Fps credential feb 2018

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.

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Communication Design Advertising Content Social Digital Unpublished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.

choice.
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.

choice.
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
stakeholders.
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
stakeholders.
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 aTG 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
PopularTV faces and popular hotspots – both offline
and online – these summed up our strategy.
Execution
PopularTV 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 feb 2018

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