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Tag: Gunjan Arya

  • Hypothesis expands globally to empower brands to connect with international creators

    Hypothesis expands globally to empower brands to connect with international creators

    Mumbai: Only Much Louder’s tech business, the AI-powered influencer marketing tech, Hypothesis, is set to expand its global footprint after revolutionizing the Indian influencer market. Built with a borderless vision primed to cater to the diverse needs of a global user base, Hypothesis takes the next step to establish its presence in several key international markets by 2025.  In the first phase of global expansion, Hypothesis will be available in the Asia-Pacific region (Singapore, Australia, Malaysia, Philippines, Vietnam, and Thailand), Middle Eastern countries (Abu Dhabi, GCC nations, Egypt, Lebanon, Saudi Arabia, Kuwait and Qatar) as well as strategic locations in Africa (Kenya, Nigeria, and South Africa) along with the USA. Hypothesis will collaborate with global brands and agencies, enabling data-driven influencer marketing strategies, ensuring maximum returns on audience engagement/conversion.

    Hypothesis is a futuristic solution to influencer marketing for brands and agencies. Created with the inherent purpose to serve a global audience, this tech tool has streamlined the influencer marketing process in India by bringing together discovery, outreach and analytics under one umbrella. Hypothesis has emerged as a game-changer in the Indian creator economy, enabling brands and agencies to tap into diverse markets, leveraging its data-backed metrics that optimize campaigns and overcome geographical and language barriers for brands and agencies. Besides, the platform’s advanced approach aligns perfectly with the evolving needs of the industry, empowering brands to excel in their global marketing efforts.

    OML’s strategic initiative to expand Hypothesis into diverse markets reflects a proactive approach to capitalize on the exponential growth of influencer marketing, which has experienced a remarkable CAGR of 33.4% in key regions such as Australia, Asia-Pacific, the Middle East, and Africa. Furthermore, the USA, Asia-Pacific, and the MENA region emerge as dominant players in the global influencer marketing landscape, driven by cutting-edge technologies and an increasing demand for data analytics. In such a landscape, to cater to the strong demand for innovative influencer marketing solutions, OML has strategically chosen these regions for Hypothesis’ global expansion recognizing their significant growth opportunities.

    As OML has ventured into international markets across South-East Asia, the Middle East & Africa, and Eastern Europe, the company has established a large network of trusted channel partners, including creators, creator management agencies, and agency partners. Combined with OML’s in-house team, the network of businesses will propel the accelerated expansion of Hypothesis across these global markets. Along this journey, OML remains open to exploring new collaborations and opportunities with companies that share a common vision of transforming influencer marketing.

    Hypothesis, OML – Sr VP – product & analytics Himani Agrawal said, “As brands and audiences alike are seeking authentic engagements from creators, data-driven insights have become the cornerstone of success in influencer marketing. At Hypothesis, we’re proud to cover these nuances by offering a comprehensive kit for creator evaluation using 100+ data points. From analyzing posting patterns to assessing the authenticity of engagements, we provide the ultimate tool needed for your marketing arsenal. All this is made even more convenient with our self-serve mode, empowering brands to initiate impactful influencer campaigns independently.”

    OML Entertainment CEO Gunjan Arya said, “As we embark on this exciting journey, we’ll closely monitor several key milestones. We are aiming to infiltrate these markets at the rate of five to ten per cent in the first year, establishing ourselves as a recognized player in these new territories. We’ll also track our customer acquisition rate, and hope for a 15-20% jump to assess our effectiveness in reaching new audiences. Besides, we aim to derive over 35% of revenue from our global expansion efforts. Finally, to foster a truly global community, our goal is to achieve half of our website and social media engagement from international audiences, propelling a transformation in the influencer economy with our SaaS product, Hypothesis.”

    For more than two decades, OML has been a leading network of businesses with extensive reach across artist management, influencer marketing, branded content, tech and development of original long-form content in over 22 countries. Recognizing the gap in scalable creator technology and services, OML created Hypothesis. Now, with Hypothesis’ global expansion in focus, the company aims to unlock doors for more brands and agencies worldwide, especially in key regions where the influencer marketing industry is thriving – to empower the creator economy.

