Mahesh Chauhan & Minakshi Achan launch independent agency - Salt

Salt takes off with 8 people on board; promises to offer brand solutions with honest, fresh perspective.

BestMediaInfo Bureau | Delhi | May 4, 2011

Mahesh Chauhan and Minakshi Achan have put all speculation to rest with the launch of their company Salt Brand Solutions. It is believed that the company has started with some new businesses which will be announced in due course.

Salt has kicked off its operation yesterday in Mumbai with 8 people's team.

On this occasion, Mahesh Chauhan, Co-Founder, Salt Brand Solutions, said, “India is today at the age of entrepreneurship. The time and calling to do something of my own was too strong for me to ignore. At a personal level, I felt the need to walk the talk of change in the industry that has been reverberating for a while now. I am living my dream with Salt. It's a society of people who share the same work ethics, value systems and styles of working.”

Minakshi Achan, Co-Founder, Salt Brand Solutions, feels, “It's a great time to be an independent agency. There's a creative revolution out there – with consumers themselves generating interesting content. As brand creators, if we can manage, orchestrate and choreograph this revolution, then we can ride the change for our brands.”

Salt is an enterprise that will offer holistic brand solutions to clients who are looking for an honest, fresh perspective. The team at Salt sees itself as 'Brand Donors™' aiming to seed the brand in commonplace culture and in line with that, has defined its work process in three stages:

• CHATTER™ – Keeping a ear to the ground. Listening to potential customers and anyone who has a POV on society, people, arts, trends and of course, brands.
• HANDSHAKE™ – What is a simple, great way to start talking?
• BRAND_TATTOO™– Ideas that leave an indelible impression on consumers.

Salt is a society of people who create the purest possible solutions for brands by breaking traditional moulds, old ways of working and thinking; through the culture of collaboration - with artists, anthropologists, musicians, students, environmentalists, mystics… Whoever can help co-create and contribute to the success of the brand. They believe in being invisible, yet fundamental to the process of brand building, much like the character of the ingredient they are named after.

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