Text100 India spins off former Bite team into new agency, Hypertext

India's unique communications landscape leads to a decision to keep the Bite team separate from larger Text100 as a boutique agency specialising in integrated communications.

Pranav Kumar, former MD of Bite, will lead HyperText
Pranav Kumar, former MD of Bite, will lead HyperText

NEW DEHLI - Text100 has launched HyperText, a new agency made up of Bite India's former team that will specialise in integrated work for clients. It will be led by Bite's former MD, Pranav Kumar who will report to Sunayna Malik, MD of Text100 India.

The HyperText teams are located in New Delhi, Mumbai and Bangalore and have pan-India reach through a well-established partner network.

The launch follows the finalisation of the merger between Text100 and Bite in the Asia-Pacific region and mainland Europe in January 2015. Because the Bite name lives on in the US and the UK, the new agency needed a new name.

"We decided that keeping the former Bite team independent would be the best way to go," said Anne Costello, regional director, Text100 Asia told PRWeek Asia. "Text100 in India is 150 people and Bite is 20 people. The difference between the two is that for Bite, 80 percent of their work is integrated, meaning a hybrid that's beyond media relations with remits that include everything from lead generation to social media, but for Text100 India that work makes up only 20 to 25 percent."

India is one of the few markets in the world where the traditional media landscape is still dominant and growing, she continued. "[Kumar] and I were concerned that if the Bite team was integrated into Text100 it would be diluted because it would naturally be given more work in the traditional space."

While mainstream media continues to grow in India, social and digtial is gaining every year in terms of overall growth, commented Kumar. "We are in a position to be able to tell clients, 'We get this space. Here's where the two worlds are integrating'."

While there is excitement and hype around these areas of work in India, clients are still opting for specialist agencies, observed Costello. "If people are looking to do social, they want to work with agencies that just do social. It's similar to the approach we've seen three to four years ago in markets such as Hong Kong, Singapore and Australia."

The hope, she adds, is that the strength of the HyperText brand will eventually lead to more integrated work for Text100 India as the team would be able to join the mother-agency on client projects and pitches.

Text100's Mailk added that the launch of HyperText as a boutique agency will allow Text100 to offer clients a composite communications proposition with the focus and attention that a boutique consultancy brings to the table.

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