the story of

All rights reserved © FPS Communication Pvt. Ltd. 2014, www.famepersecond.com

we are not anadvertising factory

we are an independent storytelling boutique

we believe nothing is a cliché.every brand has a story to tell.

It can be a logo, a 140-character tirade, a film, a blog, a graffiti, a revolutionWe believe, no story is big or small, good or bad. It all depends on how you tell it.

we influence people by telling engaging stories

the way we tell stories

relevanceMapping the opportunities of brandscape

capacity Cutting out the guesstimating factors and analyzing reality

novelty

Attributes > Distinctiveness > Novelty

Decoding brand Internal data (Sales figure, Performance figure, Market share , Secondary research)

Decoding consumer External data (IRS, Trend spotting, Sentiment ,Sub culture study, Semiotics *)

Buzz – Noise = Voice : Consumer reality data

Leveraging insight through courtship

perception Developing a framework to redirect the perspective

Novelty testing > Perception model

conversation

Strategic planning Branding & Creative solution

Content productionDigital transformation

Creating a conversation through an agnostic storytelling approach

evaluation

Self-evaluation

IntrospectionImprovement areas

Market evaluation

Campaign evaluation vis-à-vis cost incurredMeasuring the growth movements regarding the brand image, sales and related

factors by creating a whitepaper

Measuring worth of the campaign through collaborative quantifiable metrics

stories we have told so far

film promotion

aschorjyo prodeepBackground:

The director wanted an illustration style which hitherto has not been used or rarely used by the popular mainstream Bengali films.

The film demanded a larger-than-life status, given the fact this was the 2nd project coming from a director

who had delivered a massive hit through his 1st film.

Rationale:

With a plethora of characters, myriad sub-plots and a unique scripting style, Anik Dutta’s films can be broadly categorised as comic book on celluloid. Our publicity design reflects this philosophy,

portraying the underlying fantasy theme of the plot.

tasher desh

khashi kathaBackground:

Khashi Katha had an interesting premise. It had a talking goat and a butcher, wrapped in an Arabian Nights’ Tale style.

The graphics / VFX was 1st of its kind in Bengali cinema.Last but not the least, the film had Naseeruddin Shah in the lead role.

The story demanded a creative that would grab the attention of the audience at the very first instance.

Rationale:

The pencil-sketch effect with bold strokes was introduced to symbolise the conflicts and struggles of the weather-beaten characters.

ek phali rodBackground:

The film has a unique theme. It revolves around a theory called the “Bystander Effect” and its myriad interpretations.

It’s more of a social-psychological experiment in the garb of cinema.

Rationale:

Since the film revolves around a social scientist conductingexperiments to check public apathy toward crisis situations –

our idea was to our idea was to make the key characters stand out from the clutter. They are the ones about whom we read

on newspapers every day, but hardly pay attention to.

jhumura

Background:A poignant tale that captures the journey of a journalist

and a photographer in their quest to shoot a documentary on the forgotten art form of Jhumur, that goes back and forth in time and has a strong emotional core.

Rationale:We went for a clean and classical look with a typeface inspired from folk patterns and colours,

trying to capture the spirit of the land, the essence of the art and the journey of the protagonists.

music album

chandrabindooBackground: Chandrabindoo has always been avant-garde in their

approach. Be it the lyrics, the composition or the singing. Theirninth album, NOY, was no different. The idea from Chandrabindoo's POV

was to present an album which was not like the previous eight albums. The nameChandrabindoo NOY had a dual meaning, reminiscent of their love for

world play and smart wit. On one hand it meant the 9th album is unlike their previous 8. On the other hand,

it meant that it’s their 9th album.

Rationale: The end result was three pronged. The color black signified the dark undertonesof the songs and the serious melancholy they produced within the listener.

The album art, the elements and the journey they make throughout the albumweaves a story throughout. The central theme revolves around an alien named NOY, an unknown

terrain and its inhabitant proletariats, the Ants. Our objective was to set up a visual conversation as to what happens when NOY meets the Ants.

