Emmanuel Upputuru, Anirban Mozumdar and Daniel Upputuru partner with Concept Group in India to launch ITSA Brand Innovations

Three prominent Indian advertising professionals hhave partnered with Concept Advertising to launch a new innovative agency  ITSA Brand Innovations.

Emmanuel Upputuru, Anirban Mozumdar and Daniel Upputuru have all left their respective positions to come together with Concept Group Chairman Vivek Suchanti, to form ITSA.

“Agencies have abdicated the responsibility for the brand. Between the TV commercial maker and the social media hotshop, the client has lost the single partnering custodian in a maze of technology and communication specialists. This is what prompted us to form ITSA,” said Emmanuel Upputuru.

“The ITSA vision came from a realization that in a world changing at a break neck pace, brands need “innovation”. Even more in communication. Therefore we will always be doing unpredictable things.  Whatever it might be, the watch-out is to not slide back, never ever, into the comfort zone of being “just another overtly friendly neighborhood agency,” said Upputuru.

He said ITSA is about innovations. Because innovations happen only when ideas are applied.

“ITSA Brand Innovations will create innovative products, services and communication platforms – with intent to patent some of the new product ideas or innovations. We are in the process of applying for patents in the area of automotive, insurance, youth, music and technology. We already have a prototype ready for the automotive sector. Hopefully this will be our first launch. We expect this to go live in August,” said Upputuru.

Upputuru takes on the role of Chief Innovation Officer ITSA. He was last National Creative Director at Publicis India – where he pushed the agency to top three ranked agencies at Goafest in 2010 with work that included Nestle’s “Me & Meri Maggi” integrated campaign. He was India’s hottest creative person in 2006 in the Campaign Brief Asia Creative Rankings, and has been an ideas and creative specialist with nearly 2 decades of experience with a focus on creating breakthrough work, which have won at Cannes and many other shows.

Anirban Mozumdar takes on the role of Founder and Chief of Innovation, Strategy & Collaborations. He was last National Planning Director with Publicis. With extensive experience in strategy, planning and building business for brands and having worked with reputed clients like Bajaj Auto, Kellogg, P&G, Nestle to name a few, he is a part of this new venture to build an unique offering. Anirban also brings in the unique experience of having worked across countries and cultures – he was heading P&G Brands Tide and later Rejoice in the region based out of Manila, The Philippines.

Daniel Upputuru, who after winning more awards than Emmanuel and many others in the industry with Golds at Cannes and One Show, got tired of advertising. He comes now into ITSA after an anthropological adventure in Beuna Ventura, Colombia and a subsequent exhibition at the Embassy of Columbia/Instituto Cervantes. In an earlier life, he was heading TAG McCann Delhi. He is going be Chief Creative Officer at ITSA.  

Commenting on the setting up of ITSA, Vivek Suchanti, Chairman, Concept Group, said: “ITSA is a foray into innovations for Concept Communications which is partnering the venture. Concept adds a new, distinct offering to its existing advertising, PR, Digital and independent communication agencies. We are excited about the fact that ITSA is a very different idea and it adds to the offering from Concept”.