  • Blink Digital, Meta, and OML host workshop on using reels for performance marketing

    Blink Digital, Meta, and OML host workshop on using reels for performance marketing

    Mumbai: Blink Digital is excited to announce a strategic partnership with Meta and Only Much Louder to deliver an intensive one-day workshop on 28 May, focused on the power of Reels in performance marketing. This initiative aims to educate brands and marketers on creating compelling, thumb-stopping content that drives both engagement and action. With the growing importance of short-form video content, the workshop will highlight the benefits of investing in Reels as high-performing assets.

    Blink Digital, an award-winning independent digital agency, aims to bring their learning of global clients to India. With a staggering 100M spent on reel by Blink last year, the session will be power-packed with insights and learnings with Meta as a leading discovery platform and Only Much Louder enhancing the focus on creator content, this workshop represents a unique opportunity for brands and creators alike to stay ahead in the dynamic field of performance marketing.

    Meta, India head of agency Gaurav Singh will deliver the keynote address, setting the stage for a series of sessions and workshops. Topics include ‘Reels in Modern Marketing’ by Anoop Menon, Agency Partner at Meta, India, and ‘Creating High-Performance Reels’ by Dia Kirpalani, Head of Creative Strategy at Blink Digital.

    “This initiative is designed to educate brands at the forefront of the digital ecosystem,” said Blink Digital co-founder and COO Rikki Agarwal. He added, “Utilising short-form video content on Reels is crucial for brands to thrive online. We grasp the nuances of the global market and aim to bring those insights to India. At Blink Digital, we are convinced that creativity is paramount, and when executed well, it drives the performance brands require.”

    Only Much Louder CEO  Gunjan Arya added, “We are excited to bring our network of creators and brand partners to this workshop, with whom OML has had the privilege to keep in step with as the platform has grown. Borrowing from our insights having worked with over 10,000+ creators in 20+ countries, we are offering participants real-world insights and practical tips on creating impactful Reels. We assure you that everyone attending will gain valuable knowledge and skills, making this workshop beneficial for both brands and creators alike.”

    Join us for an exclusive session where we share our insider secrets. Learn how to optimise your media spending, ensure each investment delivers exceptional ROI, and drive remarkable growth. RSVP now to secure your spot and take the first step toward unlocking your brand’s full potential.

    You can register and see the agenda here – https://blinkdigital.in/metaday/

    When – Tuesday, 28th May

    Time – 10:30 am onwards

    Where – Meta Office, One BKC, Mumbai

  • OML Entertainment appoints Kreeti Gogia as head of content

    OML Entertainment appoints Kreeti Gogia as head of content

    Mumbai: OML or Only Much Louder Entertainment, a market-leading, full-service media and entertainment organisation has announced the appointment of Kreeti Gogia as head of content signaling a strategic leap forward in shaping the future of digital entertainment.

    With close to 15 years of experience in media, Kreeti has made a mark for herself as a creative producer and director, crafting compelling content across formats. She has worked on fiction, non-fiction and scripted reality storytelling while nurturing and collaborating with several artists, guiding their transition from YouTube to OTT and even television.

    Kreeti has been associated with OML since 2015, first as a freelance executive producer before coming on board full-time and rising up to become content head in 2019. During this time, she worked extensively on projects like Comedy Hunt on YouTube, Pushpavalli, Shaitan Haveli, Laakhon Mein Ek and all seasons of Comicstaan. With a portfolio of over 25 stand-up specials, including Comedians of the World for Netflix in India, and several fiction shows, Kreeti’s diverse expertise has been instrumental in OML’s success.

    She has previously worked at UTV Productions, Endemol Shine India, Wakao and Colosceum Media creating content for Amazon Prime Video, Netflix, UTV Bindass, Channel [V], MTV, YouTube, Jio Cinema and more. Most recently, she also helped set up 1947 Productions, where they created content for Zee5, MX Player and Epic On.

    Kreeti brings a wealth of experience and expertise to her new role at OML Entertainment, where she will helm the entire content division while overseeing all business and operations for it.

