Salt Brand Solutions hires Sidhartha Singh to shape its design capabilities

Salt Brand Solutions, the agency launched by Mahesh Chauhan and Minakshi Achan, has added Sidhartha Singh to its team. The agency claims that it does not believe in assigning designations to its team members which is why it refers Singh as "a new addition to its society of members".

Singh moves in from Rediffusion-Y&R, where he occupied the role of national head of WHO!, the agency's design arm.

"Keeping in line with the holistic approach of the company, we understand the need for design to be a key element of any communication offering. Singh brings with him not just extensive experience in managing client businesses, but a keen insight into product and communication design, as well. He is also a perfect fit into our culture, with his incredible people skills and relationship with clients," Chauhan conveys in a press statement.

"For any organisation to succeed, clarity of intent and action are vital. At Salt, there are diverse people coming together, but each member of its team is anchored by a common, distinctive belief and work ethic. To be a part of a set-up and team that is so completely in unison about what it is driven towards, is a dream for any professional," says Singh.

Singh is a graduate in Politics and has more than 15 years of experience in the advertising industry. Besides Rediffusion, the agencies he has worked with in the past include Leo Burnett and Publicis. In his career so far, he has serviced brands such as Rasna, Western Union, UB, Nerolac Paints, HDFC Mutual Funds, IOC, and the Arvind Mafatlal Group.

The Salt team looks at itself as a group of 'Brand Donors', and believes in a three-step process to brand solutions comprising Chatter (keeping an ear to the ground and listening to consumers and anyone who has a point of view on society, people, arts, trends and brands), Handshake (looking at simple means of communication) and Brand Tattoo (embedding brands in the mind and lives of consumers by giving consumers the rightful ownership of the brands and brand beliefs they subscribe to).