Fps credential-sept 2017

Oﬀerings
Campaign
Collateral Branding
Brand Visibility
Social and Digital Campaigns
Creative Development DesignStrategy & Planning
Research
Insights
Brand & Communication
Social
Communications
Corporate Identity
Packaging
Website
Direct Mailer
Film Publicity

Media & Entertainment
Corporate
FMCG SME
Brands

People
Sani Ghose Ray (Content & Production)
Sani has produced 7 mega- serials in the last ﬁve years, out of which three are
hugely successful & two were the longest running serials in Bangla Televison.
One of the youngest producers in the industry, he was also the secretary of
the Association of Television Producers & was instrumental in transforming 2
non-prime time slots into prime time for Zee. Sani has also line produced
Feature ﬁlms, Documentaries, television commercials for prominent National
and International production Houses & Directors.
Sankha Acharya (Planning & Digital)
Sankha has been heading the Operations and Digital activities since
the very beginning of Fame Per Second. Sankha has had a diverse
career across multiple industries, allowing him to gain multifarious
experience and exposure over time. He has been a part of some
important growth stories like setting up Fenesta's Eastern
operations, exploring new opportunities as part of Greenpeace
Kolkata's fundraising team and Priya Entertainment's S&M team.
Suman founded Fame Per Second back in 2013. His work tenure in
core advertising & marketing communication environment gave
him immense exposure to the world of brands. He has been
associated with agencies like Mudra, Mindshare, Law & Kenneth
and handled brands like Inox, Reliance Telecom, ITC Personal care
range. He is a guest lecturer with a number of prestigious
Universities.
Suman Sen (Creative & Strategy) Chirantan Chandran (Business & Growth)
A seasoned advertising and media professional, Chirantan has held key
positions in renowned organizations where he was responsible for driving
business consolidation and growth. A 12 year stint as the Client Servicing
Director at JWT Kolkata, followed by 7+ years in Mindshare, and 3+ years as
Managing Partner of Dentsu Media has resulted in him handling clients like
Berger Paints, Tea Board, Tata Steel, Spencer’s Retail, INSDAG, Virgin
Mobile, GSK, Motorola, and Amex, among many others. Chirantan at present
enjoys working as an independent advertising and media consultant.

Asian Paints
Communication Design Advertising Content Social Digital Unpublished
StrategyChallenge
Generating popular interest in extremely
technical sequences of events.
Explore heroic leadership dynamic -
portray people involved as everyday
heroes.
Execution
Story arcs with conﬂict and resolution to
tug at emotional intelligence. Thematic
use of colours, art styles and design
motifs for deep impact.

Asian Paints
StrategyChallenge
Implanting a HR initiative in the everyday
conversations of indiﬀerent and
preoccupied stakeholders.
Trending pop-culture references as
metaphors to commuication for instant
connection and top of the mind recall.
Execution
Art style and colours as a thematic
extension of communication tone and
style.

Asian Paints Challenge
Hero images that intrigue people and
ultimately draw them to read long format
content.
Strategy
Zoom into that part of the story that
inspires the most visual intrigue.
Execution
Art styles that were thematic extensions of
the written tone of the story.

Food Genie eChalleng Strategy Execution
Visualizing practical and scalable solutions
to common mundane problems.
Build on need gaps to design a completely
audience-centric user experience.
Consistent realization of audience motives
and culture in the form of app interface.

Viber Challenge
Distilling the right ﬂavour of conversations
between individuals of a very diverse
market.
Strategy
Immersive study into audience behaviour,
and inspiring replication in art format.
Execution
Pop art-ish with relatable lingo crystallized
into sticker forms.

Malto Vitaa Challenge Strategy Execution
Communicate the appeal of a different
taste among consumers old and new
and make sure that each flavour is
distinct enough for each consumer to
choose what they want.
The appeal for food is much dependent
on how it looks. So someone who
salivates at the sight of chocolate also
likes the dark brown hue of chocolate &
the inherent smoothness.
The colour palette chosen for each
flavour was a direct analogy of how it
tastes and feels. The dark brown smooth
of Chocolate , the golden yellow fire of
Kesariya Badam and the royal purple
party of Shahi Treat.

