A news announcement earlier this month raised the hackles at Liqvd Asia (read as: liquid), a Mumbai-headquartered digital communications agency, that also has offices in Delhi and Bengaluru.
Less than a fortnight ago, IPG (InterPublic Group), the global advertising holding company, had announced the launch of Liquid India, a digital and communications agency to manage the communication needs of start-ups.
Executives at Liqvd Asia feel that this is an infringement on their six-year-old digital agency brand.
Arnab Mitra, managing director, Liqvd Asia, told Campaign India, "Honestly, we are very surprised! You expect the MNCs to be good at conducting due diligence, at least."
Mitra adds that, "Though imitation is the best form of flattery, it does not augur well for business. We would want to go out and speak about our proposition of an ideas company for the digital world for everybody to take note of and understand that be it a start up or a large business you still deserve a solution that takes the shape of your problem."
Liqvd Asia is a team of 100+ people with clients like Grasim, FCUK, Legrand, Lodha, Axis Bank among others.
Efforts to reach out to the IPG spokesperson did not bear fruit till the time this article was published. Campaign India will update this report once we get their version.
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