Copyright © 2013 Phonethics

Hi,

We’re Phonethics

I’m Saurabh, Chief Storyteller

Copyright © 2013 Phonethics

Here’s the Phonethics story –

• A 23 minute movie about urban alienation

• India’s First Ever Movie to be released on Mobiles.

• Screened at Atlanta, Palm Beach and Ontario Film Festivals

Set-up in 2006 with a vision to work with technologies and creative practices that amplify Communication

• Mentored by Prof Dipak C. Jain, Dean, Kellogg School of Business• Founded by Saurabh Gupta

Our mission is to

• Create original Short Form Entertainment and Information series

• For distribution on portable devices

Portable Content = Pocket content

“Content” is Information..

designed for easy and enjoyable consumption

that represents a meaningful and substantive

value to the end user.

Pocket Content - India

Best way to reach the Indian Pocket = portable device = Mobile phone + other devices

• Our products are guaranteed to be -

• Unique• Affordable

• UsefulAs well as

• Entertaining with an Emotional Quotient

Phonethics Pocket Content

• Pocket Content = Multiple categories= Themes = Characters

• Theme-based characters for over 50 themes covering -

– Entertainment– Social sector– Health care– Travel– Education/Learning

• Video clips (10secs – 4 minutes)

• Re-purposed content - Comic strips, sponsored production

• Mobile content - wallpapers, Gifs, MMS, Video Ringtones

Distribution using

• Social Media Networks

• Partner sites network

• Mobile tribes (bluetooth, SMS, GPRS)

BHAKT HARVAKT

The Bruce Springsteen of

Bhajans and aartis.

Walk through any bylane, maidan or

park during festival time and

chances are you’ll find a singer

much like ‘Bhakt Harvakt’

marshalling his rag -tag orchestra

and entertaining an entire crowd of

believers.

Ms MADHURIFrom childbirth to marriage, nothing is really complete without her raunchy moves and silly but effusive wishes.

This character is easily identifiable by anybody who has shelled out money to the groups of transvestites that land up on every auspicious occasion in India, clapping with open hands and threatening to do the Full Monty at the drop of a …hundred rupee note!

INDYEAH SINGH

From coolie to cool dude, his avatars are representative of the changing India.

His jokes and silly antics are meant to bring a smile to your face but watch out for the interesting factoid he’s got about India.

Funny yet informative, this series marries animation and Video in a unique manner to deliver power packed edutainment.

Content series – (Entertainment)(30 – 60 seconds)

• Indiyeah Singh [Video + Animation]The ultimate patriot, A whacky sardarji and his animated counterpart bring you facts about India and give a new meaning to the words ‘Jai hind’.* Premiering shortly on a leading news channel

• Arz Kiya Hai [Animation]Two animated characters ‘Mia Fekoo’ and ‘Furmaoo Jaan’ recite contemporary as

well as classical Urdu/Hindi poetry.

• ET in the Ceety [Video + Animation]ET lands in Delhi and is subjected to the trials and tribulations of an ordinary citizen’s life.

FROM THE CONTENT LIBRARY:

MMS Gallery – short M – greetings, 5-10secs, >100kb

MMS Gallery – short M – greetings, 5-10secs, >100kb

owner

product demo

Current Products under development – (Entertainment)(3-5 minutes)

• OOma [Video]A detective with a difference, OOma (Uma) solves mysteries using her intelligence, experience and of course oomph!! A unique concept, this will be the first of its kind in the interactive content category.

• Blind date [Video]A mobile journal of a single working woman in the city looking for friendship, love and companion-ship.

• Car se pyaar [Animation]A love story between a city slicker car and a rough and tough bike.

Mungle – Animated Series

Billoo decides to chuck his life as a cable guy in the heartless city and move to the jungle for some peace and quiet.. amongst his own ‘people’..

…but ends up bringing a little bit of the city with him! In the form of the Mobile Phone, making it The Mobile Jungle or ‘MUNGLE’

The story traces Billoo’s journey as he brings the mobile phone to the jungle, Becomes an ‘internationally wanted’ Mobile Expert and goes from being an outsider to Hero to Villain..

