October 15th 2002, Collateral begins it modest operations, with a clear aim of working only with MNCs and global brands, and positioning itself as a second Agency on Record. Based on the reality that larger agencies prefer doing the larger work (read ATL), it leaves someone else to understand the brand foot print and deliver solutions that work in the marketplace. And as we all know, the marketplace is where the final battle of the mind is fought. That someone else is Collateral. What better way, therefore, to describe the scope of work we aspire after. Our symbol – the Paper Clip – signifying ‘holding it all together in the marketplace’.