The Cell bags IL&FS Investsmart, BNP Paribas and TFCI

The Cell, the erstwhile in-house creative department of CNBC, which hived off operations into a separate unit in June this year, has bagged three new clients - IL&FS Investsmart, BNP Paribas and TFCI (Trade Fairs & Conferences India). According to Zubin Driver, creative director, The Cell, the area of activity for the three clients goes beyond conventional advertising. "We have just completed a strategy project for BNP Paribas' private banking division," says Driver. "The brief given to us was how could the wing maintain and create mind space in existing customers and new prospects without using mass media and the usual advertising methodology."

The result, he claims, is a new strategy and positioning statement that leverages BNP Paribas' strengths as well as the learnings acquired on high net worth individuals (HNI). "Private banking is an exclusive and low-profile activity in India," says Driver. "BNP Paribas is more or less at the top of the food chain. However, a host of new entrants coupled with a new-found aggression among players such as ICICI has created a need for a very distinct positioning strategy," he says.

On IL&FS Investsmart, The Cell has been commissioned to execute multiple below-the-line creatives. "IL&FS Investsmart is a huge distribution company promoted by the IL&FS group," says Driver. "It was looking for a creative agency with a clear understanding of the financial space. In conjunction with the client, we have decided to take up their below-the-line work, so as to understand the brand and its requirements," he says.

Incidentally, The Cell handles IL&FS Mutual Funds, which was the first account outside of CNBC for the agency. It was earlier in the custodianship of O&M, and The Cell won the account on the strength of "its understanding of finance and business". "This understanding has held us in good stead," claims Driver.

Apart from IL&FS Mutual Funds, The Cell handles advertising and other brand-related work for Mantram, a magazine targeted at the Indian American community in the US. Based in New York, it is owned by a sister concern of TV 18.

TFCI, the third gain for The Cell, is an event-management company specialising in technology-related events. "It is a well-respected company with notable names partnering with it from time to time," says Driver.

The Cell will handle all creative work for TFCI events including logo design, brochures, pamphlets and such other activities. © 2003 agencyfaqs!