Fulcro, an integrated digital marketing and communication agency, has announced its entry into the mainline communication space through their new company – Fulcro Communications. The move comes after they brought on board mainline industry young talent to bring creative firepower and build a completely independent business unit that would compete with the best mainline agencies out there.
In a case of reverse integrating the integrated agency structure, Fulcro has taken a disruptive step of integrating mainline into the digital integrated ecosystem, as opposed the usual scenario where mainline agencies have forayed into digital through partners.
Commenting on the move, Sabyasachi Mitter, Founder and Managing Director, Fulcro, said, “When the world has moved onto a multi-screen experience, then why does mainline advertising have to be just a TV experience. The integration of Digital with TV was inevitable, we have just positioned ourselves as the ultimate hybrid, since we have a legacy of digital and now the creative brains of mainline.”
He further said, “In a digital first world, where ideas are born with a digital audience in mind, the lines between ‘mainline’ and ‘digital’ are purely imaginary. While mainline agencies have either acquired digital agencies or setup in house digital teams to stay competitive, it was time for Fulcro to add the mainline story telling might to its portfolio so as to be able to offer clients a real fully integrated service. We had always had best in industry strategy, planning, digital, technology and data capabilities, by adding world class mainline communications capabilities we complete our portfolio. This will give clients a nimble, digital first and cost competitive mainline offering that can compete with the best out there.”
Fulcro Communications will be spearheaded by 3 seasoned advertising specialists, they bring together their young energy and over a decade of advertising experience:
- Akshat Trivedi, who brings in the storytelling expertise that he has proven through work on Saregama Carvaan, FOGG, Star TV, Cadbury Perk, Nutrela, Zeel Rainwear, ASUS, SBI Life insurance, Coverfox, TB awareness campaign and so on.
- Brijesh Parmar, who has bagged a bagful of national and international awards, including Cannes for his design, for work on brands like McDonalds, Bajaj Electricals, Tata Capital, Cadbury Eclairs, etc.
- Jugal Kathuria, who leads the charge on the agency management and strategy front with experience across brands like Tata Sky+, Microsoft, FOGG, Aditya Birla group, Saregama, etc.
Currently, the new arm has been serving the needs of current clients of Fulcro, but soon they will be visible on the pitch block against some of the best in the industry.
Fulcro has been in business with companies like NPCI, ACC Cement, Hero MotoCorp, ASUS, Airtel, Tata Docomo, Pepsi, Kotak Mahindra, Whisper, Zee, Canara HSBC OBC Insurance, Tata Motors, P&G, Croma, MakeMyTrip, Renault, SBI, Marico, Bajaj Auto, Tata Strategic Management Group, Bajaj Electricals, Tata Teleservices, Morphy Richards, Bajaj Finserv, Aristocrat, GAP, Standard Chartered Bank, Pearson Education, Kohler, Religare, Vivanta By Taj, and many others. The integrated digital marketing and communication agency has been instrumental in creating innovative and effective marketing campaigns that synchronise the approach of the creative medium backed by technology and data. The parent company is dedicated to catering to the business needs of a brand in every aspect.