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.