A Jack of None with Focus on One; Doesn’t tie you in a knot for what it is not; Believes in world class Biryani rather than a Run-of-the-mill Thali as one strong execution is better than a force-fit 360 – these are some of the phrases that Cut the Crap (CTC) describes itself with in its online avatar. The agency, started by Jagdish Acharya, has launched its website www.cutthecrap.in, that talks only about the work, leaving behind all the other crap.
The philosophy of minimalism reflects in Cut the Crap’s website as well. Talking to exhange4media on the idea behind the website, Acharya shared, “We wanted to keep the design minimal and cool. The objective is to tell people why we do what we do and let them know more about it. We have described the brief on each of our work as just work has no meaning unless it has context. We have categorised our work brand wise and not media wise.”
The website has been designed in-house by the CTC team. The pages have been first created as jpegs and then converted into html as it has a diagonal framing, which is not possible with the usual way of designing websites. The home page begins with the line ‘Cut the Crap and the grass on your side is greener” and the format continues on each page. The website has only two tabs – Work and Us, talking about nothing but CTC and its work.
“The website goes completely with our belief. We have even described the reasons why we may not be the right choice for many as we want to be as transparent as possible and stand for what we are,” said Acharya.
So what took so long to come up with a website? “The right time and right set of work to showcase,” concluded Acharya.