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Mindshare and Culture Machine partner to launch ‘Content Lab’

Published

10 years ago

August 10, 2016

MUMBAI: Mindshare a part of GroupM is partnering with Culture Machine to launch ‘Content Lab’ as part of their Content+ division. Under this partnership, Mindshare’s clients will have access to Culture Machine’s patent pending Big Data Content platform, Intelligence Machine (IM), as well as it’s Programmatic Content tool, Video Machine (VM), in addition to the latter’s team of Analysts, Data scientists, Machine learning experts, Channel Management, Audience Growth and in-house Content Studios across North and South India.

Both firms will work together to co-create unique and differentiated content for the digital environment. The motive to create ‘Content Lab’ is to use best practices in digital content marketing by marrying cutting edge data science with content creation, across languages, nation-wide.

Intelligence Machine and Video Machine, the internal technology platforms of Culture Machine, have been helping power the rapid growth of it’s media brands that span Being Indian, Put Chutney, Blush, Epified and Awesome Sauce, part of a growing network of brands that account for 600 Mn Monthly views across Youtube and Facebook. While Intelligence Machine, through its rich data driven insights, identifies the content recipe for brands and creators that resonate with their targeted audience and enables them to translate the insights into a reliable programming strategy; Video Machine makes high quality videos at scale from any given audio or text source.

Commenting on the launch of ‘Content Lab’, Mindshare South Asia CEO Prasanth Kumar said, “We are delighted with our partnership with Culture Machine. Their combination of technology + content is great step towards engineering our vision on ‘Content+’, a division of Mindshare India that helps brands with great story-telling, penetrating consumer timelines and conversations.”

Mindshare content division head Devendra Deshpande added, “With brands willing to invest in content, it is up to teams like ‘Content Lab’ to create or curate great ideas and platforms that will capture the imagination of the end consumer. As digital media fuels consumtion of traditional TV and radio, ‘Content Lab’ is an avenue that allows us push the agenda forward on branding and entertainment. This is evident with the campaigns for Star Plus; we have proven success that sparked conversation around the two new shows on television on digital and social platform.”

“With 28 OTT platforms, emergence of new video formats like Live, 360, Vertical video and all social platforms turning to Video, how does one know what content to create, for which platform and create it at scale? In partnering with Mindshare, we are bringing the answers by combining the best of the technology, content and advertiser world into one Lab to build India’s leading practice of data backed Branded Entertainment”, said Culture Machine CEO and founder Sameer Pitalwalla.

“We, at Culture Machine, are delighted to add Mindshare to our growing list of clients that includes Unilever. With this partnership, our goal is to help advertisers use science and technology to know what content to create, and then marry those insights with the best creative minds in the business to create Branded Entertainment that delivers for both audiences and advertisers”, said Culture Machine president Siddharth Narula.

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BigTrunk Communications wins digital mandate for Soframycin

Published

6 months ago

July 31, 2025

indiantelevision.com Team

MUMBAI: BigTrunk Communications, an integrated digital marketing agency known for driving brand transformations across industries, has been awarded the digital marketing mandate for Soframycin, one of India’s most trusted antiseptic cream brands from the EncubeEthicals portfolio. With this collaboration, Soframycin makes its debut into the digital space, aiming to amplify its presence across India through compelling social media narratives and data-led campaigns. BigTrunk will lead the brand’s digital strategy and execution, with a focus on connecting Soframycin’s legacy of trust with today’s health-conscious and digitally engaged audience.

Soframycin has been a household name for generations, widely recognized for its efficacy in treating cuts, burns, and wounds. Backed by the scientific rigor and pharmaceutical expertise of EncubeEthicals, a pharmaceutical powerhouse since 1998, the brand benefits from the expertise of over 1,400 professionals, including more than 200 R&D specialists and a robust team of quality experts. With a presence in over 50 countries, Encube’s commitment to excellence in topical formulations adds deep credibility to Soframycin’s legacy. Now, as the brand enters the digital space, BigTrunk Communications will lead the charge in reimagining Soframycin’s story—creating modern, relatable digital experiences that stay true to its heritage.

