Gobsmack and Radium partner to venture into the Indian FX landscape

Company Brief

Mumbai, August 30, 2010

A love struck male squirrel serenading a female squirrel, as she spurns his advances. Undeterred, the squirrel sings and dances on a Hindi Film song, with signature Bollywood pelvic thrusts, till he finally wins over his Juliet.

The 45-second commercial for Kit Kat chocolate bar marks the beginning of an ambitious plan by Gobsmack! a content company based out of Bangalore. Gobsmack! who handled the production for the Kit Kat chocolate commercial, shepherd the project from concept to completion and brought to life the creative spot out of JWT Delhi.

The commercial has become a rage since being out on Indian TV screens two weeks back and has received overwhelming response with close to 500K hits on YouTube already. It has also developed an international following on 30 different posts on YouTube.

Shyam Madiraju, Director, Gobsmack!, the force behind the 'Dancing Squirrels', says, "A huge part of Gobsmack's uniqueness lies in finding the best talent for each job across the globe. Our desire is to think and work beyond the limitations of physical borders or the limitations of mindsets working in the traditional worlds of mass media. When we heard the creative for the commercial, we knew what all we wanted to create the best CGI possible. What you see today is a result of a collaborated talent roster at JWT, Radium and Gobsmack!"

With an objective to open a cross continental channel for Indian companies to work with some of the World's top International production and post production talent, Gobsmack! collaborated with Radium Los Angeles and it's parent company Reel FX for the post production work for the commercial. As a result of this association, Gobmsack! has now signed them for exclusive representation for the Indian market.

"India today stands as a powerful new breeding economy for the digital revolution and we want to be an integral part of this seismic change. Our aim is to straddle two of the biggest commercial production markets in the world and provide, advertising agencies, marketers and even other productions companies the opportunity to work with some of the world's best talents, in film production, FX, Animation, Motion Graphics, Editing, Music composition, Photography and a litany of other post production services in the United States," Shyam Madiraju added.

Gobsmack's edge lies in its ability to explore and create original branded content for its clients like special films created for Ritz Carlton to create unique hotel packages that were sold online and raised $ 6 Million in revenue. Gobsmack! recently worked in Collaboration with W+K India to create a very contemporary new voice for Chevy Cruze. The spots were executed with a very film like approach making them more of entertainment experience rather than a hard sell.

Gobsmack's partnership with a range of production services companies in the US, Europe and Latin America gives them the unique ability to offer shooting commercials in these locations to Indian advertising agencies. Gobsmack! is working on a deal that will give Gobsmack Directors an exclusive representation in the European and Latin American market. With the unique ability to create and produce original content, Gobsmack! works with Advertising agencies and clients directly. With a deep experience and knowledge in global advertising and marketing, Gobsmack's ability to create highly original traditional and non-traditional content for brands gives its clients a unique edge.

For further information, please contact:

Ideas Exchange

Neeti Dhawan

Mobile: +919312267577

Email: neeti@ideasexchange.in