MagicCircle Communications has announced the launch of ‘Restless’, its content division designed to cater to the dynamic needs of today’s brands.

The new arm will be lead by Shray Chawla, executive creative director; Akshit VS, executive creative director and Angira Lahiri, head of strategy. 

Hemant Misra, founder, chairperson, and managing director, MagicCircle Communications, said, “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, added, "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."

VS added, “Visual fatigue is real. To stand out one must look at everything, from the first five 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."

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."