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Tag: Madhura Ranade

  • Scaler, Isobar India partner with Bhadipa for web series ‘BE Rojgaar’

    Scaler, Isobar India partner with Bhadipa for web series ‘BE Rojgaar’

    Mumbai: Tech-based upskilling startup Scaler in collaboration with creative experience agency Isobar has partnered with Marathi content platform Bharatiya Digital Party (Bhadipa) to launch a web series “BE Rojgaar.”

    The upcoming web series is an aspirational story of three friends that captures the struggles faced by engineers in India, today. Directed by Sarang Sathaye, the show stars Saie Tamhankar, along with Sambhaji Sasane and Jagdish Kannam.

    “The objective of this association is to convey the brand’s value proposition to its niche audience through engaging storytelling, the core focus is to leverage the power of digital media on the back of regional content,” said the statement.

    “We have done other small experiments in vernacular language content, and the business & brand outcomes were fantastic. The one-line story of the show is ‘skills over degrees’ built around friendship and employability of engineers, with the quintessential Marathi sass – is right up our alley,” commented Scaler and InterviewBit head of brand and content Ranjeet Kumar. “With ‘BE Rojgaar,’ we want to develop a strong affinity with our Marathi audience and break the degree/certificate hoarding bias when it comes to skilling. We are very confident it will be one of the biggest shows in that market, and our learners will resonate with the theme.”

    “Content is always more relatable when it comes packed with cultural nuances and regional flavours. When a brand is seamlessly integrated within that, it is sure to hit the sweet spot and move the needle on business,” remarked Isobar India AVP and head of branded content and partnerships Madhura Ranade. “A great brand experience is elevated when it is encountered in the most comfortable setting, which is being a regional language in this case. This has proven true, time and again and with every new partnership, this belief gets stronger. This time, addressing a key market in Maharashtra and with none other than the team at Bhadipa and a stellar star cast, we are sure to make this a blockbuster in the Marathi-speaking market and beyond.”

    Isobar India group CEO Heeru Dingra said “this will be the largest regional content collaboration India has ever seen.” She further added, “Given India’s size and diversity, we have always been hearing that vernacular and regional content is the way to go. However, with most brands, there is a hesitation when it comes to committing to this narrative. We are glad to team up with pan India, addressing a brand like Scaler.” 

  • Isobar India announces key elevations and leadership changes

    Isobar India announces key elevations and leadership changes

    MUMBAI: Isobar, the digital agency from the house of Dentsu Aegis Network, has announced key leadership changes across the country.

    Anadi Sah has been promoted to executive creative director, in addition to his current role of lead innovation, technology & creative. As part of this new mandate, Sah will now spearhead Isobar’s innovation and creative unit at a national level along with Isobar India chief creative officer Anish Varghese.

    Business head Gurgaon Himanshu Arora will now be associate vice president, taking in charge of the agency’s business for North region.

    Aakriti Sinha, currently director, social media, will now be national head for Isobar’s social media practice and will be responsible for scaling up the agency’s social media solutions.

    Director, business Madhura Ranade will take charge as head – branded content & partnerships, Isobar’s new service offering. She will be responsible for driving content consulting and strategy with an all-encompassing data-led approach towards platform and content recommendation to drive business results. Her role will also look after content consulting towards branded IP creation to create properties that are brand-safe, drive the brand vision and generate value.

    On the appointment, Isobar South Asia group MD Shamsuddin Jasani said, “We are preparing for the next stage of growth for Isobar India. We have identified the leaders of Isobar who will work with us to take the agency to greater heights. Anadi, Himanshu, Madhura, and Aakriti have played an important role in developing the vision and leadership needed to shape our business and brand strategy across our creative, marketing and technology functions. Their promotions will ensure we continue to power our India agenda and drive excellence in our experience-led transformation proposition.”

    The elevations will boost an accelerated growth by forging stronger ties between the agency, partners and clients, along with streamlining business verticals and fortifying operational efficiency. With these elevations, Isobar will further drive the global agenda of experience-led transformation across its practices.