The Journey of Phonethics from 2006 to 2013. Starting from short videos, social media campaigns, original content for distribution on mobile phones spanning the expansion of services to media buying, technology solutions and compleet digital footprint creation and management.

2. Copyright © 2013 Phonethics
Hi,
We’re Phonethics

3. I’m Saurabh, Chief Storyteller
Copyright © 2013 Phonethics

4. Here’s the Phonethics story –

7. • A 23 minute movie about urban
alienation
• India’s First Ever Movie to be
released on Mobiles.
• Screened at Atlanta, Palm Beach
and Ontario Film Festivals

8. Set-up in 2006 with a vision to work with
technologies and creative practices that
amplify Communication
• Mentored by Prof Dipak C. Jain, Dean, Kellogg School of Business
• Founded by Saurabh Gupta

10. Our mission is to
• Create original Short Form Entertainment and
Information series
• For distribution on portable devices
Portable Content = Pocket content

11. “Content” is Information..
designed for easy and enjoyable consumption
that represents a meaningful and substantive
value to the end user.

12. Pocket Content - India
Best way to reach the Indian Pocket = portable
device = Mobile phone + other devices

13. • Our products are guaranteed to be -
• Unique
• Affordable
• Useful
As well as
• Entertaining with an Emotional Quotient

14. Phonethics Pocket Content
• Pocket Content = Multiple categories= Themes = Characters
• Theme-based characters for over 50 themes covering -
– Entertainment
– Social sector
– Health care
– Travel
– Education/Learning
• Video clips (10secs – 4 minutes)
• Re-purposed content - Comic strips, sponsored production
• Mobile content - wallpapers, Gifs, MMS, Video Ringtones

15. Distribution using
• Social Media Networks
• Partner sites network
• Mobile tribes (bluetooth, SMS, GPRS)

16. 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.

17. Ms MADHURI
From childbirth to marriage,
nothing is really complete
without her raunchy moves
and silly but effusive
wishes.
This character is easily
identifiable by anybody who
has shelled out money to
the groups of transvestites
that land up on every
auspicious occasion in
India, clapping with open
hands and threatening to
do the Full Monty at the
drop of a …hundred rupee
note!

18. INDYEAH SINGH
From coolie to cool dude, his avatars are representative of the changing India.
His jokes and silly antics are meant to bring a smile to your face but watch out
for the interesting factoid he’s got about India.
Funny yet informative, this series marries animation and Video in a unique
manner to deliver power packed edutainment.

19. Content series – (Entertainment)
(30 – 60 seconds)
• Indiyeah Singh [Video + Animation]
The ultimate patriot, A whacky sardarji and his animated counterpart bring you
facts about India and give a new meaning to the words ‘Jai hind’.
* Premiering shortly on a leading news channel
• Arz Kiya Hai [Animation]
Two animated characters ‘Mia Fekoo’ and ‘Furmaoo Jaan’ recite contemporary as
well as classical Urdu/Hindi poetry.
• ET in the Ceety [Video + Animation]
ET lands in Delhi and is subjected to the trials and tribulations
of an ordinary citizen’s life.
FROM THE CONTENT LIBRARY:

20. MMS Gallery – short M – greetings, 5-10secs, >100kb

21. MMS Gallery – short M – greetings, 5-10secs, >100kb

23. Current Products under development – (Entertainment)
(3-5 minutes)
• OOma [Video]
A detective with a difference, OOma (Uma) solves mysteries
using her intelligence, experience and of course oomph!! A
unique concept, this will be the first of its kind in the interactive
content category.
• Blind date [Video]
A mobile journal of a single working woman in the city
looking for friendship, love and companion-ship.
• Car se pyaar [Animation]
A love story between a city slicker
car and a rough and tough bike.

24. Mungle – Animated Series
Billoo decides to chuck his life as a
cable guy in the heartless city and
move to the jungle for some peace
and quiet.. amongst his own
‘people’..
…but ends up bringing a little bit of
the city with him! In the form of the
Mobile Phone, making it The Mobile
Jungle or ‘MUNGLE’
The story traces Billoo’s journey as
he brings the mobile phone to the jungle,
Becomes an ‘internationally wanted’
Mobile Expert and goes from
being an outsider to Hero to Villain..

