Rasa Investments Group

We are a team of brand & marketing communications professionals – who got bored with the regular rut of the branding and communication world.

We are now trying our luck and testing our collective expertise to build a new communication firm, which actually delivers more than it promises.

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Founders : Piyush Kant – Piyush Kant & Ayonava Bagchi – Ayonava Bagchi

Piyush KantPiyush KantPiyush Kant

I believe that changing times requires communications firms to evolve with the communication requirements of individuals and brands, so I decided to start one – Young Monk Communications (along with a colleague and friend – Ayonava Bagchi and few ‘angel’ investors), where we can handpick communication assignments that stimulate us. I have over ten years of experience in business analysis; brand building, Media management, Corporate, Marketing & Social Communications and have worked with communications firm of repute like Perfect Relations and Rediffusion – Y&R. I was also one of the key members behind setting up I:Connect Enterprise – a communication firm set up in 2009.

The area of work, individuals and brands that I am currently working on and have been associated in the past are:

Sports : Development of Indian football/ creation of pipeline for exchange of football talent in India and Europe (Anglian Football), promotion of Indian athletes within the realm of Olympic Sports (Medal Hunt Company, Ronjon Sodhi, Manavjit Singh Sandhu, Shiva Thapa among others), promotion of Indian motorsports (Narain Karthikeyan, Karun Chandhok & JK Motorsports) among others.

Cinema, Entertainment, Music and Events : Ajaj Bijli & PVR Cinemas, numerous movie premieres and film promotions, Warner Brothers, Rahul Ram and Amit Kilam (Indian Ocean), Susmit Sen (Founder Indian Ocean).

BFSI : LIC, Infrastructure, Leasing & Financial Services (IL&FS).

Politics, Auto: Indian National Congress, Toyota Infrastructure, Hotel Chain: Cement, Tyre and Paper (Singhanias/JK Group of Industries), Simplex Infrastructure and Soma Enterprise, Late Lalit Suri (The Lalit, erstwhile Grand Group of Hotels.

Ayonava Bagchi
Ayonava BagchiAyonava Bagchi

He calls himself ‘Random Resource’ on LinkedIn!

Young Monk – Getting people to know you better!

Young Monk is small team of brand & marketing communications professionals – who got bored with the regular rut of the branding and communication world and are trying our luck and testing our collective expertise to build a new communication firm, which actually delivers more than it promises.

In today´s time, communication challenges for brands have become manifold. Because we realise this, we create customized communications programs, creating synergies between the requirement and solutions, which go beyond traditional mediums. It includes new media offerings – with in-house facilities to conceptualise and execute digital content and strategic tie-ups between brands.

Most PR companies act as only consultants, giving the company advice and leaving them to implement it. We understand that clients need help in implementing the strategies, and we involve ourselves actively in the execution process.

Young Monk was set up with the idea of taking up selected assignments. This allows us to give each one of our clients individual attention. We set the bar very high and have just one competitor – ourselves. We’re not about passion, we’re more than that. Our work is an inseparable part of ourselves. It’s why we lay so much emphasis on good, emotionally rewarding assignments. So that when we’re working, it doesn’t really feel like work, but just being ourselves.

We are a small agency, but that’s intentional. Because by being small, we are able to give personal attention to our clients, which eventually results into more quality work for our clients and essentially more value for them.

And in an industry, where the relationship between agencies and brands is like a constant revolving door – we are happy that we have been able to repose the faith that our clients have shown in us – and the testimony to that is the fact that we have never lost a business in over five years of our existence.

Our roster of clients speak on our behalf; Jack Daniel’s – One of the most iconic brands and the largest selling premium whiskey in the world; Khelo India – Indian Government’s ambitious initiative to revamp sports in the country; All the four international golf tournaments that takes place in India – the Hero Indian Open, Hero Women’s Indian Open, Panasonic Open, TAKE Solutions Masters; Tech Mahindra – One of the leading IT companies in the country (we work for their CSR company); Vedanta Group (for their football initiatives); Apollo Tyres for their sports sponsorships including Manchester United; National School of Drama; Indian Ocean – India’s most loved music band, among others!

What clients say about us

Young Monk Communications has been associated with Hero Indian Open, the premier men’s golf tournament in India, since 2015. The company has been involved in handling the Public Relations, Social Media and Website related duties for the tournament and has delivered consistent and outstanding results. As title sponsors, we at Hero MotoCorp acknowledge and appreciate their support and contribution towards the success of Hero Indian Open.

J. Narain, Hero MotoCorp

Gaining expertise through experience and intellect is one thing. To have the feel for a subject and deal with it with utmost maturity over and above the expertise/skill is something else.

