Saints and Warriors launches its second agency Yang, in Delhi

Make that another entrant in the Indian ad world. The five-year old Mumbai-based Saints and Warriors has announced the launch of its second agency in New Delhi, christening it Yang. With Yang, Saints and Warriors enters the Delhi market, expanding its operations to tap the available opportunities in the Capital.

Confirming the development, Pushpinder Singh, chairperson, Saints and Warriors, tells afaqs!, "There are conflicting businesses everywhere. The biggest reason for us to launch Yang is to better manage this conflict."

"In this market, going forward with partners rather than employees is always better. Yang will capitalise on all available Saints and Warriors resources, with Sharma and Verma at the helm of things. It is fortunate that both of them have led offices in the past. This will reduce our incubation in a fast-growing, but tough market. We hope to hit the ground running," says Singh.

Sharma joins Yang with two decades of experience in advertising, marketing and public relations. Among his past roles, Sharma has served as chief operating officer at Hanmer, and was also president, Mudra Communications (North and East).

He has worked on brands such as Volkswagen, Wrigley's, Philips, Emami, Dhara and Safal, among others. Sharma has also worked at Publicis Ambience, where he handled brands such as Western Union, Nerolac, Godrej and Westside.

Verma, on the other hand, has 15 years of experience as a creative professional. He joins Yang from Mudra, where he was creative head (North and East). He has also had stints at Everest Brand Solutions, TBWA, Rediffusion-Y&R and Ogilvy India.

Among the brands Verma has handled are LIC, Philips, Wrigley's, HBO, Union Bank, McDonald's and Domino's.

Verma says, "We want to grab bigger brands, but as an agency and not as a creative boutique. My upbringing in the industry has been such that I have never believed in creative solutions by boutique agencies -- but more in offering the complete solution."

Verma adds, "At Yang, we would like to give a few big brands personal attention, rather than handling several of them together."

It is learnt that work has already begun at the agency. However, both Singh and Verma refuse to divulge more details on the new business or the team at work.

"I will help Yang in whichever way I can. My greater role, though, would be opening doors to the Delhi market and stabilising relationships with clients, and within the industry. Yang will get all the help it needs initially. However, it will soon begin to function as a completely independent agency," Singh says.