Nitin Suri and Chraneeta Mann launch The Mob

Positioned as a mobile-first agency, The Mob is headquartered in Gurgaon.

The latest to join the mobile bandwagon is The Mob - a 'mobile first' agency founded by Chraneeta Mann, former national creative director, Rediffusion Y&R, and Nitin Suri, former national creative director of Dentsu and, till recently, partner at From Here On.

"The name The Mob besides coming packed with loads of attitude, is also really quite symbolic of the work that we plan to be doing as a mobile-first ad agency. Today everything and anything to do with communication, entertainment, retail, etc is all converging on this platform. this behaviour is only going to explode exponentially. It is important to rewire our communication and tailor make it to the huge amount of new technology tools that can be played with for creation on this medium. The Mob in its own way plans to break quite a few rules of traditional advertising, turn a few heads and carve out its own path with regards to innovation. To that effect the name is apt," Chraneeta Mann explains the rationale behind the name.

The Gurgaon-headquartered agency has already started work on a couple of large brands including some initial work with Yes Bank and Videocon. A corporate identity project is also being handled for Sandeep Goyal's Tango Media. A team of 16 is on board as well.

Mann adds, "Yes there have been many start ups...and to us that's a sign of the change that our industry is going through. Clients are willing to trust good talent, even though it might not have a huge comfortable traditional ad agency structure behind it. Its the age of specialists anyway, so I wouldn't say the competition worries us. In fact the more communication adventurers out there, the more differentiated the creative product. The industry as a whole seems more inclined to break the norm."

Mann is an award winning creative director whose work has been showcased at the Luerzer's Archive and The Work. She has worked on brands such as Honda Cars & Motorcycles, Airtel, MTS, LG Electronics, Paras Dairy, Suzlon, Iffco Tokio, Daikin, Taj Hotels, Canon, PVR Cinemas, Tata Nano and Videocon.

She says, about launching The Mob, "More and more communication is being consumed through the increasing plethora of devices available at our fingertips, allowing a convergence of brand-speak, digital and interactive communication on what we call the 'personal screen' - our window to the way the world lives, buys, chats, works/networks and entertains itself today. The nuance of the mobile is very interactivity driven, and weaving exceptional design and ease of interaction into the UI is essential today. We see a big opportunity in crafting content, particularly for this space, and hope to lead the way in creating mobile solutions that enhance the relevance and impact of mainline communication."

Suri has worked in the field of design for more than two decades. He's worked on brands such as Yamaha, PVR Cinemas, Reliance Communications, Taj Hotels and Hitachi. His work has won several national and international accolades. Suri's last assignment was with From Here on Communication as creative partner. From 2010 to 2011, Suri was NCD at Dentsu Marcom. When he isn't working on cutting-edge design, he dons his travel photographer hat.