R Shastry & Nisha Singhania’s Firki enters branded content space
Firki Productions, a full service production company, has commenced its operations to provide digital content for brands based on their ethos and positioning. Firki Productions will provide multi-format content based around brand insights and human truths.
Firki, a tongue and cheek name, is the collaborative brainchild of five professionals with diverse backgrounds – Ramanuj Shastry and Nisha Singhania, who run the advertising agency Infectious; Sujay Shetty, who owns Whodunit Films and has to his credit over 250 ad films; Tanya Pathak, a film and television writer; and marketer Yateesh Srivastava. The founders bring to the table over 100 years of cumulative experience.
On the launch of the company, Ramanuj Sastry, Partner, Firki Productions, said, “Digital content is more often than not a hugely hyped and misunderstood phrase. While a lot of content is being created a lot of it is actually just long form advertising or pure product placement. The opportunity lies in telling consumer-relevant stories that engage digital audiences and subliminally deliver the brand message. That is our mission and we are passionate about delivering upon it!”
Firki Productions is headquartered in Mumbai, but is working on briefs from clients from all over the country. According to Yateesh Srivastava, Partner, Firki Productions, “Since our soft launch some time back, we have already been commissioned for one assignment and are actively working on a number of briefs from some very well recognised brands. Storytelling in a digital age is a very different ballgame and more and more mature marketers understand that the rules of engagement are changing very rapidly. The key challenge remains in creating shareable and relevant content and still remain true to the ethos of the brand. Having production in-house will allow us to deliver a better product and deliver it quicker to the market.”