FCB Ulka has announced the launch of Bushfire, an agency for start-ups.
Positioned as a one stop shop' for start-ups, the agency looks to break the conventional organisation structures. According to a statement, the thought behind Bushfire is 'Epic shit. Without bullshit.'
The Bushfire team includes people from diverse backgrounds.
Surjo Dutt, NCD, FCB Ulka, doubles up as the NCD for Bushfire and will be closely working with Romit Nair, creative head, Bushfire.
Bushfire’s CRM division will be managed by Satish Ramachandran.
Rohit Ohri, group chairman and CEO, FCB India, said, “Startups 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."
Dutt said, “While the re-energised 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 startups primarily and clients looking for mould breaking solutions as projects, secondarily.”
He added, “A team of writers, art directors, audio visual content creators and creative strategists who think, create and produce epic brand solutions tailored specifically to startup 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.”
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