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."