MUMBAI: Rayomand J. Patell, a senior creative leader with a three-decade career spanning advertising and technology today announced the launch of Firestarter. This is an integrated brand communication and technology agency in India dedicated to serving the needs of Founders of brands – as well as for decisive CMOs/CEOs.
Commenting on the launch and the thought process behind the agency’s unique model of ‘Defining brands ignites revenue’, Rayomand J. Patell, Founder Chairman and CCO of Firestarter, said, “We ignite scalable growth by defining and differentiating your brand to deliver valuable outcomes. Firestarter defines your brand by our proprietary process, crafts a unique brand identity through Design and then creates an original, integrated creative idea that’s strong enough to add synergy across every brand medium, touchpoint and technology.”
Firestarter aims to be a medium-agnostic agency. The agency’s model is built on integrating brand communications and technology at its core, backed by newsroom and real-time AI equipped production capabilities.
Firestarter’s launch is simultaneously cemented by a strategic international partnership with Munich-based MONKEYWAY GmbH, the pioneers in 3D Real Time Streaming technology for over 22 brands across the luxury, fashion, lifestyle and automobile sectors like Mercedes, Maserati, and Koenigsegg to name a few. Reflecting the commitment to this integration, Rayomand J. Patell has also been appointed as the Chief Creative Officer (CCO) for MONKEYWAY.
The association immediately allows Firestarter to offer Indian clients, international brand technologies, starting with MONKEYWAY’s expertise in 3D Real Time Streaming. Andreas Adam, CEO MONKEYWAY, spoke on the value of this new integration, “MONKEYWAY brings class defining 3D Real Time Streaming technology, trusted by global luxury brands to the Indian markets. Clients gain a seamless, scalable, and truly impactful brand-to-technology pipeline.”
Rayo (as he is fondly known in the industry) built his foundation within the industry’s most respected creative institutions. He began at Everest Dentsu Young & Rubicam, went on to SSC&B Lintas—the boutique agency renowned as the home of India’s first Cannes Gold Lion, then did a twelve-year stint at Contract, WPP. As ECD, he turned Havas Mumbai around.
A key transition into Independent Indian agencies involved a strategic move as CCO into the world of technology at Idealake, the homegrown firm that created a global first – McDelivery. Eighteen months later, Idealake won ‘Agency Of The Year’ for stellar work across both communication as well as websites, apps and custom builds. Subsequently, Rayo spent two brief stints, one as CCO and Chief Integration Officer at Schbang, followed by being Group Chief Creative Officer at Laqshya Group, before the entrepreneurial bug bit.
Firestarter intends on bringing the best of the globe to India and hopes to export the best of desi talent with offices planned overseas. In addition, Rayo hopes to begin a modest training programme for young Creatives to learn and work simultaneously.
