Phonethics

[http://www.phonethics.in/ Phonethics Mobile Media] is an India based character creation and network marketing company that creates short form video animation content based on unique character properties. With a library of around 20 characters that already have a sizeable exposure, Phonethics is one of the few companies trying to do what Disney and Hello kitty have done in other parts of the world. The company was launched by Saurabh Gupta in February 2006. It produces content that reaches consumers over mobile and Internet platforms and helps generate diversified revenue streams. Phonethics owns IP rights on all its content.

History

Inception

Phonethics started producing TVC’s & Corporate Video on commission basis from 1999 under the corporate name 'Ethics'.The creative profile of the company included the following campaigns –
* [http://www.psi.org/where_we_work/india.html Masti condoms] – PSI:The script explored the father – son relationship, a first for the product category, and laid emphasis on protection against HIV/AIDS and unwanted pregnancy.

* [http://www.psi.org/where_we_work/india.html ‘Pearl’Oral contraceptive pills] – PSI:The creative positioned ‘Pearl’ as an ‘intelligent choice’. To generate interest in the otherwise sluggish category, two teaser films (10 seconds) built around the ‘Crorepati’ fervour were also conceptualised in addition to the main film.

*Dupont ‘Avaunt’ (35mm) – 60 seconds

*Honda Eterno Scooters (16mm) – 20 secs x 2

Infomercials

*Three spots of ten seconds each were designed to generate awareness and facilitate response to a national helpline, on AIDS. These were telecast on various satellite channels around the ‘World AIDS Day’, 2000 .

*Two spots on Violence against women conceptualized and executed by us for ‘JAGORI’, a Delhi based women’s NGO. These were telecast on all major satellite channels and played at prestigious international fora like United Nations.

"'Music Video"'
* Universal – socho kabhi

"'Launch films"'
*Hyundai [http://www.hyundai.co.in/india.asp?pagename=prod Accent CRDi]
*Hyundai Accent VIVA
* [http://www.hyundai.co.in/ Hyundai Motor India] (Manufacturing plant at Chennai and marketing offices)

A Change

Phonethics started producing character centric Short form content for all screen sizes in 2006 and was one of the first to do so in India [ [http://www.business-standard.com/common/news_article.php?leftnm=8&autono=313875] Business Standard] . These characters were derived from varied aspects of Indian culture and represented different content verticals. Characters like [http://www.mianfekoo.com/ Mian Fekoo] with his counterpart Furmaoo Jaan brought poetry and fun while Indiyeah Singh was a Sikh with a sense of humor and penchant for trivia related to discoveries and inventions by Indians. Blogs like [http://baimalai.phonethics.in/baimalai Bai Malai] and characters like Madhuri, a dancing eunuch, were supported with viral videos which became a big hit across video sharing websites like Metacafe [ [http://www.metacafe.com/channels/pokkitbuddies/] videos and viewcounts on Metacafe] , Revver [ [http://www.revver.com/u/pokkitbuddies/] videos and viewcounts on revver] and Youtube [ [http://www.youtube.com/user/Pokkitbuddies] videos and viewcounts on Youtube] .

Current Scenario

As of now, Phonethics Mobile Media has more than 20 character properties with over 100 minutes of content. Apart from having their own content across internet and mobile these characters are also increasingly being licensed by brands looking to tap into their fan base or friends network.

Phonethics is also involved in Social media optimization via an elaborate set-up involving Community Managers, Search Engine Optimisation, and both fictional and non-fictional Characters to promote a desirable opinion for a brand among web users. Often it involves building and promoting a Branded Destination Virally in these and other social networks.

This solution is a long term service rendered as follows:
*Creation and Maintenance of a Blog that represents an objective and credible voice in the domain of the Brand
*Promotion of the Blog via Forums and Social Networks with help of a Team of community Managers who VIRALLY promote the Blog (to friends and friends’ friends)
*Optimizing the Blogs and self propagating via online tools such as Social bookmarking (Digg, Del.icio.us etc) as well as via relevant Keywords.

