It’s a jungle out there! And that isn’t just a Randy Newman song — the statement equally applies to the start-up haven that India has currently become. And a crowded one at that. The M&E industry is no stranger to the start-up culture, with many prominent admen exiting large networks to start their own firms — the latest in the list being KV Sridhar, who had moved on as chief creative officer at SapientNitro a few months back. Sridhar, fondly called Pops by industry folk, has commenced operations at his self-funded venture — HyperCollective, which essentially is a collaboration of specialist companies and agencies. Its core area of expertise will be content, data, design and technology. After all, too many players mushrooming all over the place can sometimes lead to unhealthy competition.
Taking a cue from this, Sridhar has started HyperCollective, an umbrella outfit which will see a collaboration of 21 companies, with each specialising in fields such as data analytics, technology, new-age marketing solutions, content, virtual reality, etc.
On announcing the launch of the collaborative communication technology company, Pops highlights that there is a need to plug the gap between creative and technology.
A challenge faced by agencies and brands across the spectrum, currently. “It is all about collaboration versus competition today. We cannot live in silos if we want to achieve our dreams,” says Pops. “Look at Netflix or Hotstar; the platforms are collaborative in nature. One can notice collaboration is a common theme across categories now. Collaboration is the future.”
The 21 partner agencies who are independent experts in their respective fields, believe that the collaboration is a win-win for all as it lets them stay committed to the cause of wanting to make a genuine difference to clients. In return, clients will see a difference that they never felt through past transactional agency relationships.
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“The brilliant specialists in the ‘Collective’ could add much deeper meaning to our implementation. Similarly, we could be making a contribution in the area of human thinking even when it comes to tech data and design,” says S Yesudas, MD and co-founder, triggerbridge.
“A decade back, we saw the trend of independent agencies looking to build their own signatures. But what is different about this collaboration is that clients will not only get multiple services under one roof, but can also avail exact expertise in a specific field,” says Vipin Dhyani, founder and chief CD, Thoughtshop.
Having been in ‘stealth mode’ for the past several months, the collaborators have been working on global brands and a handful of large Indian companies. For instance, HyperCollective, along with with its collaborators — PING Digital Broadcast Network and WindChimes Communications — and Nestle India’s brand team has been churning out original branded content, social campaigns, and experiential content.
HDFC Life, senior EVP and head, marketing, analytics, digital and e-commerce, Sanjay Tripathy, says, “I believe it will provide the much needed alternate viewpoint to marketers across the entire value chain of marketing and sales. Second, since their offer to clients is not traditional advertising, the vocabulary they use and what the clients love to hear would be similar,” he says. “Third, they can offer better accountability.”
Based in Mumbai, HyperCollective aims to further bring on board collaborators offering niche and disruptive services.