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April - 2015 - issue > Top 20 Most Promising Digital Media Marketing Companies

Asymmetrique: Democratising Brand Building for Tomorrow

Brinda Das
Thursday, April 9, 2015
Brinda Das
The comprehensive reach of technology has turned the world today into a global village. In the present era, marketing communication is no longer viewed as a linear process; it is now about reaching the right consumer at the right time. However, both the consumers and marketers are spoilt for choice due to the presence of too many channels for brand promotion. Thus, selecting the best medium is a tricky task.

Brand promotion with the help of digital media is growing fast globally, with the increasing reach of mobile and Internet. Digital now plays a key role in the communication equation by allowing potential consumers to unite and connect with their brands. However, digital marketing in India is very embryonic as compared to the global scenario. Globally, digital is not only considered as a medium, but a space for extensive brand building. Thus to combat this challenge in India, Asymmetrique was formed in 2008 as a Digital-Era Brand Solutions company. Asymmetrique aims to help the industry re-imagine the role of the digital revolution in global brand building.

The venture focuses on transforming brands for the post-industrial age by extending their reach into the lives of consumers through the intersection of analytics, creativity and technology. For this, integrated brand strategy is a key service provided by the company under which, the foremost step is to decipher digital consumer behaviour using proprietary frameworks and methodologies. Once a behavioural insight is derived and validated, it is followed by brand consulting and designing across multiple platforms and media. This process then leads to the conceptualization and creation of 'platforms' that allow marketers to promote their brands seamlessly across all new-age consumer interfaces. "In devising brand platforms, we conceptualize and design always-on digital consumer ecosystems and experiences throughout the consumer's decision journey. We develop technology assets that could be web, mobile or location-based covering all consumer touch-points, and that work together to become brand-owned media channels. Clients can then custom-deploy performance and content marketing, consumer engagement and advertising/communication programmes to connected channel audiences, thereby generating huge ROI for the brand on its digital spends," says Nitin Gupta, Managing Director &CEO, Asymmetrique.

Asymmetrique is a strong citadel for brands across industries including e-Commerce, financial services, real estate, healthcare, FMCG & consumer durables. The company has created communication for large and mid-size clients such as Aditya Birla Retail Limited, @home Retail, JPMorgan Asset Management, Goldman Sachs Asset Management, Provident Housing - A Puravankara Company, Runwal Group, Olympus Cameras, Merck Chemicals, Reliance Energy, Reliance Infra, D'lecta Foods, Katoomba Foods (Australia), amongst others.

In what could be termed as an uncommon mix, Asymmetrique's team comprises 60 people who come from various fields. This includes creative people to those with great knowledge in technology and data analytics. The multi-disciplinary project teams form the foundation of three keywords that resonates with its clients - Integrated, Strategic, and Professional.

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