Prathap Suthan and Naresh Gupta go independent

The in-house creative agency of global technical support provider iYogi has gone independent, with focus to create fluid solutions in brand advisory, communication design and advertising.

Suthan says, "Despite an overcrowded communication services market, India needs a new kind of communication agency. While most companies are aware of what needs to be said to consumers, many of them still could do with better help on how to say. We are here to provide fluid solutions to companies that look to build extra value to their brands."

While the agency will work to create traditional solutions, a lot of emphasis will be given to design and digital. It is also open to the idea of providing consultancy to brands on developing strategies.

"Our international experience will help to create new-age marketing and creative solutions for our clients,"says Gupta.

Started in early 2011, Bang in the Middle, a creative division, was headed by Suthan. As the in-house division, it has managed campaigns for iYogi, primarily leveraging digital media across North America, the United Kingdom, West Asia and Australia.