Carat Fresh Integrated to become psLIVE

The Dentsu Aegis Network has announced that Carat Fresh will now become psLive, its newly-launched experiential marketing agency for the APAC region.

Ashish Bhasin will head psLive in APAC[/caption]

psLive will be rolled out in India before anywhere else in the APAC region. Ashish Bhasin, Chairman & CEO, Dentsu Aegis Network South Asia, will take on the additional role of Chairman APAC, Posterscope and psLIVE - Asia Pacific.

Commenting on the launch, Ashish Bhasin, chairman Posterscope and psLIVE - Asia Pacific, said "We are very happy to transform Carat Fresh Integrated to psLIVE because this puts us in a unique place of having a strong ground based operation, backed by all the global knowledge and tools. All aspects of experiential marketing, particularly activation and rural, are becoming extremely important in India. Having a world class operation like psLIVE as a part our offering, will give the Dentsu Aegis Network clients a unique opportunity to tap these areas, through a professional set-up".

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The management at psLive India comprises R. Ravi Shankar as head psLIVE India, Sidharth Ghosh as VP, Keshav Chandorkar, national head - rural markets and Ajay Rao, VP.

In India psLIVE will be focusing on experiential marketing, PR, rural marketing, branded entertainment and sports marketing and creative and consultancy as key areas of operation in the initial phase.

psLIVE India will commence its operations with 95 employees across in 8 offices based in Mumbai, Delhi, Bangalore, Chennai, Ahmedabad, Kolkata, and Chandigarh and Guwahati.