Distributed using GPRS..

..and bluetooth

Dedicated channel on R World

INdiYeAH SinGH

INdiYeAH SinGH – The biggest Patriot ever, an agent of change.

India’s First Ever Multi-platform, Multi-Media and Multi-medium character debuts on Star News Descriptor : He is a funny guy full of facts connected with India,

told in a fun format.

He generally precedes any information with a topical joke.

INdiYeAH SinGH will appear on Star News 18 times a day, every day of the week for 3 months.

The duration of each episode is for 60 seconds and will be a part of Star News Programming Content.

FilmCrew

A Digital Media Workshop

Genesis• Saregama HMV launched a new album ‘The -

Underground’ • Competition for Film Schools to prepare the music videos

for the album.• Inquiry from R. N. Podar School to conduct digital media

workshop.

So, the inception of FilmCrew - A Vocational Course on Film

Making and Audio – Visual Production for students of RN Podar

School.

Focus

• Briefing on facets of Film Making as well as ‘On the Job’ training in the form of producing MUSIC VIDEOS for PROFESSIONAL BANDS.

Underground project Students learnt the basics of new media and went on to

DIRECT, SHOOT and PRODUCE the 5 music videos themselves.

• Documentary filmmaker and Ex – BBC director Sumit Osmond Shaw Radio Mirchi veteren SiddharthaAce Photographer Ajay HiraniFTII Pune Grad – Cinematographer Shanti Bhushan & New media Evangelist Parmesh Shahani

Project: 5 bands - 5 music videos

• Grand Finale: Honorary MP Priya Dutt distributed proficiency certificates to students.

• The Making of Music Videos

Mobile Filmmaking Workshop(Kamla Nehru College, Delhi University)

• Background

Phonethics conducted a one-day workshop as part of the Journalism Festival, on the ‘Aesthetics of Mobile-Filmmaking’.

• Activity

- Rigorous theory session to understand the opportunities and challenges of shooting films using the mobile phone

- Created one-minute films that were showcased at the Inter-College Festival in Delhi University.

Clay 2 PlayClaymation Workshop

• Presently conducting 15 session (3 month) long workshop with students at R.N. Podar School.

• Broader aspects of the workshop: – Learning – Creation– Publishing & distribution (Social Media)

• Key Subjects: design characters, create environment, story board, Shooting, post production & Releasing

Visual Alphabets

VA

• Disparate pieces of communication – Media, Advertising, Product info, Internet – blogs, videos, product review, peer groups = confused consumer

• Provide a focal point to all communication – a visual icon to navigate the info jungle

Use Characters to…

Create Awareness Generate Traffic

Create Dialogue Interactivity

Characters on Social Media

• Characters are versatile• Characters are idea for Social Media• Characters can have:

– A Face on Facebook– Content on Youtube– Interactive Content– Make Friends– Generate Dialogue on Networks and Forums– Drive Traffic to site

Brand – Champion Chaalbaaz No. 1 (Reality Show based on the International Format Prankstar

Objective – To promote the show online, showcasing various pranks played by contestants

Solution – A blog hosted by a Naughty Mian Fekoo, who narrates the best pranks ever played, showcases videos and gave tips to users. Great Pranks from the show often features as PART OF CONTENT on the blog

Result – The blog received 40000 views over the month, being promoted across social media

www.the-dark-truth.com

www.the-dark-truth.com

Facebook

Orkut

Twitter

Brand – Sumo Grande

Objective – To create awareness & consumer interaction around the launch of the Tata Sumo Grande in the online space. As a new variant in UV category, the USPs of the vehicle needed enunciation

Solution – Character Arun Kumar, pen name for an Ex-Writer for Auto Mag – Top Gear

Result – Branding activity morphed into a conversion tool as 2 cars were bought & blog received 48000 views in 30 days!!

