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FCB Ulka launches Bushfire, a highly hybridized service for start-ups

19-April-2017
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FCB Ulka launches Bushfire, a highly hybridized service for start-ups

Fully integrated marketing communications agency FCB Ulka, on Wednesday, announced the launch of their highly hybridized service Bushfire, a one-stop shop for start-ups.

With the emergence of start-ups, there was 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. epic shit. without bullshit.

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 multi-talented 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, filmmaking, and execution without the conventional shackles of three vendor quotes.

Commenting on the launch, Rohit Ohri, Group Chairman and CEO of FCB India, said, “Start-ups 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,” added Ohri.

Surjo Dutt, National Creative Director, FCB Ulka, doubles up as the NCD for Bushfire and will be closely working with Romit Nair, Creative Head, Bushfire. In his role, Nair will report to Dutt. Bushfire’s CRM division will continue to be managed by Satish Ramachandran.

Commenting on the launch, Dutt said, “While the re-energized 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 start-ups primarily and clients looking for mould breaking solutions as projects, secondarily.”

“A team of writers, art directors, audio visual content creators and creative strategists who think, create, and produce epic brand solutions tailored specifically to start-up 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,” he added.

The operations for Bushfire are running full throttle with some recent business and project wins.

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