Mumbai: In the digital era, video content has emerged as the dominant choice for consumers, captivating audiences with its quick and engaging delivery of information. As a result, the global video production industry is primed for remarkable growth, projected to soar by $6.79 billion by 2030, boasting a promising compound annual growth rate (CAGR) of 17.8 per cent throughout the forecasted period. However, with the increasing demand for video content comes challenges for brands, as they strive to meet the expectations of audiences with ever-shortening attention spans.
In this dynamic landscape, SW Studios, a specialised production house, steps in as a creative filmmaking powerhouse, committed to empowering brands and exceeding their marketing goals through a comprehensive range of services.
Indiantelevision.com caught up with SW Studios co-founder Pranav Agarwal and SW Studios director and producer Jaunty to talk about their USP, client collaborations, and much more.
With a vast experience of over a decade, Pranav is a performance-driven young entrepreneur who co-founded Sociowash with Raghav Bagai. His extensive social networks and business acumen have contributed to the immense growth of the agency. Presently, Pranav is the co-founder of Sociowash and oversees new businesses & new talent at Sociowash. His eye for detail and strong hold on creativity deliver unique services and value propositions to the agency’s target customers. On the other hand, he has a proven track record of aligning the team and laser-focusing on initiatives that help in achieving the outlined goals and he got featured for the same in 30 under 30 list of Social Samosa.
Jaunty has six years of experience as a producer and director independently who has produced around over 100 digital and television campaigns and directed around over 30 for various brands across categories. Post his last stint at running his own production house, Jaunty joined SW studios as producer and director. He manages and leads the team to execute video, photography, animation, etc. He supervises the projects end-to-end, from ideation to writing to budgeting to hiring to shooting to post-production, etc. He also focuses on managing and consistently increasing companies already vast pool of directors, writers, DOPs, Production Designers, etc. Jaunty directs some campaigns basis the need and his expertise. Prior to SW Studio, Jaunty had his own production house in 2017; over a period of three years, he worked on multiple campaigns for OYO, Panasonic Mobiles, Cinepolis, Weddingz.in, Indian Boxing League, VIP Bags, Fabcurate, KEI Electricals, Digihealth etc.
Edited Excerpts:
On SW Studios standing out in a highly competitive video production industry, and your USP
Pranav: SW Studios, the production arm of Sociowash, prides itself on delivering video content that packs a punch for client campaigns. Having collaborated with numerous brands over the years, we realised the need for a one-stop solution to produce impactful videos that truly elevate brands in a cohesive manner.
Thus was born SW Studios, overseeing every frame from concept to completion with a bespoke approach. Being an integrated agency, we aim to offer a holistic, streamlined solution, by bringing together the best creative talent across industries, we help our clients tell compelling stories through video, achieving their brand’s objectives.
Jaunty: Through our customised process that involves overseeing every step from start to finish, we're happy to provide clients with a full-service solution for making their video brand visions a reality to a high standard. We take care of all the details to make sure their video projects turn out just right.
On SW Studios collaborating with their clients to ensure that the final product aligns with their brand messaging and values
Pranav: Since our inception our mission has remained constant: to add value for brands and the people we work with. SW Studios furthers this goal by providing an additional avenue through which we deliver extraordinary value. Through SW Studios, we craft content that not only conveys the brand's message but also forges a profound emotional connection between the brand and the audience.
Jaunty: For Feeding India by Zomato, SW Studios conceived a thought-provoking film titled "My Little Dreamer" which deftly depicted the difficulties inherent in tackling widespread hunger, fitting snugly with the brand's core messaging.
For P&G Tide's sponsorship film with IPL Team Punjab Kings, our creative idea leveraged the insight that the Punjab Kings cricket team included Mohammad Shahrukh. Alluding to Bollywood King Shah Rukh Khan's brand of effortless charisma, we imbued the film with a distinctive flair that heightened its resonance.
For Nykaa's Twenty Dresses brand, we collaborated with Alaya F. Although it was our maiden shoot with a major celebrity, we demonstrated the meticulousness and finesse befitting an agency accustomed to producing content for the industry's top stars.
