Sudhir Nair, former SVP and head – digital at Grey Group, who quit in May this year, has announced the launch of his new age communication agency called 21n78e. The agency is based in Mumbai. Navin Karkera, who was also at Grey before starting his own rural marketing venture called Panoptic Advertising Services will partner Nair for this venture. 21n78e will offer services like strategic consulting, digital solutions, analytics and an incubation lab for developing digital products.
Nair said, "We are convinced that if you don’t understand this and device a method to create an overlapping ecosystem for the brand in question and may be even own parts of it; you will end up with a lot of wastage and sub-optimal results. The growth of the app world is phenomenal. We have invested a lot of time and effort in research – into what will find relevance and be of utility to the consumers in today’s app cluttered environment. The incubation lab will spearhead innovations in this area.”
On the name, he added, "These are the coordinates of India and we hope to pin 21n78e on the global communication scene soon.”
The agency has developed a strategic planning tool called Aether, which looks at mapping key aspects of consumers and brands to create a unique ecosystem that works for both.
Karkera added, “There are some serious issues facing rural India,
which can probably be addressed partially by the app world. We are already in advanced stages of development with two of our products and with investors showing keen interest we are sure to hit the marquee soon."
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Last full time role was with Cheil India where he was head of digital creative