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Case Study

MSG91 AD Film

Create a powerful message by thoughtful sound design and script to suit bulk messaging industry.

Tasks: Sound Design and Script Writing

Industry: Bulk Messaging Provider

The Challenge

MSG91 was already in production stage of a 30-second 2-D video ad but they needed professional help. Without a voice over, they wanted Powerful Sound elements to tell their story and a crisp script to help viewers navigate. They didn’t want to release the video unless it had some funny elements conveyed through sounds.


  • MSG91 confidently included the video on the landing page of their website.

  •  MSG91 felt a surge on their website traffic. Around 1,30,000 visitors from 41 countries visit their website per day.

Who Is MSG91?

MSG91 is a global bulk message service provider and is one of the leading and known brands in its field with international clients such as Barista, Axis Bank, IXIGO, Big Life and MakeMyTrip among others.

Client Requirements

  • Fast and crisp script to convey the message

  • Script must sound like a ‘Mission’

  • Add sound that would double the effect of the 30-second video

  • Funny elements must be added through sound 

Why they chose us?

They wanted a video production and content agency that would truly understand their branding as a leading bulk messaging provider. They chose us because we completely disappeared as an outside post production agency and became part of their team in sync with their business goals. 

Our Execution Process

April 2nd 2015

First our content team sat with Founder and CEO of MSG91 Pushpendra Agrawal and their much talented graphics head Ashish Rajak. We zeroed in on various concepts. MSG91 is known for flawless delivery of messages. The provider has robust backups to ensure that messages are delivered, come what may. Pushpendra wanted the ad to conclude with ‘Mission Accomplished’ kinda feel. We finally had a concept

Writing and Editing

April 5th 2015


Once our Head of Content Mukti and MSG91 Head of Graphics Ashish Rajak were on the same page, we got down to storyboarding. We wrote a crisp, smart and fast script. The script was meant ONLY for business owners who would need bulk messaging. The crux of the video would be to explain the flawless process of MSG91 in delivering messages. 

Audience Profiles

April 4th 2015 


The next step was to make profiles of the viewers who were to be potential clients of MSG91. We studied the profiles of several decision makers in the B2B and B2C businesses across various industries. This ad were to appeal ONLY these categories and no one else. 

Sound Design Conceptualization 

April 5th 2015


By the time the project came back to AVM Pictures for sound, the video was already produced. This was the time to nail the other problem: story telling through sound. Pushpendra trusted our sound designing and editing skills. Several times we watched the 30-second clip and worked out the key elements in that ad. There were some obvious elements which needed to echo with proper sound, while there were others that we added to enhance the effect. We viewed the video in totality to add sounds. It was necessary that audience should understand the ad through its sound and text. 

Adding Sound Elements

April 5th 2015


Our major sound elements included -

-SMS travelling sound

-Underwater sound for internal process

-Thunderstorm and Rain Sound to show hurdles

-Environment of the User 

Project Delivery

April 7th 2015


We delivered the project in record one week. The video was uploaded on the website the next day and on Youtube on April 15th 2015. 

Watch the Video

We used Apple Mac Pro with our SFX library and imported the HD video into our sound mixing application which allowed us to clearly see each of the elements for better mixing of sound.

Tools Used for Sound Design and Editing 

Client Testimonial

I LOVED the sound elements in the ad that almost gave life to the video. What I loved most about AVM Pictures is how fast they can understand the concept and give it a feel that suits the industry.

- Pushpendra Agrawal, Founder and CEO MSG91

Lessons along the way 

  • A 30-second video needs short yet POWERFUL phrases, not a paragraph-wise script

  • It’s okay if the video doesn’t resonate with everyone as long as it reaches the target audience

  • Choose each sound to convey a message

Do you wish to create magic like MSG91? 

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