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July - 2014 - issue > 50 Cool Startups of the Year 2014

Flarepath: Youth & Lifestyle Shakes Hands with Young Marketers

Poulomi Mukherjee
Wednesday, July 2, 2014
Poulomi Mukherjee
It is rightly said that 'A lot can happen over coffee'. When two friends, Saurabh Kanwar and Milap Shah, met for coffee and had work related discussions, an idea struck in their minds. Then, much as the likes of several legendary companies such as Apple, Microsoft, Walt Disney, Google, HP, Harley Davidson and many more; Flarepath too was incepted in a garage. Incubated by Nexsales; a firm focused on the U.S. B2B markets; and spun off as an independent subsidiary in 2013, Flarepath was established with the idea to drive business using digital social media marketing through engaged communities. While other companies working for social & digital media tend to have only activity proposition and no outcome value, Flarepath works for its clients on an outcome basis whether it's for creative campaign, media buying or community targeting youth and lifestyle. "It's a firm that goes beyond Facebook and other social media which has become a cliche now," says Saurabh Kanwar, Co-Founder & President, Flarepath.

Flarepath offers end-to-end, creative content marketing services and products that help a number of brands to reach out to their customers, build communities and activate their custom content build. It extends its service offerings in dominions like brand strategizing, social media ads, community management, video content, web, mobile & tablet apps, and analytics& insight in the field of entertainment, retail, lifestyle and media. Flarepath helps build brand awareness & reputation, increase product sales & store footfalls and improve customer service. Some of its major clients are producers like Excel Entertainment for movies like Don 2, Talaash & Fukrey, Balaji for Mein Tera Hero, and TV channels like Movies Now & Romedy Now. It also works with brands such as Diesel, Quicksilver, Superdry, Gas Jeans, Lakme Fashion Week, Itz Cash, Jack and Jones, Viacom18, Ogilvy, OMD, Johnnie Walker, ICICI Pru, SBI, H&R Block, J&J, Hockey India League, Hyatt, start-ups like Furlenco and musafir.com, and along with private equity firms and celebrities like Priyanka Chopra, Shekhar and several others.

With a team of 55 people working with an individual entrepreneurship approach mixed with a friendly homeliness environment, Flarepath also drives in three creative communities that it runs by the same rules that it recommends to clients: Visual Disobedience, Okaypotato and Sk8adelic. Visual Disobedience is an art-centric community that helps the company's clients not only develop corporate art for office use or other needs but also serves as a viable channel for budding artists to showcase their talent without going through the meticulous path of approaching galleries and e-Commerce sites. This community works with an ambition to bring art to the public spaces to impact the common people's lives as it is meant for everyone. Okaypotato is another community which is a content and brand studio that pertains to youth, culture, music and humor andis used by brands to bring their market research to people in subtle and effective manner. Okaypotato has recently been commissioned by VH1, to take its content to a wider audience. The third space is a very small and niche community around skate boarding called Sk8adelic.

While Flarepath is already serving many clients in India and U.S. with headquarters in Mumbai, its paramount services amalgamated with creativity has instigated many more clients from Europe, Middle East and Southeast Asia to line up. Apart from that, it has recently secured an extremely prestigious project with the Mumbai Police that comprises bringing public wall art and street art to police stations and other public places across the city over the next two years.
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