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Tag: Syed Amjad Ali

  • Catalysts to bridge the gap between digital growth & traditional agencies: Syed Amjad Ali

    Catalysts to bridge the gap between digital growth & traditional agencies: Syed Amjad Ali

    NEW DELHI: The marketing world has been in a state of constant flux for the past few years. There are emerging trends and technologies popping up everywhere, every few days. Brands are looking forward to ever smarter ways to engage with consumers. And the consumers are moving on to newer platforms for content consumption. While everything is moving at light speed, the marketing world might not really be abreast with trends that are always transforming. This has left a huge void in the industry, which former president of Mullen Lintas  Syed Amjad Ali is trying to fill with his new venture, Catalysts. 

    The start-up aims to utilise the infinite content pool available for non-TV assets today to deliver smarter, sharper, and platform-focused marketing solutions to clients, Ali told Indiantelevision.com’s Mansi Sharma in a recent conversation. 

    “I have spent more than 25 years at the same organisation, working on some stellar and hugely successful brands and campaigns. And I was thinking about my next step for the past year and a half. That’s when I started planning Catalysts because I felt there is a huge gap in how the world of consumers is evolving and how most agencies are dealing with that. Catalysts will bridge this gap with unique platform-centric solutions to its clients,” he elaborated. 

    Ali started his marketing journey almost three decades ago and played a big role in the success of brands like LG, OLX, Havell’s, and Micromax in India. He was also one of the founding members of Mullen Lintas in 2015. 

    It was naturally not a very easy decision for him to move on from an agency that he had started seeing as home. “I owe a lot of what I know to Lintas. It was where I got many unique opportunities at every step of my career and worked personally with legends like Balki (R. Balakrishnan) who helped my professional growth immensely,” he shared. 

    However, his zest to bring in a substantial change in the course of the industry prompted him to make the jump this year. “A very close friend of mine, who is a big brand consultant, told me that it is the perfect opportunity and time to start something new,” Ali quipped. 

    He added, “I have very little to lose right now. The whole industry is dealing with a lot at this time and I truly sense a huge pool of opportunities lying out there. The pace at which digital is evolving, especially with Covid2019, and how traditional agencies are evolving are very different. I want to speed up that whole process with the Catalysts.” 

    Ali also showed immense gratitude towards the whole industry and the people he has previously worked with, who are now extending supporting hands to him. 

    “Now I realise what I have truly earned with my journey at Lintas. It is this great sense of belief that the industry has in me. It is overwhelming to see so many of my older colleagues and people that I have worked with asking me if I need any help. They all are so eager and willing to participate in the journey of Catalysts,” he noted, with some emotion.

    Currently, Ali is working hard to develop a strong open-source model for Catalysts and looking to bring in fresh talent in the small team he is curating for phase one. For the majority of its operations, Catalysts is going to be geo-agnostic and will rely on modern-day technologies to not only deliver solutions but also manage team operations. 

    He happily added that they are already working on a few client projects, each in very different verticals and stages, and said to expect some exciting news in the coming weeks. 

  • Syed Amjad Ali moves on from Mullen Lintas

    Syed Amjad Ali moves on from Mullen Lintas

    New Delhi: Syed Amjad Ali has moved on Mullen Lintas. He was serving as the president of the agency’s Delhi office since 2017. Ali was one of the founding members of the Mullen Lintas in 2015. During this time he worked on several brands such as Vistara, Honda Cars, Gionee Mobiles, Llyod, Zee TV, Modern Foods, Honor Mobiles, Havells and Dabur.

    Prior to joining Mullen Lintas, Ali served for over two decades at Lowe Lintas. He joined the agency in 1995 as an executive and grew to become an executive director where he led several big accounts such as LG Electronics, Maruti Suzuki, Havells, Olx, Micromax, Greenply, and others.

    He was one of the key pillars at both the agencies.
     

  • Lloyd partners Mullen Lintas for brand restage

    Lloyd partners Mullen Lintas for brand restage

    MUMBAI: Consumer durables brand Lloyd, has partnered with Mullen Lintas for its upcoming campaign. The initiative has been taken to strengthen Lloyd’s position as a consumer-centric brand to gain stature and market share across product categories, as part of the next stage of the brand’s roadmap.

    Commenting on the association, Mullen Lintas CEO Vikas Mehta said, "With Lloyd, we are delighted to further extend our long-standing partnership with Havells. We are grateful for their continued faith in Mullen Lintas and are committed to creating another success story for their business. Lloyd is a great opportunity for us to leverage Mullen’s challenger thinking to get the brand an unfair share of attention in the crowded consumer durables category."

    Speaking of the association with Mullen Lintas, Havells India vice president marketing Amit Tiwari said, “Lloyd is a crucial piece in our brand portfolio and we want to fuel this business as a strong engine for our growth. We felt the brand needed a fresh perspective and proposition at this stage in its journey and found the narrative shared by Mullen Lintas compelling.”

    In an attempt to appeal to young couples as its core target audience, Lloyd recently named Bollywood’s power-couple, Deepika Padukone and Ranveer Singh, as its newest brand ambassadors.  The campaign features the innovative LLOYD Grande AC. This campaign will further strengthen the brands belief of keeping their consumers happiness and lifestyle in mind while making products to cater to the needs of the young Indians.

    The agency has been working with the brand to leverage the new celebrity couple to create an emotional connect with the audience. Initial phase of the campaign for Lloyd air conditioners, created by Mullen Lintas, has already started rolling out with more expected in the coming weeks.

    The campaign is being handled by the Delhi (NCR) Offices of Mullen Lintas, under the leadership of its president, Syed Amjad Ali.

  • Mullen Lintas makes multiple senior level appointments

    Mullen Lintas makes multiple senior level appointments

    MUMBAI: Mullen Lintas, the recently launched creative agency of Mullen Lowe Lintas Group, has appointed its senior management team across cities.

     

    Announcing the new team, Mullen Lintas CCO and chairman Amer Jaleel said, “I’m thrilled with the all-star-lineup that Mullen Lintas has been able to assemble in such a short time. With this kind of firepower at the start, this team has the weight-class to rival the biggest and the best. I look forward to cutting our teeth into briefs, and creating some great work together.”

     

    EktaRelan has been appointed as the senior VP and planning head – national brands. Based in Mumbai, Relan’s mandate would include leading the strategic planning function across offices and brands for the agency.

     

    The creative art function for Mullen Lintas would be led by Garima Khandelwal, who has been appointed as executive creative director. In her last role, Khandelwal was group creative director at Lowe Lintas where she worked for five years.

     

    The business mandate for the Delhi office will be led by Syed Amjad Ali, who has been appointed as executive director. Ali moves into this role from Lowe Lintas Delhi, where he spent 20 years in multiple business leadership roles managing large client portfolios across product categories.

     

    On the other hand, Ayyappan Raj, who assumes the role of executive vice president, will lead the mandate of Mumbai office.