Two new advertising agencies opened their shutters recently. While the ‘Social Street' aims to connect the streets that make brands social, ‘The Mob' is touted as the country's mobile first agency.

Advertising and media veterans have come together to start their new agencies. Advertising honcho and ex-Chief Operating Officer of DDB Mudra, Pratap Bose, along with outdoor media expert Mandeep Malhotra, entrepreneur Arjun Reddy and former Senior Director at Accenture Pradeep Uppalapati, have teamed up to launch the Social Street.

As Pratap Bose, Founding Partner and Chairman, pointed out since stories start on the street and are inspired by the lives of consumers and the interesting mind-spaces where they intersect with brands, it was fitting to call the agency that.

Chraneeta Mann, formerly National Creative Director at advertising agency Rediffusion Y&R, and Nitin Suri, former National Creative Director of ad agency Dentsu have formed The Mob.

Mobile is very interactivity driven, and weaving exceptional design and ease of interaction is essential to the current generation, he said.

The agency hopes to create mobile solutions that enhance the relevance and impact of mainline communication.

The Mob has already started work on a couple of brands including some initial work with YES Bank.

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