Amer Jaleel and Virat Tandon launch Curativity

Curativity is a marketing services platform that aims to make independent talent easily discoverable and accessible to clients.

Amer Jaleel, former group CEO & Chairman and Virat Tandon, former Group CEO at MullenLowe Lintas Group have joined hands to launch Curativity, a Marketing Services Talent platform.

As per their website, the traditional agency model is akin to a “Walled Garden”, unable to adapt to the clients’ demand for access to fresh, quality talent, offering speed, efficiency and flexibility. The talent too is seeking flexibility, better opportunity and greater independence. With Curativity, the idea is to build a new ecosystem to re-organise the marketing services talent.

The duo took to social media to announce their venture.

Jaleel stated in his announcement post, "A few of us here know how brands are built, have done a bit of building of our own as well. Hope you can appreciate what we’re trying - adding value to the world of brands by creating an ecosystem parallel to the existing one."

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Tandon mentioned, "Marketing and branding requirements are witnessing a massive change. With 167,000 new companies being formed in India in 2022-23 alone, there has been a 10X increase in the number of companies and brands created as compared to 10 years ago."

"Marketing and branding requirements are witnessing a massive change. With 167,000 new companies being formed in India in 2022-23 alone, there has been a 10X increase in the number of companies and brands created as compared to 10 years ago."

The newly launched agency has bagged clients like Pfizer, PhonePe, and Tata Consumer Products.