Manoj Warrier launches new agency, Rubique Consulting

It will manage the mandate for Sachin Tendulkar among others

Aug 09, 2017 05:52:00 AM | Article | Campaign India Team

Anand Rao, Manoj Warrier and Prashant Shivram Iyer have started a new PR agency, Rubique Consulting.
Warrier has two decades of experience in the field of communications and public affairs. In the past, he has managed the communications for leading business conglomerates, Tatas and Reliance Industries. Iyer leads the technology, content and digital part of the business. With 20 years of experience, he has worked with several leading corporates across industries in shaping their brand and reputation programs. Rao is an industry veteran with over 25 years of experience that includes stints with PR agencies and consulting organisations. He has also been responsible for managing the brand of The Economic Times for eight years. 
Rubique is partnering challenger brands that want to disrupt their industry categories and bring new innovations to the fore. "Agencies are becoming factories and there is immense scope to engage with clients on ideas that spark conversations with customers. Once these are sparked, it becomes easier for brands to convert these opportunities into revenue," said Iyer. 
"There is a severe lack of senior partner counsel to corporate clients. Also, in the field of communications, we need to move away from a 'cost centre' based mind-set to a 'performance' based model," added Warrier.
The company plans to pursue a strategic senior partner driven engagement model and collaborate with best in class partners in design, VR, AR, AI, creative, content and experiential. "Our objective is to deliver communications that drive conversations and conversions. Brands are eager to build new IPs. One of Rubique's go-to areas is to build a strong IP that brands can leverage in the long term to maintain conversations with their customers," said Rao.  
Rubique currently has a presence in Delhi, Mumbai, Bengaluru, Chennai and Dubai. The agency also plans to work with global agencies to help Indian companies create share of voice in global markets.
It currently has roped in five clients including, Kalyan Jewellers, SRT Sports Management (managing cricket legend, Sachin Tendulkar), Ruchi Soya Industries, Universal Sports Biz (Imara, WROGN and Ms.Taken) and Aster DM Healthcare.