Phonethics
Encyclopedia
Phonethics Mobile Media is an India based character creation and network marketing company that creates short form video animation content based on unique character properties. The company has around 20 characters currently.
Phonethics was launched by Saurabh Gupta in February 2006. It produces content that reaches consumers over mobile and Internet platforms and helps generate diversified revenue streams. Phonethics owns IP rights on all its content.
with a sense of humor and penchant for trivia related to discoveries and inventions by Indians. Blogs like Bai Malai and characters like Madhuri, a dancing eunuch, were supported with viral videos which became a big hit across video sharing websites like Metacafe
, Revver
and YouTube
.
Phonethics is also involved in social media optimization
via an elaborate set-up involving Community Managers, search engine optimisation, and both fictional and non-fictional Characters to promote a desirable opinion for a brand among web users. Often it involves building and promoting a Branded Destination Virally
in these and other social networks.
. Recent efforts include viral for DHL
, Raju Returns, Mian, Bai Malai, and Farmao Jaan.
and Shernaz Patel
in lead roles. The film was selected at various international film festivals including:
The endeavor received national and international media attention.
In Dec 2006, Ctrl + Alt + Del was released on the mobile platform (Reliance Infocomm). It was claimed to be the "first ever mobile release" of a film in India.
Phonethics was launched by Saurabh Gupta in February 2006. It produces content that reaches consumers over mobile and Internet platforms and helps generate diversified revenue streams. Phonethics owns IP rights on all its content.
Inception
Phonethics started producing TVC’s & Corporate Video on commission basis from 1999 under the corporate name 'Ethics'. Some early campaigns included:- Masti condoms - explored the father–son relationship, a first for the product category, and laid emphasis on protection against HIV/AIDS and unwanted pregnancy.
- ‘Pearl’ Oral contraceptive pills
- Dupont ‘Avaunt’ (35mm) – 60 seconds
- Honda Eterno Scooters (16mm) – 20 secs x 2
- Three spots of ten seconds each were designed to generate awareness and facilitate response to a national helpline, on AIDSAIDSAcquired immune deficiency syndrome or acquired immunodeficiency syndrome is a disease of the human immune system caused by the human immunodeficiency virus...
. These were telecast on various satellite channels around the ‘World AIDS DayWorld AIDS DayWorld AIDS Day, observed December 1 every year, is dedicated to raising awareness of the AIDS pandemic caused by the spread of HIV infection. Government and health officials observe the day, often with speeches or forums on the AIDS topics. Since 1995, the President of the United States has made an...
’, 2000 . - Two spots on Violence against women conceptualized and executed by us for ‘JAGORI’, a Delhi based women’s NGO. These were telecast on all major satellite channels and played at prestigious international fora like United NationsUnited NationsThe United Nations is an international organization whose stated aims are facilitating cooperation in international law, international security, economic development, social progress, human rights, and achievement of world peace...
. - UniversalUniversal Music GroupUniversal Music Group is an American music group, the largest of the "big four" record companies by its commanding market share and its multitude of global operations...
– Socho Kabhi music video - HyundaiHyundaiHyundai ) is a global conglomerate company, part of the Korean chaebol, that was founded in South Korea by one of the most famous businessmen in Korean history: Chung Ju-yung...
Accent CRDi launch film - Hyundai Accent VIVA launch film
- Hyundai Motor India (Manufacturing plant at Chennai and marketing offices) launch film
A change
Phonethics started producing character centric Short form content for all screen sizes in 2006 and was one of the first to do so in India . These characters were derived from varied aspects of Indian culture and represented different content verticals. Characters like Mian Fekoo with his counterpart Furmaoo Jaan brought poetry and fun while Indiyeah Singh was a SikhSikh
A Sikh is a follower of Sikhism. It primarily originated in the 15th century in the Punjab region of South Asia. The term "Sikh" has its origin in Sanskrit term शिष्य , meaning "disciple, student" or शिक्ष , meaning "instruction"...
with a sense of humor and penchant for trivia related to discoveries and inventions by Indians. Blogs like Bai Malai and characters like Madhuri, a dancing eunuch, were supported with viral videos which became a big hit across video sharing websites like Metacafe
Metacafe
Metacafe is a web site that specializes in short-form video entertainment in the categories of movies, video games, sports, music and TV.The company is headquartered in San Francisco, California, with offices in New York, Los Angeles, London and Tel Aviv...
, Revver
Revver
Revver is a video sharing website that hosts user-generated content. Revver attaches advertising to user-submitted video clips and originally offered to share ad revenue with the video creators. Videos could be displayed, downloaded and shared across the web in either Apple QuickTime or FLV format...
and YouTube
YouTube
YouTube is a video-sharing website, created by three former PayPal employees in February 2005, on which users can upload, view and share videos....