27. Distributed using GPRS..

28. ..and bluetooth

29. Dedicated channel on R World

31. INdiYeAH SinGH
INdiYeAH SinGH – The biggest Patriot ever, an agent of change.
India’s First Ever Multi-platform, Multi-Media and Multi-medium character debuts on
Star News
Descriptor : He is a funny guy full of facts connected with India, told in a fun format.
He generally precedes any information with a topical joke.

32. INdiYeAH SinGH will appear on Star News 18 times a day,
every day of the week for 3 months.
The duration of each episode is for 60 seconds and will be a
part of Star News Programming Content.

33. FilmCrew
A Digital Media Workshop

34. Genesis
• Saregama HMV launched a new album ‘The -Underground’
• Competition for Film Schools to prepare the music videos for the
album.
• Inquiry from R. N. Podar School to conduct digital media workshop.
So, the inception of FilmCrew - A Vocational Course on Film
Making and Audio – Visual Production for students of RN Podar
School.
Focus
• Briefing on facets of Film Making as well as ‘On the Job’ training in
the
form of producing MUSIC VIDEOS for PROFESSIONAL BANDS.

35. Underground project
Students learnt the basics of new media and went on to DIRECT,
SHOOT and
PRODUCE the 5 music videos themselves.
• Documentary filmmaker and Ex – BBC director Sumit Osmond
Shaw
Radio Mirchi veteren Siddhartha
Ace Photographer Ajay Hirani
FTII Pune Grad – Cinematographer Shanti Bhushan
& New media Evangelist Parmesh Shahani
Project: 5 bands - 5 music videos
• Grand Finale: Honorary MP Priya Dutt distributed proficiency
certificates to students.
• The Making of Music Videos

37. Mobile Filmmaking Workshop
(Kamla Nehru College, Delhi University)
• Background
Phonethics conducted a one-day workshop as part of the Journalism
Festival, on the ‘Aesthetics of Mobile-Filmmaking’.
• Activity
- Rigorous theory session to understand the opportunities and
challenges
of shooting films using the mobile phone
- Created one-minute films that were showcased at the Inter-College
Festival in Delhi University.

40. Clay 2 Play
Claymation Workshop
• Presently conducting 15 session (3 month) long workshop with
students at R.N. Podar School.
• Broader aspects of the workshop:
– Learning
– Creation
– Publishing & distribution (Social Media)
• Key Subjects: design characters, create environment, story board,
Shooting, post production & Releasing

45. Visual Alphabets

46. VA
• Disparate pieces of communication – Media,
Advertising, Product info, Internet – blogs,
videos, product review, peer groups =
confused consumer
• Provide a focal point to all communication – a
visual icon to navigate the info jungle

47. Use Characters to…
Create Awareness Generate Traffic
Create Dialogue Interactivity

48. Characters on Social Media
• Characters are versatile
• Characters are idea for Social Media
• Characters can have:
– A Face on Facebook
– Content on Youtube
– Interactive Content
– Make Friends
– Generate Dialogue on Networks and Forums
– Drive Traffic to site

49. Brand – Champion Chaalbaaz No. 1 (Reality Show based on the International Format Prankstar
Objective – To promote the show online, showcasing various pranks played by contestants
Solution – A blog hosted by a Naughty Mian Fekoo, who narrates the best pranks ever played,
showcases videos and gave tips to users. Great Pranks from the show often features as PART OF
CONTENT on the blog
Result – The blog received 40000 views over the month, being promoted across social media

51. www.the-dark-truth.com

52. www.the-dark-truth.com

53. Facebook

54. Orkut

55. Twitter

56. Brand – Sumo Grande
Objective – To create awareness & consumer interaction around the launch of the Tata
Sumo Grande in the online space. As a new variant in UV category, the USPs of the vehicle
needed enunciation
Solution – Character Arun Kumar, pen name for an Ex-Writer for Auto Mag – Top Gear
Result – Branding activity morphed into a conversion tool as 2 cars were bought & blog
received 48000 views in 30 days!!

