Former VMLY&R and Entropia leaders launch Greytt platform for older community

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A new age-centered product and platform, dubbed Greytt, has been introduced by former leaders of various advertising and consulting firms. The upcoming platform was co-founded by former CEO of VMLY&R Singapore Preethi Sanjeevi, entrepreneur Rajeev Lochan, and former partner and MD at Entropia and Accenture Song Ramakrishnan C.N. (Rama).

Greytt's name is a play on the word “grey”, referencing the word’s association with aging. In turn, it aims to highlight the potential for greatness beyond the grey for those above the age of 50.

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The platform was founded with the intention to empower the growing 50+ age group with purpose and passion. Leveraging experts, artificial intelligence (AI), and data, Greytt aims to build age-centered products and services for the growing 50+ age group.

In a statement to MARKETING-INTERACTIVE, the co-founders stated that the platform was founded on the realisation that the unique needs of the growing 50+ age group have not been adequately addressed by existing products and services. This observation was particularly so within Asia.

With increasing life expectancy, the 50+ age demographic is evolving to one with higher disposable incomes, increased digital savviness, and an abundance of time for new experiences. Against this backdrop, the Greytt platform will be designed to provide solutions to the demographic’s needs.

Sanjeevi left VMLY&R Singapore in June 2022 after 16 years at the company to launch her own digital venture, creating products and solutions outside the marketing space to solve global issues. Prior to her appointment as CEO, she was named the managing director for Singapore in 2019.

Her co-founder in this venture, Lochan, also previously hailed from the same network as VP for finance and consumer insights for 16 years, ending in 2022. He subsequently embarked on several entrepreneurial ventures, such as founding PremonAsia, a management consulting firm. He is also a board member of Click2View, a content marketing agency specialising in creating connections through storytelling.

Meanwhile, Rama was previously partner and managing director at Entropia, which was subsequently acquired by Accenture Song (formerly Accenture Interactive) in 2021. This followed an eight-year stint at IPG Mediabrands Malaysia, during which he was managing director from 2015 to 2016.

In a LinkedIn post announcing the platform, Rama shared that Greytt is the result of a heartfelt calling to build for the massively underserved 50+ community.

“Our mission is to empower the 50+ community with purpose and passion. It’s high time this demographic had a platform that truly caters to their needs, a mission seemingly overlooked by others,” said Sanjeevi.

Rama emphasised the role of technology in the upcoming venture. “At this pivotal moment in technological evolution, Greytt is ideally positioned to harness AI and data analytics, offering tailored solutions that meet both the explicit and implicit needs of the 50+ age group,” he said.

Lochan added that Greytt seeks to make a tangible and meaningful impact on the 50+ cohort, identifying himself with the group. “There’s a clear gap in the market for services that resonate with our needs and aspirations,” he explained.

While more details on upcoming initiatives will be shared when Greytt prepares for a beta launch at a later time next year, it gave a snapshot of a couple of offerings. For example, “Greytt Gigs” would be a product for seasoned skills to meet fresh opportunities, while “Greytt Journeys” seeks to bring about exceptional explorations for people with discerning preferences.

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