The Cell is rechristened Cell18

Network18’s creative division, The Cell, is all set for a makeover. The first step in this direction is the change in its name: The creative hot shop will now be known as Cell18.

Talking about the changes initiated in the name and identity of the creative division, Zubin Driver, network creative director, Network18, says, “I started the division way back in 2002, calling it The Cell. The next logical step is for us to move towards an independent identity, but at the same time be seen as a stock brand under the Network18 umbrella.”

Driver is of the view that the new identity will usher in a number of organisational changes as well as significant changes in the implementation processes within the setup. “As an independent and separate division, we get to set our agenda of growing our business nationally. To strengthen our client base, we have set up a dedicated business development team, with the sole aim of hunting for new clients for the division,” he says, explaining the new strategy.

According to Driver, Cell18 is geared up to offer 360 degree solutions for the creative and marketing needs of clients and brands other than those of Network18. “Over the past few years, we have succeeded in developing trust based business relations with a large number of brands advertising on Network18. So, we got excellent opportunities to exercise our creative prowess. The encouraging response from them has given us the confidence to take the plunge to aim to become a one stop creative shop for all advertising, marketing and branding needs,” he says.

When it comes to dynamics and scale of the business and strict competition from other entities, Driver believes the size and expertise of Cell18 gives it a clear advantage over the other players in the market. He says, “Scale of operations in terms of accessibility to resources and availability of a talented pool of people are two things that clearly make us a major player in the field. Over the years, we have built up an excellent team comprising outstanding writers, directors, graphic designers and a trained and efficient production team. Quality work at affordable prices is what we offer to our clients. Our pricing is going to be the real big draw for clients.”

Driver cites a few projects done by them recently as proof of the increasing faith of clients in them. The Cell has done a few exciting campaigns for Lowe – it shot three films for BILT Matrix – and a web project for Pepsi through JWT. Currently, Cell18 is excited about a project that it is doing for Airtel through JWT.