By A Correspondent

Team Bushfire- (L-R) Pradeep Saini, Garima Chandelkar, Disha Bhattacharya, Romit Nair, Noor Mohd. Sana, Surjo Dutt and Rohit Ohri.

Leading agency network FCB Ulkahas announced the launch of a highly-hybridized service Bushfire, billed as a one-stop shop for start-ups.

The premise: With the emergence of start-ups, there cropped up the need of a specialized agency model to comply to their needs. Since these set- ups require select services, the need to break the conventional organization structures complimented with agility formed the premise of the prototype - Bushfire. epic shit. without bullshit.

So instead of a regular retainer fee model, the services are offered in a menu format, with each service having a card rate. The Bushfire team includes a mix of profesionals from across departments ranging from art, crafting, planning, film making and execution without the conventional shackles of three vendor quotes or the likes akin the ‘Shapeshifters’.

Commenting on the launch, Rohit Ohri, Group Chairman and CEO of FCB India, said: “Startups are looking for ways to prove traction to investors and are generally operating on borrowed capital with a short runway – time is always of the essence and results are imperative for their survival. They are looking for an agency with a different mindset.”

Surjo Dutt, NCD, FCB Ulka, doubles up as the NCD for Bushfire and will be closely working with Romit Nair, Creative Head, Bushfire. In his role, Nair will report to Dutt.Bushfire’s CRM division will be managed by Satish Ramachandran.

Commenting on the launch, Surjo Dutt, National Creative Director, FCB Ulka and Bushfire says, “While the re-energised and rebooted FCB ULKA charges forward with its agenda for clutter breaking, market moving work on its massive brands, the need for another offering with a different set of objectives and offerings has become more and more apparent. Which is why Bushfire. A small, agile, multi-skilled and deeply hybridized team of creative strategists, put together to partner startups primarily and clients looking for mould breaking solutions as projects, secondarily.”

Operations for Bushfire have commenced.