Fluid Friction is a joint venture between the two players, which aims to release English-language comic books for eventual adaptation into movies.
Fluid will focus on the design, media planning, advertising, creative and online aspects of the operation, while Zero Friction will provide infrastructure and capital.
"We have built a new team of 12, and are sharing the risk, the costs of production and the rewards with the client," said Fluid MD Simon Squibb. "This is direct accountability at its best."
Squibb declined to reveal the name of the comic-book series, but noted that it would launch in September of this year. He added that Fluid Friction's competition will include the likes of Virgin Comics, DC Comics and Marvel. "We are targeting 15 to 40-year-olds English readers in India, US and China, the hardcore collectors are those thirtysomethings as they started collecting comic books since they were kids."