58. Virals
Hindustan Times NIIT
DHL

59. 2008 creative content for brands

60. Brand – WIN WIN Offer on the Mumbai HT
Objective – Make people read HT & search for Hidden Clues in the newspaper & send an
SMS to win a car every week. Targeting Mumbai city
Solution – Mumbai’s Bindass Attitude was best reflected in characters ‘Bhai & Sirkit’ in an
animated viral
Result – The viral received 25000 views in just the first 2 weeks of the campaign
CASE STUDY: HINDUSTAN TIMES

61. Lead Generation
Godrej Hi- Care Itz Cash Cards VLCC

62. Digital
Poster
Leads
Generated from
Here!!!
CASE STUDY:
GODREJ HiCARE

63. Christians in India - Times of India
Social networking site for Christians in India
www.christianinindia.com

64. Christians in India - Times of India
Social networking site for Christians in India

66. CASE STUDY: ZEE Cinema
Website: Home Page

67. CASE STUDY: ZEE Cinema
Application

68. CASE STUDY: ZEE Cinema
Application

69. Website Development
Tata Indica
Microsite
e - Comic Book
Tata Indica
Website
3D Experience
Zee Cinema

70. Tata Motors - Indica Vista
Unique online destination & 3d interactive model of the car
www.indicavista.com

71. Tata Motors (Indica Vista)
Comics, Apps & more

72. CASE STUDY: TATA MOTORS
(Facebook Application)

73. 2008 - 2009

74. www.literaturelive.in
A literature festival website that was build to host the program
information and enable registrations

75. Lavasa Women’s Drive www.lavasawomensdrive.com
A voting application based website for users to get their seats reserved at the
most awaited drive in Mumbai

76. Garnier – Take Care Take Charge

77. Nissan Micra Website www.nissanmicra.co.in
Product website build during the launch of Micra

78. Pre-loader

79. Pre-loader

80. Home Page

81. Features –POSE FOR MICRA

82. Pose for Micra

83. Gallery

84. Latest News

85. Dealer Locator

89. Launched Nissan Micra – 2010
Awarded by Indian PR Association for best use of social media in PR

90. Audra Business Solutions
Online presence for Autocop solution division
www.indicavista.com

91. Autocopsecuritysolutions.com
An ecommerce enabled website build for the distributors and buyers
of autocop products
www.indicavista.com

92. AUTOCOP

93. AUTOCOP

94. Nissan Micra – Lead Management System
LMS – Tracks Campaign across websites

95. www.newskodayeti.co.in
Product website build during the launch of Skoda Yeti in the
month of November
www.indicavista.com

96. www.newskodayeti.co.in
Product website build during the launch of Skoda Yeti in the
month of November

97. Micro site for Nissan 370Z sports car

98. Kingfisher widget
Branded widget for users to embed on their blogs/websites

99. www.send2mobile.in
A mobile video delivery product from Phonethics

100. Raffles Design International
Concept: A Face book Application to be used by students to
upload/share/rate.

101. Simplify the online tea buying process to a more clutter-free user interface.
Challenge

102. Buying tea is now possible right from the Home Page in a few clicks.

103. Online Purchase of Tea-Sets with a wide variety to choose from.

104. Purchase of tea-related gift items on the website is possible

105. Virtual gallery consisting of pictures from Assam tea gardens.

107. User Registration page before purchasing the products

108. Product segregation further simplified the entire process of purchasing

109. Pictorial and interactive posts on FB Page

110. Digital Banners

111. Digital Banners

112. Magic Link
– Single URL that can be promoted on
social media and accessed on mobiles
– Optimized experience for the user
on PC & mobiles (any screen size)
– Detailed reports & tracking
– Viral impact - Harness the power of social media and mobile

113. One link to unite them all..
Deliver
Manage
Content
Viral, TV Commercials, Jingles
Contests:
2 way sms, email response, data
Distribute
Coupons
special offers, discounts, group
coupons, limited edition trials,
loyalty programs etc

114. Applications of Magic Link
• Branding
• Lead generation
• Brand community creation
• Product launches
• Customer education
• Time bound promos
• Branded media channel
• Loyalty programs
• Consumer Survey & pre-testing of ads / new launches
• Brand activation at events

