07, 2011
Mohan, whose new outfit will be based in Gurgaon, has got the team in place with Kushagra Bhatnagar as brand strategist, and Pooja Guha as culture analyst.

Arvind Mohan, ex-chief strategy officer, Rediffusion-Y&R has launched his own outfit, a culture and branding agency called Religious. The first office of the agency has been set up in Gurgaon, located in the National Capital Region (NCR).

Speaking to afaqs!, Mohan, founder, Religious, says, "We will produce cultural intelligence, model the intelligence for brands, and deploy our models to create assets and IP (intellectual property). We will work across the entire value chain from insight and culture mapping, to brand strategy and architecture development, to driving innovation and creating brand assets, building organisational capability through training and strategic partnerships. We have a partner eco-system of some of the best companies in the world to help land our thinking."

For Mohan, the first couple of years will be to consolidate the business. Subsequently, the focus will shift to expanding his base to other cities such as Mumbai. His agency has bagged businesses that include Microsoft, MTS and Domino's to start with.

Meanwhile, to set the momentum, Mohan has made two senior-level appointments, with Kushagra Bhatnagar joining as brand strategist, and Pooja Guha appointed as culture analyst. Earlier, Bhatnagar was strategic planner, McCann Erickson, and worked in the agency for about seven months. He has a post-graduate diploma in Computer Aided Management (PGDCM) from the Indian Institute of Management (IIM), Kolkata.

Guha joins the consultancy firm from Rediffusion-Y&R, where she was partner, strategic planning. Earlier, she was manager, client solutions, The Nielsen Company, where she worked for more than a year. Before this, Guha was project manager at Synovate (2005-06). In 2003, she joined Quantum Market Research and worked there for about two-and-a-half years. Guha has also had a small stint as marketing executive at Hindustan Times.

After graduating in language, literature and cultural studies (German) from Jawaharlal Nehru University, Delhi, Guha obtained a post-graduate diploma in mass communication from the Indian Institute of Mass Communication (IIMC). She has a Masters degree in Social Anthropology from The London School of Economics and Political Science.

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