Alok Nanda, Sankhe make new beginning with Hyphen

MUMBAI: Alok Nanda, founder of brand consultancy, Alok Nanda and Company, and Prasanna Sankhe, the former national creative director at Publicis Ambience, have started a new firm - Hyphen.

The veteran ad men say Hyphen is not just another advertising agency or marketing communications shop, but will operate in the product design and creation space.

The aim is to conceive products or services that people actively desire, to increase engagement between consumers and brands. The firm believes its creations could become an extra revenue stream for marketers.

The company intends focusing on extensions to existing brands and creating bespoke products for modern trade. Since Hyphen intends seeing each project through from idea to finished good, its founders have taken an active interest in fabrication and supply chain management; areas far removed from their previous experience.

So far, Hyphen has completed an assignment for the Lodha group, a client of ANC. Nanda says the business model will be very flexible; a combination of consulting and revenue-sharing for a particular project, or perhaps even a JV company.

Apart from the founders, Hyphen will consist of a small core team, besides working with an extensive network of partners.