Pratap Bose, 3 others launch The Social Street, a digitally driven ad conglomerate

22 Jun,2015

L to R: Mandeep Malhotra, Pratap Bose Pradeep Uppalapati and Arjun Reddy


By A Correspondent

Former DDB Mudra group Chief Operating Officer Pratap Bose, Outdoor and experiential specialist Mandeep Malhotra, Arjun Reddy an entrepreneur with a diversified portfolio of businesses, and Pradeep Uppalapati, who was a Senior Director and India Lead for Accenture’s Global Corporate Development Team have teamed up to launch ‘The Social Street’, billed as India’s maiden advertising conglomerate.

Positioned as a digitally driven agency, traditional creative advertising, digital and social media will be added on to the bouquet of offerings by the end of the financial year along with more offices across the country.



Brand Manifesto
Stories start on the street. They are inspired by the lives of consumers and the interesting mindspaces where they intersect with brands.We find, tell and amplify those stories, no matter what form they take. We make sure that they are powerfully rooted in an authentic brand truth or its point of view.


Why? It’s simply because these narratives play well on the streets that matter most to your brand and you.


The ones that people inhabit.


It may be, the literal ones that they walk beside and drive on. Or the virtual highways that they surf. The verbal paths that connect mouths to ears.Sometimes all of the above. These are the streets that make brands social. And very few can help you navigate them as well as we can.


Welcome to The Social Street !


According to communiqué, for now, The Social Street embraces the best in technology processes and systems, across its service offerings which include branded content & entertainment, shopper marketing, media, out-of-home, retail, sports marketing, events and promotions, rural marketing, trade marketing and youth marketing, with operations in Mumbai, Delhi and Bengaluru.  The agency will be headquartered in Goregaon in North West Mumbai, within a stone’s throw from the offices of Ogilvy and GroupM.

Interestingly, creative gurus Josy Paul, Chairman & CCO, BBDO India and Bobby Pawar, Director & CCO, Publicis South Asia have helped with the name and the brand identity respectively.

The name ‘The Social Street’ springs from the thought that very brand’s story starts on the street. They are inspired by the lives of consumers. They are born on the crossroads, where the lives of consumers meet the purpose of the brand.

On the launch of The Social Street, Pratap Bose, Managing Director and Chairman said, “Everybody today wants to start something they can call their own. Something they can create from scratch. And thankfully for me, this dream has come true. It’s been a year of hard work and patience, but the fruits of it have started to pay off. This wouldn’t have been possible without Mandeep, Arjun, Pradeep and all the employees who have put their faith and trust in me. Our aim at The Social Street is to find, tell and amplify the stories that are inspired by the lives of consumers and intersect them with brands. We are here to connect the streets that make brands social. And nobody will be able to navigate these streets as well as we can. Here’s to a crazy ride with The Social Street.”

Said Mandeep Malhotra, who quit DDB Mudra last month: “I am very excited and am looking forward to being a part of this unique agency and hope to build The Social Street into one of the hottest agencies in the years to come ’’

Added Pradeep Uppalapati: “Social Street is an agency that is capable of addressing the entire suite of client marketing requirements.  It is all about latest technologies and processes to offer our clients nothing but the best.  Our strong and diverse team is fully geared up with fresh and innovative ideas to serve our clients.  I am really looking forward and excited to be working with Pratap and the team.  This will be one of the most exciting journeys of my professional career so far”

And this is what Arjun Reddy said in a communique: “ I am personally very excited about this venture and looking forward to the exciting times ahead of all of us. I am very confident that we will be creating immense value to our clients in this space”


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