D Rajappa launches 'Aamrass'

The firm will offer solutions in the consulting, digital and mar-comm space.

D Rajappa, former president, Rediffusion-Y&R, who quit the agency around January last year, has announced the launch of his independent venture, 'Aamrass', a firm with interests in brand consulting, digital solutions and mar-comm.

The unusual name draws on the analogy of juice from the king of fruits in India, the mango, to connote "distillation and analytics of a marketing challenge and strategy for a ready solution."

The logo (see image) resembles 'yin and yang', the Chinese symbol of balance.

About this move, Rajappa says, "Digital technology and convergence is driving a disruptive change. This is only going to be further amplified with smart devices and expanding access. This change will drive price value equations and old paradigms to be reassessed."

This scenario, he says, presents an opportunity for "creating engagement with consumers through digital apps/products and services to manage conversations for building brands."

The business model the firm will operate on is called 'the amoeba model'. Explains Rajappa, "Just like the amoeba, it won't have a single shape and form. Rather, it will be a business structure that can adapt, collaborate and create value." The word 'amoeba' is derived from a Greek term which means 'the change'.

The firm will also be involved with forging strategic partnerships between different entities within the communication, marketing and digital industry.

Aamrass has already begun some consulting assignments and is working towards developing digital applications.

Rajappa has over 24 years of industry experience to his credit, of which the last 18 years were spent Rediffusion-Y&R.

Rajappa began his career in 1988 with McCann Erickson, New Delhi and moved on to Interact Vision, before joining Rediffusion-Y&R in 1994. Rajappa has managed some of the agency's prestigious clientele, including Airtel and GPI, among others.

In 2003, he assumed the role of CEO, Rediffusion-Y&R Sri Lanka, after which, in 2006, he moved to Everest Brand Solutions as president. Towards the end of 2010, he moved back to Rediffusion as president.