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Tag: branded content

  • Why Raj Nayak is getting into scalable IPs with the House of IP

    Why Raj Nayak is getting into scalable IPs with the House of IP

    MUMBAI: Is there still space in the content creation, event IPs, and the experiences verticals  despite the gadzillion or so producers, event organisers and individual creators  popping up from every nook and cranny all over India?

    Well, Raj Nayak, the former chief operating officer of Viacom18 and founder of House of Cheer, sure as hell believes there is. He has unveiled his next bold venture — House of IP — in partnership with digital marketing outfit Yaap.

    Positioned as a first-of-its-kind venture studio for event and entertainment IPs, House of IP promises to create, scale and monetise original properties across sports, music, digital content and branded experiences. From seed ideas to revenue engines, the studio aims to become a launchpad for immersive, culture-first experiences.

    “At a time when content is fragmented and brands are fighting for attention, scalable IPs are the future,” said Nayak who does not seem to be tiring despite being in the media and entertainment business for nearly four decades.

    He’s raring to go with his new venture, just like he was at the start of his career nearly 40 years ago.  “House of IP is built to turn bold concepts into cultural movements — and business success.”

    Yaap, known for its work in influencer marketing and digital media, brings its tech-driven, platform-first mindset to the collaboration. Founder Atul Hegde called the move a “natural evolution” of Yaap’s vision. “With Raj’s creative force and our digital DNA, this partnership will help build IPs that go the distance,” he said.

    House of IP is setting up shop in Mumbai, Delhi, Bangalore and Dubai, with plans to work both with original concepts and existing IP owners. The venture will offer strategic consulting, content creation, brand partnerships and monetisation models.

    “Think big ideas, deep culture connects, and long-term brand value,” Nayak added. “Welcome to the House of IP.”

    What should work in Nayak’s favour is the numerous relationships he has forged  and goodwill he has generated on almost every front throughout his career, whether amongst marketers or agencies or broadcast executives or event agencies.

    Then there is a bunch of startups as well as unicorns in almost every vertical which are looking for expertise to take them forward in the experiences department or their content needs. The new sports policy announced recently by the government is likely to see a plethora of new sports get a fresh impetus with administrators and the private sector getting together to make India a sporting nation and take it beyond just cricket. 

    Already, many leagues for many a sport have come up which need nurturing and guidance to make them grow a la the Pro Kabaddi League and the Indian Super League. Raj spent a large part of his early career selling sports and continues to do so with the Celebrity Cricket League, which should work in the House of IPs’ favour.

    Finally, with the overall live and experiential business literally exploding like never before, it’s most likely that his House of IPs will have a lot to cheer about. Just like his House of Cheer.

  • Nisha Samson named head of branded content at Outlook; brings luxe, AI, and monetisation magic to the fore

    Nisha Samson named head of branded content at Outlook; brings luxe, AI, and monetisation magic to the fore

    MUMBAI: Veteran media strategist and native advertising powerhouse Nisha Samson has taken on the role of head of branded content (marketing) at Outlook Publishing (India) signalling a new era of luxe narratives and AI-infused marketing playbooks for the legacy media house.

    With nearly two decades in the media trenches, Samson isn’t just another content lead — she’s a revenue rainmaker. She previously scaled Condé Nast India’s native advertising arm into an 8-figure Rs business  and held editorial reins at brands like MensXP, AskMen India, and Liquid.

    At Outlook, she now helms Outlook Luxe, the group’s luxury vertical, where she’s curating high-octane storytelling and on-ground experiences for India’s upscale crowd. Also on the cards: an AI-led initiative with Outlook Business to turbocharge branded content with machine smarts and data-driven insights.

    Samson is no stranger to reinvention. From launching the premium coffee table book Maharashtra (gifted to Barack Obama in 2010) to building The K(Now), a newsletter pulling in CEOs, founders, and MDs as loyal readers within just 75 days, her CV reads like a greatest hits of Indian new media.

    Her recent gigs include chapter lead at AI Salon, where she  catalysed conversations between AI founders and investors, and director of content development at The K(Now), where she crafted habit-forming content for high-level decision-makers.

    The former CNBC-TV18 anchor has straddled TV, digital, and print with ease, threading business strategy into editorial elegance. Now, with Outlook’s backing and AI in her toolkit, Samson’s next chapter promises to blend storytelling, scale, and sharp strategy — with a touch of luxe.

