This document describes various creative content and character-based content created by Phonethics for clients such as Axis Bank, Bacardi, Hindustan Times, and Jagori. It discusses using characters to represent content categories in an engaging way. Several original characters like Miya Fekoo, Farmoo Jaan, Ms. Madhuri, and Ghana Chaudhary are introduced along with videos they star in. Phonethics has also produced the short film "Ctrl+Alt+Del" starring Rahul Bose, the first film to premiere on mobile phones in India.

1. Creative Content
Web & Mobile

2. Axis Bank
Click to watch –
http://www.youtube.com/watch?v=dhoKrkYrNfY
Customer education AV
Simple stick figure animation used imaginatively to explain the value proposition

3. Bacardi
Click to watch
http://www.youtube.com/watch?v=fkH6CzJzlxI
Light-weight creative used to promote Bacardi nights at Clubs
Distributed via bluetooth

4. Hindustan Times
Click to watch –
http://www.youtube.com/watch?v=9RIUUVASaKg
•Contest for Hindustan Times targeting Mumbai City
•‘MunnaBhai & Circuit get rich with HT’
•Generated over 40,000 views in less than 3 weeks

5. Jagori
Click to watch –
http://www.youtube.com/watch?v=IdhiSfdK6R0
Safe Delhi Campaign for a Delhi based NGO - Jagori
2d Animation

6. Click to watch
http://www.youtube.com/watch?v=IdhiSfdK6R0
DHL University Express
•A Bollywood based story to promote dedicated courier service targeted at students
•‘Baap ki galti..Bete ne palti’
•Total views till date 21st
April 2010 = 66805

7. Bharat Petroleum – MAK Lubricants
Click to watch –
http://www.youtube.com/watch?v=NXy4FkeDE6o
Click to watch –
http://www.youtube.com/watch?v=D9NOA-Nf_Is
3 viral films based on popular TV serials

8. NIIT
‘Birthday gift for the Chairman? How about an NIITian?’
Click to watch –
http://www.youtube.com/watch?v
=qM8WzkXq8Us

9. ASK TVC
Click to watch –
http://www.youtube.com/watch?v=-Ccc3JXixnc
TV Commercial for a wealth management service

10. Muthoot TVC
Muthoot -Max Value
Click to watch
http://www.youtube.com/watch?v=pFY5VDW9jH8 http://www.youtube.com/watch?v=AQo7NJQKNdk
Muthoot -Lowest Interest
Click to watch
Two TVCs using the animated mascot of the brand

11. Unity
Click to watch
http://www.youtube.com/watch?v=OqlC-q5qhhM
Social service film written & directed by an independent film maker, Produced by the creative
Team at Phonethics

12. Character Based Content
(IP Owned by Phonethics)

13. Why Characters/Theme/Series –
Characters provide -
• A customised pneumonic that represents content related to a particular
category.
• Personalized impact to an otherwise impersonal piece of content and
allows the consumer to build a long term relationship with it.
INDIA = Diversity = Multiple categories = Themes = Individually
designed Characters

14. Total views = 75054
Click to watch-
http://www.youtube.com/watch?v=eY67mZW69Pg
Miya Fekoo
Mia Fekoo is a
romantic, in every
sense of the word.
His joie di viviere
and colourful
metaphors are a
delight. Originally a
student at a British
university, he had
to rush home to
Lucknow, when the
Bade Nawab passed
away without
notice.

15. Farmoo Jaan
Total views = 75054
Click to watch-
http://www.youtube.com/watch?v=qDH7eK0wgcI
Farmoo Jaan

16. Total views = 64107
Click to watch-
http://www.youtube.com/watch?v=d1UT_MWUAsQ
From childbirth to marriage,
nothing is really complete
without her raunchy moves
and silly but effusive
wishes. (Easily identifiable
by anybody who has shelled
out money to the groups of
transvestites that land up
on every auspicious
occasion in India).
First series - short funny
greetings
Ms Madhuri

17. Ghana Chaudhary
Click to watch-
http://www.youtube.com/watch?v=AoGvAZjJtCE
Total views =18599
Ghana Chaudhary
He's a jaat with a
rustic take on city
life, fan of old
movies and killer
punchlines

18. Bhakt Harvakt
Total views =83051
Click to watch-
http://www.youtube.com/watch?v=wgEyaU2mPNQ
Bhakt Harvakt
The Bruce
Springsteen of
Bhajans and aartis.
Walk through any
bylane, maidan or
park during festival
time and chances are
you’ll find a singer
much like ‘Bhakt
Harvakt’ marshalling
his rag tag orchestra
and entertaining an
entire crowd of
believers.
First series – Short
greetings and staple
bhajans

19. Bai Malaai
Desire for hire. The
winner of the ‘Duty
queen 2006’
contest her every
move is full of
oomph and style.
Catch her move
and shake as she
uses her skills to
kill...

20. Phonethics – IP products :
Short films
– 25 min short film
“Ctrl+Alt+Del”, featuring
Actor Rahul Bose
– First film to premiere
on mobile phones in India,
(Reliance Communications
23/12/06)
– Critical acclaim at
International film festivals
– More to be done on a
Commissioned basis
Phonethics – IP products :
Short films
– 25 min short film
“Ctrl+Alt+Del”, featuring
Actor Rahul Bose
– First film to premiere
on mobile phones in India,
(Reliance Communications
23/12/06)
– Critical acclaim at
International film festivals
– More to be done on a
Commissioned basis