MagicCircle launches content division ‘Restless’

New Delhi: MagicCircle Communications has launched ‘Restless’, a content division designed to cater to the dynamic needs of today’s brands.

Leading the new arm are Executive Creative Directors Shray Chawla and Akshit VS, along with Head of Strategy Angira Lahiri.

With over 14 years of diverse experience across advertising, publishing, and branded content, Chawla has worked on brands like Coca-Cola, Netflix, Uber, Amazon Prime, Samsung, Adidas, Instax, and Popeyes. 

He has also led branded and editorial content divisions at ScoopWhoop, Indiatimes, and ForkMedia. In his last stint, he was working at Dentsu Creative Webchutney.

Akshit has over 12 years of experience in advertising, working with brands like McDonald's, Volkswagen, PepsiCo Foods, Uber, Heinz, Levi’s, LinkedIn, Adidas, Popeyes, Instax, and iQOO. In an era where content formats are multiplying and attention spans are shrinking, Akshit believes every visual element is a strategic piece of art. 

With over 11 years of experience across mainline and digital advertising, Lahiri has worked on brands like Uber, NDC, Popeyes, ONDC, Maggi, Nescafé, Tata Tea, Symphony Coolers, Ministry of Culture, LinkedIn, Verisign, and Cipla. She has previously worked with Dentsu Creative Webchutney, MediaMonks, and DDB Mudra Group.

Hemant Misra, Founder, Chairman, and Managing Director of MagicCircle Communications, shared his vision for the new division, “Restless will cater to the needs of brands looking to succeed in today’s ever-evolving marketing landscape, by creating content that’s built for speed, scale and designed to travel.”

Dheeraj Renganath, Co-founder and Head of Transformation, and Ashit Chakravarty, Associate Partner and Chief Operating Officer (COO), said, “It’s becoming increasingly difficult for brands to break through the clutter and capture consumer attention. And the reality is, it’s only going to get tougher. That’s exactly why Restless comes in.”

Chawla said, “The world is a ruthless place for ideas. Most have a shelf life of seconds. But great ideas? They have a life of their own. They can exist as a print ad, a reel, or even a viral comment. At Restless, we want to build ideas that don’t survive but thrive in this chaos of distraction.

Akshit shared, “Visual fatigue is real. To stand out one must look at everything, from the first 5 seconds of a video to even the thumbnail, like an art form. At Restless, we feel everything should pull viewers in and the end visual payoff should be worth it”. 

Speaking about the strategic approach of Restless, Lahiri said, “The landscape of content creation and consumption is in a constant flux. But with keen observation, one can identify the patterns and psychologies of this evolution. And brands need this new intelligence not only to remain relevant but also to be effective. This strategic backbone is what Restless will provide.”