    Speaking of Kreeti’s appointment, OML Entertainment CEO Gunjan Arya said, “As Kreeti takes on her new role at OML Entertainment, her deep understanding of television production and track record of success highlights her readiness to lead our long-form original content division into a new era of excellence. Kreeti’s appointment signifies more than just a leadership change — it symbolizes OML Entertainment’s dedication to delivering immersive content tailored for the digital age. As audiences increasingly turn to OTT platforms for their entertainment needs, OML Entertainment is primed to meet this demand head-on under Kreeti’s visionary guidance.”

    Speaking of her new role, Kreeti Gogia, OML, was quoted as saying, “OML holds immense significance in my career journey; it’s where I’ve grown both personally and professionally. I couldn’t be happier stepping into a role that allows me to not only shape the content we create but also influence how we produce and develop it. In today’s saturated content landscape, standing out can be a real challenge. However, I’m genuinely confident in the quality of the content we’re set to produce thanks to the exceptional team and external talent we have on board. As we forge ahead, I’m eager to venture into uncharted territories, carrying forward OML’s legacy of being at the forefront of innovation.”

  • OML expands global presence with 500 plus shows in 60 cities

    OML expands global presence with 500 plus shows in 60 cities

    Mumbai: Representing a roster of more than 93 comedians, creators, writers, actors and other artists, OML’s artists management business at the Mumbai-headquartered media and entertainment company has announced an amplified international touring schedule for 2024. The company continues to spearhead its global expansion collaborating with an expansive network of over 1,800 creators spanning 24 countries. Since 2002, OML has transformed the Indian live-touring ecosystem, following and have taken their expansive roster to international territories. As leaders in the global touring circuit, OML is now committed to working with a diverse set of comedians and other performing artists to facilitate their international tours.

    Only Much Louder CEO Gunjan Arya said, ” We have been very lucky to be repping hardworking and ambitious talent which has allowed us to take risks and scale up while enabling us to have front-row seats in expanding the global footprint of the Indian comedy ecosystem, by OML partnering with promoters across 60+ cities and programming over 500 shows, just this year. We are very grateful for the overwhelming response and support we’ve received. Our commitment to spotlighting diverse talent on international platforms remains steadfast.”

    The upcoming 2024 international schedule features more than 20 OML-repped comedians going on international tours. After conquering Royal Albert Hall, Zakir Khan sets his eyes on North America with more than 20,000 tickets sold so far and a sold-out performance at Madison Square Garden in March. Abishek Kumar and Nirmal Pillai also take their crowd work show to North America later in August and September. Prashasti Singh heads to Europe performing in Munich, Amsterdam, London, Dublin, Stockholm and Paris in March. On the other hand,  Anirban Dasgupta and Urooj Ashfaq, hot off their recent runs at Soho Theatre in London, making their way to the Melbourne International Comedy Festival where they are taking their solo shows for month-long runs, followed by the Edinburgh Festival Fringe. Azeem Banatwalla too will have a month-long run at the Melbourne International Comedy Festival. Rahul Subramanian heads to the Middle East for a series of shows before going to Australia where Biswa Kalyan Rath too takes his show on the road.  

    Comedian Prashasti Singh said, “I have always wanted to perform to a wider audience across the world. The idea of doing it is both exciting and nerve-wracking! OML has helped me plan and execute live shows outside India and now I’m thrilled to take my show on the road to Europe for the first time. Looking forward to now being a part of International Festivals too”.

    In 2024’s touring schedule, OML has collaborated with a diversified portfolio of Indian as well as international promoters. Furthermore, they have partnered with the world’s three biggest comedy festivals – the Melbourne International Comedy Festival 2024; Just For Laughs; and the Edinburgh Festival Fringe to showcase their roster’s talent.  

    Comedian Zakir Khan said, “What we have achieved is bigger than what I dreamed, I don’t think I ever thought we’d be able to achieve even 10% of what all we have done just this year and the humbling part is abhi toh yeh sirf shuruaat hai (this is just the beginning),”.

