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Amit Akali, former NCD of Grey India launches "What's Your Problem(WYP)"

Harsha Masand | May, 07 2015

Amit Akali, former National Creative Director of Grey India, has announced the launch of a full service digital agency. Christened What’s Your Problem (WYP), the agency has been co-founded by Akali and his brother, Praful Akali (Founder, Medulla Communications), along with members Huzefa Roowala (ex-MTV and member, Ping Networks) and Hammad Khan (ex-Wizcraft).

Amit Akali, Managing Partner and Creative Head, WYP has over 18 years of experience in advertising, including as National Creative Head of Grey India (with Malvika Mehra) and member of the Grey Global Creative Council.

On the launch of the agency, Amit Akali explained, “I knew that digital marketing has been a gap for the best advertising agency folks, and if I didn’t deep dive into understanding digital marketing now, it would never happen. So, while we hired digital experts, I’ve gone back to school – to become a certified digital marketer. The more I’ve understood digital, the more I’ve understood it’s just a medium, but a medium that allows you to do so much more and where all media will eventually converge. More importantly, I’ve understood how to marry it with strategy and creative. So, the last year has been a fantastic learning experience.”

Terming it as an ‘agency for the digital world’, the agency explains the concept. A press statement informed that the problem is that there are mainline agencies and then there are digital agencies, but there are very few agencies for the digital world.

WYP starts off in over 3,000 square feet of office space at Santacruz, Mumbai, and a 60-member team with industry leading in-house capabilities across verticals. What’s Your Problem is part of an agency network which includes partner agency, Medulla.

The agency has already done a campaign for Flipkart, in partnership with Chapter Five, to get people to download the Flipkart app on their smart phones. Other than the work for Flipkart, some of their other clients include Nilgai Foods, Brinc, Indigo Music and Indigo Live.

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