Ayonava and Piyush are one of the rare duos who take their profession with such passion and involvement which shows they are not just doing their job. Their understanding of the subject they deal with is sky high and therefore their communication and connect is close to being perfect in this extreme subjective field of work.

– Susmit Sen, Founder Indian Ocean and Susmit Sen Chronicles

The team at Young Monk is very professional and result oriented and their performance has been very good and commendable.

– Pradeep Kumar, National School of Drama

Having worked with Young Monk over the course of various international golf events, including Panasonic Open India, I have always been impressed with the professional dedication shown by the team. I know I am in safe hands while working with Young Monk and can trust them to deliver each and every time.

– Andrew Wells, Panasonic Open

Piyush Kant and Ayonava Bagchi on their vision and Sunny Narang as mentor:

We have often heard communication firms advocating the need of being treated as partners and not just vendors by the clients. It is a big problem of our world of not being treated equals!

But we felt that in most of the cases we are to be blamed! The reason is simple. We promise too much and deliver too little. Why? Because of the mad race of acquiring more business – and multiply revenues. We didn’t want to be a part of this race.

Plus, changing times requires communications firms to evolve with the communication requirements of individuals and brands.

Perhaps, there existed none. So, we to start one.

“But as they say, every dream needs a little push. And we got that push by the proverbial truckloads in the form of Sunny Narang! Sunny ‘happened’ to us at the time when we were contemplating about taking this plunge, and admittedly it was his encouragement and boundless energy that made us embark on this journey five years back. Since then, he has been a bedrock of support and Young Monk’s true anchor whenever we needed any help, guidance or counsel.Sunny, the captivating raconteur that he is, tells our story better than us!”

But nonetheless here is an attempt on why we started Young Monk and the journey over the last 5 years:

We formed Young Monk with a singular objective – to do the kind of work we believe in. And because we pick projects that excite us, we don’t feel burdened by the tasks we take on. We work harder than others because we like what we do. We enjoy ourselves in our jobs, and in the process, ensure that our client also enjoys associating with us. We believe in the power of inspiration. We believe people can achieve great things if they believe in it enough. We believe in the power of positive change, one idea at time, and we believe in the power of stories and their ability to transform the world.

Our small but dedicated team of communication professionals help clients tell their stories by raising them above the din of the daily humdrum.

So the only news on them is – 14th August, 2015 :

Sandeep ‘Sunny’ Narang led Anglian Omega Network today announced picking up a 26% stake in Young Monk Communications (YMC), a public relations consultancy firm. YMC was set up last year with an aim to offer new age communication solutions for both internal and external publics for corporate and individual brand building. Young Monk is headquartered in New Delhi with a network office in San Francisco. The firm soon plans to open branch offices in Mumbai and Bangalore to expand its base and the investment would help the firm to ramp up its operations in these markets.

Apart from managing the communication mandate for Anglian Omega Group’s interest in football and Olympic Sports, YMC has already been awarded the public relations consultancy mandate for Tech Mahindra Foundation, National School of Drama, Hero Indian Open, Grand Slam Sports – the representatives of Chelsea Football Club, among others.

Said Sandeep Narang, “The PR industry in India is undergoing a phase of rapid growth and is steadily maturing. We felt that there is definite merit and scope in supporting a new-age firm that understands the dynamic requirements in a complex fast evolving scenario, where besides mainstream print and TV broadcasting, digital and social media has acquired great importance. New skills and coalitions are required across many verticals to continuously monitor and build brands – individual or organisations, events or non profits, political or issue based social campaigns. We hope to be an honest, nimble-footed and agile outfit that stands out from the clutter and offers meaningful communication solutions to its clients.

venture developmentalist comes forward to support young monk communications

February 2015

I incubated a PR company Young Monk, founded by two young men from Patna and Jamshedpur who wanted sports, theatre live music to get great press and media coverage in this age when only Bollywood, Cricket and Fashion get all the lifestyle pages . They started only with one client, us with Football, and now have covered many live performances, North-East Festivals, marathon events and now Bharama aka Bharat Rang Mahotsav aka BRM 17, Asia’s biggest theatre festival featuring 82 plays.

Young Monk saw to it that they got wide media coverage . Just Google Bharat Rang Mahotsav under News .Piyush Kant and Ayonava Bagchi were joined by Anuj Kumar Boruah who is from Assam (So Young Monk is a pure East India Company ;-)) who led the NSD foray with many interns.

Next they take on Golf. Media management is now a very hectic camping business it seems, just like Event Managers. We are a country of festivals and melas. So Live Events will be an endless story, whether elections or Litfests or Theatrefests or Sporting Leagues. To be noticed in all this will always need effort. As I say we need the Forces of Light in every field, even in the world of PR !

