ITV

Category: Digital Agencies

  • Dentsu Aegis Network India Launches ‘CCS 2019’

    Dentsu Aegis Network India Launches ‘CCS 2019’

    MUMBAI: In its continuing focus to mine consumer insights and deliver sharp intelligence, Dentsu Aegis Network has launched the third round of its proprietary consumer-based system, widely known as CCS (Consumer Connection System). This proprietary and in-depth research has robust consumer understanding as it unfastens the power of consumer behaviour by comprehending their mindset & interests.

    This edition, CCS 2019, is the most comprehensive single source study available, which enables discovery of the consumer insight and identifies the most valuable consumers and their relationship with communications. CCS provides completely unique actionable insight into communication usage and engagement across 60+ bought, owned, and earned digital, experiential and media channels.

    Speaking on the launch of CCS 2019, Dentsu Aegis Network president- media brands Kartik Iyer said, “It’s amazing what CCS has thrown up over the years. It has enabled us to understand consumers and predict trends well before the Industry. In fact, the results of the last round a couple of years ago already showed that we needed to plan across video screens, which is why we set up the Video Stack practice for multiscreen planning for our clients in 2016. This round has already started throwing up surprises like the increasing Social media and Newspaper readership for women which if looked closer definitely have a relationship. We are most excited with CCS’ latest round and I am sure that all of the DAN agencies and their clients will benefit hugely in keeping ahead of trends and connecting with their most valuable consumers.”

    The latest fieldwork has been conducted across 24 cities which includes representation of tier 2 towns as well and covers a sample of over 17,000 respondents representing 83 Mn people in urban India. The study also covers the younger audience aged 12-14 as they are the key influencers for many categories today and driving the future purchase.

    Through this large scale research-based system, Dentsu Aegis Network will continue to provide the most advanced understanding of the consumer behaviour on their path to purchase across several categories, with a deeper understanding of the media impact in their decision making, thereby enabling the most efficient selection of media focused on delivering to marketing KPIs.

    Overall, CCS has a global sample size of over 400,000 across 52 markets, making it the world’s largest research of this nature. CCS is offered exclusively to DAN clients and is applied both internationally and locally to deliver enhanced communications strategy and planning, benefiting brands with improved targeting, precision and efficiencies.

    The research design is based on CCS globally and adapted locally keeping in mind India’s dynamic landscape, while the field work was managed through Hansa Research using the CAPI methodology with the questionnaire available across 10 languages and rendered on tablets. Extensive use of technology with aspects like GPS tracking of field teams, daily quality checks, audio recording of field interviews ensured that the data quality & authenticity was maintained. Since the questionnaire is intensive, global best practices and techniques were used to ensure that the data doesn’t get compromised by respondent fatigue.

  • Monk Media Network acquires SocialGIZ

    Monk Media Network acquires SocialGIZ

    MUMBAI: Monk Media Network, the digital marketing agency by Ashish Patkar has acquired SocialGIZ, a boutique social media and website development agency, led by Ameya Adhikari.

    The agency has acquired the entire team of ten people at SocialGIZ and their services which pan from social media to website development to media planning. Started by Adhikari in 2015, the agency has built innovative campaigns and website for clients across sectors.

    Adhikari will join Monk Media Network as a member of the board and hold the designation of vice president – finance.

    Speaking on the same, Monk Media Network founder and CEO Ashish Patkar said, “We are looking to add great people to our ecosystem. The team at SocialGIZ has been doing some great work. Ameya coming on board is a huge plus as every start-up needs robust financial systems to scale.”

    Sharing his views, vice president – finance Ameya Adhikari said, “I am really excited to be a part of Monk Media Network and their team. We are looking forward to a great future and hope to do some kick-ass work for all of our clients.”

    Monk Media Network, which recently completed three years, offers a bouquet of services panning across content creation, media strategy, deep analytics, social media video production. The agency is based in Mumbai.

  • Influencers, advertising, data and tech at the core of BrandVid 2019

    Influencers, advertising, data and tech at the core of BrandVid 2019

    MUMBAI: The second edition of the Indiantelevision.com’s marquee summit BrandVid 2019 concluded with some interesting and insightful discussions around the video content industry in Mumbai yesterday. The day-long conference saw some of the leading geniuses from the marketing industry talking about how to optimise video content as a brand communication tool and get better results in terms of consumer engagement as well as revenues.