  • Hypothesis gets a green charge as Ather Energy plugs into influencer power

    Hypothesis gets a green charge as Ather Energy plugs into influencer power

    MUMBAI: In a move juicier than your average EV battery, Hypothesis by Only Much Louder (OML) has bagged the influencer marketing mandate for Ather Energy, the electric two-wheeler brand that has quietly become the cool kid in India’s EV block. As of 2 April 2025, Hypothesis has been officially tasked with revving up Ather’s digital engine by using data-fuelled creativity and influencer-first storytelling that targets Gen Z and millennial petrolheads-turned-EV-fanatics.

    This isn’t just another hashtag-happy campaign. Hypothesis is bringing its high-octane, AI-powered tech stack to the table. With over 108 campaigns, 1,875 creators, 2.9 billion views and 131 million engagements under its belt, it’s clear this isn’t their first digital rodeo. The mandate gives them the wheel to design thumb-stopping content that spreads across social and video platforms like wildfire—and with Ather’s ambitious growth trajectory, this is more than just branding fluff.

    “The influencer ecosystem in India has transformed into a powerful medium for digital marketing, and we’re excited to tap into this space with Hypothesis by OML. Their expertise in blending data and creativity aligns perfectly with our goals, and we’re eager to see the impact of this collaboration on our brand’s journey,” said Ather Energy head public relations and govt. relations, Murali Sashidharan.

    OML CEO Tusharr Kumar added, “In today’s crowded digital landscape, crafting authentic narratives is more important than ever. We’re thrilled to collaborate with Ather Energy, a brand that embodies innovation, to create campaigns that deeply engage audiences and build a loyal community.”

    For those still stuck in billboard-era brand building, here’s the newsflash: today’s consumer trusts creators more than companies. With Hypothesis in the driver’s seat, Ather aims to plug into that sentiment, creating community-led, culturally-relevant campaigns that actually land with their target audience.

    The brief? Cut through the noise with creator-first strategies, smart data, and stories that feel less like ads and more like scrolling gold. And if you’re worried about ROI, don’t be—Hypothesis was built to solve influencer marketing’s biggest headaches: mismatched creators, data blackholes, and the dreaded spreadsheet chaos.

    With this new partnership, Ather Energy isn’t just riding the EV wave—it’s looking to own the content highway too. And with OML’s Hypothesis navigating, expect some powerful, eco-conscious brand storytelling that’s more ‘real talk’ and less ‘corporate mumbo jumbo’.

  • Vani Rane transitions to JioStar as creative head of network branded content

    Vani Rane transitions to JioStar as creative head of network branded content

    MUMBAI: Vani Rane, has recently taken on the role of creative head for the expanded branded content vertical for the network at JioStar, following the merger of  the two media powerhouses – Disney Star TV India  and Viacom18 Media under the Reliance Industries umbrella.  With over 18 years of experience in content development and production, Vani is eager to leverage this new opportunity to push creative boundaries and deliver innovative content.

    Expressing her excitement about the transition, Vani stated, “My playground just got a whole lot bigger and better!”

    She is enthusiastic about leading a talented team, emphasizing that their collaboration will enable them to create compelling stories and branded content. The merger has opened up expansive possibilities for content creation, positioning the team to explore exciting new directions in both television and OTT platforms.

    Prior to her move to JioStar, Vani served as the creative Head at Viacom18, where she honed her skills in both fiction and non-fiction content development. Her impressive portfolio includes successful projects like Swipe Ride with Shruti Haasan and various brand partnerships across different media formats. Vani’s tenure at prominent companies such as Zee Entertainment, Zoom, Maxus ESP and Culture Machine further cements her reputation as a leader in branded content.

    With her new role, Vani aims to elevate JioStar’s content strategy, focusing on creative solutions and partnerships that resonate with audiences. 

  • Shruti Bhargava returns to Republic Media Network as national branded content head

    Shruti Bhargava returns to Republic Media Network as national branded content head

    MUMBAI: Shruti Bhargava has officially commenced her new role as the national head of branded content and associations at Republic Media Network. In her announcement on LinkedIn, she expressed her gratitude, stating, “Thank you Hersh Bhandari for your unwavering support and for the opportunities to help me grow in the professional journey.”

