FCB’s FuelContent launches first Asia office in India

Fuel India will be led by Debarpita Banerjee, President North and East, FCB Ulka


Sébastien Desclée, Chief Executive Officer of FuelContent, the newest content production arm of FCB Global Network, on Wednesday announced its expansion into India. With offices pan India-- Delhi, Mumbai, Bangalore, Chennai, Kochi and Kolkata--, this new venture builds upon FuelContent’s existing hubs in Canada (Fuel Canada) and South Africa (Fuel SAF).


Talking about the venture, Desclée said, “Since its inception in 2016, FuelContent has been steadily gaining momentum to become a robust global network. This latest addition in India is the next piece in the puzzle, providing a rich market in which to tell ‘Never Finished’ stories to new audiences.”


“Forging a larger FuelContent network adds value to our clients’ businesses and provides the opportunity for us to strengthen our offerings in Asia and continue to grow our global footprint,” Desclée added.


Desclée took the helm at FuelContent earlier this year after spending four years at FCB International, where he served as President. After launching FuelContent in key markets, Desclée sought to expand the network further, in order to deliver both for existing clients looking to extend their partnership in new markets and for new clients in need of content production solutions.


Fuel Content on the whole specialises in film, animation, visual effects, post production, graphic design, photography and virtual reality.


Fuel India will be led by Debarpita Banerjee, President North and East, FCB Ulka, and the India operation will offer content creation solutions in an end-to-end format.


Fuel India will integrate key FCB tools like Brand Bedrock and align core brand strategy to content strategy, to create Never Finished content platforms. And since content creation is always a collaborative, Fuel India will also work closely with a network of individual content creators and different digital platforms to optimize content visibility and management,” Banerjee said.


The region will also collaborate with Fuel Canada and Fuel SAF. Fuel Canada, led by FCB Canada CEO Tyler Turnbull, focuses on photography, graphic design and banner animation, while Fuel SAF, led by group Managing Director Mark Tomlinson, boasts expertise in TVC production & post production, 2D & 3D animation, 3D modeling & texturing and video editing.


Between these three regional offices, FuelContent will be able to provide 24/hour service for its clients.


The organisation currently represents Adidas, BMW Cell C, Coca-Cola, Lexus, Lord & Taylor, MTV, NIVEA and Toyota, among others.

Carter Murray, FCB Worldwide CEO, said, “In our fast-paced modern world, content has become one of the most powerful forms of communication. Growing FuelContent – FCB’s branch at the forefront of brand storytelling – provides increased connectivity and allows us to stay ahead of the curve. I am very excited about the potential this expansion brings.”

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