Agency Feature: The Rabbit Hole

The Rabbit Hole

How do we define The Rabbit Hole?

The Rabbit Hole is a video content solutions agency, established in 2015, under the Zoo Media network (the homegrown network comprising 7 agency brands including the flagship digital agency FoxyMoron)

It has its headquarters in Mumbai with regional offices in Gurgaon and Bangalore. Led by Rishabh Khatter, the mission of The Rabbit Hole is to turn ideas into reality and aim to deliver outputs that cut through the clutter. It has attempted to evolve from being a digital video first agency to a full-service new age content creation ecosystem.

We are a team consisting of producers, writers, editors, and wizarding animators.

What’s in the name?

Taking inspiration from Alice in Wonderland, we pride ourselves in being whimsical. Every member on the team has a distinct and offbeat character. Going down the rabbit hole leads to possibilities, some that haven’t even been thought about before.

What do we do?​ ​

We presently provide a wide range of services from conceptualizing, writing, production, and post-production TVC’s, DVC’s, Content IPs, Animation Videos to name just a few.


  • Creative Development – Conceptualization, Writing, Storyboarding
  • Production
  • Post-production – Editing, Animation, Sound & Colour
  • Formats​ – Digital Shorts. TVCs, OTT & Long-format digital, Branded properties, Animation shorts

Why do we do it?

We attempt to provide creative development and end-to-end production in the digital, social, branded, and original content space. Whether it’s passing through the marketing funnel or journeying through a rabbit hole, we aim to deliver the message with impact and help brands reach its consumers.

How we evolve?

When something can’t be done, there have to be many other ways to do it, and it’s our endeavor to map the distance & bring value to the brands we work with. For example – the lockdown has brought with itself a directive of no-production. We’re presently working with a host of brands, trying to coordinate ‘home-shot’ videos. Given that we’re working on tight budgets and even tighter timelines, we’re working with brands at this time to create video-based content at scale by experimenting with previously shot content and even repurposing them into new assets.

Also read: Agency Feature: Overheard Communications

Social responsibility in social media

We follow and abide by the laws set in place for the industry to ensure that we maintain the social code of conduct and take necessary measures.

The need of the hour

Some of the practices we follow include running reference and credibility checks for the information that we put out, copyright – credits, and making disclosures wherever necessary​.

We learned the hard way

It’s important to stay adaptable. Formats and trends are changing every day. The key is to have one member of the team constantly keeping this aspect in check with research on a daily basis, exposing the entire team to new findings. Another aspect is authenticity. Now that the world has a platform to communicate back & forth with the brand, its essential to create stories that are true in nature and relatable. Brash, in-your-face advertising isn’t received well anymore.

Did we just share that?

We recently directed, edited, and wrote a new promo video series for the new Netflix original ‘Space Force’. The ​first promo video show features Rohan Joshi and Aisha Ahmed. The entire video was shot by the crew virtually over a video conferencing app.

The entire experience, though grueling, was a fun experience.

They work with us

Netflix India, Hershey’s India, Share Khan, Dabur, Amazon India, AO Smith, Jio Saavn, Red Bull India, Cello, Celio, HBO India, Kraft Heinz India, IKEA India, Burger King India, and more.

The industry as we foresee

We have seen video consumption on social media grow and that will continue to be the case for the upcoming years.

Ranging from long-format content to short snackable videos, brands will have to adapt and incorporate video strategies for all their campaigns to be able to tap into this wide pool of consumer base. However, the way videos are shot and the entire concept of virtual production will also be explored and adopted.

A day without the Internet

A day without the internet would be spent drawing inspiration from the world around to create new content.

Lastly, are you hiring?