    With over 15 years of extensive experience in the media industry, Shruti Bhargava’s career reflects remarkable growth and versatility.

    She has held significant leadership roles, including general manager – north at Republic World since January 2024, overseeing operations and advertising revenue across platforms. Prior to this, she served as regional head – north & east India at Goldmines Telefilms, managing advertising revenue for diverse television channels. Between April and December 2022, she was general manager at Republic World, spearheading branded content initiatives and campaigns.

    Earlier, as deputy general manager at Republic Media Network Sales, she led the North India business for Republic TV from June 2021 to March 2022.

    Bhargava’s career also includes senior manager positions at TV Today and HT Media Ltd, where she managed advertising sales and marketing strategies across radio, television, digital, and print media, cementing her reputation as a well-rounded leader in the industry.

    Bhargava’s academic background includes a Bachelor of Technology in computer science from the Indian Institute of Technology, Kanpur, and a master’s degree from the University of Illinois at Urbana-Champaign. Additionally, she has participated in significant initiatives such as the International Antarctic Expedition as a Climate Force Ambassador.

    As Bhargava steps into this new chapter at Republic Media Network, her vision is set on strengthening brand partnerships and creating impactful content that resonates with audiences across the nation.

  • Prash Dalvi and Saloni Surti launch punctuate productions in Mumbai

    Prash Dalvi and Saloni Surti launch punctuate productions in Mumbai

    Mumbai: Prash Dalvi and Saloni Surti have launched Punctuate Productions, a new content studio aimed at revolutionising the video solutions market. Based in Mumbai, the studio brings a fresh approach to content creation, focusing on short video production, digital video films, TVCs, branded content, and more. With over 25 years of combined experience, Prash and Saloni are committed to crafting videos that deeply resonate with audiences, tapping into cultural insights and evoking emotions that drive action.

    Launched earlier this year, Punctuate Productions started with just two people and has now grown to a dynamic team of over 10. Prash brings over 12 years of experience, having worked with industry giants like Pepper Content, Stonks Studios, and Social Samosa. His expertise in short-form content includes viral campaigns for brands such as Swiggy and Google. Saloni, with 13+ years of experience in journalism and content marketing, has collaborated with multiple prestigious publications, shaping the studio’s vision for impactful, authentic content.

    Punctuate Productions is known for its Emotive Content Strategy (ECS), which aims to create videos that evoke a wide range of emotions. From curiosity to envy, every video is designed to resonate with viewers and spark action. The studio’s work spans a variety of brands, including Bill & Melinda Gates Foundation, Motilal Oswal AMC, Swiggy, Google India, Prime Video India, and others.

    Some of their key campaigns include:

     

     

     

     

     

     

     

     

    Punctuate Productions is also the creator of the popular ‘A&M Interview Series – Human Behind the Marketer’, which features prominent figures from the advertising, marketing, and digital industries. Season one included notable industry names such as Piyush Pandey and Krishnarao Buddha.

    Punctuate Productions co-founder, Dalvi said, “With just a swipe of the thumb, consumers can skip any content. At Punctuate Productions, we see this as our challenge – and our commitment. We create videos that people don’t just see; but seek out. By crafting content that aligns with what consumers genuinely want, rather than simply pushing what we want to show, we ensure every frame resonates, captures, and holds attention.”

    Punctuate Productions co-founder, Surti shared, “My 12+ years in Advertising & Marketing journalism were like a master’s degree in the industry. The campaigns that have stayed with me weren’t just great stories—they were built on real, resonant insights. At Punctuate Productions, we are driven by the same commitment to authenticity and impact, collaborating with brands and agencies alike to create videos that seamlessly weave into the fabric of consumers’ daily lives.”

  • CNN and Hyundai launch campaign honoring changemakers and visionaries

    CNN and Hyundai launch campaign honoring changemakers and visionaries

    Mumbai: CNN International Commercial (CNNIC) and Hyundai Motor company are partnering to launch a cross-platform campaign celebrating extraordinary success stories worldwide. This collaboration features a blend of branded content, advertising, and sponsorship, bringing Hyundai Motor’s mission of ‘Progress for Humanity’ to life through engaging storytelling for CNN’s global audiences.

