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The Cell rechristened Cell 18; expands operations beyond in-house work

The Cell rechristened Cell 18; expands operations beyond in-house work

Author | Pallavi Goorha | Tuesday, May 06,2008 8:06 AM

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The Cell rechristened Cell 18; expands operations beyond in-house work

Network18 has renamed its creative services shop The Cell as Cell 18. With this, the Group has also expanded its operations, wherein now Cell 18 is also pitching for and handling clients outside the Group.

So far, Cell 18 has been powering all promos across the IBN and CNBC networks and has established itself as a benchmark creative team in the Indian television industry, winning a slew of awards.

B Sai Kumar, Group COO, Network18, said, “I believe, the market opportunity in creative production is huge – both domestically and internationally. Over the years, we’ve invested substantial amounts in intellectual capital and technology, making sure The Cell is fully equipped to deliver world-class creative output. Cell 18 is the logical next step for The Cell and will function as a division of Network18 that will service the creative and brand needs of clients directly. The division will seek to optimise our tremendous creative and strategic strengths in that area.”

Zubin Driver, Network Creative Director, Network18, is confident of Cell 18 being able to offer quality solutions to clients at competitive rates.

He said, “The work that we have accomplished so far for the Network18 Group speaks for itself. People get fascinated when they see our showreel. Our focus will be to professionalise the vast ad film and creative production marketplace. We will enter as the single largest professional player and will seek to maintain our leadership in this space.”

“Some of the biggest advantages of Cell 18 is its ability to deliver competitive pricing, world-class quality and a huge bandwidth of work, from ad films, web films, channel packaging to brand design. This is a fact that leading advertising agencies like JWT, Love and DDB Mudra have already recognised. Cell 18 has recently shot three BILT Matrix brand films for Lowe, executed a large web film project for Pepsi through JWT and is now executing a large turnkey project for Airtel via JWT,” he added.

The Cell (now Cell 18) was started in 2002 by Driver and now boasts of a crack team of directors, writers, graphic designers and production talent. In the fourth quarter of the last financial year, Cell 18 had decided to test the waters by concentrating on work outside the group for agencies and direct clients.

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