• Setup in FEB 2006

– To create character-led Original content– Content Format: Short form Video, Animation & Audio (15 sec – 30 min)– For commercial distribution on the wireless and emerging media

• The company has its genesis in a 9 year old Advertising and corporate film production company, Ethics

• Phonethics was founded by Saurabh Gupta along with an angel investor

• The company is mentored by Prof. Deepak Jain (Dean – Kellogg College) and enjoys creative support and involvement from Rahul Bose (eminent Actor)

• The company has two divisions:– IP products Division: Creating Character led Content– Services Division: Executing advertising/corporate assignments

• Phonethics specializes in creation of Short Form content for the Web and Mobile Platforms

• Content Creation abilities:– Ideating & Conceptualization – Scripting and Storyboard– Video Creation – Shoot, Edit and Produce Video Products– Animation – 2D and 3D – Audio – Music and Sound Design

• Currently Phonethics has a library of 8 characters with fully evolved storylines.

• Each character is representative of a particular vertical of content

• The Base Content for all is Video / Animation pieces with affiliate products in the form of Ringtones, Wallpapers, etc.

Case Studies

Brand – Indica Vista

Objective – Repositioning of the Indica. Change perception from being a cab to a great option to upgrade in the small car segment

Solution – ‘Andy & Leela’ who are Young & Ambitious , reflection of our TG

Manifestation – The characters are part of a Graphic Novel, animated viral, a flash game and a comic strip generator application on Social Networks

Check out all this and more on www.Changeseverything.in

Interactive Microsite Viral + Flash Game Comic strip Generator

Brand – Champion Chaalbaaz No. 1 (Reality Show based on the International Format Prankstar

Objective – To promote the show online, showcasing various pranks played by contestants

Solution – A blog hosted by a Naughty Mian Fekoo, who narrates the best pranks ever played, showcases videos and gave tips to users. Great Pranks from the show often features as PART OF CONTENT on the blog

Result – The blog received 40000 views over the month, being promoted across social media

Brand – WIN WIN Offer on the Mumbai HT

Objective – Make people read HT & search for Hidden Clues in the newspaper & send an SMS to win a car every week. Targeting Mumbai city

Solution – Mumbai’s Bindass Attitude was best reflected in characters ‘Bhai & Sirkit’ in an animated viral

Result – The viral received 25000 views in just the first 2 weeks of the campaign

Brand – Sumo Grande

Objective – To create awareness & consumer interaction around the launch of the Tata Sumo Grande in the online space. As a new variant in UV category, the USPs of the vehicle needed enunciation

Solution – Character Arun Kumar, pen name for an Ex-Writer for Auto Mag – Top Gear

Result – Branding activity morphed into a conversion tool as 2 cars were bought & blog received 48000 views in 30 days!!

Grande Launch covered on the blog

Widgets on the blog

Brand – Tourism New Zealand

Objective – To establish Tourism New Zealand as an exciting travel destination abroad to Indian Tourists

Solution – Character Anil, a frequent traveller, planning a trip to New Zealand gathering and SHARING information on New Zealand and Must See spots there

Result – Received a Whopping 4.5 lac views over 2 months of running

Brand – Fiesta 1.6 Sports

Objective – Consumer interaction blog to promote the newly launched Ford Fiesta Sport. Detailed reviews were posted by a specialist of the vertical

Solution – Established Auto Blog Talking About Torque was used to create hype around this launch

Result – In the first of this 6 month activity, 2 cars were sold and 20000 views received

Brand – Gaming tournament - GAMERSADDA

Objective – To establish the Gaming Tournament to the active gamer community in the online space, inviting users to register for the event

Solution – Gamer ‘Jason’ was the writer of this blog, who had keen eye on all new gaming developments and launches, reviewed consoles and games and Tournaments

Result – The blog received 25000 views and generated 1500 comments from users

Widgets on the blog

Brand – Gateway (Short Film Making Reality Show)

Objective – To establish the Show amid film enthusiasts and generate dialogue around the developments across episodes

Solution – Aspiring Film Maker Sameer Khanna took many leafs out of the Gateway book. Content ranged from Method and Process, to short video references

Result – Received over 10000 Brand Interactions during 3 week campaign

Final Gateway movies covered on the blog

Widgets on the blog

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