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Concept acquires Liqvd Asia

Founding members of Liqvd Asia, Arnab Mitra and Zubin Nalawalla, along with their team of 28 will become an integrated part of the Concept Group

BestMediaInfo Bureau | Delhi | December 23, 2014

Zubin-Nalawala,-Founding-member,-Liqvd-Asia,-Vivek-Suchanti,-Chariman-and-Managing-Director,-Concept-Communication,-and-Arnab-Mitra,-Founding-member,-Liqvd-Asia(l-r) (L-R) Zubin-Nalawala, Founding member, Liqvd Asia, Vivek Suchanti, Chariman and Managing Director, Concept Communication, and Arnab Mitra, Founding member, Liqvd Asia

Concept Communication has announced that it has acquired a majority stake in Liqvd Asia, a digital marketing company. With this, the two founding members of Liqvd Asia, Arnab Mitra and Zubin Nalawalla, along with their team of 28 will become an integrated part of the Concept Group driving the digital mandate in India and some selected markets in Asia.

Mitra is a respected name in the digital industry. Having spent more than a decade strategizing and implementing digital strategies for multinational brands like Samsung, Research In Motion, Volkswagen, General Motors, Capgemini, Red Bull, to name a few, he has led his teams to winning several prestigious digital accolades.

Mitra used to work as National Director for Starcom Mediavest Group and prior to that he worked with Havas Media, heading the agency in South Asia.

Vivek Suchanti, Chairman and Managing Director, Concept Communication, said, “This acquisition consolidates our position in the digital space. Mitra is experienced at establishing operational excellence within diverse new age marketing techniques, translating conceptual models into specific growth strategies, and planning and executing multi-faceted national and regional advertising campaigns. His expertise will help us create a bouquet of offerings to our clients across various group entities. With the addition of Liqvd Asia, we are taking another step in helping our clients ‘get digitally right’. We are delighted to welcome Mitra and his team to be an integral part of the Concept family.”

Mitra said, “We are very excited to become a part of the Concept Group. Concept is recognized as a formidable brand in the country and Suchanti has been one of most respected names in Indian advertising and related services industry. With this merger we will soon emerge as leaders in providing digital experiential solutions in the country and the region.”

The Concept Group, with a team of over 750, is one of the fastest growing independent Indian agency networks. Scarecrow Communications, led by Raghu Bhat, Manish Bhatt and Arunava Sengupta, ITSA Brand Innovations, led by Emmanuel Upputuru and Anirban Mozumdar, Enormous Brands LLP, led by Ashish Khazanchi and Ajay Verma, and Brandnomics Consultancy, envisioned by Viren Razdan, are part of the Concept Group.

The Group also includes a public relations firm, Concept PR. It has in the recent past acquired Zzebra PR (recognised for sports and entertainment PR) and Iconnect Enterprises (recognised for brand and lifestyle PR).

Liqvd Asia started operations in 2013. Its clients include Celkon Mobile, Axis Bank, Benetton, LifeCell, Lonely Planet, Sennheiser, Kalpataru and Adidas Originals. The company is headquartered in Mumbai and has a presence in Singapore as well.

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