    Over the last few years, OML has expanded its international market share to include shows featuring and headlining Indian comedians in over 60 cities across the USA, Canada, UK, Germany, France, Sweden, Scotland, Hong Kong, Malaysia, Kenya, Spain, Azerbaijan, Saudi Arabia and more. The company has scaled up its presence from local comedy clubs to globally renowned and aspirational venues such as Madison Square Garden in New York; the Royal Albert Hall in London; the Etihad Arena in Abu Dhabi; the Meridian Hall in Toronto; the Esplanade – Theatres on the Bay in Singapore; and the Sydney Opera House in Australia to name a few. From 13 shows in 2018, OML has amplified its international touring presence to a staggering 500+ shows across the world in 2024.

    Artist management SVP Rishabh Nahar said, “With over 500 shows across 60 cities, we are not just pushing boundaries but also forging new avenues for Indian talent to shine on a global stage. This is just the beginning of an exciting chapter for OML and the exceptional artists we represent. The number of Indian comedians touring in these markets have exponentially increased and the promoters with whom we have developed and scaled markets with are now also trusted partners for comedians who are not repped by OML too, thereby building a lot of inclusivity. OML has the highest market share of revenue, tickets and volume of shows when it comes to international touring of Indian comedians. And more importantly, our artists have been able to create a global impact for the Indian entertainment ecosystem.”

    In fact, OML had programmed a whopping 114 shows at the Fringe in 2023, a feat unrivaled by any other Indian agency so far and in 2024, the number goes up to 150. This year also marks OML programming the highest number of shows at the Soho Theatre in London. These amplified efforts have consequently opened up international opportunities for the Indian comedy industry as a whole, bringing Indian talent to a global stage and audience.

    In 2018, the overall Indian comedy industry pulled off a total of 35-38 international shows, of which OML facilitated 13. OML also helped develop and grow international comedy markets beyond Southeast Asian and Middle Eastern territories such as Singapore, Dubai and Thailand.

  • OML Entertainment sweeps ITA awards with Triple Triumph in OTT Categories

    OML Entertainment sweeps ITA awards with Triple Triumph in OTT Categories

    Mumbai: OML Entertainment, a prominent Indian media and entertainment company, secured three prestigious awards at the Indian Television Academy. The accolades include best story for “Half Pants Full Pants” on Amazon Prime Video, Best Reality Series – OTT for Zakir Khan’s stand-up special “Tathastu,” and Best Anchor-Reality Series OTT for Zakir Khan’s acclaimed series “Farzi Mushaira” on Amazon MiniTV. The recognition solidifies OML Entertainment’s position as a leader in delivering top-notch content in the rapidly evolving landscape of digital entertainment.

    Under the esteemed leadership of Anu Ranjan and Shashi Ranjan, the 23rd ITA Awards marked a resounding celebration, recognizing brilliance in the realms of television, OTT, and films. Held on 10 December and supported by the Ministry of Women and Child Development, this prestigious event witnessed the distinguished presence of Smriti Irani, Union Cabinet Minister, Government of India. The event was a star-studded affair, with OML and Zakir Khan receiving significant acclaim from the ITA. Being nominated in multiple categories and winning these three titles in the OTT space,  while sharing the stage with some of the industry’s best stories and talented individuals, reaffirms the impact and quality of OML’s evolving content that strikes a chord with the masses.

    Half Pants Full Pants, ‘An OML Creation’, directed by V. K. Prakash, adapted from Anand Suspi’s eponymous book, Half Pants Full Pants, unfolds in a quaint South Indian town, offering a nostalgic glimpse into a time before the internet and mobile phones dominated our lives. The story revolves around seven-year-old Anand, fondly known as Dabba, and his well-mannered friend Giddi as they embark on heartwarming adventures, evoking a sense of longing for the simplicity and innocence of days gone by.  

    OML Entertainment is Zakir Khan’s talent management agency, and produced Tathastu and Farzi Mushaira. The revered Indian artist, won the best stand-up act for Reality Series – Tathastu which was structured into three compelling chapters—Paradise, Exile, and The Return. It intricately unfolds the Zakir Khan origin story. This special stand-up act delves into the pivotal elements of his life, particularly emphasising his profound connection with his late grandfather, the renowned singer Ustad Moinuddin Khan and his journey from his upbringing in a joint family to his college days and initial career experiences, culminating in his foray into comedy. He also won the Best Anchor-Reality Series OTT for acclaimed series “Farzi Mushaira” on Amazon MiniTV. Farzi Mushaira is a poetic carnival of exciting and fun episodes, dealing with shayris(urdu poetry) on topics of rejections, heartbreaks, cheating and candid confessions.  

