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Firki Productions enters digital media space

Nisha Singhania, Ramanuj Shastry, Sujay Shetty, Tanya Pathak and Yateesh Srivastava are partners in Firki Productions that has entered the branded content arena and aims to plug the gap in digital content

BestMediaInfo Bureau | Mumbai | August 23, 2016


Firki Productions has announced commencement of its operations to provide digital content for brands based on its ethos and positioning. The company will provide multi-format content based around brand insights and human truths.

Firki, a tongue-and-cheek name, is the collaborative brainchild of five very experienced 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 advertising films, Tanya Pathak, a film and television writer and Yateesh Srivastava, a marketer with a great interest in all things digital. The founders bring to the table over 100 years of cumulative experience.


Ramanuj Shastry, 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 of advertising or pure product placement. The opportunity lies in telling consumer-relevant stories that engage digital audience and subliminally deliver the brand message. That is our mission and we are passionate about delivering upon it.”

Yateesh Srivastava, Partner, Firki Productions, said, “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. Story telling in a digital age is a very different ball game 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 remains 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.”

One of the large advantages of Firki Productions is the in-house story-telling and screen writing and production skills. This coupled with a strong handle on communications strategy and creative as well as digital marketing makes the offering from Firki Productions holistic and differentiated. Firki Productions is headquartered in Mumbai but works on briefs from clients from all over the country.


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