FCB Ulka, a fully integrated marketing communications agency has launched their highly-hybridized service Bushfire, a one stop shop for start-ups. With the emergence of start-ups, there cropped up the need of a specialized agency model to comply to their needs. Since these set-ups require select services, the need to break the conventional organization structures complimented with agility formed the premise of the prototype – Bushfire
Bushfire is a new kind of marketing and communications agency that is equipped to provide start-ups with all the services they would require in a menu format. The Bushfire team includes handpicked mu professionals who approach the task with fluidity- serving the need of the hour; to flit in and out of multiple diverse tasks seamlessly, across departments ranging from art, crafting, planning, film making and execution without the conventional shackles of three vendor quotes or the likes akin the ‘Shapeshifters’.
Commenting on the launch, Rohit Ohri, Group Chairman and CEO of FCB India, said, “Startups are looking for ways to prove traction to investors and are generally operating on borrowed capital with a short runway - time is always of the essence and results are imperative for their survival. They are looking for an agency with a different mindset.”
“At Bushfire, we’re creating a ‘maker movement’. We’ve built a team with a ‘maker’ mindset – deeply hybridized and capable of partnering start-ups in the building of a product or service, a business and a brand. And when you add speed and great ROI to that, you have a truly unbeatable proposition,” Ohri added.
Surjo Dutt, NCD, FCB Ulka, doubles up as the NCD for Bushfire and will be closely working with Romit Nair, Creative Head, Bushfire. In his role, Romit Nair will report to Dutt.
Bushfire’s CRM division which continue to be managed by Satish Ramachandran.
Commenting on the launch, Dutt said, “While the re-energised and rebooted FCB ULKA charges forward with its agenda for clutter breaking, market moving work on its massive brands, the need for another offering with a different set of objectives and offerings has become more and more apparent. Which is why Bushfire. A small, agile, multi-skilled and deeply hybridized team of creative strategists, put together to partner startups primarily and clients looking for mould breaking solutions as projects, secondarily.”
Dutt added, “A team of writers, art directors, audio visual content creators and creative strategists who think, create and produce EPIC brand solutions tailored specifically to startup and project needs. Bushfire is lean, mean, hungry and game ready. With fire in our bellies and passion in our pens we want to create epic shit, without bullshit.”
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