‘The idea to start The Unlock Company came while training professionals during lockdown’
Ex-Dentsu CEO Arijit Ray talks to e4m about his new company
Arijit Ray, former CEO of Dentsu, recently started The Unlock Company, a start-up providing branding solutions. In the company, Ray works with a small team along with his daughter Ishani.
In a quick chat with e4m, Ray spoke about the company and the kind of work they do so that brands stay relevant for Gen Z consumers.
Speaking about establishing the company during the pandemic, Ray said that the idea came during a time when he was taking sessions for professionals. “I felt that this was a divine message. Through The Unlock Company, I could do both -- branding & advertising as well unlocking potential in professionals.”
Along with his daughter, Ray has worked on brands like Skybags, VIP Bags, Tata Mutual Funds, Caprese and SMFG India. Speaking about working with his daughter on the projects, Ray said, “Ishani brings to the table a very strong sense of design aesthetics. And the young tonality that attracts today’s audiences.”
When asked about what’s lacking in today’s world of advertising and marketing, Ray said, “It is the understanding of the brand ecosystem which professionals are ignoring. On the one hand, digital agencies are trying to churn out creatives fast, ignoring the basics, on the other hand the traditional agencies are trying to play catch up with the digital ecosystem that is evolving at break-neck speed.”
Over the last two years, Ray along with Ishani has worked on the complete re-branding assignment for Remsons Industries, campaigns for Tata Mutual fund, VIP Luggage, Skybags, and Caprese.
The agency completed the identity change mandate of Fullerton India Credit Company to SMFG India Credit Company where they conceived the brand strategy and positioning for the new company and designed the new logo, website, stationery, signage, brand guidelines and apps.