    Indiantelevision.com founder, CEO and editor-in-chief Anil Wanvari opened the event. He mentioned, “Branded content has an emotional connect; it has a story to tell. The global content market is expected to grow to about $412 billion as per various reports out of which 10-20 per cent will be led by branded content.”

    The day was divided into five in-depth sessions and a fireside chats covering the various aspects related to the world of branded video content and was kickstarted by MullenLowe Lintas Group group CCO and chairman Amer Jaleel. He highlighted a key point that most brands seem to have forgotten today – that of not being very obvious to the consumer. “Brands today want to be obvious because of the insecurity of the clutter. Fuzziness is going and directness is returning. If brands want to be relevant today then the way forward is to be random, obscure and slanted,” he highlighted.

    Jaleel went on to make the point that it is impossible for creativity to catch up with the speed at which technology is moving. “Technology is synthetic and artificial and craft needs talking to people, which needs time,” he said.

    The events of the day continued with a panel discussion on ‘Branded Video Rewind’, which covered all the aspects of the evolution of branded video over the years and how the past fiscal was for the industry in terms of video spends, creative allocation, number and nature of brand films.

    Moderated by L&K Saatchi & Saatchi India CEO and Managing Partner Anil Nair, the panel had Sony Pictures Networks India Pvt Ltd head – content, partnerships, new initiatives – digital business Amogh Dusad, Shemaroo Entertainment Ltd COO Kranti Gada, GroupM South Asia president growth and transformation Tushar Vyas, Eros Now group CMO Manav Sethi, and Bajaj Consumer Care president Sandeep Verma sharing their views on the evolution of branded videos.Varma mentioned that today video content is no longer just for virality but is more holistic in the content marketing approach. However, the panellists agreed that there is no sure-shot way to guarantee that your content will hit the right note. Gada said, “Brands are not yet focusing on branded content as a core strategy. It is sporadic.” The panel also drove the point that in branded content, the creative thought should be the main driving force and the brand needs to ride on it not vice versa. The idea is to not force fit the content.

    The next item on the agenda was a fireside between YouTube India director Satya Raghavan and Indiantelevision.com founder, CEO, and editor-in-chief Anil Wanvari. Raghavan voice the opinion of many that today’s thumb-based apps have reduced the attention span to single digit numbers. In such a scenario, YouTube helps its content creators in getting reach. “YouTube’s algorithm helps the average content creator to get 50-60 per cent of its views. People are now optimising their content to get into the algorithm. So, content creators don’t have to worry about reaching the target audience,” he revealed.

    It was followed by a panel discussion on ‘GenZ: The New Video Sticklers’ between Burger King India CMO Srinivas Adapa, Leo Burnett Orchard COO Prashanth Challapalli, Onida CMO Pratyush Chinmoi     and MediaCom west head Priya Choudhary. It was moderated by Worldwide Media VP – Content Studio Vidyut Patra.

    The session covered how the brands are using video as a vehicle to achieve greater engagement and build personal connects with GenZ. Since Gen Z has a variety of apps to choose from and each with a different mode of working, brands need to pick the platform that is appropriate for its message. For instance, YouTube is for getting reach and long-form content, TikTok is for user-generated content while Instagram is for sharp targeting. “Not all brands have a content strategy. They all have a brand strategy. Therefore, they go after influencers. But, people are on Instagram because they are following their interest, not brands,” said Challapalli. To this point, Choudhary added, “Gen Z sees through influencers who are promoting brands so you have to smart in your strategy.” This is also the generation that is averse to seeing ads.

    The conference further continued with a panel discussion on ‘Moving the needle from exposure to engagement: Still the challenge?’. The session saw L'Oréal India head of media Neel Pandya, Colgate-Palmolive associate director and head – integrated marketing communication and e-commerce marketing Priyanka Gandhi, Syska CMO Amit Sethiya, Mondelez India Foods Pvt. Ltd. sr. category manager – equity and activation: chocolate marketing Sameer Yadav, and ITC Limited head – consumer health care Sanjay Srinivas in a deep discussion on how effective branded content offers advertisers a chance to engage with consumers in a rather intimate manner, incentivising brands to build ongoing relationships and how its vulnerability stands as a challenge to the marketers. The session was moderated by Tonic WorldWide CEO Chetan Asher.