Self promotion

bangaLEETask:

To think of an idea for a unique Noboborsho gift to the fraternity, media and existing as well as prospective clientele.

Idea:We followed up the much appreciated Bangla Tel with a quirky satirical take

on the Bengali brethren in the form of BangaLee – a unique kit comprising a nunchaku and a ready-reckoner booklet on how to get

that fire back in our mundane, bitchy, lazy, procrastinating Bangali lives.

Result:It was met with a mixed response. While many had a good laugh,

some felt that we went a bit overboard, some of them called us to congratulate, while the media found it interesting enough to give it a coverage.

pitch works & campaign

west bengal tourismThe Brief:

To exploit the potential of social and digital media and establish West Bengal as one of the most sought after destinations.

Analysis:West Bengal has always had a loyal tourist base, comprising

mostly the residents of Bengal. However, barring the legacy of Calcutta and the Sandakphu trek, West Bengal is still not a preferred destination

for the travellers from rest of India and around the world. We saw this as a great opportunity to reach out to

a wider target with social and digital as the communication media.

Rationale:The idea was to introduce quintessential Bengali words

and expressionsto the rest of the world that best epitomise the

essence of Bengal

Rationale:Apart from all clichés, Bengal is also the melting pot of

cultures, beliefs, traditions. It is the land of the mystique

and the soil of the magic!

Rationale:The sons of the soil inviting the world to embark on a

journey with them. The journey of unlearning, reinventing and eventually

understanding the self.

Rationale:

A clarion call to those who want to escape from the mundane, to the magic called Bengal.

web & newsletterAll the world has shifted to an advanced version of

website development. Now is the time for big content blocks, interactive exploring, parallax scrolling, HTML5

and a content first approach.We proposed a new front-end for the Bengal Tourism

website.

Also, inbound marketing has evolved too. We proposed a newsletter campaign for Bengal Tourism in order to

stay closer to our audience.

tripura tourismBrief:

Despite being a beautiful destination, Tripura hardly has a presence in the tourism scene. Our duty was to come up with ideas that best depict this ‘hidden gem’ of a destination for tourists and

travellers alike.

Analysis:While the other north-eastern states intrigue the travellers, Tripura featuted nowhere in their priority

list. Following extensive research, we found out more than one reason why Tripura should be the next tourist hot-spot.

.

The logo reflects the essence of the soil and its inhabitants. The font, and the elements too depict a tribal art form, echoing the fact that

Tripura is all about its people.

This tiny little state appears like a dot on the map. Yet, it has so much to offer.

This insight led to the interpretation of comparing Tripura to a tiny beauty spot. Like the mole on Merilyn Monroe's chin enhanced her

beauty, Tripura does the same to India

.

Tripura is a place of myths, royalty and everything that has stood the test of time.

Tucked away in the east, it is a place stuck in a time warp.

Stems from the same thought as the first one, except this one's

more literal and classical.

Legends, literature, folklore, flora, fauna...this route sums up the state in the most holistic manner.

Stems from the Despite being one of the seven sister states, Tripura is somewhat overlooked and ignored as a travel destination.

This route is an attempt to introduce Tripura to the world and make them realise what are they missing out on!

.

zee bangla cinemaBrief:

After opening with record GRP, Zee Bangla Cinema’s ratings had nosedived thereafter. We were asked to

think of ideas to get them back on track.

Analysis:There was a major disconnect in

their TG mapping, brand positioning and the content mix. A fundamental problem they had been overlooking all this while.

Rationale:We suggested a radical overhaul of their Brand persona,

audience targeting, content mix and new positioning – Bhalo Dekhun.It might not have yielded them overnight results,

but could have definitely given them purpose and an unmistakable character.

re-launch Substantiating our new positioning of Bhalo Dekhun, we came up

with a two-pronged re-launch campaign. The teaser posed a question,”Shesh ki bhalo cinema dekhechhen”,while the revealer had directors

as the face of the campaign supporting good cinema over everything else, stating “Aamra BhaloCinema-r pokkhe”, with a payoff that read,”Shera porichalokder bhalo cinema.”

phase II- post launch Jibon theke newa cinema! Evocative real life visuals contextualized with powerful cinema.

