Ex-Grey hand, Sudhir Nair launches new communication agency

The agency, 21N78E, will offer services like strategic consulting, digital solutions, analytics and an incubation lab for developing digital products.

Sudhir Nair, ex-SVP and head - digital at Grey Group, who quit in May this year, has launched a new-age communication agency, 21N78E, in Mumbai. The agency is based on the core belief that today's consumer universe is very fragmented and hence driven by a large spectrum of overlapping ecosystems. "We are convinced that if you don't understand this and device a method to create an overlapping ecosystem for the brand in question, and may be even own parts of it, you will end up with a lot of wastage and sub-optimal results," Nair states.

The agency has developed a strategic planning tool called Aether - which looks at mapping key aspects of consumers and brands to create a unique ecosystem that works for both.

21N78Ewill offer services like strategic consulting, digital solutions, analytics and an incubation lab for developing digital products.

"The incubation lab is what is really exciting. The growth of the app world is phenomenal. We have invested a lot of time and effort in research - into what will find relevance and be of utility to the consumers in today's app-cluttered environment. The incubation lab will spearhead innovations in this area," shares Nair.

"There are some serious issues facing rural India, which can probably be addressed partially by the app world," says Navin Karkera, partner, 21N78E, and rural marketing expert with a background in advertising.

"We are already in advanced stages of development with two of our products, and with investors showing keen interest, we are sure to hit the marquee soon," Karkera adds.

Karkera started his career in sales before joining Trikaya Grey in 1989. He then decided to start his own agency with a clear focus on rural markets. His clientele included leading agro firms in the country.

Nair was responsible for setting up the digital offerings at Grey and ran the business for 15 years. When asked about the name of the agency, Nair says, "These are the coordinates of India and we hope to pin 21N78E on the global communication scene soon."