Zee Bangla StrategyChallenge
Completely moving away from the existing
channel look, from the competition's
identity and create a fresh character
altogether.
Use colors and elements that are
vivacious and possess a completely
diﬀerent design-DNA than the existing
one.
Execution
Bright colors, beautiful and majestic; the
proposed execution brought in a
premium and aspirational world to the
table.

365f
Challenge
365 Force has been a leader in cloud
technology, with signiﬁcant projects and
considerable testimonials. However, they lack
a visually powerful and enthralling digital asset
in the form of a website.
Strategy
Our task was clear. The website should carry
a certain momentum that the organization
has on ground, and display that power-stance
virtually too.
Execution
Services were brought to the forefront, the
brand colour was made evident, and more such
micro steps were introduced to paint the macro
picture. Overall, the intended stance to
showcase 365Force as the SMA was achieved.

fbb microsite
Challenge
Durga Puja is a significant event when it
comes to Bengalis and Bengal; and a brand
would need significant vantage point to
leverage the same.
Strategy
The task was cut out. Get influencers on
board, but without making it obvious. We
thought of channelling the combined value
of the brand and the influencers, powered by
tech and content.
Execution
A micro-site was proposed, creating a fashion hub,
powered by influencers, and enriched by content.
Influencers thus are no more just influencers, they
are now fashion mouthpieces, driving trends, and
influencing purchase decisions.

TT you
e
StrategyChallenge
Making people enthusiastic about the
value additions that social media
channels can bring to a crowd favourite
supplement.
Lure in a tech-savy audience with an
exercise that depends on technology to
take shape.
Execution
QR codes an obvious choice - because of
the kind of intrigue they bring to a
content space.

Zee Bangla Cinema
StrategyChallenge
Inspire content creation and participation
in target audience.
Tease into the concept with colloquial
metaphors, reveal in a larger than life
fashion.
Execution
Minimal visualization of colloquial
metaphors, showcasing the signiﬁcant
impact of short ﬁlms.

24 Ghanta
StrategyChallenge
Devise a communication that upholds the
legacies of both Asha Bhonsle and
Ananya Samman.
Freeze on a school of illustration that
mirrors the great Asha Bhonsle's
personality.
Execution
Hand painted illustration and
contemporary visual elements were used
to create a pallette that is beyond time
like Asha Bhonsle herself.

Pran
StrategyChallenge
Break the clutter already in place due to
competitors, and establish the product as
a fun and quirky character.
Create moods, moments and characters
and unleash the quirk that is characteristic
of the product.
Execution
Eye catching, bright and humorous
potrayal of the product's eﬀect on
people.

Tripura Tourism StrategyChallenge
Inspite of having fabulous locations,
Tripura was hitherto unexplored and
beyond common choice.
The tiny little state appears as a dot on the
map. That concept was extrapolated to
portray Tripura as a tiny beauty spot of
India.
Execution
Prominent locations brushed with water
colours eﬀects to give them a magically
real feel.

Introduce Tripura to the world, and make
them realize what they are missing out on.
Execution
Beautiful real life images enhanced by
awe inspiring & unique information about
the locations.

Legends, literature, folklore, ﬂora,
fauna...this route sums up the state in the
most holistic manner.
Execution
A literal and classical rendition of the
concept of being in Tripura.

Zee Bangla Cinema Challenge
Devise a positioning that is an exciting
spin to brand oﬀerings.
Strategy
Bridge the reel and real, with clear
references to brand's content library.
Execution
Use of handpicked raw moments that
mirrored recurrent themes in the brand's
content library.