    The panel made the point that content marketers need to decide what does engagement mean to them; whether that is the number of likes and shares or beyond that. “Brands need to know how to integrate with authenticity. Your brand should not stick out. For this, first, there needs to be a purpose and then relevance,” said Gandhi. Pandya also added that brands need to realise that not every avenue can drive sales. The purpose of branded content is generally not to get more sales but to get engagement and visibility.

    The events of the day progressed with a panel discussion on ‘Driving Social’, with TVF global head content and business Rahul Sarangi, ISOBAR COO Gopa Kumar, Mastercard director marketing Puneeth Bekal, GoZoop director strategy Amyn Ghadaili, and Lokmat Media Pvt Ltd senior EVP and head of digital business Hemant Jain. The session moderated by Nirvana Digital CEO Pinakin Thakkar covered all the important aspects of using social media and related technologies effectively for telling memorable brand stories.

    TVF’s Sarangi said, “Brands need to have a personality for people to engage with them.” On the current trend of using influencers to drive sales and visibility, he pointed out that they themselves are content creators. While everyone is thinking of digital as the upcoming big medium, Ghadaili said, “Digital is not a medium. It is a space that has many mediums.” The panel also made the point that in this space what is important is that the product has value and the influencers also believe in it.

    The final session on the agenda was a panel discussion on “Understanding the audience: Data & tech in content creation (Brandfilm breakthrough)” spanning insights into how data can be better used to understand audience and what role can technology play in compelling storytelling.

    Part of the panel were Prime Focus Technologies VP creative services Bhaskar Sitholey, Shemaroo head of marketing Rahul Mishra, Byju's App marketing head Atit Mehta, Logicserve Digital co-founder and CEO Prasad Shejale, JioGenNext VP advertising Mohit Kapoor, and VDO.ai co-founder Arjit Sachdeva. The session was moderated by Qyuki Digital Media co-founder and managing director Samir Bangara.

    Mishra highlighted that digital had shifted the content creation balance. “Nowadays, consumers are creating content on digital and they are the content creators now,” he said. On the usage of data, Mehta felt that data inspires marketers to take bold steps. “If someone is spending on the world cup, then he is also spending on digital,” he said. To this, Shejale added the way forward is both data-driven and data inspired content.

    The event concluded with a gala awards event night, the first Indiantelevision.com BrandVid Awards. 

  • Despite 30% y-o-y growth, Indian digital ad industry lagging behind global market

    Despite 30% y-o-y growth, Indian digital ad industry lagging behind global market

    MUMBAI: Even though the digital advertising industry is showing impressive growth, touching a year-on-year rise of around 30 per cent, there is scope for it to boom when compared to the global market. “If we look at expenditure made on digital advertisements in India, the average is still 4 dollars per view, while in countries like the US and China it is quite higher. China’s ad spends per view are at $88 per view. Even sub-Sahara African regions, which have a different GDP than ours, are spending much more than us,” said Interactive Avenues (a Reprise network company), IPGMediabrands COO Shantanu Sirohi at Future of Video-India conference in Mumbai, recently.

    He was the part of a panel discussing if digital ad spends are shifting back to TV. Joining him on the dais were Dentsu Aegis Network CEO, greater south and chairman, CEO, India Ashish Bhasin, and Zee Media managing director Ashok Venkatramani.

    The panel unanimously declined any possibility of such a shift and maintained that digital is showing tremendous growth and will continue to do so for the foreseeable future. They also said that advertisement on television is also growing, though at a slower pace.

    However, the panel highlighted some of the constraints that might hamper this glorious growth rate of the digital advertising industry in the future. Venkatramani said that the industry has come to realise that one can’t build a brand using just the digital platform. He quoted, “Digital serves a purpose, which is of performance marketing. It creates impact and also high marketability as you know what your input is and what your output is. The spends on digital also give very quick results. But what one can’t do using digital is build the brand in a classical sense.”

    Further highlighting the constraints that can hamper digital’s growth, from an advertising perspective, Ashish Bhasin added, “From an advertising perspective, digital can land into trouble in two areas. One is this whole [issue related to] reliability, credibility and fake news, wherever one’s ad is appearing. That is starting to scare off the people a little bit. And the second thing is the lack of a measurement system. This should be the most measured medium but as an industry, we haven’t come to a consensus on a common currency like BARC or IRS.”

    Sirohi concluded by saying that when it comes to keeping a tab on data, the digital medium has been ‘always over-measured’. He said, “You always have third-party applications that you can run to measure the data. The entire concept of fraudulent e-links or bots comes in when agencies or the clients are not doing what they are supposed to do. They must plan around the media and pass only the end-goal metric to the third party. Otherwise, there always are people who will figure out the way to make a little more money from the advertiser. But on the whole, the internet is not the problem.”

