psLIVE, the experiential marketing agency of the Dentsu Aegis Network, which had recently launched in Apac, will now be launched in India. The agency, Carat Fresh Integrated, will now be psLIVE in India. Ashish Bhasin, chairman and CEO, Dentsu Aegis Network South Asia, will take on the additional role of chairman Apac, Posterscope and psLIVE – Asia Pacific.
Bhasin said, “We are very happy to transform Carat Fresh Integrated to psLIVE because this puts us in a unique place of having a strong ground based operation, backed by all the global knowledge and tools. All aspects of experiential marketing, particularly activation and rural, are becoming extremely important in India. Having a world class operation like psLIVE as a part our offering, will give the Dentsu Aegis Network clients a unique opportunity to tap these areas, through a professional set-up.”
psLIVE India will commence its operations with 95 employees, in eight offices (same as Carat Fresh Integrated) across Mumbai, Delhi, Bangalore, Chennai, Ahmedabad, Kolkata, Chandigarh and Guwahati. R. Ravi Shankar will head psLIVE India along with Sidharth Ghosh, VP, Keshav Chandorkar, national head – rural markets and Ajay Rao, VP.
In India, psLIVE will focus on experiential marketing, PR, rural marketing, branded entertainment and sports marketing, and creative and consultancy as the key areas of operation in the initial phase.