24 Ghanta
Challenge
Project a new brand claim that keeps the
essence of their positioning but is a
completely new way of looking at their work.
Strategy
Capitalize on the insight that the brand is
dedicated to get to the end of any and
every news story they pick up.
Execution
Thematic usage of quote-unquote
juxtaposed against news stories from all
ends of the spectrum.

Challenge
Despite being a legacy brand, CESC was not
being able to garner the deserved amount of
respect and awe from it's internal and
external stakeholders.
Strategy
Make the brand synonymous with the
light it provides, and point out signiﬁcant
points of history made possible by that
light.
Execution
Several events in history narrated by light
through its point of view.
CESC

CESC
Challenge
Strategy
Point out how one cannot imagine even
getting through challenging situations
without the brand.
Execution
Natural calamities were used as canvas
to highlight how CESC is well prepared to
light the way out.

CESC
Challenge
Strategy
Highlight the brand's 115 years of
relentless eﬀort in framing the city's
every day and night.
Execution
Illustrated potrayal of Kolkata's night and
day with the brand quietly resilient in the
background.

CESC
StrategyChallenge
Despite being a legacy brand, CESC was
not being able to garner the deserved
amount of respect and awe from it's
internal and external stakeholders.
Make the brand synonymous with the
light it provides and paint it as a symbol
of progress.
Execution
Use pictures of trust & hope while
highlighting the brands role in it.

Challenge
The brief was to create campaigns which will
harp on the micro elements of the biggest
festival of the state of Gujarat - Navratri; in the
process, the campaigns should garner
enquiries, reservations and footfall in Gujarat.
Strategy
Navratri in Gujarat is a festival of vibrancy and
ecstasy, which provides a multifaceted
background for beautiful stories.
Execution
The festival experiences an array of colours and
grandeur, which has been portrayed in the
visuals. The inherent vibrancy of this particular
celebration has been maintained in the overall
communication.
Gujarat Tourism

Challenge
The brief was to create campaigns which will
harp on the micro elements of the biggest
festival of the state of Gujarat - Navratri; in
the process, the campaigns should garner
enquiries, reservations and footfall in
Gujarat.
Strategy
Navratri in Gujarat is a festival of vibrancy and
ecstasy, which provides a multifaceted
background for beautiful stories.
Execution
It soaks in the essence of Gujarat – it communicates the blend of
multiple essences weaving multiple stories together that are
being created at the world’s longest dance festival. We're trying
to portray the magic of the festive season that enchants anyone
who has come to experience it at least once in their lifetime.
Gujarat Tourism

Rentiger Challenge
Bring about a core behavioral change in
target audience - encourage them to move
from owning & hoarding to co-owning &
sharing.
Strategy
Double down on communicating the positives
of living in a sharing economy.
Execution
Contemporary lingo for a trending concept,
colours to inspired ease, freedom and kindness
that comes with adopting the brand.

Challenge
Creation of unique activation content that
would break the clutter during a highly
commercial property like Friendship Day.
Strategy
Highlight friendships that live and breathe
across the canvas of Calcutta.
Execution
Minimal, hand-drawn sketches of loved
characters, use of pastel colours to inspire
familiarity.
91.9 Friends FM

Challenge
Audience was weary of brands pushing the
"new year party" feeling down their throats.
Making them interested in another
celebration was quite a task.
Strategy
A light exercise where people have to engage
their minds - a party where they self-invite
themselves because they are curious and
intrigued.
Execution
Party spin-oﬀ of a well known game that enjoys
mass appeal. Look, tone and feel of the content
completely dipped in party atmosphere that the
brand was meant to create.
t2

Challenge
Establish brand as the must-attend event for
would-be entrepreneurs.
Strategy
Zero-in on a central theme that targets the
most prominent pressure point of
entrepreneurs.
Execution
Establish a hashtag both as a conversation
platform and an engagement tool to gather the
target audience.
ABP Infocom

Challenge
To walk the thin line between education and
entertaintment.
Strategy
A campaign that was built on the common
ground between indiﬀerence and social satire.
Execution
A comic spin-oﬀ to real images, keeping the
content tone light - yet ensuring that people sit
and take notice.
TT Metro