Substantiating promise with something tangible like a dedicated slot on Saturdays or Sundays. Or a month-long festival, screening an eclectic mix of quality cinema of yore as well as contemporary

ones like ‘Phoring’, ‘Bakita Byektigoto’ et al. Or create a platform for upcoming directors, do a festival with 7 best films of first-time directors. We also suggested a strategic tie-up with

LargeShort Films, or, better still, be the Bengali equivalent to it.

sustenanceQuality cinema home-delivered! A complete 360 degree campaign to promote a property. We

suggested an audience-integration model where the viewers choose their films, from the ZBC bank. We planned to drive the idea through mobile and social apps, create engaging contests, with

the winner getting a chance to watch his favourite film with his favorite director,right in his home.

.

sangbad pratidin srijon samman

Advertising has always been intended to reach out to the desired mass in a least extravagant manner. And one advertiser who has been able to achieve both these ends is quite a popular face

among the Bengalis. His cheap advertisements have been simultaneously case studies and a butt of all jokes! He is none other than Dr. D.K Lodh.

Inspired by Dr. Lodh, we created Dr. Srijon Shil a representative of the sub-altern in advertising. We tried to communicate that advertising, even in its lowest and crudest form has the ability to

generate curiosity.

The campaign is about how Dr. Srijon Shil is the only answer when it comes to cure ailments related to creativity. We had also planned t have him as a brand mascot, anchoring the event.

.

approach 2Moral as a backbone of the society has always been a personal favorite of Bengalis. Biggest

example has been Vidyasagar’s Bornoporichoy where we find polarized characters like Gopal and Rakhal. Gopal epitomizes a good boy while Rakhal represents a bad boy.

We grow up learning what good boy stands for, how good habits, perseverance are a reflection of a good upbringing. This linear thought forms the spine of our 2nd route. We have directly joined the

good habits to Srijon Samman and tried to communicate that to win it, discipline and perseverance is the key.

.

atletico de’ kolkataBrief:

For the inaugural Indian Soccer League, Kolkata’s own team wanted to launch with a bang. We were one of the few lucky ones asked to

think of ideas that can make some noise!

Analysis:There was nothing much to analyse, as everyone knows how passionate the Bengalis are about

football, the clubs they support and the opinions they have. All we wanted to create was a sense of belonging and ownership around ATK and unite the otherwise polarised Kolkata.

.

Since ATK is an extension of Spanish giants Athletico Madrid, we retained Madrid’s colours and incorporated the Royal Bengal Tiger. The first logo was classical, typical of the football clubs, while

the second one was our favourite, fiery, aggressive, big and bold.

We suggested two taglines:

Mathe Dekhe NeboBangalir ektai goal

.

logos & baseline

Shudhu 11 Jon Khelbe Na echoes the spirit of the supporters, reflects the emotions of the city and rings a warning bell for the opposition.

The payoff reads “Bangalir Ektai Goal”, reflecting the unity of Kolkata sans all its polarisations, coming together for a common goal – supporting Atletico de Kolkata.

.

approach 1

“Jaan Baji Rekhe Rangbaji Hobe” is all about the attitude and aggro, the never say die spirit. campaign which is pure uber, urban yet rocksolid in attitude.

“Mathe Dekhe Nebo” again is all about the gutso and raw aggression.

.

.

approach 2

“Ami East Bengal Na Mohun Bagan” is pegged on the much talked about rivalry, with principal team owner Sourav Ganguly as the face of the campaign who urges all to forget their rivalry and

come forward to unanimously support Atletico Kolkata..

We sign off with “Bangali’r Ektai Goal” to further cement the positioning of a unified Kolkata

.