    OML Entertainment was also honored to receive nominations at the Filmfare Awards this year. The recognition was a testament to the quality of the agency’s productions, with the following titles earning nominations in various categories: “Tathastu” for Best Series (Comedy), “Farzi Mushaira” for Best Series (Comedy), and “Half Pants Full Pants” also competing in the Best Series (Comedy) category. Additionally, the talented portrayal of the character Dabba in “Half Pants Full Pants” earned a nomination for Best Actor in the Series (Comedy) category.  

    OML Entertainment spokesperson Gunjan Arya was quoted as saying, “We are grateful to have our work recognised at the esteemed ITA.  From Half Pants Full Pants which was a true industry wide collaboration in our work with Anand Suspi who wrote the book on which it is based and VK Prakash bringing his distinct directorial experience to audiences, to Zakir’s standup special Tathastu that made audiences feel a wider range range of emotions than most other comedy specials – we are especially grateful to Amazon Prime Video for their partnership. Furthermore, Farzi Mushaira as a format that Amazon MiniTV took a bet on where Zakir has showcased yet another laugh roller coaster that audiences have loved and adored him for, is a recognition of his sheer talent and auteurship as an artist. OML has always strived to create diverse and wholly unique entertainment experiences for fans, and we are humbled and proud to have the recognition of a platform such as ITA in our journey.  We remain inspired to deliver more shows and formats in diverse genres and with interesting narratives alongside our partners that champion the content ecosystem.”  

    Known for its prominence in the entertainment industry, the ITA Awards served as a flagship event that shone a spotlight on exceptional talent and accomplishments. From captivating performances in fiction to groundbreaking strides in non-fiction, the ceremony acknowledged the outstanding contributions of individuals and shows within the industry. It was a night that celebrated the diverse excellence that continues to shape the landscape of Indian entertainment.

  • Zakir Khan shines as first Asian comedian at Royal Albert Hall

    Zakir Khan shines as first Asian comedian at Royal Albert Hall

    Mumbai: Zakir Khan, achieved a historic milestone in his illustrious career by becoming the first Asian comedian in the world to headline the iconic Royal Albert Hall in London with his show “Mannpasand”. Zakir’s shows at such prestigious global venues mark a significant moment for the Indian entertainment industry, which drives a shift in the industry.

    This show was Zakir’s first biggest single indoor show and was held at the 152-year-old, historic Royal Albert Hall with an impressive turnout of over 5,000 fans.

    The Show was supported by the talented Sindhu Vee, a UK-based Indian stand-up comedian, actor, and writer whose comic deliverance had the audience in splits, setting the perfect tone for the night. Following her act, India’s ‘Sakht Launda’, a true icon in the world of storytelling and comedy, Zakir, delighted the audience with his sharp wit and captivating on-stage poetry. The performance elicited an extraordinary response, with the longest-standing ovation lasting that made it seem like a football arena with roaring fans! This live performance solidified Khan’s position as an entertainment icon, inspiring and paving the way for other Indian comics & artists to grow while putting India’s entertainment industry on a global stage.

    The diverse crowd in attendance of the live show was a testament to Khan’s universal appeal, drawing fans especially from across the South Asian diaspora, including Indians, Sri Lankans, Bangladeshis and Pakistanis, Audiences travelled from Paris, Amsterdam, Birmingham and Dublin to watch the show. This marvellous occasion represented a momentous celebration for the South Asian communities as they united to celebrate an accomplished Indian, Hindi-speaking comedian on a world-renowned culturally enriching venue and stage.

    Zakir Khan said, “I am deeply grateful for the opportunity to perform at this historic hall of Royal Albert, which has played host to world-famous artists over the years. It feels almost surreal to see my artistic dream turn into reality. In what has become one of the most significant shows of my life, I want to extend my heartfelt thanks to OML for their unwavering support in facilitating this grand occasion. I am grateful to entertain the attendees by spreading laughter and also overwhelmed by the immense love, and appreciation that I received from the fans. They have been with me through thick and thin since the early years of my career & I am eternally grateful to OML for enabling me to live my dream and share my stories and artistry with the world.”