“As we take Soframycin into its next chapter of growth, embracing digital media is not just a strategy but a necessity. We wanted a partner who could translate our scientific credibility into engaging, relatable content for today’s audience,” said Soframycin vice president – marketing, Ajay Rawal. “BigTrunk’s deep understanding of healthcare communications and digital behavior makes them the ideal partner to build meaningful narratives around wound care, trust, and wellbeing.”

“Soframycin is more than a product—it’s a legacy deeply rooted in care and science,” added BigTrunk Communications founder & managing director Bharat Subramaniam. “We’re excited to take on this responsibility of guiding a heritage brand into the digital world. Our focus will be on creating contextual storytelling and purpose-driven campaigns that bring Soframycin closer to Indian families, both old and new.”

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ting bags the digital and social media marketing mandate of Lapita

Published

7 months ago

July 10, 2025

indiantelevision.com Team

MUMBAI: ting, an India-based advertising agency, having presence in Chennai, Mumbai, Delhi along with Global regions of UAE and UK, has bagged the digital and social media marketing mandate of Lapita, Dubai Parks & Resorts, Autograph Collection Hotels.

As part of the mandate, the agency will handle the Social and Creative Mandate for the brand in UAE.

Speaking on the new account win, ting partner Manan Vora said, “We’re thrilled to partner with Lapita Dubai Parks & Resorts in Dubai, bringing Ting UAE’s creative and digital expertise to elevate their marketing efforts. Together, we’re crafting engaging brand experiences that reflect the spirit of adventure and family fun at Lapita.”

Lapita (Marriot) senior marketing manager, Nikhil Taneja said, “Working with ting has been a seamless and inspiring experience. Their creativity, professionalism, and deep understanding of our brand brought our vision to life in the most impactful way. We truly value their partnership and look forward to more exciting collaborations ahead.”

“Winning the Lapita, Dubai Parks and Resorts account is a proud milestone for us, not just because of the prestige of the brand, but because of the shared belief in storytelling that connects and converts. We’re excited to shape their digital presence and look forward to unlocking larger creative opportunities together,” said UAE business head, Dhawal Shah added.

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Social Panga brushes up Neo’s digital presence with Nippon Paint mandate

Published

7 months ago

July 10, 2025

indiantelevision.com Team

MUMBAI: Social Panga has bagged the social media mandate for Neo by Nippon Paint, the services-led home painting vertical of Nippon Paint India, in a move that promises to coat the category with fresh thinking and digital-first storytelling.

Handled by the agency’s Bengaluru office, the mandate covers integrated content strategy, campaign ideation, and painter-facing brand building. The partnership has already rolled out a bold World Painter Appreciation Day campaign, rebranding painters as “Home Stylists” and unveiling India’s first painter anthem, a professional identity kit, and a premium onboarding experience.

Neo by Nippon Paint is currently active in Bengaluru and Tamil Nadu, offering dust-free, design-forward, and end-to-end painting services, including colour consultancy, waterproofing, and custom finishes. Positioned as a modern makeover solution for Indian homes, Neo aims to elevate painting from utility to aesthetic expression.

Social Panga co-founder Himanshu Arora said, “Neo by Nippon Paint isn’t just redefining home painting. It’s reimagining what a home makeover means for today’s generation. The brand has a bold vision and a deep respect for the people behind the process, and that’s what excited us. At Social Panga, we’re thrilled to partner with a team that sees painters as creators and homes as stories waiting to be told.”

“Bringing Social Panga on board to manage Neo by Nippon Paint’s social mandate has been one of the best strategic moves for our brand. The team understood the brief to a T, resulting in a continuous stream of highly engaging content. A key highlight is their incredible responsiveness, which enables us to develop better creatives with remarkable speed. We believe this partnership will significantly enhance our ability to tell compelling stories to our audience,” said Neo by Nippon Paint senior director – service marketing, Bharat Raja.

With Social Panga steering the digital canvas, the brand hopes to stroke a vibrant narrative that honours both beautiful homes and the skilled hands that bring them to life.