Percept's 9122 Inc. plans for next phase of growth

The one year old brand consultancy and design firm has already worked on a half-dozen prestigious brands.

Neha S | Delhi | April 5, 2011

Fusing brand consultancy and design for the very first time in India, 9122 Inc., Percept/H's Design SBU, plans to build its own impressive and innovative portfolio of projects. Executing this unique advertising model for the first time in India, 9122 Inc., a part of the Percept Group, was set up a little over a year ago. The curious name of the agency derives itself from the Mumbai dial code +91-22. With an objective to look at brands, not just from a design perspective but from a holistic angle, 9122 Inc. will approach a brand from its very roots, and tackle it from a consultant's point of view.

Speaking on the venture, Chaitanya Rele, Brand and Design Director, 9122 Inc. said, "The idea was to set up a division that would deal with brands from the core. Our job is to take the brand right from its foundation at the concept stage, try and understand the problem or gap areas, comprehend what consumers really want, and create customized solutions for the brand. Our differentiating factor is that we are not only consultants, but also designers. This unique model has been executed for the very first time in the Indian market; however it is an existing and successful model in the international advertising arena.”

Since inception, 9122 Inc. has already worked on prestigious brands such as Sunburn, Force India Formula One Team, Toyota, Aamby Valley City, Egg Express, and Pune Warriors (Indian Premier League Pune franchise, owned by the Sahara Group), to name a few.

Talking about 9122 Inc., Prabhakar Mundkur, Chief Executive Officer, Percept/H said, "It is not just a design agency. When you combine brand consultancy and design, you get a very powerful and dynamic service offering. It is my belief that the two do not exist in the right proportion in the Indian market, and that is what 9122 Inc. is essentially offering."

The team at 9122 Inc. includes an eclectic and vibrant mix of both brand consultants and designers, Chaitanya Rele himself being armed with around a decade of experience in branding, design and retail consultancy and having worked on prominent brands such as P&G, Bharti-Walmart, Marks & Spencers, Dunlop, Vodafone, and Nokia, among others.

With Ryan Menezes, joining Percept/H recently as the Chief Creative Officer, 9122 Inc.'s prospects and graph can only witness an amazing growth trajectory in 2011-12. Percept/H is all geared up and confident to ensure that 9122 inc. delivers a slew of innovative and successful communication campaigns for its wide roster of clients across India.

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