.

approach 3

radio foorti - bangladeshBrief:

Bangladesh’s leading Radio Station, Foorti, briefed us on the biggest Music Award Ceremony in Bangladesh, the Foorti Music Awards

.

“Foorti is synonymous to great fun. A fun which transcends personal grief and prepares a person to counter it with great joy.

‘K Dei’ playfully runs on a colloquial terminology which is popular among the youth. The campaign asks who gives Foorti to Bangladesh?

The answer is obvious.

.

approach 1

FoortiBaaj was a spontaneous thought which was later developed into a full-fledged campaign, creating characters following the classical protagonist-antagonist structure. The teasers feature

the negative ‘Baaj’ brethren while the revealer has ‘Foortibaaj’ the rockstar and the hero..

.

approach 2

Gaaner Lorai is all about the raw energy and immense pride that a Bangladeshi possesses.The route talks about FMA as a platform where the best musical talents on Bangladesh will fight it

out for the coveted Foorti Music Awards...

.

approach 3

cescBrief:

We had an open brief from a brand that has never advertised before and as a service provider who are always taken for granted.

Analysis:CESC has been lighting up a million lives for 115 years, and has always received more brickbats

than appreciation. People only remember them when there’s a power cut or when they are paying their electricity bill, which is extremely unfair.

.

Kolkatar Dinratri’ sums up CESC’s indellible impact in our lives and the city of Calcutta the best way possible. From the Metro Rail, to the

Tram, from the lamps that light up the city to the hospitals, schools, nightclubs, cinema halls… everything is powered by CESC.

There will be light’ tweaks the famous line from the Bible ‘Let there be light’, to contextualise it with CESC’s irreplaceable role in our lives and give the brand that

authoritative and assuring tone that says, come what may, there will be light..

“Aami Alo” resorts to the classical long-copy format chronicling the illustrious journey of CESC, the power source

behind many a creation, invention and revloution.

Recruitment advertisements

camarenaBrief:

At a time when every other person claims to be a photographer with a DSLR, Camarena wanted us to suggest ways to make the most of this time.

Analysis:Camarena had a clear differentiator. They are a ‘Camera Plus’ brand, i.e. they don’t just sell

cameras and accessories, they also offer photography workshops and conduct photography tours. They wanted to sell a culture.

.

central thoughtWe stumbled upon an interesting thought, more of insight that this is the era of Cameras. Basis

this, we designed our campaign, which we called the “Camera Revolution.” We refered to the Cameras as weapons, and photography as a right to express anything and everything, portraying

Camarena as an enabler to the process.

.

.

Micro site

etv – prime time fiction show .

.

.

Launch communication and channel branding

.

star jalsa – prime time fiction show .

.

.

Launch communication design

.

social media exercise & campaign

We are storytellers. So, we decided to launch a property where we will tell stories and stories only. That’s how we gave birth to Tellerlogy, a

platform to experiment with various kinds of visual storytelling.

Rationale:“Ads of the Musts” is our latest series in Tellerlogy. We have resorted to the

classic long-copy format of yore, to create ads of everyday essentials never advertised before.

Check out the complete Tellerlogy series on http://www.pinterest.com/famepersecond.

results

Tellerlogy started off as our way of telling stories on topics we deemed fit, just for the sake of creative orgasm, before consciously changing our approach to something that’s more rational and

has more business sense in it.“Ads of the Musts” is a step towards that direction. We are firm believers of the saying that, “if it

doesn’t sell, it isn’t creative”. Through “Ads of the Musts” we tried to sell things that never needed advertising. Today, we believe that we can sell anything under the sun!

Tellerlogy is extremely close to our hearts and it has given us recognition, creative satisfaction as well offers to collaborate and co-create.

.

.

our alter ego: philosophy

Behind The Seen tries to explore the mundane, question the obvious and challenge the rhetoric. We are not cultural anarchists on a war-path with mainstream populists; rather we are striving to

create a neutral creative space that redefines the shifting paradigms of counterculture through experiment, collaboration, interpretation and revision.

