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Ogilvy India rebrands its second agency Soho Square as 82.5 Communications

Ogilvy India’s second agency Soho Square has undergone a comprehensive rebranding and reorientation. Now called 82.5 Communications, the agency will focus on Indian companies, startups and entrepreneurs.

Deriving its name from the longitude of Indian Standard Time, 82.5 Communications has taken on all the businesses formerly run by Soho Square. Sumanto Chattopadhyay who used to be chairman and chief creative officer at Soho Square has the same designation at 82.5 Communications. VS Srikanth, who was director and CEO of Bates CHI & Partners India, will be the CEO.

Headquartered in Mumbai, the agency will have offices in New Delhi, Bengaluru and Kolkata.

Orienting 82.5 to homegrown clients and startups is in line with a popular trend in the Indian marketing communications space.

Other agencies in India that have made a foray into having a startup focused offering include FCB Ulka with Bushfire. Startups are also supposed to be the focus of Spring Marketing Capital, a new agency launched by Lowe Lintas’s former chairman and chief creative officer Arun Iyer.

Speaking about the launch of 82.5, Ogilvy’s chief creative officer worldwide and chairman for India Piyush Pandey said: “It will meet a key need in the creative services market for an agency that is tailored to help realise the aspirations of emerging Indian companies, entrepreneurs and brands, as well as MNCs who want to ‘Indianise’.”

Chairman and CCO of 82.5 Communications Sumanto Chattopadhyay said: “The focus will be on finding ingenious, bespoke solutions to client’s problems.”

The decision marks the latest development in the life of a much-merged entity. Soho Square was the default resting place for several agencies acquired or started by WPP in India over the last couple of decades.

A short list of these includes Bates, rmg david, Enterprise, Temple and Meridian Communications. Bates CHI & Partners was absorbed into Soho Square as recently as 2017.

Soho Square was most famous for working on BJP’s election campaign for 2014 which helped bring the party to power in India.

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