  • Isobar shares how to leverage AEM to power brand experiences in SPAs white paper

    Isobar shares how to leverage AEM to power brand experiences in SPAs white paper

    MUMBAI: Isobar has published a white paper that uncovers and shares the opportunities of Single Page Applications (SPAs) in driving experience-led transformation. The paper responds to the changing marketing landscape – as businesses evolve to meet consumer expectations, commerce platforms are evolving to meet the needs of marketers. The paper is available to download from its website.

    The paper explains how SPAs and Adobe Experience Manager (AEM) have paved the way for more complex and dynamic digital experiences, and includes 12 considerations that CMOs and CTOs should bring to the attention of their technical solution architects.  Part one explains what you “need to know” about SPAs and the second part shares “best practices” for technical architects to consider when defining SPA architecture and integrating it to Adobe AEM.

    Isobar Global CTO Vikalp Tandon said, “Today, one of the biggest challenges for marketers is to find scalable, mature technology solutions and architecture partners that can deliver experience-led transformation. Through this research, we’re empowering CMOs and CTOs to investigate the latest SPA opportunities with their technical architects in order to develop flexible architecture that support the growing complexity of interfaces and devices. We’re proud to share our work with Adobe, and related best practices in how to use AEM to enhance and power brand experiences.”

    “Experience-led transformation along with ever-changing consumer expectations is the primary driving force behind the evolution of the marketing landscape. Online commerce platforms, an important component, are already making strides with headless commerce. Furthering that, SPAs are paving the way for device agnostic experiences that are dynamic and complex, yet simple and seamless for the consumer. This white paper will enable marketers to easily comprehend and inculcate the new technology,” states Isobar India EVP Shekhar Mhaskar.

    Isobar is an Adobe Platinum Partner, the highest level of partnership for an agency, with over 300 certifications around the globe. Adobe recognises that Isobar develops and delivers specialised Adobe solutions using the Adobe Experience Cloud, including Adobe Advertising Cloud, Analytic Cloud, Marketing Cloud and Commerce Cloud across numerous regions.

  • Buzzoka launches ‘Social Gabbar’ for content creators across India

    Buzzoka launches ‘Social Gabbar’ for content creators across India

    MUMBAI: Influencer marketing platform Buzzoka has recently launched Social Gabbar, a B2C platform for content creators. The platform is created with a vision to provide greater visibility to influencers across its target audience. With the launch of Social Gabbar, Buzzoka can now acknowledge, felicitate, and nurture talent pan India.

    Social Gabbar provides a complete space for recognition to the influencers from different walks of life. The platform gives digital celebs a chance to catch the eyes of the bigger brands in the times when social media is flooded with information and people. It will help to popularise the content which is relevant for online stars, stars to be and brands, that otherwise gets lost in the heap of social media. Social Gabbar empowers influencers to become social media stars. From ‘trending’ to ‘hot & viral’ to ‘gossips’, the platform has a dedicated corner for new-age content.  The platform provides influencers an opportunity to monetise their talent through social media.

    Commenting on the same, Buzzoka CEO and co-founder Ashutosh Harbola said, “The new platform, Social Gabbar, aims to bring out the talent, especially from the tier-2, 3 and rural India. Also, it strengthens Buzzoka’s exclusive tie-ups with talent across India. The platform also provides a track on the latest happening in the Influencer marketing industry and social media domain. This initiative is yet another step in our journey to build strong connections with the last mile content creator.”

    Influencer marketing is one of the hottest trends of these times. Marketers have realised the power of influential voices reaching diverse audiences at a fraction of the cost of traditional advertising.  Hence, the market is increasing at a fast pace and Buzzoka has capitalised on the same by introducing a platform, Social Gabbar, where all influencers can come together under single infrastructure to share their expertise and gain better visibility.

  • Dentsu X among most significant full-service media agencies

    Dentsu X among most significant full-service media agencies

    MUMBAI: Forrester has recognised dentsu X as one of the most significant media agencies in “The Forrester Wave™: Full-Service Media Agencies, Q1 2019.”

