MUMBAI: Daniel and Emmanuel Upputuru, Vivek Suchanti and Anirban Mozumdar have floated a new branding solutions agency - ITSA Brand Innovations - in an effort to "fill the gap between the TV commercial maker and the social media hot-shop." The Mumbai-based agency is a part of Concept Communications Group.

The agency draws inspiration from global entities like Ideo, Apple, Improv Everywhere, Droga5 and+Castro, Buenos Aires.

Their aim is to be the single partnering custodian to a brand in a maze of technology and communication specialists. ITSA plans to provide the much needed innovation to brands in a world that is rapidly changing. The vision is to come out from the comfort zone and be much more than "just another overtly friendly neighborhood agency." The agency will operate on the premise that innovations happen only when ideas are applied.

The agency will create innovative products, services and communication platforms and also intends to patent some of the new product ideas or innovations. Some of the areas where ITSA is in the process for applying for patents are automotive, insurance, youth, music and technology.

The agency said in a statement that it already has a prototype ready for the automotive sector, which ITSA hopes to be its first launch around August.

ITSA is open to innovations and platforms that invite brands and brands that invite innovations or innovative thinking to create turning points or inflections. The agency will operate on the concept of "trans-disciplinary collaboration" which brings together a relevant set of skills required for applying a particular idea - it could be technology, art, craft, design, IT or even a social scientist, for example to collaborate.

ITSA is in talks with a few clients and wants to work with like-minded partners, the company said.

Emmanuel Upputuru will assume the role of chief innovation officer. He was earlier with Publicis India as national creative director, where he worked on Nestle‘s "Me & Meri Maggie" integrated campaign.

Upuuturu says, "I feel the timing is just right. 4G is round the corner. The economy is down. My energy levels are at an all time high. I have always believed that if you know what you are doing, you are not doing anything original. So I am waiting to see what this entity will shape up to be."

Anirban Mozumdar will take on the post of founder and chief - innovation, strategy and collaborations at ITSA. He has 15 years of experience in advertising and was national planning director with Publicis.

Mozumdar says, "ITSA a world view, a conviction that we believe brands and the market are ready for and need more than ever before. It‘s a breeding ground for ideas and making them happen. Eventually, ITSA a confluence of like-minded, hyper ideating people who create things multitudes of people would love to engage with and hopefully, find that engagement rewarding".

Concept Group chairman Vivek Suchanti adds, "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".

Daniel Upputuru will serve as chief creative officer. After a stint at TAG McCann, he went on a sabbatical from advertising and tried his hand at anthropology at Buena Ventura , Columbia.

He adds, "I was not interested in joining another advertising agency. But when Emmanuel explained the vision of ITSA it reminded me of The Improbability Drive that Zaphod Beeblebrox steals and that‘s when I said, I am in."

The collaboration/tie-up with Concept gives ITSA the benefit of an established eco system including advertising, PR, digital and sports marketing capabilities. And of course ready offices in Mumbai for managing work from the city.

Prasad Raghavan, also an industry veteran will provide support and advise the ITSA core team as a mentor and will be the guiding force apart from working on special projects, especially involving breakthrough expression and execution of ideas.