    OML Entertainment (Only Much Louder) CEO  Gunjan Arya stated, “This truly marks a historic moment for Indian entertainment on a global stage. Zakir Khan’s sold-out performance at the Royal Albert Hall is not just a triumph for all of us at OML but a significant milestone for the entire industry. We’re immensely grateful to our partners at AEG, UTA, and Soho Theatre, for their instrumental partnership in making this dream a reality. We’re so overwhelmed with the responses pouring in… thrilled to see the entire community come together to celebrate this important feat. For all of us, this is just the beginning, as we look forward to more incredible venues and bigger milestones ahead.”

    Zakir’s journey to London’s Royal Albert Hall is nothing short of inspirational. Having more than 1,000 shows under his touring repertoire, Zakir is a seasoned comedian. Zakir has performed at 120 shows having sold 300,000 tickets in India and 100,000 tickets internationally. His rise to fame began in 2012 after winning the title of ‘India’s Best Stand Up’ in a well-renowned comedy competition organised by Comedy Central. Since then, his widely acclaimed string of stand-up specials ‘Haq Se Single’ (2017), ‘Kaksha Gyarvi’ (2018), and ‘Tathastu’ (2022) and multiple seasons of ‘Chacha Vidhayak Hai Humare’ showcased on Amazon Prime Video, have further cemented his position as one of India’s most beloved comedians, dominating OTT platforms and not just the live arena circuit.

    OML Entertainment is Zakir’s talent management agency. Rooted in a steadfast commitment to nurture and empower creative talent in India, OML has dynamically transformed into one of the prime shapers of the creator ecosystem. The company’s stand-up comedy talents have been further pushing the envelope, exploring diverse avenues with the aim to place comedy at the core and this step has allowed the platform to continue retaining its position as a pop-cultural mainstay in India. Furthermore, the past few years have seen a shift with Indian creators taking centre-stage at global events and Khan’s presence at a prestigious stage such as the Royal Albert Hall is a testament to OML’s relentless efforts in creating umpteen opportunities for its talent pool, catapulting their creators onto the global stage, and thus, effectively shaping the Indian pop-culture landscape.

  • Hypothesis introduces creator discovery platform – DiscoveryOS

    Hypothesis introduces creator discovery platform – DiscoveryOS

    Mumbai: Hypothesis, OML’s influencer intelligence platform, recently announced its groundbreaking module, DiscoveryOS, one of the world’s largest creator discovery platforms. As a frontrunner in tech solutions for the creator economy, the search engine is poised to transform how brands and agencies connect with authentic creators. DiscoveryOS harnesses the power of data through its AI-enhanced search, redefining the way brands discover and collaborate with influencers. It represents a paradigm shift in influencer marketing workflow by enabling impactful and measurable campaigns at an unprecedented scale.

    Influencer marketing has changed the way brands build awareness and connection with a broader audience. With an astounding number of over 500 million active influencers worldwide and the ongoing growth of social media platforms, the laborious and challenging process of finding the right kind of creator that resonates with a brand’s ethos has largely been a complex process. DiscoveryOS bridges this gap and empowers marketers to choose trustworthy influencers from its growing database of over 210 million, ensuring their campaigns reach real people, not bots.

    This cutting-edge platform offers a data-backed approach to influencer discovery, ensuring brand safety and authenticity.  Brands can now identify trending and upcoming influencers based on their growth rate, previous brand collaborations or audience affinity, fostering impactful and result-driven marketing campaigns. DiscoveryOS represents a transformative leap towards making influencer collaborations with seamless access to in-depth insights of 212 million global creators at the click of a button.

    Key Features of DiscoveryOS :

    ●    Unmatched reach: Boasting the largest searchable database of over 210 million creators across the globe, DiscoveryOS enables brands to tap into a diverse pool of talent, reaching new and diverse audiences worldwide.

    ●    Advanced filters: With more than 20 advanced filters, including demographics, growth rate, audience interests, and brand affinity, marketers can fine-tune their search and pinpoint creators who align perfectly with their target demographics and campaign objectives.

