Network 18 has rebranded its in-house creative shop, The Cell, as Cell 18. The creative agency will now expand its operations to handle clients outside of Network 18’s portfolio.
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.Cell18 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 optimize our tremendous creative & strategic strengths in that area."
Zubin Driver, head, Cell 18, 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 professionalize the vast ad film and creative production market place. We will enter as the single largest professional player and will seek to maintain our leadership in this space."
The Cell (now Cell 18) was started in 2002 by Zubin Driver. Cell18 has recently shot 3 BILT Matrix brand films for Lowe, executed a large web films project for Pepsi through JWT and is now executing a large turnkey project for Airtel via JWT.