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Grey’s Amit Akali launches digital agency, What’s Your Problem

The agency has already done a campaign for Flipkart, in partnership with Chapter Five. Some of its other clients include Nilgai Foods, Brinc, Indigo Music and Indigo Live

BestMediaInfo Bureau | Mumbai | May 7, 2015


Amit Akali, former National Creative Director of Grey India, has announced the launch of a full service digital agency. Christened What’s Your Problem (WYP), the agency has been co-founded by Akali and his brother, Praful Akali (Founder, Medulla Communications), along with members Huzefa Roowala (ex-MTV and member, Ping Networks) and Hammad Khan (ex-Wizcraft).

Terming it as an ‘agency for the digital world’, the agency explains the concept. A press statement informed that the problem is that there are mainline agencies and then there are digital agencies, but there are very few agencies for the digital world.

On the launch of the agency, Amit Akali explained, “I knew that digital marketing has been a gap for the best advertising agency folks, and if I didn’t deep dive into understanding digital marketing now, it would never happen. So, while we hired digital experts, I’ve gone back to school – to become a certified digital marketer. The more I’ve understood digital, the more I’ve understood it’s just a medium, but a medium that allows you to do so much more and where all media will eventually converge. More importantly, I’ve understood how to marry it with strategy and creative. So, the last year has been a fantastic learning experience.”


Amit Akali, Managing Partner and Creative Head, WYP has over 18 years of experience in advertising, including as National Creative Head of Grey India (with Malvika Mehra) and member of the Grey Global Creative Council.

Praful Akali, who had founded healthcare communications agency Medulla Communications seven years ago, has merged the agency’s resources with WYP. “While Amit and I were very clear about what kind of agency we wanted to build, we were equally clear we wanted the right team on board, one that shares our vision and doesn’t duplicate our skill sets but adds to them,” he informed. Medulla has a 50+ member team, and has been servicing clients like J&J, P&G, GSK Consumer Healthcare, GSK Pharma, Novartis, and Sanofi, among others.

Huzefa Roowala, a former ACD at MTV and a member of Ping Networks – a HD multi-channel YouTube network, will serve as Director – Content and Creative. He will be heading a team of producers, animators and editors. Hammad Khan, Director – Servicing and Technology is a digital native and technology junkie, with over nine years of experience in digital marketing, including working at Puretech Internet, Veda Informatics and an entrepreneurial stint at Vordoo. He was last Online Marketing Head at Wizcraft International.

Ajay Takalkar, Director – Art & Design leads a team of art directors, designers and animators at WYP. He has over 16 years of experience (Enterprise Nexus, Everest, Dentsu and Ogilvy) and has won various awards, including an Abby Grand Prix Campaign for Tortoise Mosquito Repellent. The core team gets rounded off with Hensila Kava, Social Media Lead, who is the founder member of social media agency FYA.

WYP starts off in over 3,000 square feet of office space at Santacruz, Mumbai, and a 60-member team with industry leading in-house capabilities across verticals. What’s Your Problem is part of an agency network which includes partner agency, Medulla.

The agency has already done a campaign for Flipkart, in partnership with Chapter Five, to get people to download the Flipkart app on their smart phones. Other than the work for Flipkart, some of their other clients include Nilgai Foods, Brinc, Indigo Music and Indigo Live.


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