    ●    Genuine Audience Percentage score (GAP): DiscoveryOS introduces a proprietary GAP score metric, evaluating the authenticity and engagement of a creator’s audience. This ensures brands connect with influencers who have a genuine and loyal following rather than bots or fake accounts.

    ●    Lookalike creator matching: By leveraging AI/ML capabilities, DiscoveryOS allows brands to find lookalike creators based on topics and audience, significantly expanding their reach and discovering new audiences for their brand.

    ●    Detailed creator insights: Marketers gain valuable intel on creator profiles, including growth rates, branded collaborations, and in-depth audience insights, enabling informed decision-making for successful campaigns.

    ●    Spotlight trending creators: With DiscoveryOS, brands can monitor the month-on-month growth of creators, ensuring collaborations with fast-growing influencers who can effectively promote their products and services.

    OML Entertainment CEO and board member Gunjan Arya said, “At OML, our unwavering commitment to driving innovation in the creator economy fuels our pride in Hypothesis and its groundbreaking achievements. DiscoveryOS stands as a testament to our vision, offering a comprehensive end-to-end solution to the challenges prevailing in the influencer marketing domain. By meticulously addressing pain points and streamlining the entire process, this cutting-edge platform is poised to revolutionise branded content creation and elevate the landscape for creators to new heights. DiscoveryOS is set to redefine the influencer marketing landscape, paving the way for unparalleled brand partnerships and authentic connections with audiences. As pioneers in the industry, we take immense pride in unleashing the true potential of influencer marketing, shaping a future where brands and creators can thrive together, hand in hand.”

    Hypothesis Sr VP – product & analytics Himani Agrawal further added, “Creator Discovery is the first and most crucial step to building a robust campaign that can result in effective and efficient ROI for brands, if executed right. Brands are struggling with finding the right creators, with the right target audience, for their brand’s marketing objectives. Hypothesis’ DiscoveryOS with its advanced search capabilities allows brands to do just that. Hypothesis is a first-of-its-kind platform that tackles the pain points of limited access to verified creator information and ability to navigate through ‘the many’ to find ‘the one’. It’s positioned as a powerful catalyst set to revolutionise branded content creation through data-driven decision-making. Hypothesis aims to herald a new era of meaningful collaborations that will spark unparalleled creativity in putting the brands’ messaging in front of the right audience in the most engaging manner.”

  • Bacardi Nh7 Weekender 11 goes virtual

    Bacardi Nh7 Weekender 11 goes virtual

    NEW DELHI: OML and Bacardi are all set to go virtual with the Bacardi NH7 Weekender festival this December. The 11th edition of the multi-genre, multi-city music festival will be held virtually on 5 and 6 December 2020 and can be streamed by fans across the country.

    The two-day digital edition will feature an eclectic line-up of musicians. The festival will be streaming all three stages simultaneously — the Bacardi Stage, The Dewar's Stage and Breezer Vivid Stage — clocking 16+ hours of music by local artists and international talent.

    This time around, fans will be able to host virtual parties during the stream, play games, take pictures in a virtual photo-booth, and join live parties along with artists and fans.

    Adding to the engagement factor of the digital festival experience, the tickets for this year’s edition comes with exciting perks – from the opportunity to pre-buy into next year’s edition of the festival at a reduced price, as well as thoughtfully-curated memorabilia.

    OML CEO Gunjan Arya said: “The Bacardi Nh7 Weekender has brought artists and fans together for over a decade and through the unique virtual festival experience, this is what our objective is this year as well. Bacardi’s support and Insider’s support has been instrumental in designing a highly immersive and interactive platform for this edition of the festival, which we’re extremely excited to unveil to fans of music everywhere. The festival will feature its signature programming mix of international and Indian indie musicians, and give fans to enjoy this unique experience together – albeit online.”

    Insider.in founder and CEO Shreyas Sriniviasan said: “Over the years, the festival has brought people together to experience music with their favourite artists. It’s only natural that we continue to enable the same community experience, not just with the artists, but also with each other, this time digitally.”

    "While bringing back the Weekender state of mind, we wanted to ensure utmost safety for all our artists and audiences," said Brand Bacardi India and south-east Asia senior brand manager Sameeksha Uniyal.