Network 18 hives off Cell as separate unit

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Cell, the in-house creative unit of Network18, has now been hived off as a separate division. It has been re-christened as Cell 18 and will be a full-fledged advertising production house and brand design division and will have a separate P&L facility. The current turnover of the division is close to Rs 3 crore.

Zubin Driver, network creative director, Network18 who is also at the helm of Cell 18, said, “Earlier, we used to handle the entire creative communication for Network 18. But now we will be pitching for third party businesses. We have already started working with advertising agencies such as Lowe, Mudra, JWT and are in talks with many others. Besides this we will also concentrate on brand designing including website re-packaging, channel packaging, designing the look and the logo.”

Cell 18 began its operations in September 2002. It grew into a creative-strategic unit that services all channel promos for CNN IBN, Channel 7, CNBC TV 18, AWAAZ, moneycontrol.com and a huge number of Network 18 clients. The Cell is especially skilled in creating custom designed creative solutions for its clients from completely divergent business areas. It produces work that is aimed at different constituencies and range from technology to banking to telecommunications to FMCGs.

Recently they have made six web films for Shah Rukh Khan’s Kolkata Knight Riders Indian Premier League team, which is already up on the its official website.