Gobsmack! to Rep Anonymous Content in India
The deal is the first representation agreement in Asia for the US-based production company.
Gobsmack! to Rep Anonymous Content in India
Gobsmack!, the Bangalore and L.A.-based content studio founded by director Shyam Madiraju, has announced it will be representing Anonymous Content in India. The agreement, which includes most of the company's roster of directors, is the first representation deal for Anonymous outside of the US or UK. The announcement was made jointly by Madiraju and Dave Morrison, Executive Producer/Head of Commercials for Anonymous Content.
"It's become a global marketplace for production as well as for creativity," says Anonymous' Morrison, explaining the strategy behind the move. "Our partnering with Gobsmack! in India is an effort for us to widen our pool of sources of great work for our filmmakers and offering them as many options as possible.
"If you look at India, it's a culture with a tremendous film background and a literacy of production," Morrison continues. "They have sophisticated audiences and great crews. And their economy is the economy of the 21st century. For us, this move makes a lot of sense."
Madiraju is well-positioned to introduce the talents of Anonymous Content to the Indian ad agency marketplace. As a director working in the US, he was repped by Anonymous for three years.
A former creative director at such US agencies as TBWA\Chiat\Day, Ogilvy & Mather, The Martin Agency and others, the Indian native transitioned to directing in 2006 with a series of spots for the L.A. Film Festival. Madiraju then went on to direct a series of acclaimed virals for the Ritz-Carlton Hotel that were produced by Anonymous. He left Anonymous in 2009 to found Gobsmack! in India and the US. (For more on the company, click here.)
"India is taking its place on the global advertising stage, and as a result more directors are looking to tap into the freshness and vitality of its advertising industry," Madiraju says. "I set up Gobsmack! to export Indian creative to my global network of creative resources outside of India, and this is part of that strategy. We'll be making additional announcements in the weeks and months to come, as Gobsmack! continues to line up world-class advertising talent that wants to work for Indian agencies and Indian marketers."
As a director, Madiraju has already directed several high profile TVCs running in the Indian market, including "The Break" for Kit Kat and JWT Delhi, which proved to be a huge Internet hit, as well as "Kangaroo Remix" for Nestea and Publicis India, on which he collaborated with Curious Pictures. He also directed "Don't Wait," an action-packed spot for Sonata Watches and Lowe Lintas Mumbai, and well as the high-energy Chevy Cruze launch in India for Wieden + Kennedy Delhi.
Madiraju still shoots for US clients, recently directing a comedy spot for the Dr. Scholl's line of foot care products via Euro RSCG in New York. He found success early in his directing career, winning the Kodak New Director of the Year Award at the 2006 Cannes Lions Festival. He was named a director to watch by both SHOOT and SHOTS that same year. Since then his work includes spots for such brands as Fox Sports, McDonald's, Vicks and VW.
Published 3 June, 2011
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