Challenge
Make sure that the tone of the social
awareness campaign does not get preachy.
Strategy
A social media campaign that talks about a
serious issue in the garb of humour.
Execution
Illustrated potrayal of peculiar characters who
walk the city and smear it with their peculiar
habits.
TT Metro

Challenge
Introducing a new product concept to a
mature market.
Strategy
Capitalize on ideal scenarios that motivates the
audience into action.
Execution
Smart and edgy narratives to cater to a TG that
is urban, informed and dynamic.
RAY

Challenge
RAY’s offering has been an
avant-garde one, trying to disrupt the
age-old habit of how Indians consume
cooking oil. Our challenge was to
provide a video-led strategy on how to
further familiarise the product.
Strategy
While we knew videos, and food
videos to be specific have been
doing fantastic online, what
exactly would go behind the
video-marketing strategy? Our
answer was a mix-bag.
Execution
Multiple content formats were chosen to highlight the video-marketing strategy. We chose influencers
who would cook using the product, health hacks that would talk of healthy cooking habits, promo
videos and much more.
Result? Video campaigns went on to receive 818387 impressions, and 38047 views due to the strategy
undertaken in the first 6 months; overall campaign achieved a view rate of 4.65% during the same
period which was very high against the standard industry benchmark.
RAY

Challenge
RAY’s oﬀering has been an avant-garde one,
trying to disrupt the age-old habit of how Indians
consume cooking oil. Our challenge was to
provide a video-led strategy on how to further
familiarise the product.
Strategy
Popular TV faces and popular hotspots – both
oﬄine and online – these summed up our
strategy.
Execution
Popular TV faces were chosen so that the audience relates to the
content immediately. The similar happened around the on-ground
activities too, with Karen Anand-level associations providing the
brand a much-needed leverage during the early days.
RAY

Challenge
RAY’s oﬀering has been an avant-garde one, trying
to disrupt the age-old habit of how Indians
consume cooking oil. Our challenge was to provide
a video-led strategy on how to further familiarise
the product.
Strategy
The core strategy was to portray the
health-quotient but with the quirky pace of the
modern lifestyle.
Execution
Social Media executions focussed not only on
varied content, but also on various content formats
– carousel, GIF, static, video – and also on various
positive content emotions to drive the point home.
RAY

Challenge
DNA planned to re-launch their website, and we
had to come up with a look that was a complete
departure from their last one.
Strategy
We focussed on the young verve that the brand
exuded.
Execution
The result was an edgy website that not only
screamed young-at-heart, the functionality too
favoured the bold & dynamic.
DNA

f5 Challenge
F5 wanted to bring in an on-the-go fragrance
range, priced at an eﬀective point of INR 50
each. There were 6 exciting fragrances waiting
to be introduced to the world.
Strategy
Each deodorant is a tantalizing new world
waiting to be unraveled. We decoded F5 as a
real-life manifestation of Refresh. And we
added an attribute to it: Refresh your senses
on the go.
Execution
The execution created a look that talked about
introspection, deep dive, soul search and overall, opening
up and embracing the unknown. The core thought was :
how unadapting or not conforming to the norms elevates
us from within.

Challenge
F5 wanted to bring in an on-the-go fragrance
range, priced at an eﬀective point of INR 50 each.
There were 6 exciting fragrances waiting to be
introduced to the world.
Strategy
Each deodorant is a tantalizing new world
waiting to be unraveled. We decoded F5 as a
real-life manifestation of Refresh. And we added
an attribute to it: Refresh your senses on the go.
Execution
The execution focused on those who aimed at being the
disruptor and not just be complacent. Since the product
itself aimed to disrupt the current setup within the category,
we felt the same while addressing the audience too.
Unadapt was thus born.
f5

Roxton Challenge
Roxton was a new entrant in the
television category. The challenge
was in establishing the technological
leadership that they intended to
display through their product.
Strategy
Our strategy under this approach was
to highlight how much power-packed
Roxton TVs are. TVs or as such gadgets
have always been measured on basis
of their conﬁguration, and Roxton TVs are
quite high on that. Hence such a strategy.
Execution
The execution was a direct approach,
with almost zero distractions, with just the
product showcased in the most powerful way
possible in a static version. The accompany copy
directly established a connection between the
product and the powerful features that it has to
oﬀer, thus creating a strong reason to buy.