115. Case Study l : Bajaj Pulsar 135LS
• Brand Background:
– Brand Pulsar was extending into the 135 cc segment
after establishing leadership in 150,180 and 220 CC.
• ASK:
– Derive higher visibility through the hugely popular
‘ MTV Pulsar Stunt Maniacs’ Shaiir N Func Video
• Solution:
– Send out two product Avs to consumers.
• The stunt Maniacs video was sent to a 2.5 Lakh bike
enthusiasts.
• A specific Product AV was sent to consumers who filled in a
lead generation form

116. Campaign Reporting Module

117. Campaign Reporting Module

118. Analytics & Number – Essentials
• Bajaj Pulsar 135LS
• SMS Message : watch the Pulsar Maniacs doing amazing bike
stunts on your mobile. Click here to watch the video now-
http://mvid.in/5v
SMS Distribution 2.5 Lakhs
Video Clicks 3317
CTR 1.32%

119. Case study ll – 5 Star
Background: 5 star – ‘Jo Khaye kho jaye’ contest at Moodi Festival
(IIT Mumbai). Activity involved submission of ‘kho jaye’ entries
(image/videos) from students through branded bluetooth kiosks across
the campus.
• Ask: Connect with the participants, and share their entries back with them.
Also, enable the participant to share it with his/her friends.
• Solution: Participant receives his/her entry in form of MAGICLINK through
SMS, which he/she can forward as an SMS or upload on Facebook/twitter.

120. Campaign Reporting Module

121. Individual
MAGICLINK
data

122. Real Estate App for Customer Delight & Engagement
enabling Real Estate Developers to
Book Prospects & Earn Referrals by providing a World Class
Interactive experience

123. Content
• The need for personalised communication
• iKii – a simple, elegant mobile app system
• Deploy in 3 simple steps
Data & Trends
• Consumer Behavior
• Projected Growth of Smartphones
• How and why businesses are using mobile apps

124. Consumer
• Internet , Newspaper, TV, Social Media, Friends (Word of Mouth), Mobile,
Forums, Blogs
Company
• Website, Brochures, Customer Care + Sales Team
Clutter
ikey
• Single Point Access
• Simplified Single Touch Access
• Revenue Earner
• Consumer Delight
• Company – Many Players ,
Voices, Tools ,Processes
• Consumer – Overwhelmed,
Over Informed , Lazy
• Confusion
• Expense
• Lost Opportunity
The need for personalised communication

125. iKii – a simple, elegant mobile app system
For Consumer
• Anywhere, Anytime – always available
on your device
• Super convenient – browse at leisure,
request more info
• Hassle free – no need to carry heavy
paper brochures
• Great experience- – see images, video
walkthroughs all in one place
• Book appointments
• One on One communication from
within the app
• Stay updated about new
developments
• Personalized connect
• Ownership Info
• Easy to Refer to friends
For Company
• Establish yourself as a thoughtleader
in the RE industry
• Be among the first RE developers to
roll out internationally benchmarked
‘delight management’ system
• Provide a great multimedia experience
of your property to customers
• Use existing marketing material to roll
out mobile apps
• Easy to update content
• Identify & reward best customers
• Unify CRM, loyalty, referrals &
prospects in a system
• Saves time and cost
• Analytics
• Business Intelligence

126. Deploy in 3 simple steps
• Share branding, logos & project content
– Our team will customize iKii interface and your content
• Choose specific features within ikii
– Add and remove from our suite of features
• Choose devices and systems
– Need a different configuration for iPad & Android phones? No problem
• Distribute app via SMS, Website, App Store, Anything
• Collect leads & referrals + Backend to manage content and communication
Customiz Integrate Choose Distribute Manage
Delivery 45 days

127. Interactive Multimedia Project
Information
Project Gallery Add tabs Special Features

128. Personalized Login for home
owners
Personalized Login Project Status Update Reminders

130. India’s Only Digital Agency to be shortlist @Cannes 2012

131. Creative Agency

132. Digital Partners

133. Digital Agency

134. Nissan Enhanced Ownership Experience [NEON]
2012-2013
Digital Agency

135. Awards and Recognitions
Saurabh Gupta - Founder & CEO
‘Young Communications Entrepreneur - 2009’
Creative Economy – Global Program run by the British Council
‘Best deployment of Social Media for PR’
India PR & Corporate Communications
Awards- 2011
Before we begin…