MAM
Concept grows ‘Beanstalk’ with new branding solutions agency
MUMBAI: Daniel and Emmanuel Upputuru, Vivek Suchanti and Anirban Mozumdar have floated a new branding solutions agency – ITSA Brand Innovations – in an effort to “fill the gap between the TV commercial maker and the social media hot-shop.” The Mumbai-based agency is a part of Concept Communications Group.
The agency draws inspiration from global entities like Ideo, Apple, Improv Everywhere, Droga5 and+Castro, Buenos Aires.
Their aim is to be the single partnering custodian to a brand in a maze of technology and communication specialists. ITSA plans to provide the much needed innovation to brands in a world that is rapidly changing. The vision is to come out from the comfort zone and be much more than “just another overtly friendly neighborhood agency.” The agency will operate on the premise that innovations happen only when ideas are applied.
The agency will create innovative products, services and communication platforms and also intends to patent some of the new product ideas or innovations. Some of the areas where ITSA is in the process for applying for patents are automotive, insurance, youth, music and technology.
The agency said in a statement that it already has a prototype ready for the automotive sector, which ITSA hopes to be its first launch around August.
ITSA is open to innovations and platforms that invite brands and brands that invite innovations or innovative thinking to create turning points or inflections. The agency will operate on the concept of “trans-disciplinary collaboration” which brings together a relevant set of skills required for applying a particular idea – it could be technology, art, craft, design, IT or even a social scientist, for example to collaborate.
ITSA is in talks with a few clients and wants to work with like-minded partners, the company said.
Emmanuel Upputuru will assume the role of chief innovation officer. He was earlier with Publicis India as national creative director, where he worked on Nestle‘s “Me & Meri Maggie” integrated campaign.
Upuuturu says, “I feel the timing is just right. 4G is round the corner. The economy is down. My energy levels are at an all time high. I have always believed that if you know what you are doing, you are not doing anything original. So I am waiting to see what this entity will shape up to be.”
Anirban Mozumdar will take on the post of founder and chief – innovation, strategy and collaborations at ITSA. He has 15 years of experience in advertising and was national planning director with Publicis.
Mozumdar says, “ITSA a world view, a conviction that we believe brands and the market are ready for and need more than ever before. It‘s a breeding ground for ideas and making them happen. Eventually, ITSA a confluence of like-minded, hyper ideating people who create things multitudes of people would love to engage with and hopefully, find that engagement rewarding”.
Concept Group chairman Vivek Suchanti adds, “ITSA is a foray into innovations for Concept Communications which is partnering the venture. Concept adds a new, distinct offering to its existing advertising, PR, Digital and independent communication agencies. We are excited about the fact that ITSA is a very different idea and it adds to the offering from Concept”.
Daniel Upputuru will serve as chief creative officer. After a stint at TAG McCann, he went on a sabbatical from advertising and tried his hand at anthropology at Buena Ventura , Columbia.
He adds, “I was not interested in joining another advertising agency. But when Emmanuel explained the vision of ITSA it reminded me of The Improbability Drive that Zaphod Beeblebrox steals and that‘s when I said, I am in.”
The collaboration/tie-up with Concept gives ITSA the benefit of an established eco system including advertising, PR, digital and sports marketing capabilities. And of course ready offices in Mumbai for managing work from the city.
Prasad Raghavan, also an industry veteran will provide support and advise the ITSA core team as a mentor and will be the guiding force apart from working on special projects, especially involving breakthrough expression and execution of ideas.
Most business owners treat their working capital limit like a safety net. It sits there, attached to their current account, ready to be drawn on whenever cash gets tight. And for routine operations, that arrangement works fine. But there are specific situations where a lump-sum loan disbursed quickly into your account is the smarter financial move. Knowing when to pick one over the other can save you real money and keep your business from getting stuck.
The Fundamental Difference People Overlook
A working capital limit, often structured as an overdraft or a revolving credit facility, gives you access to funds up to a pre-approved ceiling. You draw what you need, pay interest on what you use, and replenish it as receivables come in. It is designed for short-term, recurring needs like paying suppliers or covering payroll gaps.
A term loan disbursed quickly, on the other hand, drops a fixed amount into your account. You repay it in instalments over a set period, with a clear end date. The interest rate is typically fixed or at least predictable. These two products solve different problems, and treating them as interchangeable is where businesses get into trouble.
When Speed and Certainty Matter More Than Flexibility
Here’s a scenario that plays out constantly. A retailer gets an opportunity to buy inventory at a steep discount, but the supplier wants full payment within 48 hours. The retailer’s working capital limit is already partially drawn. The available balance might cover part of the order, but not all of it. Requesting a limit enhancement takes days, sometimes weeks, because the bank reassesses your financials.
An instant business loan solves this cleanly. You apply, get approval quickly, and the full amount lands in your account. You buy the inventory, sell it at full margin, and repay the loan over the next few months. The cost of interest on that loan is far less than the profit you would have lost by passing on the deal.
This pattern repeats across industries. A logistics company needs to repair a critical vehicle immediately. A restaurant has to replace kitchen equipment before the weekend rush. A manufacturer lands a large order but needs raw materials upfront. In each case, the need is urgent, specific, and finite. A revolving facility wasn’t built for these moments.
The Hidden Cost of Over-Relying on Working Capital Limits
There’s a psychological trap with revolving credit. Because it’s always available, business owners tend to lean on it for everything, including expenses that really should be financed separately. When you use your overdraft to fund a one-time capital purchase, you reduce the buffer available for daily operations. Then, when a genuine cash flow gap appears the following week, you’re scrambling.
Worse, many working capital limits come with annual renewal. If your financials have dipped, the bank can reduce your limit or decline renewal altogether. If you’ve been using the facility for purposes it wasn’t designed for, your utilisation patterns can actually work against you during the review.
A distinct term loan keeps your working capital limit clean. Your revolving facility handles day-to-day operations. Your loan handles the one-off expense. This separation makes your balance sheet easier to read and your banking relationship easier to manage.
Interest Rate Math That Favours Term Loans
Working capital limits often carry floating interest rates pegged to the bank’s benchmark. The rate adjusts, and over time, especially when monetary policy tightens, your cost of borrowing can creep up without you noticing because you’re only looking at the small daily interest debit.
A fixed-rate term loan gives you certainty. You know exactly what each instalment will be, which makes cash flow forecasting more accurate. For a specific expense with a known amount and a defined payback period, this predictability matters. You can map the repayment against the revenue that expense is expected to generate.
A working capital loan structured as a revolving facility makes sense when your borrowing needs fluctuate week to week. But when you know exactly how much you need and roughly how long it will take to pay back, a term product is almost always cheaper in total interest cost. The discipline of fixed repayments also prevents the slow balance creep that plagues overdraft users.
When Your Facility Is Maxed and Opportunity Knocks
Perhaps the most compelling case is the simplest one. Your existing limit is fully utilised. Business is good, money is coming in, but right now the account is stretched. A new opportunity appears. You can either let it pass or find additional funding fast.
Waiting for a limit increase is not a strategy when timing matters. Applying for a separate short-term loan, getting approval the same day or the next, and funding the opportunity directly is a concrete action with a measurable return. You are not adding long-term debt to your balance sheet. You are financing a specific transaction that pays for itself.
The smartest business owners don’t treat all credit as the same. They match the product to the need. Revolving facilities handle rhythm. Term loans handle moments. Getting that distinction right is one of the quieter advantages a well-run business holds over its competitors.