Negative questions or feedback is also attended to by Community Managers who post replies to these negative comments where possible, so as to build an overall positive opinion and separate myth from fact. Essentially since, characters are best representative of brands in the online space that is increasingly becoming user driven. They provide a voice to the brand via blogs and become their ‘FACE’ on Facebook.

Content

TVC

*Scripting, Direction and Production of over 100 T.V commercials and other advertising related media for brands like Honda Scooters, DuPont, Hyundai motors, Usha brita, Masti condoms, Haldiram chips, Mehrasons Jewellers & Mother Dairy. [http://www.revver.com/video/503463/tvcs/ View TV commercials]
*Public service films on ‘Campaign on Violence against women’ that was appreciated across India and among people working closely on the issue internationally. [http://www.revver.com/video/508576/psa/ View Public Service Ads]

Virals

Phonethics has been creating content aimed at the web user which spreads virally. Recent efforts include viral for DHL [http://www.youtube.com/watch?v=IdhiSfdK6R0 (View)] ,Raju Returns [http://www.youtube.com/watch?v=yaru6MURHXw (View)] , Mian Fekoo [http://www.youtube.com/watch?v=sU3mdAbt9R0 (View)] , Bai Malai [http://www.youtube.com/watch?v=UHCF_ajYkng (View)] , Farmao Jaan [http://www.youtube.com/watch?v=PrfMgKosfUk (View)] .

Blogs

Phonethics leverages its characters through blogs and other social media. Some major blogs include [http://baimalai.phonethics.in/baimalai/ Baimalai] , [http://www.mianfekoo.com/ Mianfekoo] and [http://www.talkingabouttorque.wordpress.com/ Talkingabouttorque]

Ctrl + Alt + Del

In 2005, the company produced ‘Ctrl + Alt + Del’, a short film in English with eminent actors Rahul Bose and Shernaz Patel in lead roles. [http://www.ctrlaltdel.info watch the movie]

The film was selected at various international film festivals including

*Palm Beach International Film Festival, Florida
*The Atlanta Film Festival [ [http://atlanta.bside.com/2006/?_view=_filmdetails&filmId=2225014] Listing of 'Ctrl+alt+del' on the Official Website of the Atlanta Film Festival]
*ReelHeART International Film Festival, Ontario, Canada. [ [http://www.reelheart.com/2006/festival/program/thursday.php] ReelHeart Screening of 'Ctrl+alt+del' on thursday June 22nd]

The endeavor has been applauded by the national media (press and TV) as well as international media [ [http://www.hinduonnet.com/mp/2006/04/27/stories/2006042700830200.htm] Hindu] [ [http://cities.expressindia.com/local-news/archivefullstory.php?newsid=178254&creation_date=2006-04-17] Indian Express] [ [http://www.dnaindia.com/report.asp?NewsID=1026034] DNA] [ [http://www.ibnlive.com/news/ctrlaltdel-makes-a-fresh-start/8830-8.html] CNN-IBN]

In Dec 2006, Ctrl + Alt + Del was released on the mobile platform (Reliance Infocomm), it was claimed as the ‘First Ever Mobile Release’ of a film in India. [ [http://www.hindu.com/thehindu/holnus/009200612270310.htm] PTI] [ [http://news.moneycontrol.com/india/news/pressmarket/reliancecommunicationstelecomoperator/1stmobilemoviectrl+alt+dellaunchedreliancemobile/market/stocks/article/258138] Moneycontrol.com] [ [http://www.contentsutra.com/entry/short-film-starring-rahul-bose-to-be-made-available-on-mobile] Contentsutra.com] [ [http://www.thebrandreporter.com/perl/tbr/story.html?id=2380] Brand Reporter]

References

Articles

[http://animationxpress.com/index.php?file=story&id=4561 Coverage on animation Express]

[http://digital.agencyfaqs.com/perl/digital/news/index.html?sid=20316 Accolades for MianFekoo]