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LIQVD Asia launched as first experiential marketing entity

With offices in India and Singapore, it has been promoted by Arnab Mitra, Zubin Nalawalla, Archit Gadiyar and Mayur Sethi

BestMediaInfo Bureau | Delhi | March 7, 2013

Arnab Mitra, formerly National Director at StarcomMediaVest, along with Zubin Nalawalla, RJ 107.1 FM and ex-Edelman Digital, Archit Gadiyar, Writer, ex-DDB Mudra and Mayur Sethi, formerly of Havas Digital and Founder, MP09Digital, have joined hands to launch LIQVD Asia in Singapore and India. It is billed as Asia’s first experiential, multi-cultural marketing entity to create meaningful connections for the world’s largest brands. The new firm counts three offices in Mumbai, Indore and Singapore with 28 staffers (including the promoters) already on board setting up the ‘white rooms’ (as they call their offices) to extend experiential marketing solutions to the early adopter brands. The creation of LIQVD was spurred by the desire of the founding members to build a truly integrated marketing company focused on delivering groundbreaking experiential solutions backed by technological relevance with clear and highly measurable metrics.

Arnab Mitra

Mitra said about the concept behind the entity, “We have been working on the fine prints of LIQVD for quite some time now. The industry since its inception and over the last decade got far too compartmentalised with very little pathbreaking work. We needed a game changer here, an integrator to tie it all in. Remember, we are not an agency. The shift in marketing isn’t just a shift to digital. It’s a shift from broadcasting messages to focusing on creating elevated branded experiences that benefit both the client and the consumer.” LIQVD counts among its mentors senior veterans of the Interactive Marketing community. Rajeev Bala, a senior executive at Havas Media, hopes that the young and talented team can conceptualise and execute complex multi-touch, multi-session experiences for brands.

Bala said, “The agency of tomorrow will be a seamless blend of storytellers, craftsmiths, tech geeks and grand wizards of data. The framework of Consumer Decision Journey can be brought to life with real-time data, given the ubiquity of HTTP. The huge complication is social, which means brands need to tell stories to curate their identity over time. Marrying storytelling and imagination with real world data can create for a strange world where truth can be stranger, and more beautiful than ever. I hope that the team at LIQVD executes to their vision of being the early pioneers in this emerging field."

As of now, LIQVD Asia begins its journey from 'The White Room', Mumbai, with a promise of creating better experiences for consumers vis-à-vis digital marketing agencies that are increasingly becoming traditional in their approach.

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