    The campaign’s branded content includes two films by CNNIC’s global brand studio, Create, showcasing Hyundai Motor’s commitment to sports. In the first film, Australian surfer and Hyundai ambassador Laura Enever, a Guinness World Record holder, raises awareness for female surfers and advocates for the sport’s future. Through a documentary-style approach, Enever’s story empowers young female surfers to follow their dreams.

    Hyundai Motor will also sponsor Visionaries, an editorial series airing across CNN International’s TV, digital, and social platforms from November through April. Visionaries will highlight leaders in fields like art, business, technology, and sports, aligning with Hyundai’s goal of promoting quality of life. The series, hosted by CNN’s high-profile correspondents and anchors, will showcase stories of people shaping a better world.

    ‘We are excited to collaborate with Hyundai Motor Company on this inspiring campaign that underscores our shared commitment to spotlight the diversity of inspiring leaders across different fields of importance who have each pioneered change for the better,” said CNN International Commercial, senior vice president, Cathy Ibal. “Through our authentic storytelling and a rich mix of branded content and the editorial series, we hope the compelling stories we shared will inspire CNN’s global audiences and spark meaningful conversations.”

    The first Visionaries episode aired on 2 November, featuring Olympic champions Simone Biles and Jordan Chiles on handling pressure, alongside former PepsiCo CEO Indra Nooyi discussing balancing motherhood with leadership.

  • TCH 2022: The art of telling authentic brand stories using content

    TCH 2022: The art of telling authentic brand stories using content

    Mumbai: There’s a lot of content available to consumers that is vying for their attention. Brands are finding it difficult to leave a deeper mark on the consumers’ minds with plain vanilla advertising. The mode of brand storytelling has evolved from 30 seconders and one-minute advertisements to creating owned media platforms and content to form an association with the consumer which lasts.

    Brands cannot jump blindly into the content-making exercise. First, one has to identify the brand purpose and where the brand is standing with its content. Content is a powerful way to increase the mind share of the brand but if executed poorly it can also go wrong.

    At the sixth edition of Viacom18 presents Indiantelevision.com’s The Content Hub Summit 2022 held on Wednesday leading marketers spoke about the role of content in their brand strategy. The session was joined by Dentu international The Story Lab country head Deepak, Godrej Industries and Associate Companies AVP corporate brand and communications Michelle Francis, GroupM India head – branded content and Wavemaker India chief content officer Karthik Nagarajan, Tata Consumer Products head shoppers and customer marketing Sagar Boke, PhonePe director and head of brand marketing Ramesh Srinivasan and OPPO India chief marketing officer Damyant Singh Khanoria. The session was moderated by Viacom18 head branded content Vivek Mohan Sharma.  

    The industry event is co-powered by Applause Entertainment and IN10 Media Network. Aaj Tak Connected Stream is the association partner. Industry partners are Fremantle India, Hill+Knowlton Strategies, One Take Media, Pratilipi, Pocket FM and The Viral Fever. The Indian Motion Pictures Producers’ Association (IMPPA) is our community partner.  

    “We have a smartphone launch every second week. When you need to make the consumer realise the unique features of each product there’s a lot of content creation that needs to happen,” remarked OPPO’s Damyant Singh Khanoria. “We solved this problem by enabling creation in the larger community of creators and influencers.”

    Another aspect that OPPO realised was to stop looking at its brand ambassadors as celebrities who are endorsing a product but rather as actors to leverage in a storytelling narrative.

    “I think it is important to have a healthy appetite for risk as a brand. We started commissioning projects that break the artificial boundaries of how we advertise,” said Khanoria.

    OPPO had partnered with the infotainment channel National Geographic to create a series called OPPO Superfactories that turned out to be an excellent piece of branded content, he added. “We want content to be natural and authentic to our brand. An ad is no longer about showing a consumer visiting a store, asking about a product in a three-minute film.”

    When Godrej wanted to change its perception to be associated with lifestyle, the challenge, observed Godrej’s Michelle Francis, was that it was perceived as a legacy brand that had been around for many decades. “We thought that we needed to build a community that would advocate for the lifestyle brands of the Godrej group. That’s how we came up with Godrej L’affaire.”

    The platform launched a nine-episode web series with actor and comedian Jamie Lever with a seamless integration of Godrej brands. “The content was so authentic that it did not look at branded content in terms of integration,” said Francis.

