Concept Communication buys majority stake in digital marketing startup Liqvd

Concept Communication Ltd has acquired a majority stake in Liqvd Asia, an experiential digital marketing company, for an undisclosed amount.

With this, the two founding members of Liqvd Asia – Arnab Mitra and Zubin Nalawalla – along with their team of 28 will become a part of the Concept Group driving the digital mandate in the country & some other selected markets of Asia, as per a statement.

Liqvd Asia started operations in January 2013 and its clients include Celkon Mobile, Axis Bank, Benetton, LifeCell, Lonely Planet, Sennheiser, Kalpataru, Glanbia plc and Adidas Originals. The company is headquartered in Mumbai with presence in Singapore.

Before starting Liqvd, Mitra was national director (digital) at Starcom Mediavest. In the past he has also worked at Havas Media, Ignitee (formerly known as Connecturf), Pinstorm, Indigo Consulting, HCL Technologies among others. Nalawalla is a radio jockey and has been involved in digital business.

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."

(Edited by Joby Puthuparampil Johnson)