About time we tried a new pair of looking glasses... .

.

.

https://www.facebook.com/BTSaninitiative

resultsBehind The Seen has lived up to its name in this age of popular culture.

Based out of an ideology of not being an iconoclast, BTS and its content have been really viral, some posts clocking even 8000+ reach organically.

Recruitment advertisement for self

Orkut signified so many things. The first taste of a social networking site, the first taste of sharing personal stuffs with the

world, the first taste of stalking someone, the first taste of knowing someone, so on and so forth.

When the time came to bid Orkut a final farewell, we chose the long copy format again to write the obituary.

This creative did not symbolize end. It did symbolize the mark of a new beginning in an era of constant connectivity and e-

networking.

the telegraph metroThe Brief:

Launch TT Metro on FB & Twitter

Analysis:Metro is all about hard news. It is all about the City of Joy.

We tried to communicate this thought stark collage of people representing two diametrically opposite poles of the society.

The insight: Metro for all

The idea: Many faces. Many facets. One metro.. .

.

Another rendition of the Metro launch campaign, this creative talked about the fact that Metro is all about the city and news centred around it.

The creative was portrayed as a FB wall / twitter timeline to portray the fact that TT Metro on SNS would be live and vibrant when it comes to city news.

metro moronsLike every city, there’s no dearth of MORONS in Kolkata!

If you can’t stop the nuisance, mock the miscreants!

Idea was to create a social media campaign that talks about this serious issue in the garb of humour.

It’s an appeal to the citizens of Kolkata to rise up and ridicule the #MetroMorons.The CTA was to catch them in the act and then embarrass them by applauding on their face and

finish it by clicking their pictures.

pothole selfieThis was a campaign devised to protest against the poor road scene in and around Calcutta.

Kolkata - The City of myriad potholes of varying shapes, depths and kinds.A social media campaign that stems out of irk, disguised as humour!

We call it the #potholeselfie - A campaign that justifies the #TTforCity brand promise, through a satirical take on the issue.

the telegraph youAre today’s youth confused, complacent, careless?

Are the older generation Cynical, Judgmental, Practical?

The insight: Young vs Old. Judgment vs Belief.

The plan: Launch ‘You’ on the social media platforms through two phases

The idea: The build-up phase will see the older generation questioning the younger lot with a dismissive arrogance

.

.

launch campaignHow do you communicate to today’s connected

generation through a static medium like newspaper? Enter QR code.QR code-enabled designs were made, depicting the sign languages

that youth can relate to and put into ads.The ads were linked to the FB pages, so that when one

scans the code, directly lands on the FB page..

.

.

the telegraph metro: fuchka mapAnalysis:

Kolkata was talking about their staple food, fuchka. and how can TT Metro stay behind?

We joined in the conversation, contributed with our favourite fuchka spots too.

2 days later, we collated al the spots and turned it into a fuchka map.

Rationale & Result:It is always good to contribute in the best manner possible. Through the fuchka map, we joined the

conversation on a trending topic and people loved the map.

They loved the gesture as well.

the telegraph metro:kolkatain3wordsAnalysis:

Kolkata tweeple often come up unique ideas around the City of Joy. This time they were describing Kolkata in 3 words through the hashtag #KolkataIn3Words. We joined in through an unique way.

We made visual images out of the tweets so that people can showcase their love for Kolkata in a tangible fashion.

Rationale & Result:The thought behind this was to contribute to the conversation in the best way possible; by creating

visual imagery around the communicated tweets, we delivered a nice little surprise to the audience..

the telegraph ttis secret crushThe insight

Every kid has a fantasy! Amid all the fairytales and Harry Potters, there’s invariably a Physics teacher or the shy new boy running riot in the mind.

Every kid has a secret crush!

The idea

A social media campaign that will give kids a platform to pour their hearts out, anonymously

unsung herosThey do the most thankless of jobs, day in, day out.

They are always taken for granted!

