We are not an advertising factory, we love telling stories, through: Science Art Design Film Entertainment properties Digital & Social media Original/Branded/Viral content New Media

1. the story of
All rights reserved © FPS Communication Pvt. Ltd. 2014, www.famepersecond.com

2. we are not an
advertising factory

3. we are an independent
storytelling boutique

4. 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 revolution
We believe, no story is big or small, good or bad. It all depends on how you tell it.

5. we influence people by telling
engaging stories

6. the way we tell stories

8. relevance
Mapping the opportunities of brandscape

9. capacity
Cutting out the guesstimating factors and analyzing reality

10. 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

11. perception
Developing a framework to redirect the perspective
Novelty testing > Perception model

12. conversation
Strategic planning
Branding & Creative solution
Content production
Digital transformation
Creating a conversation through an agnostic storytelling approach

13. evaluation
Self-evaluation
Introspection
Improvement areas
Market evaluation
Campaign evaluation vis-à-vis cost incurred
Measuring the growth movements regarding the brand image, sales and related
factors by creating a whitepaper
Measuring worth of the campaign through collaborative quantifiable metrics

14. stories we have told so far

15. film promotion

16. aschorjyo prodeep
Background:
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.

19. tasher desh

22. khashi katha
Background:
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.

24. ek phali rod
Background:
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 conducting
experiments 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.

26. 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.

28. music album

29. chandrabindoo
Background: Chandrabindoo has always been avant-garde in their
approach. Be it the lyrics, the composition or the singing. Their
ninth 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 name
Chandrabindoo 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 undertones
of the songs and the serious melancholy they produced within the listener.
The album art, the elements and the journey they make throughout the album
weaves 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.

31. Self promotion

33. bangaLEE
Task:
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.

35. pitch works & campaign

36. west bengal tourism
The 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.

37. Rationale:
The idea was to introduce quintessential Bengali words
and expressions
to the rest of the world that best epitomise the
essence of Bengal

38. 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!

39. 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.

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

41. web & newsletter
All 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.

43. tripura tourism
Brief:
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.
.

44. 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.

45. 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

46. 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.

47. 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.

48. 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!

49. zee bangla cinema
Brief:
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.

51. 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 Bhalo
Cinema-r pokkhe”, with a payoff that read,”Shera porichalokder bhalo cinema.”

55. 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.

57. sustenance
Quality 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.
.

60. 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.
.

62. approach 2
Moral 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.
.

64. atletico de’ kolkata
Brief:
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.
.

65. 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 Nebo
Bangalir ektai goal
.
logos & baseline

67. 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

69. “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

71. “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

73. radio foorti - bangladesh
Brief:
Bangladesh’s leading Radio Station, Foorti, briefed us on the biggest Music Award Ceremony in
Bangladesh, the Foorti Music Awards
.

74. “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

77. 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

80. 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

82. cesc
Brief:
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.
.

83. 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.

84. 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.
.

85. “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.

86. Recruitment advertisements

87. camarena
Brief:
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.
.

88. central thought
We 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.
.
.

90. Micro site

91. etv – prime time fiction show.
.
.
Launch communication and channel branding
.

93. star jalsa – prime time fiction show.
.
.
Launch communication design
.

95. social media exercise &
campaign

96. 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.

97. 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.

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

99. 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.
.
.

100. 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..
.
.
.
.

101. https://www.facebook.com/BTSaninitiative

107. results
Behind 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.

108. Recruitment advertisement for self

109. 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.

110. the telegraph metro
The 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..
.
.

112. 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.

113. metro morons
Like 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.

115. pothole selfie
This 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.

117. the telegraph you
Are 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
.
.

119. launch campaign
How 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.
.
.
.

121. the telegraph metro: fuchka map
Analysis:
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.

123. the telegraph metro:kolkatain3words
Analysis:
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.
.

125. the telegraph ttis secret crush
The 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

127. unsung heros
They 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.

129. abp infocom 2014
Analysis:
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.
.

132. the telegraph t2
Analysis:
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.
.

133. 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.

134. 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.

135. 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.

136. 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.

137. 91.9 friends fm
.
.

138. friendship day
What 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.

140. 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.

141. 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.

142. 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.

143. 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.

144. 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.

145. 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.

146. 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.

147. Jt. Clinical Research Centre, Uganda
Analysis:
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.
.

149. we got featured in...

151. we collaborated with

153. a few accolades

154. Design : Bronze Direct Mailer : Bronze

155. 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