Cell 18 Eyeing Convergence Market

The Cell, the creative division at Network18 has been churning out some great work over the last few years and has now decided to expand its operations. Over the years, the cell has grown into a massive creative powerhouse that has been producing award-winning work on a regular basis. It has been powering all promos across the IBN & CNBC networks and has established itself as a benchmark creative team in the Indian television industry. In fact, it has evolved into one of the largest and most professionally run creative teams embedded in a Media Conglomerate anywhere in the world, winning a slew of awards domestically and internationally.

The Cell (now Cell 18) was started in 2002 by Zubin Driver and now boasts of a crack team of directors, writers, graphic designers and production talent.

In the fourth quarter of the last financial year, Cell18 decided to “test the waters” by concentrating on work outside the group for agencies and direct clients. The results were very very promising, to say the least.

Says, B. Sai. Kumar, GROUP COO, Network18, “I believe the market opportunity in creative production is huge, both domestically and internationally. Over the years, we’ve invested substantial amounts in intellectual capital and technology, making sure the cell is fully equipped to deliver world-class creative output.

Cell18 is the logical next step for the cell and will function as a division of Network18 that will service the creative and brand needs of clients directly. The division will seek to optimize our tremendous creative & strategic strengths in that area.”

Zubin Driver, Head, Cell 18 is extremely confident about being able to offer quality solutions to clients at extremely competitive rates.

He explains, “The work that we have accomplished so far for the Network18 Group speaks for itself. People get fascinated when they see our showreel. Our focus will be to professionalize the vast ad film and creative production market place. We will enter as the single largest professional player and will seek to maintain our leadership in this space.”

Some of the biggest advantages for Cell 18 is its ability to deliver competitive pricing, world-class quality and a huge bandwidth of work, from ad films, web films, channel packaging to brand design. This is a fact that leading advertising agencies like JWT, LOWE and DDB Mudra have already recognized. Cell18 has recently shot 3 BILT Matrix brand films for Lowe, executed a large web films project for Pepsi through JWT and is now executing a large turnkey project for Airtel via JWT.

With the advent of Cell18, the ad film making industry in India will start experiencing a new paradigm in the business. In many ways, Cell18 is as idea whose time has come.

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