Following his stint with Dentsu Communications, Dentsu's pan-India creative agency as CEO, Arijit Ray, has launched a new creative communication agency Paperboat Brandworks along with partners Arindam Sengupta and Raju Gondhlekar
Ray has been in the advertising and communication space for 24 years, while Sengupta and Gondhlekar bring 42 years of collective experience of working on a diverse set of global and domestic brands to the table.
In his stint at Dentsu, Ray led teams across five offices. Some of the brands he and his team added to the portfolio at Dentsu were TVS WEGO, TVS Jupiter, Orangina, MRF, Jos Alukkas, Indian Army and Lia Agarbaties.
Paperboat Brandworks, based in Mumabi, has already signed up with an international office supplies brand, a player in the travel space, a fashion retail and a premium lifestyle brand.
Talking about the new entity Arijit Ray comments, "Marketing to the fragmented and digitally immersed consumer is getting complex and that is where our collective advertising and communication sense will kick in. We are looking forward to tapping into our experience to building creative brand solutions that are rooted, relevant and evocative and effective at the same time. The body of work we have built so far is varied, exciting, fresh and most importantly integrated through-the-line. A skill set that clients are seeking more and more."
"It is very motivating and exciting to work as a knowledge force, where we trust our instincts to understand formulate and deliver. It is as intense and lively as a food truck," says Sengupta.
Gondhlekar adds, "We want to cut through the analysis and paralysis and demonstrate the power of consistent, beautiful, and sensible creative solutions for every client. Our depth is our strength."
Commenting on the name of the agency and its resemblance with ethnic flavoured drink brand Paperboat, Ray says, "The two are completely different categories. We wanted to keep the agency name as simple as the joys of floating a paperboat in our childhood years."