Virals

Hindustan Times NIITDHL

2008 creative content for brands

Brand – WIN WIN Offer on the Mumbai HT

Objective – Make people read HT & search for Hidden Clues in the newspaper & send an SMS to win a car every week. Targeting Mumbai city

Solution – Mumbai’s Bindass Attitude was best reflected in characters ‘Bhai & Sirkit’ in an animated viral

Result – The viral received 25000 views in just the first 2 weeks of the campaign

CASE STUDY: HINDUSTAN TIMES

Lead Generation

Godrej Hi- Care Itz Cash Cards VLCC

Digital Poster

Leads Generated from

Here!!!

CASE STUDY: GODREJ HiCARE

Christians in India - Times of IndiaSocial networking site for Christians in India

www.christianinindia.com

Christians in India - Times of IndiaSocial networking site for Christians in India

CASE STUDY: ZEE CinemaWebsite: Home Page

CASE STUDY: ZEE CinemaApplication

CASE STUDY: ZEE CinemaApplication

Website Development

Tata Indica Microsite

e - Comic Book

Tata Indica Website

3D ExperienceZee Cinema

Tata Motors - Indica VistaUnique online destination & 3d interactive model of the car

www.indicavista.com

Tata Motors (Indica Vista)Comics, Apps & more

CASE STUDY: TATA MOTORS (Facebook Application)

2008 - 2009

www.literaturelive.inA literature festival website that was build to host the program

information and enable registrations

Lavasa Women’s Drive www.lavasawomensdrive.com A voting application based website for users to get their seats reserved at the

most awaited drive in Mumbai

Garnier – Take Care Take Charge

Nissan Micra Website www.nissanmicra.co.in Product website build during the launch of Micra

Pre-loader

Pre-loader

Home Page

Features –POSE FOR MICRA

Pose for Micra

Gallery

Latest News

Dealer Locator

Launched Nissan Micra – 2010

Awarded by Indian PR Association for best use of social media in PR

Audra Business SolutionsOnline presence for Autocop solution division

www.indicavista.com

Autocopsecuritysolutions.comAn ecommerce enabled website build for the distributors and

buyers of autocop products

www.indicavista.com

AUTOCOP

AUTOCOP

Nissan Micra – Lead Management System

LMS – Tracks Campaign across websites

www.newskodayeti.co.inProduct website build during the launch of Skoda Yeti in the

month of November

www.indicavista.com

www.newskodayeti.co.inProduct website build during the launch of Skoda Yeti in the

month of November

Micro site for Nissan 370Z sports car

Kingfisher widgetBranded widget for users to embed on their blogs/websites

www.send2mobile.inA mobile video delivery product from Phonethics

Raffles Design InternationalConcept: A Face book Application to be used by students to

upload/share/rate.

Simplify the online tea buying process to a more clutter-free user interface.

Challenge

Buying tea is now possible right from the Home Page in a few clicks.

Online Purchase of Tea-Sets with a wide variety to choose from.

Purchase of tea-related gift items on the website is possible

Virtual gallery consisting of pictures from Assam tea gardens.

User Registration page before purchasing the products

Product segregation further simplified the entire process of purchasing

Pictorial and interactive posts on FB Page

METDigital Banners

JetkingDigital Banners

Magic Link

– Single URL that can be promoted on social media and accessed on mobiles

– Optimized experience for the useron PC & mobiles (any screen size)

– Detailed reports & tracking – Viral impact - Harness the power of social media and mobile

One link to unite them all..

Deliver

Manage

ContentViral, TV Commercials, Jingles

Contests: 2 way sms, email response, data Distribute

Coupons special offers, discounts, group coupons, limited edition trials,

loyalty programs etc

Applications of Magic Link

• Branding• Lead generation• Brand community creation • Product launches • Customer education • Time bound promos • Branded media channel • Loyalty programs • Consumer Survey & pre-testing of ads / new launches • Brand activation at events

Case Study l : Bajaj Pulsar 135LS• Brand Background:

– Brand Pulsar was extending into the 135 cc segment after establishing leadership in 150,180 and 220 CC.

