Concept Communication acquires majority stake in Liqvd Asia

23 Dec,2014

By A Correspondent


Zubin Nalawala, Founding member, Liqvd Asia, Vivek Suchanti, Chariman and Managing Director, Concept Communication, and Arnab Mitra, Founding member, Liqvd Asia(l-r)

Concept Communication announced it has acquired a majority stake in Liqvd Asia, an experiential digital marketing company. With this, the two founding members of Liqvd Asia – Arnab Mitra and Zubin Nalawalla along with their team of 28 will become an integrated part of the Concept Group driving the digital mandate in the country and select markets in Asia.


Liqvd Asia started operations in 2013. Its clients include Celkon Mobile, Axis Bank, Benetton, LifeCell, Lonely Planet, Sennheiser, Kalpataru, Glanbia plc and Adidas Originals. The company is head quartered in Mumbai and has a presence in Singapore as well.


Commenting on the acquisition, Vivek Suchanti, Chairman and Managing Director, Concept Communication, said: “This acquisition consolidates our position in the digital space. Arnab is experienced at establishing operational excellence within diverse new age marketing techniques, translating conceptual models into specific growth strategies, and planning and executing multi-faceted national and regional advertising campaigns. His expertise will help us create a bouquet of offerings to our clients across various Group entities. With the addition of Liqvd Asia, we are taking another step in helping our clients ‘get digitally right’. We are delighted to welcome Arnab and his team to be an integral part of Concept family.”


Before starting up, Arnab Mitra worked as National Director for Starcom Mediavest Group and prior to that he has worked with Havas Media, where he was heading the agency in South Asia.


Sharing his views on the merger, Mr Mitra said: “We’re very excited to become a part of the Concept Group. Concept is recognized as a formidable brand in the country and Vivek has been one of most respected names in the Indian advertising and related services industry. With this merger we will soon emerge to be the leaders in providing digital experiential solutions in the country and region.”


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