    The report evaluated nine media agencies and assessed them across 26 criteria grouped into three categories; current offering, strategy, and market presence.

    dentsu X is a new global proposition with an established presence in APAC. It particularly demonstrated strong strategic ability compared to the pool of agencies included in the evaluation. In the report, Forrester stated that it shows “strength in its ability to strategically think beyond ‘media as usual’ and command data through M1 (Dentsu Aegis Network’s data platform),” when compared with other agencies. The report also states; “clients like its strategic thinking for paid, owned and earned media environments….”

    dentsu X CEO Divya Karani commented, “This is an acknowledgment of our client-centric, data-driven solutions, carefully crafted as brand immersive experiences.”

    Forrester also cited how dentsu X is “focussed on creating consumer experience activations with media and digital technology” investing in products like iMotion and DynaMo to help identify motivation behind behaviour. Forrester likes dentsu X’s “progressive approach to media and its ability to leverage the power of Dentsu Aegis Network’s resources.

  • Publicis Sapient named leader among global digital business transformation accelerators

    Publicis Sapient named leader among global digital business transformation accelerators

    MUMBAI: Publicis Sapient, the digital transformation hub of Publicis Groupe, has announced that it has been named a Leader in The Forrester Wave: Global Digital Business Transformation Accelerators, Q1 2019. Publicis Sapient was among 15 companies that Forrester included in its evaluation.

    According to Forrester, "Publicis Sapient excels at designing great digital experiences" and "rates highly for its ability to bring accelerator assets and tools to clients alongside its proven digital design and execution."

    The Forrester Wave: Global Digital Business Transformation Accelerators, Q1 2019 report helps CIOs select the right vendor for their needs, and sizes, "Executives the world over now embrace the importance of some kind of digital transformation. But few CEOs understand what's required to truly evolve their company into an effective digital business. Many of these efforts target areas where digital delivers short-term gains in customer experience and operational efficiency. But, when these pockets of innovation are not tied to broader business strategy and true market understanding, transformation stalls.

    "Now, more than ever, the speed of design and execution are vital to success; having the right services partners to shape strategy, design experiences, and fill in gaps in skill sets will accelerate your firm on its journey. Spanning a select set of global consultancies, technology integrators, and digital agencies, these companies blend strategy and execution chops and couple them with the soft skills for inspiring leadership and training teams. CIOs and digital executives should look for providers that: have the capabilities to design business for change … can seamlessly integrate emerging technologies to design new experiences, [and] … bring tools to reduce the time-to-business-impact from years to months."

    Publicis Sapient Australia managing director Sarah Adam-Gedge said, “To be recognised as a leader in The Forrester Wave: Global Digital Business Transformation Accelerators, is a fabulous achievement for us as Forrester is a true barometer of the strength of our industry. As a digital business transformation leader, Publicis Sapient Australia supports its clients move between ‘now and next’, as they face an unprecedented environment of rapidly changing consumer preferences, increasing expectations around regulation, and massive technology possibilities. To help our clients transform and thrive, we also need to continually transform our own business and recognition such as this serves to inspire our team and push us even further.”

    Publicis Sapient CEO Nigel Vaz said, "We are honoured to be recognised as a Leader in this space and believe that it is a proof point of the success of our unique approach to helping clients on their constantly evolving digital transformation journeys. The integration of our capabilities across strategy and consulting, experience and engineering, along with creative problem-solving, provides us with a unique view of both the company and the customer to enable end-to-end transformation."

    The report, authored by Forrester vice president and principal analyst Nigel Fenwick stated, "Publicis Sapient is an especially strong partner where the transformation emphasis is on creating world-class digital customer and employee experiences." Earlier, the report noted that "Publicis Sapient brings world-class digital experience design capabilities as a core element of its transformation delivery model, and because it agrees to outcome-based contracts, they are often vested in their clients' success."

  • Saatchi & Saatchi Focus rechristened to Publicis Health & Publicis Business

    Saatchi & Saatchi Focus rechristened to Publicis Health & Publicis Business

    MUMBAI: Building on the Publicis Groupe philosophy of Power of One, with customers at the centre of everything they do, Saatchi & Saatchi Focus, an award-winning; specialist knowledge-based communication agency has officially been rechristened to Publicis Health & Publicis Business. Its B2B, IT, Talent and Healthcare communication expertise over the last 20 years will add to Publicis Groupe’s comprehensive offerings to clients, which include creative, digital, PR, activation and production services, as well as media and digital transformation.

