DDB MudraMax appoints Sommnath Sengupta as head - tech innovations, OOH & experiential

He will be based in Mumbai and will be working closely with Sanjay Shukla, President, DDB MudraMax (OOH, Events & Experiential).

To strengthen the multi-specialty expertise of the agency and to help build brands in this age of data-digital driven convergence and complex consumer dynamics, DDB MudraMax has roped in Sommnath Sengupta as head-tech innovations, OOH and experiential.

Sengupta, aka Somm, erstwhile the national creative director at Kinetic Worldwide (a WPP company) comes with an expertise in concept, digital content, digital activation, interactive content, design and tech innovations. In his career span ranging more than 15 years, he has specialised in creating interactive technological innovations; creations that have an impact on the brand and the consumer alike.

With the DDB Mudra Group moving towards digital driven transformation, Sengupta would be playing a pivotal role at DDB MudraMax by putting digital and tech at the heart of each campaign.

According to the press release shared by the agency, Sengupta will be based in Mumbai and will be working closely with Sanjay Shukla, president, DDB MudraMax (OOH, Events & Experiential).

Speaking about his new role, Sengupta says, "I am looking forward to an innovative association with DDB MudraMax. When we integrate technology with a storytelling experience, we will be able to gather ‘data' which is an integral part of any campaign. We will be providing an in-house, end to end technology solution across Concept – Design – Execution for our clients."

Commenting on Sengupta's appointment, Gour Gupta, executive director, DDB Mudra Group and CEO, DDB MudraMax (OOH, Events & Experiential), says, "Somm's restless passion for technology's integration in storytelling and interaction delighted me. He is the right fit to drive our tech integration and content. Since technology is our ally in storytelling experience, we will be offering our clients a bouquet of tech innovations and content creation with the integration of social media and data."

Sengupta's earlier associations include long stints with reputed agencies like Kinetic Worldwide, Madison OOH, Ogilvy Action and Bates 141. At Kinetic, he was part of Kinetic's Global Council and was instrumental in transforming Kinetic's static offerings into technology and ideas. He was responsible for creating the new brand identity of Kinetic Worldwide.

Sengupta has worked with established brands such as Audi, Cadbury, Ford, Google, Idea, Indian Super league, Motorola, Samsung and Vodafone to name a few. He has many ‘firsts' in his kitty. India's first augmented reality experience for Star Plus' show ‘Just Dance' was his brainchild. In 2016, he customised Arduino Technology for the Ford Mustang Launch at Delhi's T2 terminal which garnered a lot of attention from the marketing, media fraternity and consumer alike.

The world's first rainwater harvesting billboard for Vodafone by Somm was a unique idea, driven with a distinct SIM based mobile technology that helped the drought effected regions across the country. One of his award winning ideas is ‘Mukhota', the life-saving mask with an exclusive GPS based product design, created for fisherman of coastal border regions.