S Yesudas, Ajit Nair and Amit Tripathi launch triggerbridge, the unagency

Yesudas' previous assignment was as managing director, Indian sub-continent, at Dentsu Aegis Network's Vizeum.

S Yesudas today announced the launch of his first entrepreneurial venture triggerbridge, the unagency, in partnership with Ajit Nair of MX Advertising, and Amit Tripathi of IdeateLabs. Yesudas has been in the advertising and media business for over two decades and held various positions in agencies in India and overseas. His last stint was as managing director, Indian Subcontinent, Vizeum (Dentsu Aegis Network).

Commenting on the triggerbridge proposition, Yesudas says, "Disruption is the name of the game, not just in theory, but in everything we do -- philosophy, product, process, people et al. We are also building many aggregation and collaboration models. We believe the advertising agency model as it is practised today, will cease to exist in the foreseeable future. Clients will look for smarter brand solutions in order to create enduring and meaningful connections with their consumers, and not super-specialised silo solutions."

Yesudas further added that the endeavor at triggerbridge was to future proof a disruptive model True Vertexing, that will be the need of the hour now, and then needed by clients and hence, the unagency. "Interestingly, this will be virgin territory for us because agencies of today will stay focussed on the transactional mode of advertising as change for most of them will be difficult considering their models and complicated structures," says Yesudas.

Commenting on the triggerbridge model, Ajit Nair, managing director, MX Advertising and director and co-founder, triggerbridge, says, "We have built our model around appropriate solutions for clients/brands at various life stages, be it a well-established brand or a brand which has already traversed some distance, or one that needs to go digital from a business diversification perspective. It can even be a client with a ready product and market, but no marketing resources. While funds are the solution for one, an e-commerce ecosystem will be for another, and incredible story-telling, optimal content development and deployment, usage of data and technology for others."

Expanding on the proposition, Amit Tripathi, managing director, IdeateLabs and director and co-founder, triggerbridge, comments, "True Vertexing is hand-holding the brands in the journey to the highest peaks through true contributions by triggerbridge and through true expressions by brands. In addition to the fundamental change in definition, our disruption also includes a series of products for the very first time."

Tripathi further adds, "We are moving the business away from a pure service. One such product is a digital platform that aggregates story tellers and tech producers. Many more are in the pipeline. The overseeing creative board will include true storytellers like authors who have not been corrupted by 30-second-TVCs. Our business board will include members of other company boards and venture capitalists as well."