MUMBAI: To be the first in the region, Dentsu Aegis Network’s experiential marketing agency, psLive, which was recently launched in APAC, will be rolled out in India.

Carat Fresh Integrated, which has built itself to a strong 95 experiential professionals, across eight offices, over the last five years, will transform to psLIVE in India, giving it a great platform to build upon.

Dentsu Aegis Network South Asia chairman & CEO Ashish Bhasin will take on the additional role of chairman APAC, Posterscope and psLIVE – Asia Pacific.

In India psLIVE will be focusing on experiential marketing, PR, rural marketing, branded entertainment, sports marketing, creative and consultancy as the key areas of operation in the initial phase. psLIVE India will be the first truly global experiential marketing agency, offering the entire gamut of services, which is built for the digital age.

Commenting on the development, Bhasin 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 part our offering, will give the Dentsu Aegis Network clients a unique opportunity to tap these areas, through a professional set-up.”

psLIVE India will commence its operations with 95 employees, in eight offices. These offices are located in Mumbai, Delhi, Bangalore, Chennai, Ahmedabad, Kolkata, Chandigarh and Guwahati.  psLIVE has a ground network of over 3500 people. It is expected that by end 2015 the ground network will touch 10,000 and over 1,00,000 villages would have been covered by then.

R Ravi Shankar will head psLIVE India while Sidharth Ghosh, vice president, Keshav Chandorkar, rural markets national head and Ajay Rao, vice president, will form the core management team of psLIVE.