FCB Ulka launches Bushfire, a one-stop shop for start-ups

FCB Ulka today announced the launch of their highly-hybridised service – Bushfire, a one-stop shop for start-ups. Surjo Dutt, NCD, FCB Ulka, doubles up as NCD for Bushfire and will be closely working with Romit Nair, Creative Head, Bushfire. In his role, Romit Nair will report to Surjo Dutt. Bushfire’s CRM division will continue to be managed by Satish Ramachandran. 

Bushfire has already commenced operations with some recent business and project wins. 

With the emergence of start-ups, there cropped up the need of a specialised agency model to comply to their needs. Since these set-ups require select services, the need to break the conventional organisation structures complimented with agility formed the premise of the prototype – Bushfire. Epic shit. Without bullshit. 

Bushfire is a new kind of marketing and communications agency that is equipped to provide start-ups with all the services they would require in a menu format. The model of typical start-ups defies structure. The Bushfire team includes handpicked multi-talented professionals who approach the task with fluidity, flitting in and out of multiple diverse tasks seamlessly, across departments ranging from art, crafting, planning, film making and execution without the conventional shackles of three vendor quotes or the likes akin the ‘Shapeshifters’. 

Commenting on the launch, Rohit Ohri, Group Chairman and CEO of FCB India, said, “Start-ups are looking for ways to prove traction to investors and are generally operating on borrowed capital with a short runway – time is always of essence and results are imperative for their survival. They are looking for an agency with a different mindset.” 

“At Bushfire, we’re creating a ‘maker movement’. We’ve built a team with a ‘maker’ mindset – deeply hybridised and capable of partnering start-ups in the building of a product or service, a business and a brand. And when you add speed and great ROI to that, you have a truly unbeatable proposition,” he added. 

Surjo Dutt, National Creative Director, FCB Ulka and Bushfire, commented, “While the re-energised and rebooted FCB Ulka charges forward with its agenda for clutter breaking, market moving work on its massive brands, the need for another offering with a different set of objectives and offerings has become more and more apparent. Which is why Bushfire. A small, agile, multi-skilled and deeply hybridised team of creative strategists, put together to partner start-ups primarily and clients looking for mould breaking solutions as projects, secondarily.” 

He further said, “A team of writers, art directors, audio visual content creators and creative strategists who think, create and produce epic brand solutions tailored specifically to start-up and project needs. Bushfire is lean, mean, hungry and game ready. With fire in our bellies and passion in our pens we want to create epic shit, without bullshit.”