he Cell, which started as the in-house creative arm of CNBC-TV18 in 2002, has grown to be a strategic creative support for CNBC-TV18 clients. It has broadened its scope to include film production for clients that advertise on the channel. It also conceptualises and executes communication packages (not just mass media) for clients that invest in the channel properties. What needs to be noted here is that The Cell is the only in-house creative agency for a television channel in India that has been able to make that leap.
Zubin Driver, head of creative and promos, The Cell, believes that the unit�s key differentiator is that it understands CNBC-TV18 viewers like no one else does and delivers solutions that would appeal to this audience base. Take the recent CNBC-TV18 Autocar Auto Awards or the CNBC-TV18-CRISIL Mutual Funds Awards telecast. The whole package was conceptualised and executed by The Cell. The agency also provides inputs in areas such as set design during such events and claims it churns out over 50 commercials every month. Talking about size, billing and awards in the advertising business Driver says, "Awards are not an index of seriousness, nor is size. Its the ability to deliver creative solutions that work for your clients."
The Cell has now got down to doing language work and has put together a press campaign in Hindi for the Awaaz Consumer Forum. Again, while it did try to rope in independent clients (that is outside the CNBC-TV18 ambit), it had to give up as work pressure from within the CNBC-TV18 system increased in leaps and bounds. Driver, who was earlier a creative director with TBWA, Mumbai, feels that the problem of limited budgets (on the part of clients) has been converted into a creative challenge at The Cell. "The Cell compares well with any creative agency in India," Driver asserts.... more