Campaign India Team
Aug 20, 2019

Sukrit Singh tees off with a business model for the sharing economy

In a conversation with Campaign India, the former CEO of Geometry Encompass outlines the plans of his new venture and how he plans to ride high on the government's push for digital India

Sukrit Singh tees off with a business model for the sharing economy
Last week, as his former organisation announced the appointment of a new CEO, Sukrit Singh, former CEO, Geometry Encompass lost no time in unveiling his future plans, when he formally acknowledged the arrival of "The Platform", as his new venture is called.
For Singh, The Platform has been a work-in-progress, since 2014, when he started what was then called Brand Convergence Company (BCC). "It was a part of my contract with WPP that let me explore certain entrepreneurial pursuits since 2014."
The Platform is essentially a 2.0 version of BCC. "We are a business model built for the sharing economy. An ecosystem that enables intra-preneurship,” Singh told Campaign India
He added that in his second innings, he wanted to do something for the world of entrepreneurs. "I want to create an empowered ecosystem of entrepreneurs – which I believe is the essence of The Platform,” he said.

He elaborates that The Platform will look at the integration of digital, new media and experiential -- to probably go where no activation company has ventured before. Aiding him in this journey is a young digital company, ATechnos run by Abhinav Jain and Apurv Modi.  

"The digital agency we are creating carves its own niche – of technology enabling marketing, communication and outreach solutions," Singh said. 

He says that they have already developed tech enabled activation proprietary tools and there are many more in the anvil. 

The Platform is helped by factors like the erstwhile dark mile (where no media could reach) is now conquerable through the smartphone, which makes it affordable. The abundant data pipeline and the low cost of data has further helped this ambition. 

"The future of outreach lies at the intersection of building communities of the rurban 9rural+urban) consumer using hyperlocal content delivered on the smartphone. If a brand is at this epicenter, it not only enables them to communicate – but engage, entertain, involve, converse and instantly gratify," says Singh. 

The government of India is one of the biggest clients for the company at present.

"We have running programs that use this epicenter (of smartphone + content+ gratification) to engage with over one lakh health workers, more than ten thousand truck drivers, and more than half a million retailers. These communities are actually transforming behavior and businesses," says Singh. 

Campaign India