Writer: exchange4media News Service - Monday, Dec 03,2012 6:54 PM
Eggfirst bags creative mandate for Maya Digital’s MIST

Animation and VFX studio, Maya Digital Studio, has awarded Eggfirst the creative mandate for its in-studio training programme, MIST (Maya In-Studio Training).

Mumbai-based agency Eggfirst attributes this win to what it calls its ‘bull’s-eye strategic solution’. Eggfirst identified MIST’s in-studio training that allows students to learn on the job as a key selling point, converting it into the core communication strategy.

“There are several animation training institutes out there with good credentials and reputation. But what differentiates MIST is the opportunity to work on live projects of Maya Digital Studio. That’s what gets students a true beginning into careers on live real work. And that’s what Eggfirst was able to translate aptly into creative. Once the campaign is released shortly, you’ll see the strategic accuracy in the creative,” said Aruna Kumar, Head - Studio Ops.

Eggfirst invested its energies in getting the core messaging right. Ashish Banka, VP, Eggfirst, said, “We realised that animation aspirants are looking at something more than just training; they are seeking a live experience. And there was the match between the expectation and the promise.”

The campaign is scheduled to launch in a few weeks from now. Dev Datta, Marketing Head of Maya Digital, added here, “MIST is a launch pad for young studio professionals and hence, we are leaving no stone unturned to make sure the communication reaches our TG. The media mix will primarily comprise digital, backed by radio and print, along with BTL activations. To add to the mix, we would have an interactive media platform to communicate with the TG for easy dissemination of information. It is a new format innovation and we are confident it will help us connect with the young minds better.”

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