4th November, 2014

50,000 kids. 2500 visually impaired kids, each needs a volunteer running with them. Total of 5000 volunteers. Our athletes Khushbir Kaur, Mandeep Jangra and Arpinder Singh ran as volunteers along with visually challenged school children. My good-hearted PR samurais the Young Monk ran the press and media campaign ! It was held this Sunday, 2nd November. This is what I believe in , ‘Coalition Entrepreneurship’ to build communities of positive intent and on the ground partnerships for all-can-win results. In this edition of the run, GPS based chip technology and multiple cameras was used to track the distance and location covered by each participant in the under-18 boys category to ensure fair play.

The organisers of the run have also initiated a process for shortlisting 30 Physical Education Instructors across schools in Delhi NCR to send them for an on-ground training programme to London and Australia during March 2015. In 1995, after the success of the students of Salwan Girls School at the Inter zonal level, a small race with 300 students was started called the ‘Salwan Marathon‘. On a budget of Rs. 2500/- Running around the streets of Rajendra Nagar and the Ridge, the race proved to be a great success amongst the students of Delhi. The year 2006 saw over 46000 students (under various categories) running from the Jawaharlal Nehru stadium to the Lodhi Road and back. The venue was shifted in the year 2007 (since Jawaharlal Nehru Stadium was closed for renovation due to the 2010 Commonwealth Games) to the more picturesque location of the Nicholson Range, Brar square Delhi Cantt. Where over 28000 children from all over India and aboard ran, making it the largest Road race of its kind in its kind in its category in the world. History had been made again. In year 2012, over 48,000 students took part in the 18th edition of Salwan Cross Country Run including 1747 visually and 215 intellectually challenged students from all over India. Over 49000 students along with 2200 visually impaired differently abled students took part it the 19th edition of the Salwan Cross Country. Making it the largest marathon for school kids in the world and thus entering the Limca Book of Records.

salwanmarathon top indian athletes to be volunteers

2nd June, 2014

Nothing proves the success of PR more than the Modi campaign run by the best professionals. The present British PM served for many years as a director of corporate affairs for a television company. PR is now a 24X7X365 business. Where in this endless pitching do the good guys fit in ? Is there any chance at all ? Who understand deeply the public psyche and the effect the constant message manipulation is having on their decision making over every single thing in their lives ? Two middle-class professionals from Patna and Jamshedpur, who wanted to break out of the classic PR and want to work with clients they liked and believed in . Was that even a possibility ? They even thought of a business around a restaurant or tiffin-service for diabetics instead.

But their learnt skills were essential for many who would otherwise not have access to how the mass media works . Now PR is about everything you communicate about yourselves . People will interpret it anyways in their head, but your messaging has to be regular and clear . We were investors in a Indian football team, but we realised we had to build an whole ecology and build partnerships with everyone, mostly in opposing camps . I have always said that in India, where two NGO’s will not partner easily in the same space, to get people to work together one needs to build a larger story, and give a role to everyone to play so all can rise together, some a little more, some a lot more . And someone has to spend their own money and time doing this . And we did it with football .

In a short span of time, the agency has managed the communications mandate for entities such as Indian Ocean, Anglian Football, Anglian Medal Hunt Company, Indian Shotgun Open, Yuwa and Salwan Marathon among others. Their specialty is Sports and Music, but now even Foundations and other interesting clients are happening !

Great going Piyush Kant and Ayonava Bagchi. Best of luck with Young Monk !

18th April, 2014

PR is seen as that grey area where the media are manipulated and everything communicated is for sale. Partly true, PR agencies have become the default agencies anyone has to go to, to manage the press and their public communication. No one, period no one can do without them if they are planning on becoming larger than the neighbourhood scale. Either you do it yourself, then you get off your core skills. Piyush Kant was in advertising and then in a PR agency, and via a common friend I found him about end 2011 as we wanted to push a sport like Football and a club from the North-East.

No mass media was interested in North East except for bad news and all the human-rights activists did not help either. The positive developments in talent and enterprise remained invisible. Piyush and his good friend Ayonava, boys from Patna and Jamshedpur took the challenge up. And they got Shillong Lajong Football Club (SLFC) and Anglian Football‘s story top-billing many times in press, both printed and TV. We could build Larsing Ming, the young football entrepreneur from Shillong as the face of the professional football from the North East. Over two years Piyush and Ayonava realised that they wanted to do something on their own. Not just any clients but in areas of sports, live music, and other interesting projects which also need projection support. In a ongoing perpetual psy-ops war where every brand is fighting for recognition, and most content creators like musicians or writers don’t have any access or resources, it is time some offence resources were built for the warriors on the creative side !

So presenting Young Monk Communications, who I am very happy to be mentoring and raising funding for. We now need break-aways of many young professionals with hearts of gold, but with strategic intelligence and cool-heads to build the new ecology of cutting-edge enterprises we need.

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