Future Brands, a group company of Future Group, has acquired a majority stake of 60% in Delhi-based independent agency, Dhar & Hoon. “While we have strong capabilities on the consultancy front; with this acquisition we will offer a full range of creative and branding solutions and services to our group companies as well as business partners,” said Santosh Desai, CEO, Future Brands.
The new entity has been renamed as D&H Blurb. “While D&H comes from the DNA of erstwhile Dhar & Hoon, Blurb is a rendition of our belief that we are more about creative conversations than one big idea,” said Ajit Hoon, co-founder, Dhar & Hoon. Abhinav Dhar is the other co-founder and partner of the agency.
D&H Blurb has started work on some of the in-house brands of Future Group such as John Miller, Rig and Spunk as well as a lingerie and a footwear brand which are soon to be launched.
D&H Blurb is also actively pitching for outside accounts including participating in a fiercely competitive pitch called by General Motors for its latest offering Cruz. The agency recently bagged the creative duties of Haier LCD TVs. “As investors, we encourage the agency to go all out and emerge as a strong independent agency,” added Desai. “While this association with us gives them scale, it gives us their creative expertise.”
