Two Ventures, Single Idea. Of Brand Building and Advertising

13th Apr 2013
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Creativity is said to be the ability to view things from a different perspective, recognize ideas, alternatives or possibilities that may be used in solving problems. Here is a story of two independent creative startups that are in the marketing communication space. One, a budding year old agency, V Spark and a nine-year old mature player, Qilo Ventures.  While V Spark is still fresh off the block, Qilo has come a long way by challenging traditional methods.

Irrespective of their age and size, both agencies have created a niche for themselves and gained acceptance among their consumer base. Vipul Mathur, the founder & creative business partner introduces Qilo Ventures as a strategic arm of Arun Verma Studio -- a pure-play creative hot shop. He says “We are a performance based solutions company providing a host of marketing, branding and advertising solutions primarily targeting start-ups and mid segment companies across markets of India, US and UK since the last nine years”. The company models its business growth and ROI by identifying the pain areas a client will have and creating communication that can solve the problems. Qilo has divided its services into four product lines -- Qilo Brand & Marcom which works with start-ups, challenger brands and category leaders, Qilo Quail which helps create employer’s choice brands, Qilo Meter which is a brand track, and 2.5 Qilo that helps organizations build and execute their CSR strategy.

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V Spark though just a year old has helped do branding and communications for not just local, but even global brands. “Our business model revolves around creating sustainable, innovative and original competitive strategies for brands in order to emerge as maestros in the market” says Atul Pratap Singh, MD, V Spark. “We do not work on the principle of client retention as we are always on the hunt for new customers. We work with clients who offer us ample scope and learning to assist them with best of the strategies and believe in robust implementation of the same.” Atul has always been an inquisitive person and this attribute he says, serves as the inspiration for him and his team to do good work. Atul has a team of 15 members – both young and experienced.

When we asked Vipul what drives his passion to create the unusual he said: “I believe in generating ideas that have weight.” He advises his clients to first invest time and resources on “what” to communicate and “where” to communicate will follow. Success mantra at Qilo is not an afterthought - it is before the first customer, before last minute changes to the slide transitions, before self-doubt and the list goes on. Vipul has a keen eye for mapping and creating new business opportunities for clients. His rich experience of 14 years across corporates in different marketing and advertising roles further helps him in doing work for Qilo. They are a team of 30+ marketing and advertising professionals who have served close to 200 clients across sectors like power, education, IT, liquor, cosmetics and hospitality across markets like India, EU & US.

Vipul Mathur, Qilo Ventures
Vipul Mathur, Qilo Ventures
Atul Pratap Singh, V Spark
Atul Pratap Singh, V Spark

Atul gets nostalgic when he recalls his early days, as a venture with zero funding and operating from a rented apartment on laptops – which were shared among the team members. Today he has come a long way and is proud of the fact that they can help 360-degree solutions in branding and communications, to cater to cross branding needs of the brand as well. For one of their client’s Sealy India, they formulated and implemented the brand communication strategy across the nation. We also facilitated cross branding tie-ups in order to take leverage of each other’s products and services. Another example close to his heart is of App Studioz, a app and game development company. They helped create brand communications, brand positioning and creative designing for App Studioz. V Spark also helped them with their recruitment process. V Spark could break even within two months of inception, but now to continue they are in search of funding support for expansions “from like-minded people, who appreciate the agency objective,” says Atul.

Both the agencies are looking to expand in the future. Qilo is heading for expansion in Middle East & Southeast Asia and looking for in America & EU, while V Spark plans to enter Bengaluru, Mumbai & Chennai.

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