The insight:

They are the unsung heroes of every school in the world

The idea:

A social campaign that will urge kids to acknowledge these unsung heroes in school.

abp infocom 2014Analysis:

INFOCOM 2014 has Entrepreneurship as the central theme this year. We analyzed as to what can be the pertinent keywords related to entrepreneurship which we can turn into a relevant hashtag for

all our communications and conversations.

Rationale:The decision that separates an entrepreneur from a worker is ‘Risk’.

If taking risk is all what it takes to start out on your own, we asked the same question through our central hashtag, TakeThatRisk.

Through this hashtag, we encouraged people to shed their inhibitions and start the entrepreneurial journey.

.

the telegraph t2Analysis:

Creating micro-campaigns or small milestones is what we often do on the social network platforms. These campaigns are meant to start a conversation between the brand and the

audience.

Rationale:The sole metric that we believe in is engagement. And how does engagement happen? It happens

when right content meets right time.The following slides present just a slice of the same.

.

1D had their concert film screened in Kolkata. And it was exclusively done through t2.So what else than treating the fans with an exclusive entry to the screening.

The result was huge. We got approx 700 followers as a result of this activity.

Football season is in full swing and with ISL happening, the contests worked wonders.

Fans joined our team on facebook and twitter, and we responded with much love.

With the party season just around the corner, we feel it's a great time to talk to the t2 loyalists and generate some buzz on social media. The plan is to

excite them, engage them and finally surprise them with entries to the most happening parties during Christmas and New Year hosted by or associated

with t2.

With the big idea being #SeeYouThere, we will be introducing the Party Pictionary and ask the TG to contribute to the compilation (the mode

being inbox on FB, Direct Message on twitter) with a mention of the gratification being a surprise they'll love.

91.9 friends fm

.

.

friendship dayWhat is friendship if we do not appreciate the regular friends that we come across in our life?

This is exactly what we communicated through our Friends FM Friendship Day celebration.

We keep doing interesting stuffs for our client 91.9 Friends FM.

Seen here are 2 micro-campaigns – Father’s Day and a CSR activity of providing sweets to the street children.

SRK came to town with the HNY crew and we had some pretty good surprises for our audience.

The same happened on Icecream Day too when we gave out gelato passes to lucky listeners.

Friends Talent Hunt, the latest from 919 Friends FM saw a huge response from the audience.

Colleges across Calcutta participated in the talent hunt. They uploaded their videos in a 3-minutes-to-fame format and what we got was social

media stars.

Nilanjana was supposed to talk about her fav childhood comic characters on air. We created this collage to carry forward the communication to the

audience.

What better than the iconic Bollywood scene regarding fathers on World Father’s Day? We created this just to

celebrate Father’s Day on behalf of 91.9 Friends FM.

A special day for all son-in-laws, Jamai Shasthi is a

strict Bengali custom. We created a special creative on behalf of 91.9 Friends FM to celebrate this very

special day.

How do you communicate to your audience that you have an awesome bunch of RJs? Simple! Create a town

where they all live as a part of one large, single, happy community. This is

exactly what we created while explaining the fact that 91.9 Friends FM

is the station to listen to.

Jt. Clinical Research Centre, UgandaAnalysis:

African kids are the most susceptible to HIV than anyone else. With the infections rising at an alarming rate, there are a lot of activities happening to address this menace. Studies have shown

that an infected child can cope better if someone communicates to them in a manner they are most comfortable with. Visual storytelling format was identified as one such tool. We took up the

task of creating a book to address the issue.

Rationale:A graphical storytelling format always works while talking to the children.

Our book narrated a simple tale of a mother and a child,both being suffering from AIDS.

This format has been well-accepted in the local community as well, thus helping the cause.

.

we got featured in...

we collaborated with

a few accolades

Design : Bronze Direct Mailer : Bronze

so, what’s your story?we are keen to listen

To check our case studies and strategic approach, click http://www.slideshare.net/FamePerSecond

To check our audio visual projects, click https://www.youtube.com/user/FamepersecondDigital