Challenge
Bengal as a state had no significant
marquee campaign as such to
showcase what the state has to
offer in terms of tourist attractions.
Strategy
The sons of the soil are inviting the
world to embark on a journey with
them. The journey would be of
unlearning, learning and discovery.
Execution
Vivid pictures of sons of the soil were chosen - depicting the rural and
earthy landscape of Bengal, depicting how grounded Bengal as a land
is. The campaign intended to position itself as different from the
quintessential run-of-the-mill tourist spot; this communication route
was about Bengal as a concept and not only as a 'tourist spot'.
Bengal Tourism

Challenge
FB Stickers – two words that were thrilling
enough – yet the challenge was to create
something relatable enough that FB
community goes on to use even beyond the
expiry date.
Strategy
We were supposed to create FB Stickers
around the concept of Durga Puja – we
thought of focussing on events and emotions
that would transcend the realms of Durga
Puja.
Execution
We zeroed in on emotions like night outs,
crowded scenes, euphoric outbursts which
people would relate to with or without the Puja
ambience
FB Stickers

Challenge
fbb had their central thought wrapped
around the communication – Pujor Shaje
Sheje Uthuk Mon – we had to craft our social
media thoughts around this core thought.
Strategy
We proposed two distinct thoughts – Wait in
Style and ShorotRupeno.
Execution
There’s something about the air during Durga Pujo that
makes everyone look good. Maybe it’s not just the new
clothes that each person puts on- it’s also the proverbial
Pujo spirit that takes over how we look, think and feel. Our
executions spelt so.
fbb

ABP Matrimony
StrategyChallenge
ABP wanted to expand their domain
expertise in the matrimony category.
Over the years Patro-Patri has been a
trusted name, and ABP wanted to
organically expand this empire via a
dot-com offering.
The intention from our end was to keep
things very clear - carry forward the same
trust quotient that ABP Patro-Patri has
garnered over the years and assure the
audience of the same quality through this
new service too.
Execution
The execution focused on the trust-meter and stressed on how
one would surely find her / his partner through this portal.
The sign-off talked about Someone Right, Right Here and how
ABP Matrimony would be the perfect platform for someone
looking for the perfect partner.

ABP Matrimony
StrategyChallenge
ABP wanted to expand their domain
expertise in the matrimony category.
Over the years Patro-Patri has been a
trusted name, and ABP wanted to
organically expand this empire via a
dot-com offering.
The intention from our end was to keep
things very clear - carry forward the same
trust quotient that ABP Patro-Patri has
garnered over the years and assure the
audience of the same quality through this
new service too.
Execution
The execution focused on the trust-meter in the form of a
verified sign. It also stressed on how one would surely find her /
his partner through carefully matched profiles powered by this
platform.

Roulette
Challenge
The aspiration quotient for the product
was low, and the visual positioning was
not in line with pricing/quality of the
product.
Strategy
Our solution came in the form of packaging
design that addresses the challenges in
place. Three renditions of the same were
conceived.
Execution
The ﬁrst rendition plays with the name of the brand – and uses
an element out of the game – a dice.
The second rendition tries visualizing the ﬂavour of Russia.
The third rendition is inspired from Russian country colours and
map.

Thanks
41B/5,GariahatRoad(South)
Kolkata700031
Kolkata
1310, Eco Star Building, Vishweshwar Nagar Road
Goregaon East, Mumbai - 400 063
Mumbai
www.famepersecond.com

Fps credential-sept 2017

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