Emmanuel Upputuru, Anirban Mozumdar & Daniel Upputuru start ITSA Brand Innovations

Emmanuel Upputuru, erstwhile national creative director, Publicis; Anirban Mozumdar, ex-national planning director, Publicis and Daniel Upputuru, who once headed TAG McCann Delhi, have partnered with Concept Communications to launch ITSA Brand Innovations.

Vivek Suchanti, chairman, Concept Group, says, "ITSA is a foray into innovations for Concept Communications, which is partnering the venture. Concept adds a new, distinct offering to its existing advertising, PR, digital and independent communication agencies. We are excited about the fact that ITSA is a very different idea and it adds to the offering of Concept."

The agency's vision is to create innovative products, services and communication platforms wherein the intent is to patent some of the new product ideas or innovations. ITSA Brand Innovations is in the process of applying for patents in the area of automotive, insurance, youth, music and technology. "We already have a prototype ready for the automotive sector. Hopefully this will be our first launch. We expect this to go live in August," the agency stated in an official communiqué.

ITSA's approach will be to work in two ways - innovations and platforms that invite brands and brands that invite innovations or innovative thinking - to create turning points or inflections in their lives.

Upputuru, who will now function as founder and chief innovation officer, ITSA, says, "I have always had a point of view on how the business should be run. But advertising agencies take their definition too seriously and find anything outside of that definition very uncomfortable, and relegate it to award shows."

"I feel the timing is just right. 4G is around the corner. The economy is down. My energy levels are at an all time high. I have always believed that if you know what you are doing, you are not doing anything original. So I am waiting to see what this entity will shape up to be," he adds.

The revenue model on which the agency will work will be based on monetisation through ideas, revenue sharing and incentive on effectiveness and people participation, claims ITSA Brand Innovations.

Mozumdar, founder and chief, innovation, strategy and collaborations, ITSA, says, "ITSA is a world view, a conviction that we believe brands and the market are ready for and need more than ever before. It's a breeding ground for ideas and making them happen."

Prasad Raghavan, a full-time artist, meanwhile, will support and advise the ITSA core team as a mentor and guide on special projects.