Ideacafe.agency announces the launch of its new division, IDEACAFE ROOTS, designed to bridge the communication gap between rural and urban markets in India. The division aims to address brands' needs in "Rurban" areas?Çöa blend of rural and urban landscapes?Çöwhere purchasing power and aspirations have risen significantly post-COVID.To lead this initiative, Ideacafe has brought on board Sandip Bansal as Practice Head of ROOTS. Bansal, an industry veteran with over 35 years of experience, began his rural marketing journey with Video on Wheels in 1989 and later developed rural marketing arms at Ogilvy, Starcom, and GroupM's Dialogue Factory.Sandip shared: ?Ç£Helping brands build equity and share in rural India drives me, and I found Ideacafe to be uniquely agile and responsive, unlike many large network agencies.?Ç¥Sandip emphasized that IDEACAFE ROOTS will focus on creating scalable and sustainable models to help brands extend their reach across Tier 2 and Tier 3 landscapes. "As brands aim to deepen distribution in what we now call Rurban landscapes, ROOTS will focus on building local expertise rather than relying on outsourced assistance,?Ç¥ he added.Joining Sandip on the senior leadership team is Shweta Lamba as Business Head of Experiential. With over 14 years in marketing, Shweta?ÇÖs expertise in Intellectual Properties, Key Account Management, and experiential solutions will enhance ROOTS' offerings. She has previously managed key accounts for leading brands, including P&G, Britannia, and Mahindra, in roles with Entertainment Network India Limited, Big Magic, and GroupM?ÇÖs Dialogue Factory.Also joining the team is Amish Morjaria as National Operations Head of ROOTS. Amish brings over 20 years of experience in business operations and urban and rural activations. Known for his integration of technology in fulfillment and campaign tracking, Amish previously held roles at Tech Smart, DDB Mudra, and GroupM?ÇÖs Dialogue Factory.Nabendu Bhattacharyya, Founder of Ideacafe.agency, stated: ?Ç£Our focus is to meet brands' needs through local-level expertise and direct accountability. While many companies are cutting manpower, we see the value in investing in skilled, on-ground teams to provide brands with dependable, localized solutions."IDEACAFE ROOTS has already onboarded over 25 professionals across markets, serving more than a dozen national brands. With an aggressive expansion strategy, the division aims to become the largest Rurban brand communication service provider in the next two to three years.