    Whether a brand decides to create its own content is not an either, or question, explained Tata Consumer Products Sagar Boke. He believes it depends on the object and life cycle of the brand. There are advantages to branded content which takes a bit more time to build but connects deeply with the audience. “If you want to build a community around your brand, there’s nothing better than building your own content,” he said. “If you use someone else’s content or a celebrity, it is not going to work.”

    Boke further said that if data is part of a brand strategy, then building your own platforms makes a lot of sense to gather first party data on your consumer.  This helps the brand create more targeted and sharper advertising communication.  

    PhonePe’s Ramesh Srinivasan concurred with Boke stating “As a brand we’re trying to cater to India at large. That means we need to be placed where India is in terms of culture. Branded content captures the consumers’ mind space when they want to consume communication. It creates the right context which is key.”

  • Anand Sreenivasan joins Republic Media Network as National Head-Branded Content

    Anand Sreenivasan joins Republic Media Network as National Head-Branded Content

    Republic Media Network has appointed Anand Sreenivasan as the National Head-Branded Content. With an overall experience of more than 16 years, Sreenivasan will head the Fluid team. It is the branded content vertical of the network. The Fluid team has produced several award-winning series for the brand. 

    Earlier, Sreenivasan has led media organisations like ZoomTV, UTV, Sony, and A&E network. He also worked as the head of the west region for display and branded content at The Quint, the company said in a statement.

    On joining Fluid, Sreenivasan said, “The last couple of years have made the Indian content space fascinating and dynamic. The emergence of new-age content providers and multi-platform choices for the viewer has made it a challenge for all content creators. With Fluid, we will now look forward to creating bespoke content solutions for partners across Digital and Television.” 

    “This will be a one-stop shop ensuring end-to-end content development and distribution. As a network, we are already leading the way for the news genre and we will now look to establish the same in the branded content space too,” he added.

    Welcoming this move, Republic Media Network’s Group COO Hersh Bhandari said, “We would like to welcome Anand onboard then Republic Media Network. He is one of the sharpest minds in the business of content. With over 16 years of work experience in the business of content and digital, Anand will add strength to the leadership team by curating some of the large IP’s for the network and integrated brand solutions for clients. Anand will add strength to our core leadership team and lead the branded content vertical for the network nationally.”

  • Rainshine Entertainment produces web series for Maruti Suzuki

    Rainshine Entertainment produces web series for Maruti Suzuki

    Mumbai: Rainshine Entertainment’s brand solutions arm has conceptualised and produced Maruti Suzuki’s first long format fiction series “Ek Extra Mile.” The project is supported by dentsu Impact.

    The show, starring Anuj Sachdeva and Meghana Kaushik, will be available on OTT streaming service Voot and social media handles of Being Indian. The web series revolves around the life of a nuclear family that embarks on a quick road trip journey to reconnect with each other.

    “The show is our endeavor to position what ‘Maruti Suzuki Arena’ embodies to their target audience and gives them another touchpoint to experience the brand ‘Dzire’,” said Rainshine Entertainment CEO Anuraag Srivastava. “As the forerunners in providing integrated solutions, we’re proud to have seamlessly integrated Maruti Suzuki Dzire’s philosophy through the show. With our projects and campaigns receiving their due acclaim in the past, our key challenge is to keep growing and delivering consistently to our brand partners. We’re confident that ‘Ek Extra Mile’ will be another step in that direction.”

    “We at Voot Studios are thrilled to bring a beautiful and heart-warming show like Ek Extra Mile onto our platform and are looking forward to associating with Rainshine Entertainment and Maruti Suzuki in the times to come,” said Voot Studios head Ranjitha Priyadarshini. “Just like the journey embarked by the protagonists, audiences too will experience the many ups and downs and relate to its fascinating narrative. On the back of relatable characters and an engaging plot, it promises to be an offering that our viewers will thoroughly enjoy.”

    “We at dentsu Impact, have always believed in the power of storytelling for our brands,” said dentsu Impact vice president Binodan Sarma. “Our association with Rainshine Entertainment and Voot is an extension of this belief. Not only has this association opened up new frontiers for branded storytelling but the experience of working on this project has helped us as a creative agency to discover fresher insights to brand building, which we plan to continue with clients going ahead.”