afaqs! news bureau

Media Lounge acquires Origin Beanstalk, launches new vertical

The films and entertainment vertical will be led by Sunny Bakshi.

Media Lounge, a full service agency, has acquired Mumbai-based creative consultancy Origin Beanstalk Creative Consultants. Set up 10 years ago by Shom Mazumdar and Upendra Singh Thakur, Origin Beanstalk currently has a 55 member team with a client base including Edelweiss, Radio City, Jupiter Hospital, Mid-Day, Manchester United Café Bar and The United Sports Bar, among others.

Media Lounge acquires Origin Beanstalk, launches new vertical
Media Lounge acquires Origin Beanstalk, launches new vertical
Commenting on the merger, Mazumdar says, "We have created a profitable and sustainable environment for growth and have been literally growing with our clients, most of who have been working with us for more than seven years now. These strong relationships and learnings with our nimble-footedness have helped us grow even during the slowdown."

Origin Beanstalk provides complete above the line (ATL) and below-the-line (BTL) brand communication solutions, high-end graphics and design solutions, film, graphics and animation, and strategic and creative digital solutions to a number of medium and large Indian corporates and multi-nationals.

Thakur says, "As per the normal standards of the industry, it takes about a decade for any agency to mature and get over its teething problems to create sustainable processes and develop industry expertise. This merger is the natural next step towards scaling our business and commencing our growth phase. While many investment companies and media houses have shown interest in us in the last 14 months, the proposal from Media Lounge is what came across as a perfect fit that will help us scale-up the way we foresee our growth path and help us move up the value chain."

Manajit Ghoshal, co-founder, Media Lounge, states, "I have closely interacted with Shom and Upendra in my former stint with a publication house and I quite liked their sound strategic approach, infectious energy and out-of-the-box thinking. While forming Media Lounge, I instantaneously thought about Origin Beanstalk and keenly approached them for the opportunity. With Media Lounge, the timing is right, the fit is right. And I see them play a key role in helping Media Lounge complete the full-services circle, thus making Media Lounge one of the most buzzing and sought-after full service media groups in this part of the world."

Media Lounge has also launched its films and entertainment vertical. Sunny Bakshi has joined as the CEO of the vertical. He has earlier headed the film category in Mid-Day and Jagran and was also leading the project of the entertainment daily, Absolute India.

The films and entertainment vertical of Media Lounge will deal with 360 degree solutions to the films and entertainment fraternity. The services on offer would include creative services, public relations (PR) for films and celebrities, digital solutions for film promotions and celebrity reputation management, organising events for premiers and promotions, marketing strategy, media buying for print, radio, TV and outdoor media, in-film branding and celebrity endorsements.

The PR in films division will be headed by Romana Raz, who will work closely with Sunny Bakshi.

Media Lounge was launched in March by ex-CEO of Mid-Day, Manajit Ghoshal in 50:50 partnership with Amardeep Singh Vig, owner, Ronak Advertising. It operates in the domains of media buying, digital media, creative services, event management, public relations services, running exhibition centres and conducting media courses.