On SW Studios adapting to the changes and helping their clients stay ahead of the curve, with the rise of social media and new platforms for video content
Pranav: We consistently engage with the industry's foremost creative talents as well as nurture the next generation of videographers, photographers and post-production specialists. Their contributions help us provide a unique perspective to our content that resonates with today's audience. As media needs and formats evolve, we remain agile, working closely with our in-house media team to adapt seamlessly.
We leverage Youthbeat, our influencer vertical within the SW networks to amplify the reach of our projects. We are now applying AI tools to make production cost-effective and efficient. However, we firmly believe that no algorithm can truly replace the magic of human ingenuity and craft. Thus, we employ AI and automation judiciously, to enhance our overall efficiency and empower our clients to stay at the vanguard of industry advancements.
Jaunty: Additionally, under our sub-vertical Vertical Studios, our proficiency in producing high-impact content using smartphones continues to proliferate at a rapid pace. While the conventional wisdom of what constitutes "professional" production values still prevails, we see the democratisation of tools as an opportunity to add authenticity, immediacy and a do-it-yourself ethos into brands' visual narratives and add storytelling opportunities from social media.
On SW Studios ensuring that their video content is accessible to a broad audience, including those with disabilities or language barriers
Jaunty: Given that much digital and vertical content is viewed without sound, all of our digital output includes subtitles and supers that provide visual cues for what is being said and shown.
These textual elements not only assist people with hearing disabilities in experiencing our performance films by conveying the key dialogue and descriptions, but they also complement the visual storytelling for all viewers. Subtitles and supers allow the visual elements of the video - the imagery, graphics and acting - to take centre stage, while still providing crucial context that enhances audience understanding and engagement.
On SW Studios helping clients achieve their marketing goals through video content, and the ROI for the client
Jaunty: Our brand film, “My Lil’ Dreamer”, for Feeding India by Zomato captured the spirit and complexity of tackling hunger at scale subtly and gracefully, with beautiful music. The film really captures the essence of the brand, which aims to eradicate hunger and malnutrition in the country.
Similarly, our Hindi and Kannada films for Wavin Vectus demonstrated cultural fluency and emotional connect, leading the client to expand the digital-first campaign further to the television medium.
On approaching the process of casting and working with actors in your video content, and what kind of qualities do you look for in potential talent
Pranav: We understand the needs of the script and the brand's goals, working to find the right known or up-and-coming talent that fits through our large network of casting directors across the country. We make sure to put in the time and effort to find the perfect faces for the brand, be it known industry faces, or fresh casting.
Jaunty: The director's vision is important and we duly consider it. But ultimately, the client makes the final call. Often their choice aligns with our recommendations since we try to match the talent to the brand's image and personality.
On SW Studios managing the balance between artistic expression and commercial objectives when creating video content for clients
Pranav: Having crafted campaigns for numerous prominent brands, Sociowash has built its expertise in creative excellence and genuinely understands the marketing goals of its clients. This know-how also applies to SW Studios, where we collaborate closely with clients to transform their vision and message into an impactful story piece.
Jaunty: Honestly, our initial submissions tend to lean somewhat towards the artistic side since through discussions with brand teams, we eventually arrive at the sweet spot between artistic expression and commercial objectives that satisfies all parties.
On SW Studios' long-term vision for the company, and their plan to continue to grow and expand their business in the coming years
Pranav: SW Studios is poised for exponential growth, leveraging our extensive experience across diverse brand categories and creative approaches.
We firmly believe that genuine creative excellence emerges from the collaborative efforts and innovative thinking of talented individuals. To uphold our commitment to distinction, we will nurture and develop these talents while forging strong partnerships, enabling us to produce the most compelling and impactful content for our valued clients.
Jaunty: Additionally, our sub-vertical Vertical Studios is rapidly expanding its expertise in producing high-impact content using smartphones. As we grow, we will continuously push the boundaries of what can be achieved, combining technical know-how, cultural awareness and that ineffable "soul" that defines our work. Ultimately, our objective is to create content that not only helps our clients thrive but also showcases the creative passion and dedication of the entire SW Studios team.
