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. Â 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, âAegis Media India is delighted to welcome Doosra into our family. Â Zahir Mirza is an industry icon and one of the best creative minds in India. Â 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. Â 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. Â Our One Aegis, One country P&L structure enables us to do so.â
Doosra was created with the purpose of doing non-traditional advertising work. Named after the off-spinnerâs delivery in cricket that turns the other way from the batsmanâs expectations, Doosraâs approach to work is similar. Â These ideas have won the agency businesses such as the Business Standard group of publications, independent brewery Tilaknagar Industries and major airline Kingfisher Airlines. Â 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,Â Hyperspace, Carat Fresh Integrated, PSI, Isobar and Â iProspect.