Creativeland Asia completes 10 years, launches Baaash Digital

As Creativeland Asia turns 10, Sajan Raj Kurup, founder and creative chairman, Creativeland Asia and founder, Baaash Digital, has announced the launch of Baaash Digital. With this launch, Kurup aims to challenge the current traditional digital and social media ecosystem, which he believes is outdated and obsolete not in line with the dynamic content requirements of brands today.

According to the press release shared by the agency, Baaash is a digital ready content company that will create, execute and monitor everyday content for brands, and will cater to every communication need of brands from branded content, brand/product stories, experiential engagements, AR, VR, blogs to content development for platforms, usability engineering, UX and content delivery ecosystem.

Baaash Digital has an in-house ecosystem of everyday content creators. Film-makers, line producers, music composers, writers, information architects, creative technologists, editors, long and short format writers, UI/Ux designers, social-media and content strategists, ORM experts among others. Not to mention a host of content collaborators within India and overseas.

Speaking about the launch, Kurup says, "At Creativeland, we have always challenged status quo and disrupted the market with our thinking. Right now, I truly believe there is a change required in the content ecosystem."

"Ten years ago, we created a new ecosystem that pushed the bar for brand communications and advertising content in this market. Now, we want to create a new ecosystem forevery day content that brands need. A decade ago, brands still relied purely on advertising content. Today, brands need to go beyond traditional advertising content to engage with consumers on a daily basis," he adds.

With Baaash, the agency also aims to create a new ecosystem that is designed to handle these everyday content for brands. Kurup has groomed Tejas Ravindranath from within the Creativeland system to lead this venture with a young and dynamic team of 24 people to start with.

Further, Baaash will see interesting, unconventional people paired together. From brand strategists, writers, content producers, in-house editors, music composers, ORM specialists, usability experts, information architects, interaction designers to edit suites, hardware, software development and an in-house sound studio. Baaash is geared up to deliver on the simplest to the most complex needs on an everyday basis for brands and offers end-to-end content solution for brands, including content conceptualisation, creation, execution and monitoring.

"One of the key stakeholders and co-creators of this ecosystem are my client partners who have over multiple formal and informal conversations expressed the need for such an ecosystem. While we will be using these learnings to further expand our market, the idea is not replicate but to customise our offering according to specific client needs," informs Kurup.

Even Baaash's day-to-day communications between teams and clients will be done through the Baaash app, which is designed in-house. Just like every digital eco-system, Baaash will be in a state of perpetual beta, constantly evolving and changing every day. Baaash's approach to digital will be screen, platform and format agnostic.