    Publicis Health will support the health and wellness verticals for the agency and would function out of its offices in Mumbai and Bangalore. It currently services an array of clients including Novartis, Sanofi, Abbott, Wockhardt, Clinton Foundation among others. Meanwhile, Publicis Business will cater to the B2B, IT and Talent space and would operate out of its office in Bangalore. It manages clients such as Bosch, AIS, ICICI Bank, Coats, thyssenkrupp, Sonata Software, Infosys among others.

    Speaking on the development Publicis Worldwide India managing director Srija Chatterjee said, “This initiative is an indication of our focus on being seen as an integrated solutions provider offering full-service capabilities under one roof. In keeping with the Power of One philosophy, the new entities will work seamlessly across our offices and assist in enhancing brand advocacy and growth of our Healthcare and B2B clients in India.”

    Saatchi & Saatchi Focus has been around for over two decades catering to the communication requirements of B2B clients who understood their business processes and were able to provide sales support. It later branched out into talent branding and healthcare verticals. The agency works with several IT, engineering, and pharma & healthcare majors across the country and overseas.

    Publicis Health is one of the four critical pillars as part of the Groupe’s core global strategy. Its goal is to create attitude-changing dialogues around health & wellness. Further, its mission is to deliver ideas of purpose that compel positive actions by the target audience towards better health. The unit comprises a diverse talent pool that thrives on relevant insights and remains intellectually curious to put out life-changing communication in the marketplace.

    Publicis Business works across Publicis Groupe clients to offer specialised solutions that are category-leading in the marketplace. The unit has been steadfast in its purpose of providing relevant, original, and impactful communication to its clients over the years.

  • Digital storytellers and content creators Amritpal Bindra, Anand Tiwari and Nikhil Taneja lauch ‘Yuvaa’

    Digital storytellers and content creators Amritpal Bindra, Anand Tiwari and Nikhil Taneja lauch ‘Yuvaa’

    MUMBAI: Amritpal Bindra, Anand Tiwari and Nikhil Taneja, the producers and content creators behind shows on the digital space – Bang Baaja Baaraat (40 million+ views), Sex Chat with Pappu and Papa (55 million+ views), Girl in the City (50 million+ views), Chukiyagiri (30 million+ views) and the first original Bollywood Netflix movie, Love Per Square Foot – have come together to form a youth media company for purpose-driven content, “Yuvaa.”

    It will be a platform that listens to, engages with and shares the stories that bring young India together, to create a community of empowered ‘yuvaa’. It will create and curate original, accessible and entertaining stories of, for and by the youth of India across genres of non-fiction and fiction web series, docu-series, talk shows, podcasts and short-format on all digital and social media: YouTube, Instagram, Facebook and Twitter.

    In year one, Yuvaa will put out over 1000 minutes and 100+ pieces of original content for free, focusing on some of the most pressing issues, struggles, challenges, aspirations and dreams of young India. From mental health and self-care to gender equality and LGBTQ inclusivity to identity and self-expression, the platform will tell emotional, empathetic, enriching, empowering and entertaining stories of young people that haven’t yet been told in mainstream media. It believes that ‘Every Story Matters’ and its tagline explains its inherent philosophy: ‘We, The Stories’.

    The stories that it will produce, share and tell will come from insight mined from a pan-India road-show, where the young team behind Yuvaa is traveling across 30 cities including Shimla, Port Blair and Guwahati to meet, hear and talk to students in 100+ colleges and understand their stories in their own words.

    Taneja said, “By 2020, India will be the world’s youngest country with 65 per cent of its population under 35, and an average age of 29. A new generation of young Indians will take our country into the future, but their stories are largely untold, unheard and under-represented in our media, and we have very little understanding of the identity and mental health issues they are going through. We have formed Yuvaa to be a mental health positive platform and community that listens to and shares authentic stories of young Indians so they feel more represented and less alone. Because their stories matter.”

    Bindra said, “It’s an extremely proud and grateful moment for all of us at Yuvaa to have embarked on this journey which has been filled with learnings, experiences and real impact. The idea of creating entertaining and engaging content that deals with issues like mental health, body positivity and identity is fascinating and challenging in equal measures. Yuvaa is an opportunity to create a community that unites young India in a way that has never been done before. This also brings a huge amount of responsibility on us to create a positive equal and conscious community. “

    Tiwari said, “The content of Yuvaa will be by, for and from the youth themselves. We aren’t coming from a 'preachy' place, where we will tell the audience and they will listen. Yuvaa is a platform where we are the listeners too and every young Indian is a storyteller.”