Daniel and Emmanuel Upputuru, Anirban Mozumdar, team up to launch ITSA

Former Publicis India hands Emmanuel Upputuru (creative) and Anirban Mozumdar (planning), and former McCann TAG head Daniel Upputuru, have partnered Concept Group to form a new entity, ITSA Brand Innovations.
         
In a statement issued Monday, the founders sais 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 the statement.

Emmanuel, whose last assignment was as national creative director at Publicis India, said, “I have always had a point of view on how the business should be run. But advertising agencies take its definition too seriously and find anything outside of that definition very uncomfortable and relegate it to award shows. 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.”

Vivek Suchanti and Concept Group have also partnered other agencies like Scarecrow Communications, which had started operations out of Concept’s premises, like ITSA will now.

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”.