NEW DELHI: One of the founding members and former president of Mullen Lowe Lintas, Syed Amjad Ali has announced the launch of his own start-up – Catalysts. The newfound agency will focus on content and brand strategy. 

Ali had moved on from Mullen Lintas earlier this month, after spending more than 25 years at the company. 

As shared by Catalysts in a press statement, the agency is working on two pillars: content and consulting services. It proposes to move into other verticals through partnerships. Catalysts will particularly leverage data and communicate meaningfully on non-TV assets.

"The pandemic shifted goal posts and threw open opportunities. As budgets shrank, resources became tight and consumer attitudes shifted, efficiency and efficacy became more important. Locations became irrelevant. Virtual meetings enhanced punctuality and conversations became fruitful. This shift mandated a new sensibility, a new attitude and a new thought process. It can no longer be business as usual. However, given the size and baggage of the legacy setups, the struggle to change will continue. Next year, we would be at least five years ahead of time; it’s that kind of shift. One needs to be nimble in order to catch up. That’s at the heart of this opportunity. This process might have started long ago but the pandemic made it real and accelerated it,"  the statement read.

Catalysts comes with the promise to always hunt for interesting brand stories no matter where they come from, and then collaborate and explore how best it can be told. The communication will be customised and tailor-made to fulfil aspirations.