Around 6 PM last evening, Tanmay Bhat (second from left) of All India Bakchod ( AIB ) asks us to check TrulyMadly’s latest YouTube video. Called ‘Creep Qawwali,’ the video takes a dig at all kinds of creepy men that women come across on the likes of Facebook and in real life. Fun video, catchy copy, all to convey one message: TrulyMadly offers verified profiles to ensure female users on their app stay away from stalkers/creeps as much as possible.Directed by Adhiraj Bose, the video acts as a launchpad for AIB’s advertising wing ‘ Vigyapanti .’Since AIB already does branded content for established brands, the brief for Vigyapanti is “to make small brands massive,” Bhat tells us.“Work happens at a faster rate in startups. There’s less to no bureaucracy and people don’t sit on your films for months on end,” Bhat feels. It’s a lot more fun than going through the rigmarole of working for a big brand, basically. And that shows in the work that comes out in the end. So says Sachin Bhatia, co-founder of TrulyMadly on his first ever experience of working with the AIB Vigyapanti team: “These guys are not bound by any boundaries. When any other agency creates our campaign, it’s a reflection on us because the audience doesn’t know our agency (Contract, in his case). But anything AIB creates is first a reflection on them because the audience knows them. Therefore, you don’t even have to worry about what they’ll produce. You can be risqué, slightly over-the-top too at times.”Vigyapanti will look at building communication strength for startups who’ve already got funding or those who’re looking for funding. Which means Bhat’s inbox will soon start resembling that of a venture capitalist/investor, with a few tweaks in the subject line and body text.No-brainer that many startups can’t afford AIB videos. So, how will Vigyapanti make money? “We are used to working in a low-budget, actually,” Bhat shares. “If I like the founders and their team, we might decide to work at zero creative cost and charge them only for the production cost,” he adds. And of course, he’s open to getting equity in the startup. That’s how Sandwich videos ended up having a stake in Airbnb. They started off by making Kickstarter videos and slowly realised the benefits of the equity model, he says.Supervised by the core AIB team of four – Bhat, Gursimranjeet Khamba (pictured, extreme right), Rohan Joshi (second from right) and Ashish Shakya (extreme left); Vigyapanti is a team of six young creatives: An Overpaid Creative Director in Girish Narayandass (ex CLA), a Wannabe Author Creative Director in Devaiah Bopanna (ex-Lowe), a Scam Loving Creative Director in Vignesh Raja (ex Dentsu) and a Font Nazi Art Director in Mihir Lele (NID graduate, AIB recruit). Bhat, who’s their Self Important Creative Officer, is still figuring out funky designations for the other two members of the team for him to be able to announce their names. The hiring process hasn’t been easy. It’s taken him two months of rigorously meeting with as many creative as possible. He wanted to handpick youngsters who were sick of advertising as it happens in the current scenario.One of the biggest hurdles in hiring great talent was not the money. He’s paying them better than the industry standards, in fact. (And he wonders why the industry doesn’t do so itself but that’s a topic for another url). It was getting people to come for the interview. “Lot of people get intimidated by us. They think we’re sitting in a room writing jokes and that’s not their cup of tea. It required a lot of convincing for them to believe this was going to be fun work sans 3am mailer changing.”“I’m worried about finding enough young people to work with us,” he admits. Which is why, Bhat has been sharing his e-mail id at every chance he’s got to invite writers who want a better gig. Aspirants beware: He made the spectacular six go through proper copy tests.If I were an agency, I’d be very scared right now. AIB getting into agency territory is a war of the kind where they have both Lord Krishna and the Narayan Sena on their side. Hope this explains why: A designer who’s closely worked with them in the past tells us that what differentiates them from ad agencies is client confidence. “They don’t abide by the ancient rule that the client is always right. If need be, they tell the client what’s right for them and the client listens to them because they have a huge pedigree in the market.”In addition to that, they’re openly going after startups of all kinds, shapes and sizes. Wanted to help them grow – all of which is going to eat into a lot of agencies’ client pie, current and prospective. "In the last year and a half, every agency has approached us to get into a content tie-up with them. After a point, we realised the client was keen on working with us directly so why should we give agency a 40% cut?" Bhat casually points out. Agencies are also trying to evolve with changing times, he believes; which will make this space even more interesting.The current small team that’s their strength can soon become a limitation when they get to a stage Taproot was a year before acquisition – where it was saying no to work because it didn’t have enough time and resources to allocate to everything coming its way. That said, this is truly the kind of news that’ll stir up the market. Who knows, maybe it’ll make the industry finally taste raw coffee powder and be wide awake for once. In either case, good content shall win.Vigyapanti is currently creating a new font to make its own logo (in hindi) along with working on the promos of AIB's first ever show on TV with STAR called On Air with AIBWatch Creep Qawwali here: