C&binet

‘The Creative side of technology and the technology side of creative’ – its not how usually people respond when you ask what they do for a living!

But earlier this year I met 9 other entrepreneurs, communications and media business – people from all over the world and I was delighted to meet someone who did exactly ‘that’. Crisscrossing The UK, on an insightful tour of the Creative businesses across the country, we chatted about the opportunities and business scenarios back home and compared notes. Inspite of the general doom and gloom (this was Mar 09, the nadir of the financial meltdown) all of us were extremely positive about the business we were in. Each one of us had great conviction in what we did. Some of us used digital tools to deliver unique products that were commercial and some used digital media as a tool for social change. The magic lies somewhere in the combination of the two.

If you think of digital delivery as a lens that can scale the reach of critical information the problem (of finding sustainable business models) suddenly becomes an opportunity. In the context of a large and diverse emerging economy glamorous digital businesses like news and music pale compared to the demand  for educational and health based content. The Creative Economy program by the British Council creates the type of mini network and more importantly awareness which is needed for entrepreneurs to re-focus on ‘digital needs’ as opposed to ‘digital desires’ of their consumers.

Traditional news and music businesses have (much) bigger demons to fight, than the internet, to survive in the new world-media order. All that the rest of us have to do, is meet up! See you at C&binet :)

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Blog on TV = Blog.telly (another cool client of ours)

Medianama has this insightful coverage of a new interactive feature from DEN. Essentially a service that broadcasts user comments to a wider TV audience. We are beginning a Social Media promotion for them now and the initial response is quite healthy though one does wish it would provied more than the warholian fleeting minutes of [...]

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Social Media Campaign for Cadbury Bournville by Phonethics

As far as Social Media marketing goes, content is intent. www.the-dark-truth.com is a content led campaign for Cadbury Bournville. We created a character called the Old Hound who blogged and also featured in a comic that took the audience through the Legend of the Bournville in action. The mystery led blog posts and curated content [...]

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Viral for Mak Lubricants

Animation still remains a hot favourite with digital marketeers when it comes to making Viral videos, And Cricket and TV/Bollywood based characters rule the roost! This project was executed for Mak Lubricants (agency – Saatchi & Saatchi) under the creative supervision of Vishal Kashyap (Creative Director, Phonethics) and technical and ops support from Vikram Russell.
Watch [...]

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ASK – Wealth has a Shape

ASK Link Click to see

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How will you know when you’re successful?

At the International Young Communications Entrepreneur’s forum in London, earlier this year, I was asked a simple question by Sir Chris Powell (the founder of DDB London & Worldwide), “How will you know when you’re successful?”
The question had me stumped. I gold-fished my way through the answer but the question stayed with me.
“How does one [...]

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great letter announcing very good news!

C&binet (www.cabinetforum.org), a not-for-profit network created by the UK government’s Department for Culture, Media and Sport (DCMS) was launched in 2008 to foster international dialogue about the creative economy focussing on the four main themes including access to finance for creative industries, new business models for online content, developing talent and securing creative rights.
The first [...]

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No FEAR

People pay for content with money OR their time*
From a consumer perspective, ‘paying’ for content has to emerge as a problem solver and not another problem to deal with.
Consider the scenarios in which a consumer pays / is willing to pay for content –

to save money
to save time
to save effort: curated bundles [...]

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Shooting stills

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thai m(e)ssage

We had the pleasure of shooting an ad film with a Thai crew in and around Bangkok recently.  The quiet efficiency of the the crew amazed me. The one thing that the Thai are concerned about is ’sanuk’ ; losing face and Vikram (my colleague) had to work overtime to ensure they felt comfortable and [...]

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