• ASK: – Derive higher visibility through the hugely popular ‘

MTV Pulsar Stunt Maniacs’ Shaiir N Func Video• Solution:

– Send out two product Avs to consumers. • The stunt Maniacs video was sent to a 2.5 Lakh bike

enthusiasts. • A specific Product AV was sent to consumers who filled in a

lead generation form

Campaign Reporting Module

Campaign Reporting Module

Analytics & Number – Essentials

• Bajaj Pulsar 135LS • SMS Message : watch the Pulsar Maniacs doing amazing bike

stunts on your mobile. Click here to watch the video now- http://mvid.in/5v

SMS Distribution 2.5 Lakhs

Video Clicks 3317

CTR 1.32%

Case study ll – 5 Star

Background: 5 star – ‘Jo Khaye kho jaye’ contest at Moodi Festival (IIT Mumbai). Activity involved submission of ‘kho jaye’ entries (image/videos) from students through branded bluetooth kiosks across the campus.

• Ask: Connect with the participants, and share their entries back with them. Also, enable the participant to share it with his/her friends.

• Solution: Participant receives his/her entry in form of MAGICLINK through SMS, which he/she can forward as an SMS or upload on Facebook/twitter.

Campaign Reporting Module

Individual MAGICLINK

data

Real Estate App for Customer Delight & Engagement

enabling Real Estate Developers to

Book Prospects & Earn Referrals by providing a World Class Interactive experience

Content

• The need for personalised communication

• iKii – a simple, elegant mobile app system

• Deploy in 3 simple steps

Data & Trends

• Consumer Behavior

• Projected Growth of Smartphones

• How and why businesses are using mobile apps

Consumer

• Internet , Newspaper, TV, Social Media, Friends (Word of Mouth), Mobile, Forums, Blogs

Company

• Website, Brochures, Customer Care + Sales Team

Clutter

ikey

• Single Point Access• Simplified Single Touch Access• Revenue Earner• Consumer Delight

• Company – Many Players , Voices, Tools ,Processes

• Consumer – Overwhelmed, Over Informed , Lazy • Confusion

• Expense• Lost Opportunity

The need for personalised communication

iKii – a simple, elegant mobile app system

For Consumer• Anywhere, Anytime – always

available on your device• Super convenient – browse at

leisure, request more info• Hassle free – no need to carry

heavy paper brochures• Great experience- – see images,

video walkthroughs all in one place

• Book appointments• One on One communication from

within the app• Stay updated about new

developments• Personalized connect• Ownership Info • Easy to Refer to friends

For Company• Establish yourself as a

thoughtleader in the RE industry• Be among the first RE developers to

roll out internationally benchmarked ‘delight management’ system

• Provide a great multimedia experience of your property to customers

• Use existing marketing material to roll out mobile apps

• Easy to update content• Identify & reward best customers • Unify CRM, loyalty, referrals &

prospects in a system• Saves time and cost• Analytics• Business Intelligence

Deploy in 3 simple steps

• Share branding, logos & project content

– Our team will customize iKii interface and your content

• Choose specific features within ikii

– Add and remove from our suite of features

• Choose devices and systems

– Need a different configuration for iPad & Android phones? No problem

• Distribute app via SMS, Website, App Store, Anything

• Collect leads & referrals + Backend to manage content and

communication

Customize Integrate Choose Distribut

e Manage

Delivery 45 days

Interactive Multimedia Project Information

Project Gallery Add tabs Special Features

Personalized Login for home owners

Personalized Login Project Status Update Reminders

India’s Only Digital Agency to be shortlist @Cannes 2012

Creative Agency

Digital Partners

Digital Agency

Nissan Enhanced Ownership Experience [NEON]

2012-2013

Digital Agency

Awards and Recognitions

Saurabh Gupta - Founder & CEO‘Young Communications Entrepreneur - 2009’Creative Economy – Global Program run by the British Council

‘Best deployment of Social Media for PR’India PR & Corporate Communications Awards- 2011

Before we begin…