It’s been about two years since Serum Marketing and Communication Services was set up by the coming together of Ajit Dhar and Abhinav Hoon of Dhar & Hoon and Chetan Marwah.
Dhar & Hoon, the creative hot shop which was set up 14 years ago with the idea of creating a specialist advertising unit, has returned to doing what it does best.
Serum was started with the intention of providing brand strategy and consulting to brands. The team mutually parted ways when each of them found their calling in their individual fortes. Dhar & Hoon continue to be partners in Dhar & Hoon, while Marwah has moved on as chief executive officer and partner in Ishir Digital. The split happened about a month ago.
Marwah will work on the branding initiatives of Ishir Digital; its clients include Frito Lay, PepsiCo, GE Money, Tetra Pak Samsung and GSK.
“My interest lay in branding and the offer was really good, so we took parted ways,” Marwah reveals to afaqs!
“The relevance of a creative shop is more today than it was 14 years ago, and individually, we wanted to do different things,” says Hoon.