.
Currently
As of now, Phonethics Mobile Media has more than 20 character properties with over 100 minutes of content. Apart from having their own content across internet and mobile these characters are also increasingly being licensed by brands looking to tap into their fan base or friends network.Phonethics is also involved in social media optimization
Social Media Optimization
Social media optimization is the methodization of social media activity with the intent of attracting unique visitors to website content. SMO is one of many online methods of website optimization...
via an elaborate set-up involving Community Managers, search engine optimisation, and both fictional and non-fictional Characters to promote a desirable opinion for a brand among web users. Often it involves building and promoting a Branded Destination Virally
Viral marketing
Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives through self-replicating viral processes, analogous to the spread of viruses...
in these and other social networks.
TVC
- Scripting, Direction and Production of over 100 T.V commercials and other advertising related media for brands like HondaHondais a Japanese public multinational corporation primarily known as a manufacturer of automobiles and motorcycles.Honda has been the world's largest motorcycle manufacturer since 1959, as well as the world's largest manufacturer of internal combustion engines measured by volume, producing more than...
Scooters, DuPontDuPontE. I. du Pont de Nemours and Company , commonly referred to as DuPont, is an American chemical company that was founded in July 1802 as a gunpowder mill by Eleuthère Irénée du Pont. DuPont was the world's third largest chemical company based on market capitalization and ninth based on revenue in 2009...
, Hyundai motorsHyundai Motor CompanyHyundai Motor Company is a Korean multinational automaker based in Seoul, South Korea which, along with Kia, comprises the Hyundai Kia Automotive Group, the world's fourth largest automaker as of 2009. As of 2011, it is the world's fastest growing automaker for two years running...
, Usha brita, Masti condoms, Haldiram chips, Mehrasons Jewellers & Mother DairyMother DairyMother Dairy, set up in 1974, is a wholly owned subsidiary of National Dairy Development Board of India.-Products:Mother Dairy's range of products include the brands Mother Dairy , Dhara and Safal .Mother Dairy Fruit and Vegetable...
. - Public service films on ‘Campaign on Violence against women’ that was appreciated across India and among people working closely on the issue internationally.
Virals
Phonethics has been creating content aimed at the web user which spreads virallyViral video
A viral video is one that becomes popular through the process of Internet sharing, typically through video sharing websites, social media and email...
. Recent efforts include viral for DHL
DHL
DHL Express is a division of the German logistics company Deutsche Post providing international express mail services. DHL is a world market leader in sea and air mail....
, Raju Returns, Mian, Bai Malai, and Farmao Jaan.
Blogs
Phonethics runs several major blogs including Baimalai, Mianfekoo, and TalkingabouttorqueCtrl + Alt + Del
In 2005, the company produced ‘Ctrl + Alt + Del’, a short film in English with eminent actors Rahul BoseRahul Bose
Rahul Bose is an Indian actor, screenwriter, director, social activist, and rugby union player.Bose has appeared in Hindi films such as Pyaar Ke Side Effects and Jhankaar Beats. Time magazine named him "the superstar of Indian arthouse cinema" for his work in parallel cinema films like English,...
and Shernaz Patel
Shernaz Patel
Shernaz Patel is an Indian film and theatre actor, who works in Hindi and English films, most known for her roles in films like Black and Guzaarish and English language theatre in Mumbai. She made her theatre debut with The Diary Of Anne Frank in 1984...
in lead roles. The film was selected at various international film festivals including:
- Palm Beach International Film FestivalPalm Beach International Film FestivalThe Palm Beach International Film Festival is a film festival in the United States held in Palm Beach, Florida which showcases over 120 films annually in April for over 20,000 attendees...
, Florida - The Atlanta Film FestivalAtlanta Film FestivalThe Atlanta Film Festival is an Academy Award qualifying, international film festival held in Atlanta, Georgia. Started in 1976 and occurring every April, the festival shows a diverse range of independent films, including genre films such as horror and sci-fi...
- ReelHeART International Film FestivalReelHeArt International Film FestivalThe ' known as The Filmmakers Film Festival is an annual independent film festival that screens over 100 films from 30 or more countries during six days around the 3rd week of June in Toronto, Canada....
, Ontario, Canada.
The endeavor received national and international media attention.
In Dec 2006, Ctrl + Alt + Del was released on the mobile platform (Reliance Infocomm). It was claimed to be the "first ever mobile release" of a film in India.