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Former Dentsu Communications CEO launches creative communication agency Paperboat Brandworks

MUMBAI: Former Dentsu Communications CEO Arijit Ray has launched a new creative communication agency, Paperboat Brandworks, along with partners Arindam Sengupta and Raju Gondhlekar.

Ray is a 24-year veteran in the advertising and communication space, while Sengupta and Gondhlekar are creative veterans with more than 42 years of collective experience of working on a diverse set of global and domestic brands and mandates across the top agencies in the country.

Sengupta is senior creative director with over 19 years of experience in advertising, and 26 years of total work experience. Gondhlekar is senior creative director specialising in art with 22 years of experience in advertising in large multi-national advertising agencies in India.

Based in Mumbai, Brandworks has already signed up with an international office supplies brand, a company in the travel space, a fashion retail brand, and a premium lifestyle retail brand.

In his stint at Dentsu, Ray led teams across five offices to chart the growth story of Dentsu Communications. Some of the salient brands that Ray and his team added to the portfolio at Dentsu were TVS Wego, TVS Jupiter, Orangina, MRF, Jos Alukkas, Indian Army, and Lia Agarbaties, among others.

Ray said, “Marketing to the fragmented and digitally immersed consumer is getting complex. Which is where our collective advertising and communication sense will kick in. We are looking forward to tapping into our experience to building creative brand solutions that are rooted, relevant and simple; evocative and Effective at the same time. The body of work we have built so far is varied, exciting, fresh and most importantly integrated through-the-line. A skill set that clients are seeking more and more.”

Sengupta said, “It is very motivating and exciting to work as a knowledge force, where we trust our instincts to understand, formulate and deliver. It is as intense and lively as a food truck.”

“We want to cut through the analysis and paralysis and demonstrate the power of consistent, beautiful, and sensible creative solutions for every client. Our depth is our strength,” said Gondhlekar.