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UK’s ‘i-am’ associates enters India with Percept as partner

MUMBAI: London and Istanbul based creative consultancy ‘i-am’ associates Tuesday announced entry into the Indian market with Percept Limited as a partner.


‘i-am’ associates will be starting their India operations with a base in Mumbai and will consider expansion into other cities in due course. Initial strategic and creative support will come from the UK and Istanbul offices with a local team being built simultaneously


‘i-am’ associates and Percept have set up a studio base in Mumbai with a team consisting of local talent in combination with experienced personnel from the UK and Turkey. Internationally, ‘i-am’ associates has gained reputation for its work in the finance, real estate, hospitality and fashion retail sectors. Their strategic goals in India will see the consultancy build on their strengths by focusing their energies and expertise in these same verticals.


Says ‘i-am’ associates managing director Jon Blakeney, “India holds great potential and we would like to be part of its growth success story; we could not think of a better alliance than Percept Limited to embark on this journey. I am confident we will deliver exceptional work for our Indian clients through our 360 degree approach to brand development that will help Indian brands achieve greater heights in a very competitive global marketplace.”


The company hopes to break even in its first year of operations in India.


Says Percept Limited vice-chairman and MD Harindra Singh, “India is a growing economy with a large consumption of FMCG, Lifestyle, Technology, Banking, Realty and other brands. Home grown and even multinational brands regularly need a brand refresh and this entire process requires a complete research driven and scientific approach. I am confident that our decades of in-depth knowledge and skills of marketing and promoting numerous Indian and international brands combined with ‘i-am’ associates’ global experience and learning will translate into applying fresh analytical thinking to the communication needs of brands and bridging the gap between brand offerings and consumers needs in India.”


As a pilot project in India, ‘i-am’ has taken on New India Bank as their first initiative. The agency has directed a complete overhaul of the business encompassing every aspect of its operations from brand communications to bank interiors.


The bank has now been severed from its “humble roots” and its new brand identity and customer experience have positioned the bank at the forefront of Indian retail banking. Despite this radical shift, however, optimism remains central to the bank’s identity. Branch interiors reflect both intimacy and ambition and have been optimised to ensure a smooth and fulfilling experience for their customers, the company said.


‘i-am’ associates provides brand experience consultancy services encompassing branding, interior design, customer engagement and alternate marketing. Their list of clients include brands such as Diesel, Armani, Coca-Cola, Adidas, FCUK, Hustler and Costa Coffee.

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