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Aegis Media has established a majority equity partnership with Doosra, to form Doosra Brand Communications.  Doosra will be headed by Zahir Mirza, a well-known Creative Director in India who has worked with agencies like Mudra, JWT and Lowe Lintas.

Doosra Brand Communications will facilitate, for the first time in India, a unique combination of creative and media, particularly focusing on non-traditional advertising - an area largely ignored in India.
 
Commenting on the partnership, Ashish Bhasin, Chairman India & CEO South East Asia Aegis Media said, "Aegis Media India is delighted to welcome Doosra into our family.  Zahir Mirza is an industry icon and one of the best creative minds in India.  In partnership with all the Aegis Media companies, particularly Carat Fresh Integrated, I am sure this will be a new paradigm in integrated marketing in India.  This also puts Aegis Media India in a unique position of being the only agency group in India that can offer our clients all the benefits of specialization, without the disadvantage of silos.  Our One Aegis, One country P&L structure enables us to do so."

Doosra works with a purpose of doing non-traditional advertising work. The initiative is named after the off-spinner's delivery in cricket that turns the other way from the batsman's expectations; Doosra's approach to work is similar.  These ideas have won the agency businesses such as the Business Standard group of publications, independent brewery Tilaknagar Industries and major airline Kingfisher Airlines.  The agency also works on a project basis with Hindustan Unilever.

This is a significant investment of, Aegis Media India, which also has Carat, Vizeum, Posterscope, Brandscope,  Hyperspace, Carat Fresh Integrated, PSI, Isobar and iProspect in its bouquet of services.