Aegis Media buys out Doosra

The new agency, to be called Doosra Brand Communicaions, will provide a combination of creative and media services

BestMediaInfo Burau | Delhi | September 24, 2011

Aegis Media has entered into a majority equity partnership with Doosra, to form Doosra Brand Communications.  Doosra is headed by Zahir Mirza who has worked with agencies like Mudra, JWT and Lowe Lintas in past.

Doosra Brand Communications will provide, for the first time in India, a unique combination of creative and media, particularly focusing on non-traditional advertising - an area largely ignored in India.

Commenting on the partnership, Ashish Bhasin, Chairman India & CEO South East Asia Aegis Media said, “Aegis Media India is delighted to welcome Doosra into our family.  Zahir Mirza is an industry icon and one of the best creative minds in India.  In partnership with all the Aegis Media companies, particularly Carat Fresh Integrated, I am sure this will be a new paradigm in integrated marketing in India.  This also puts Aegis Media India in a unique position of being the only agency group in India that can offer our clients all the benefits of specialization, without the disadvantage of silos.  Our One Aegis, One country P&L structure enables us to do so.”

Doosra was created with the purpose of doing non-traditional advertising work. Named after the off-spinner's delivery in cricket that turns the other way from the batsman's expectations, Doosra's approach to work is similar.  These ideas have won the agency businesses such as the Business Standard group of publications, independent brewery Tilaknagar Industries and major airline Kingfisher Airlines.  The agency also works on a project basis with Hindustan Unilever.

This is a significant investment being made by Aegis Media India, which also has Carat, Vizeum, Posterscope, Brandscope,  Hyperspace, Carat Fresh Integrated, PSI, Isobar and  iProspect.

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