FCB Ulka launches Bushfire, one-stop shop for start-ups

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | April 19, 2017
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Surjo Dutt and Romit Nair will be national creative director and creative head for Bushfire, respectively.

Integrated marketing communications agency, FCB Ulka has announced the launch of their highly-hybridised service Bushfire, a one stop shop for start-ups.

With the emergence of start-ups, there cropped up the need of a specialised agency model to comply to their needs. Since these set-ups require select services, the need to break the conventional organisation structures, complimented with agility, formed the premise of the prototype - 'Bushfire. epic shit. without bullshit'.

Team Bushfire

Bushfire is a new kind of marketing and communications agency that is equipped to provide start-ups with all the services they would require in a menu format. It's as simple as ordering food, off the menu!

The team includes handpicked multi-talented professionals who approach the task with fluidity serving the need of the hour; to flit in and out of multiple diverse tasks seamlessly, across departments ranging from art, crafting, planning, film making and execution.

Rohit Ohri

Surjo Dutt

Commenting on the launch, Rohit Ohri, group chairman and CEO of FCB India, says, "Start-ups are looking for ways to prove traction to investors and are generally operating on borrowed capital with a short runway. Time is always of the essence and results are imperative for their survival. They are looking for an agency with a different mindset. At Bushfire, we're creating a 'maker movement'. We've built a team with a 'maker' mindset - deeply hybridised and capable of partnering start-ups in the building of a product or service, a business and a brand. And when you add speed and great ROI to that, you have a truly unbeatable proposition."

Surjo Dutt, NCD, FCB Ulka, doubles up as the NCD for Bushfire. He will be working with Romit Nair, creative head, Bushfire. Nair will report to Dutt. The CRM division will continue to be managed by Satish Ramachandran.

Commenting on the launch, Surjo Dutt, national creative director, FCB Ulka and Bushfire says, "While the re-energised and rebooted FCB Ulka charges forward with its agenda for clutter breaking, market moving work on its brands, the need for another offering with a different set of objectives and offerings has become more and more apparent. Which is why Bushfire. A small, agile, multi-skilled and deeply hybridised team of creative strategists, put together to partner start-ups primarily and clients looking for mould breaking solutions as projects, secondarily."

Established in 1961, FCB Ulka Advertising is the flagship agency of the FCB India Network. It has over 120 Indian and multinational clients and 700 professionals working across six offices in seven cities.

Besides two mainline creative agencies- FCB Ulka and FCB Interface, FCB India has an array of specialised divisions such as Lodestar UM (Media), FCB Interactive(Digital), FCB Healthcare (Healthcare), FCB Cogito Consulting (Brand consulting), FCB Asterii (Analytics), FCB Aquila (Activation), and FCB Neon Brand PR (PR). The network is a part of FCB Worldwide, owned by the Interpublic Group of Companies (IPG).

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