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Eggfirst wins Maya Digital's creative biz

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MUMBAI: Mumbai-based advertising agency Eggfirst has been awarded Maya Digital?s In-Studio (MIST) training programme creative mandate.

The campaign is scheduled to launch in a few weeks from now with a media mix that predominantly involves print and radio.

Maya Digital is an animation and VFX studio in India. The mandate requires the agency to drive the training programme?s creative campaign.

According to a joint press statement from the brand and agency, Eggfirst?s bull?s-eye strategic solution clinched it for them. Eggfirst identified MIST?s in-studio training that allows students to learn on the job, as a key selling point, converting it into the core communication strategy.

MIST studio ops head Aruna Kumar said, "There are several animation training institutes out there with good credentials and reputation. But what differentiates MIST is the opportunity to work on live projects of Maya Digital Studio. That?s what gets students a true beginning into careers on live real work. And that?s what Eggfirst was able to translate aptly into creative. Once the campaign is released shortly, you?ll see then strategic accuracy in the creative."

Eggfirst invested its energies in getting the core messaging right. Eggfirst VP Ashish Banka said, "We believe in paying more than just a lip service to do research well and arrive at the core insight. We realized that animation aspirants are looking at something more than just training; they are seeking a live experience. And there was the match between the expectation and the promise. It?s a privilege working with a brand as reputable as Maya Digital Studio."

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