MAM

Catalysts to bridge the gap between digital growth & traditional agencies: Syed Amjad Ali

Catalysts is going to function on a geo-agnostic, open-source model

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/12/23/syed_amjad_ali.jpg?itok=tOBcFTb5

NEW DELHI: The marketing world has been in a state of constant flux for the past few years. There are emerging trends and technologies popping up everywhere, every few days. Brands are looking forward to ever smarter ways to engage with consumers. And the consumers are moving on to newer platforms for content consumption. While everything is moving at light speed, the marketing world might not really be abreast with trends that are always transforming. This has left a huge void in the industry, which former president of Mullen Lintas  Syed Amjad Ali is trying to fill with his new venture, Catalysts. 

The start-up aims to utilise the infinite content pool available for non-TV assets today to deliver smarter, sharper, and platform-focused marketing solutions to clients, Ali told Indiantelevision.com’s Mansi Sharma in a recent conversation. 

“I have spent more than 25 years at the same organisation, working on some stellar and hugely successful brands and campaigns. And I was thinking about my next step for the past year and a half. That’s when I started planning Catalysts because I felt there is a huge gap in how the world of consumers is evolving and how most agencies are dealing with that. Catalysts will bridge this gap with unique platform-centric solutions to its clients,” he elaborated. 

Ali started his marketing journey almost three decades ago and played a big role in the success of brands like LG, OLX, Havell’s, and Micromax in India. He was also one of the founding members of Mullen Lintas in 2015. 

It was naturally not a very easy decision for him to move on from an agency that he had started seeing as home. “I owe a lot of what I know to Lintas. It was where I got many unique opportunities at every step of my career and worked personally with legends like Balki (R. Balakrishnan) who helped my professional growth immensely,” he shared. 

However, his zest to bring in a substantial change in the course of the industry prompted him to make the jump this year. “A very close friend of mine, who is a big brand consultant, told me that it is the perfect opportunity and time to start something new,” Ali quipped. 

He added, “I have very little to lose right now. The whole industry is dealing with a lot at this time and I truly sense a huge pool of opportunities lying out there. The pace at which digital is evolving, especially with Covid2019, and how traditional agencies are evolving are very different. I want to speed up that whole process with the Catalysts.” 

Ali also showed immense gratitude towards the whole industry and the people he has previously worked with, who are now extending supporting hands to him. 

“Now I realise what I have truly earned with my journey at Lintas. It is this great sense of belief that the industry has in me. It is overwhelming to see so many of my older colleagues and people that I have worked with asking me if I need any help. They all are so eager and willing to participate in the journey of Catalysts,” he noted, with some emotion.

Currently, Ali is working hard to develop a strong open-source model for Catalysts and looking to bring in fresh talent in the small team he is curating for phase one. For the majority of its operations, Catalysts is going to be geo-agnostic and will rely on modern-day technologies to not only deliver solutions but also manage team operations. 

He happily added that they are already working on a few client projects, each in very different verticals and stages, and said to expect some exciting news in the coming weeks. 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/21/img_21012022_185809_800_x_800_pixel.jpg?itok=O11OH6SV
Adani Wilmar IPO to open on 27 January

Mumbai: Edible oil major Adani Wilmar Ltd has announced that it will open for public subscription next week on 27 January and conclude on 31 January.  The price band of the issue has been fixed at Rs 218 to Rs 230 per equity share of the face value of one rupee each for its Rs 3,600 crore initial...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/21/img_21012022_180503_800_x_800_pixel.jpg?itok=mRYczbc3
Oyo launches new campaign capturing pulse of today’s travellers

Mumbai: Hotel booking platform Oyo has launched a multi-film brand campaign that will be visible across television, social media, OTT platforms, etc through January and February. The brand film features Bollywood actors such as Gul Panag, Kalki Koechlin, Chitrangada Singh and Kunal Kapoor, who...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/21/img_21012022_150338_800_x_800_pixel.jpg?itok=MlqwjZX0
ET Medialabs bags performance branding mandate for Kapiva

Mumbai: Growth marketing and analytics company ET MediaLabs has announced its collaboration with Kapiva, a modern Ayurvedic D2C nutrition brand. The association will strengthen Kapiva’s performance branding services with an aim to build awareness and eventually amplify and retain the loyal customer...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/21/img_21012022_124651_800_x_800_pixel.jpg?itok=aln8GlJK
TBO Tek rebrands itself as tbo.com

Mumbai: Global travel distribution platform tbo.com has unveiled its new expression of customer-centric brand name, logo, tagline and brand identity as TBO.com. The customer-centric brand name along with the tagline is now: tbo.com -Travel Simplified.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/21/img_21012022_123215_800_x_800_pixel.jpg?itok=Y8XjYMx8
Bira 91 partners with boAt to launch 'Boom' audio collection

Mumbai: Bira 91 and earwear brand boAt have come together to launch an exclusive ‘Boom’ limited-edition collection of audio devices. The 'Boom' collection will be available exclusively on Bira 91’s Merch store and the boAt website starting 20 January.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/21/img_21012022_120419_800_x_800_pixel.jpg?itok=8zcjGkru
Shauvik Ghosh joins KnowledgeHut as PR & communications head

Mumbai: KnowledgeHut, a Bangalore-based short-duration skills provider has appointed Shauvik Ghosh as head of PR and corporate communications. The appointment is part of the ed-tech start-up's plans to aggressively expand its business and drive growth in its business across its domestic and...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/21/harley_davidson.jpg?itok=A5auSIIh
LML partners with former Harley Davidson manufacturing facility in India

MUMBAI : Laying the groundwork for a long-term future in the EV business in India, LML Electric on Thursday announced a strategic partnership with Saera Electric Auto, which formerly handled manufacturing for global major – Harley Davidson.

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/20/levis1.gif?itok=zl1uam8K
Levi's Music Project partners with Ritviz & Kayan for India edition

Fashion clothing brand Levi’s has announced its partnership with Ritviz and Kayan for the India edition of its music enablement project – The Levi’s Music Project.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/20/img_20012022_185544_800_x_800_pixel.jpg?itok=VNPA0pyV
Trell announces ‘Fashion Democrazy Sale’ to celebrate Republic Day

Mumbai: To celebrate the freedom of choice and expression, homegrown lifestyle social commerce platform Trell has announced its 'Fashion Democrazy Sale' which offers attractive discounts of up to 70 per cent on all things fashion and lifestyle.

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required