Mumbai-based advertising agency Eggfirst has been awarded the creative duties for Maya Digital Studio's recently launched initiative, Maya In-Studio Training (MIST). The agency was given the mandate after Maya Digital evaluated the credentials of a few other agencies as well.
Maya Digital Studio launched MIST in August. Under the programme, young animation, VFX and 3D stereoscopy professionals undergo advanced training based on studio-ready training modules while being employed at Maya Digital's studio facilities in Mumbai and Goa.
Kumar tells afaqs! that Eggfirst's strategy matched perfectly with MIST's vision, thus helping the agency to bag the account.
The agency identified MIST's in-studio training that allows students to learn on the job as a key selling point, converting it into the core communication strategy.
"We believe in paying more than just a lip service to do research well and arrive at the core insight. We realised that animation aspirants are looking at something more than just training; they are seeking a live experience. And there was the match between the expectation and the promise," says Ashish Banka, vice-president, Eggfirst.
The campaign will be launched in a few weeks from now with a digital-heavy media mix, supported by print and radio.
"MIST is a launch pad for the young studio professionals and hence we are leaving no stone unturned to make sure the communication reaches our target group. The media mix will comprise primarily of digital, backed by radio and print, along with BTL activations," says Dev Datta, marketing head, Maya Digital.
He adds that the company also has an interactive media platform to communicate with its target group for easy dissemination of information.