Strapped with a swadeshi brand name "Design Sutra", the new company will offer a host of design-branding services which include retail branding, brand communications, brand identity, mall designs, product and packaging designs and brand manuals among others, informs Ms Vetry Ramachandran, head of Design Sutra.

According to Ms Ramachandran, the company is planning to tie-up with Indian as well as international design firms very soon. "We are now negotiating with a leading international design firm for partnership. In fact, we are the first Indian company to offer dedicated design services in the Indian ad industry," claims Ms Ramachandran.

To build up credentials before the formal launch of `Design Sutra', the company has created packaging and brand designs for Cadbury's and BPL Lube Shop, informs Ms Ramachandran.

As for the rationale behind the launch of the new company, Ms Ramachandran explains: "In the highly competitive advertising arena, there's scope for exclusive design work. To stand out in the clutter, we want to build a one-stop-shop which offers strategic approaches with strong visual solutions."

In this niche segment, the company's objective is to offer image-based communications to promote any brand under the sun, says Ms Ramachandran." Our USP: "We do research-based brand designs to woo consumers. We work closely with Contract's strategic planning department to delve deep into the colour and design psychology of consumers," elaborates Ms Ramachandran.

With capitalised billings of Rs 200 crore, Contract Advertising is ranked the 11th leading advertising agency in India.