ITSA wins .Desi business

The agency has already started work on the brand's identity and key web presence elements.

ITSA Brand Innovations has partnered with DotDesi (.desi), a generic top level domain (gTLD) in launching and marketing the brand to audiences in India, the subcontinent as well as "desis"worldwide.

Founded in 2011, Desi Networks LLC aims to create a platform for desi people and its diaspora to interact in a more personal way and bring the community together without restriction to a geographic location. The term "desi" refers to the culture, people and products originating from the Indian sub-continent (India, Pakistan, Bangladesh, Nepal, Sri Lanka) and its global diaspora.

Ravin Ohri, principal, Desi Networks LLC, says, "Our vision for .desi is to connect desi individuals, businesses and organizations; to promote desi culture and to positively impact emerging markets within the Indian sub-continent and around the world. We chose ITSA after a long search and are excited for the future."

The .desi team will be looking to doing targeted marketing, buzz creation and large-scale awareness building as part of its phased go to market strategy. ITSA has already begun work on the identity and key web presence elements while campaigns are being created for launch in the coming few weeks.

Emmanuel Upputuru, founder & chief integration officer, ITSA, states, "It is a new path - to create a brand vision and a space for a completely new kind of service or product like .Desi. And we at ITSA are looking forward to it."

ITSA, in collaboration with Concept Communications, offers advertising, PR, digital and sports marketing capabilities. Founded in July 2012 by Upputuru (ex-national creative director, Publicis); Anirban Mozumdar (ex-national planning director, Publicis); and Daniel Upputuru, ex-head of TAG McCann Delhi, along with Concept's Vivek Suchanti. The agency also handles the creative duties for HCL Technologies, Rajhans and Tattva accounts it won recently.