The new entity will focus on brand identity, packaging, digital and 3D designs, BTL, etc.It will be headed by Renuka Desilva
BestMediaInfo Bureau | Delhi | February 23, 2016
Cut The Crap (CTC), a Mumbai based full-service creative agency, has recently launched its design unit, Design Sell. The unit will work as part of CTC but will function independently. Design Sell will have a separate team headed by Renuka Desilva. The unit will focus on brand identity, packaging, digital and 3D designs and below the line (BTL).
CTC was founded by Jagdish Acharya, a former Executive Creative Director with DDB Mudra, well known for the Dhara Jalebi campaign. CTC launched its operations in 2009 and has focused on brand building and insight-driven creativity.
The agency has several case study campaigns to its credit across categories such as food, personal care, education, publication, cosmetics, cement, health and fitness and has helped revive brands like Livon Serum (Marico), Ujala Fabric Whitener (Jyothy Labs) and Heritage Agarbathy (Cycle).
Desilva, who will head Design Sell as Creative Director, has more than 15 years of experience, working at agencies like O&M, Interface, Mudra and Law & Kenneth. Her last stint before joining CTC was with Lowe, where she worked on J&J and Knorr. Other brands that Desilva has worked on include Kotex, Mattel, Huggies, Asian Paints, Fanta, Godrej and Skoda. For a brief while, she dabbled in health and lifestyle brands and her work won the Rx Club and Global awards. Desilva has also won awards at The New York Festivals.
Acharya said, “I am excited to announce the launch of Design Sell. CTC has made its mark as a creative boutique for brand building. Design Sell derives its DNA from CTC. Design is never without a marketing purpose. The objective of design in the world of brands is to sell and it is, therefore, imperative that design be strategic and part of the brand building ecosystem. Hence, the name Design Sell. The need was felt to launch the division on its own so it can be nurtured and grown to its true potential.”
“The demand for strategic design has been growing,” Acharya explained, “not just from one-off clients looking for logos, brand identity and such. We work a lot with startups. Some of them need only design inputs first and a full service creative interface later. Then there are those who use only BTL as a medium of brand building and they need it to be managed through strategic inputs similar to ATL.”
Desilva commented, “I am looking forward to building Design Sell on the terra firma of strategy and creative foundations of design. It is the understanding of brand and marketing needs that will differentiate us from other design houses. Our aim over the next two to three years will be to build a strong portfolio that showcases our point of difference. Business will follow.”