Creative Boutiques: Alok Nanda & Co, Chlorophyll Chalk Out Expansion Plans

Mumbai: In a strategic move, Alok Nanda & Company (ANC), a creative brand consultancy has floated a specialist F&B (Food & Beverages) communication division called ‘Eat This’ in a bid to offer value-added services to its clients. Even as Alok Nanda & Company is chalking out a major expansion plan across the country, Chlorophyll, yet another brand consultancy is scouting for collaborators (Indian as well international) to add muscle to its creative team.

The focus is clearly shifting to brand consultancies that offer both creative and sound strategic services under one roof in the Indian marketplace.

As for the rationale behind Alok Nanda & Company’s new move, said Eat This head Ajoy Advani, who is currently handling accounts such as Barista and Taj restaurants at ANC: “The idea behind Eat This is to consolidate our experience on all aspects of F&B and offer it on a single menu. We have just started working on two projects—a fast-food chain in Singapore and Dubai, as well as a restaurant and nightclub in Mumbai.”

According to Mr Advani, the need for Eat This arose because eating out and consuming packaged foods is fast gaining importance in India.

“On food packaging, particularly FMCG food packaging and advertising, there is need to be evocative. Here, we offer a seamless integration of branding, fine food writing and food photography,” he adds.

Across the road, Chlorophyll is drawing up a new game plan to offer value -added services to its clients. For starters, the agency is planning to get international expertise to boost its retail and ‘brand-launch’ communication services. “We are taking the ‘collaboration’ route to add muscle to our team. We are looking for collaborations either with individuals or institutions across various areas,” says Chlorophyll co-founder Kiran Khalap.

Increasingly, Indian marketers are opting for the services of creative brand consultancies in India. Reason: “In the highly competitive market, it’s cheaper to invest in creating a differen-tiator brand, rather than looking for a competitive edge once the brand is launched,” says Mr Khalap.

Endorsing this view, ANC managing director Alok Nanda says many agencies today believe that along with creative work, brand consultnacies are offering sound strategies to their clients. “In essence, at brand consultancies, we offer value-added services,” he adds.

According to Mr Khalap, over the years, the agency has gained competency in building brands from scratch in the retail and corporate branding sectors.

“Last year, 70 per cent of Chlorophyll’s revenue came...