Mumbai: 121 Experiences (121XP), India’s first-ever out-of-the-line agency, recently completed its third year of operations – posing robust growth. The agency announced new client wins including prestigious mandates from Bombay Dyeing, and Tata Chemicals this month. Launched in 2016 by activation and experiential veterans Alvin D’Souza and Aniket Sharma – 121XP has expanded its team to 40 comprising of marquee talent from marketing, digital and strategy verticals.
Commenting on the third anniversary, Alvin D’Souza, co-founder, 121XP said, “The first three years have been quite a ride for us. From winning clients to executing award-winning campaigns to building a growth-ready organization – each day has helped us to learn and lead. I would like to thank all our clients for entrusting us with their mandates and being a part of this journey. I would also like to thank every team member for the dedication and spirit that has brought us collectively, to the challenger position in a highly cluttered industry.”
In the first three years, 121XP has successfully on-boarded over 40 top brands in the country including Hindustan Unilever, ITC Foods, Axis Bank, Gulf Oil, Motul, Nerolac, Tata Chemicals, Futures Group, Facebook, Mondelez International, Godrej Consumer Products, Patanjali, Eureka Forbes, and AB InBev. At the same time, the agency delivered award-winning campaigns including Gulf Power ka Panchnaama and Legrand Diwali activation – both of which won RMAI’s Flame Awards 2019.
“121XP is all about the powerful concoction of novel ideas meeting seamless execution”, said Aniket Sharma, co-founder, 121XP. “As an experiential marketing agency, we believe that having a strong understanding of the end consumer, their preferences and the USPs of the brands in the right context are essential to capture attention and extract decisions. We are agnostic to the platforms – be it offline or online and more focused on the objective. This is what puts us out-of-the-line in an otherwise straight-jacketed industry”, added Aniket.
The recent won mandates by 121XP include Amazon Easy (taking online shopping to hinterlands using offline store format), Bombay Dyeing (rejuvenating a well-established brand for the new-age globally aware audience) and Piramal Realty (creating on-ground recall for newly launched project).