Aegis Media has entered a majority equity partnership with Doosra to form Doosra Brand Communications. The agency will aim at providing creative and media solutions for non-traditional advertising areas in India. Zahir Mirza will be the head of Doosra Brand Communications. Prior to this, Mirza has worked as a creative director in agencies like Mudra, JWT and Lowe Lintas.
Commenting on the partnership, Ashish Bhasin, chairman, India, cheif executive officer, South East Asia, said, " Aegis Media India is delighted to welcome Doosra into our family. Zahir Mirza is an industry icon and one of the best creative minds in India. In partnership with all the Aegis Media companies, particularly Carat Fresh Integrated, I am sure this will be a new paradigm in integrated marketing in India. This also puts Aegis Media India in a unique position of being the only agency group in India that can offer our clients all the benefits of specialization, without the disadvantage of silos. Our One Aegis, One country profit & loss structure enables us to do so.”
Doosra is said to have been created with the purpose of doing non-traditional advertising work. Named after the off-spinner’s delivery in cricket that turns the other way from the batsman’s expectations, Doosra’s approach to work is similar. In the past, the agency has won businesses such as the Business Standard group of publications, independent brewery Tilaknagar Industries and Kingfisher Airlines. The agency also works on a project basis with Hindustan Unilever.