ITV

Tag: Monk Entertainment

  • Ikea India’s ‘My Happy Space’ returns for a new season of home transformations

    Ikea India’s ‘My Happy Space’ returns for a new season of home transformations

    Mumbai: To create a better everyday life for the many people, Ikea India has released the second season of its popular series, My Happy Space, in association with Monk Entertainment and Next Narrative. Indian homes are vibrant and full of life and this season will continue to celebrate the lively nature of Indian homes where people are always seeking small makeovers that add more character and functionality to their living spaces.

    The first season was immensely successful, achieving over 14 million cumulative views, reaching 80 per cent of the target audience, and garnering over 252K engagements by using a multilingual format and diverse focus to broaden its reach and resonance. Building on the success of Season 1, this new season aims to inspire Indian households by showcasing how every corner can be beautifully transformed to enhance space without sacrificing the wallet. It delves deeper into how every Indian home can do more with less space, demonstrating how thoughtful design can unlock the full potential of any living space.

    Conceptualised by Monk Entertainment and Next Narrative, and co-produced with Monk Entertainment and SOL Production, this four-part series showcases collaborations with influential creators from diverse backgrounds across India. The first episode, airing today, features a studio makeover by Your Food Lab chef Sanjyot Kheer, followed by episodes with South Indian actress Vithika Sheru, comedian Raghu Gowda, and actress Meghana Raj.

    Ikea India country marketing manager Anna Ohlin said, “We are delighted to partner again for the second edition of My Happy Space. This format has proven to be effective, enabling us to connect with a broader audience across diverse geographies, cultures, and passion points. We are committed to investing in creative concepts and intellectual properties that will help integrate Ikea seamlessly into Indian homes. This season’s message is simple: ‘More is possible in every home with Ikea.’ We believe that Indians have a special talent for maximising their spaces, and we want to empower them to make the most of their homes.”

    Next Narrative founder & CEO Mohit Jagtiani said, “We are thrilled to bring back Ikea My Happy Space for a second season this year. The hyperlocal collaboration with creators, combined with a multilingual approach, allows us to showcase the incredible range of possibilities that Ikea offers to diverse audiences. Last year’s campaign received an astounding response, and we’re excited to build on that success, delivering even greater results this time around.”

    Monk Entertainment co-founder and CEO Viraj Seth said “Bringing Season 2 of My Happy Space to life with Ikea has been an incredibly rewarding experience. This season goes beyond simple makeovers, we’re helping people unlock the full potential of their homes. Ikea’s dedication to innovative, functional design allows us to demonstrate how even the smallest changes can create a significant impact. We’re excited to see how this series will continue to inspire Indian households to reimagine and elevate their living spaces.”

    Sharing his overall experience with the collaboration, Sanjyot Keer said, “Transforming my creative studio with Ikea on ‘My Happy Space’ Season 2 was a game-changer. Ikea’s thoughtful design approach didn’t just revamp my workspace; it elevated the entire environment, making it a place where creativity can truly flourish. Every corner now reflects my culinary passion, proving that with Ikea’s reliable process, more is possible in any space. Sharing this journey on YouTube has been incredible, allowing viewers to see how a well-designed space can truly upgrade your lifestyle. Ikea delivered that beautifully.

  • Asian Paints NeoBharat partners with YouTube creators

    Asian Paints NeoBharat partners with YouTube creators

     Mumbai: Asian Paints, a paint and décor brand dedicated to enriching homes and lives across India,  presents ‘Pragati Ke Rang’, a content series that captures the spirit of progress embodied by Asian Paints’ NeoBharat Latex Paint. The series celebrates inspiring stories of YouTube Creators and individuals from small towns, showcasing their transformative journeys towards a brighter future. ‘Pragati Ke Rang’ not only highlights personal growth but also demonstrates the impact of NeoBharat Latex Paint in rural India. Through these visionary stories, Asian Paints aims to connect with rural audiences, by showcasing stories of communities from rural India and highlighting how these communities contribute to the country’s progress.

    Asian Paints Pragati Ke Rang features inspiring stories of four YouTube Creators, who hail from small towns yet have massive social media following through their inspirational stories and content. The series features, Ankit Baiyanpuria, a fitness creator from Sonipat and National Creators Award recipient, revitalizing a local Akhada with NeoBharat Latex Paints, infusing it with vibrant murals that capture the dreams of young wrestlers. The second episode features Rajesh Rawani, a truck driver from Jamtara and a YouTube star, who transforms a well-loved dhaba on NH-33. The dhaba, a symbol of comfort, now proudly displays murals honouring the vital role of truck drivers in India’s progress.

    The third episode highlights Santosh Jadhav, better known as Indian Farmer, a YouTuber from Sangli who is revolutionizing agriculture by introducing modern practices to Indian farmers. This episode captures the vibrancy of the Agricultural Produce Market Committee in Vita, Sangli, where murals celebrate tech-savvy farmers and their growing partnerships with traders. 

    Asian Paints MD and CEO Amit Syngle expressed, “At Asian Paints, we are dedicated to fostering growth and progress across India. Our value-offering, Asian Paints NeoBharat has been an ode to the millions of Indians who are in pursuit of a better life. With NeoBharat we expanded our footprint wider & democratized the category further. Our new content series, ‘Asian Paints Pragati Ke Rang,’ highlights the inspiring journeys of individuals from small towns who are shaping their futures & adding to the progress of India. This vision closely aligns with NeoBharat, our Latex Paint designed to offer an affordable solution for creating beautiful homes & spaces. Through these compelling stories, we hope to spark aspirations by bringing alive these inspiring stories of India. Our goal is to turn every space into a symbol of progress, empowering people and communities throughout the country.”

    Pragati Ke Rang is created in collaboration with Monk Entertainment and Next Narrative. Monk Entertainment CEO and co-founder Viraj Sheth expressed his enthusiasm for the project, stating, “We are thrilled to partner with Asian Paints on such a meaningful project. ‘Pragati Ke Rang’ is not just a show but a movement that reflects our shared commitment to creating content that drives real change. By collaborating with creators like Ankit Baiyanpuria and R Rajesh who resonate deeply with rural audiences, we’re able to bring forward stories that inspire and uplift while also showcasing the superior quality of Asian Paints NeoBharat.”

    Adding to this, Next Narrative founder Mohit Jagtiani said, “YouTube serves as a vast and inclusive platform where creators can connect with their audiences in a genuine and impactful way. This rural content IP transcends traditional advertising; it’s about creating a show for Asian Paints from the ground up while simultaneously transforming community spaces in rural India. We are honoured to be part of this journey, contributing to meaningful progress, and fostering authentic connections.”

    This show represents a step forward in Asian Paints’ mission to bring lasting change to rural India. The initiative not only highlights the superior quality of NeoBharat paint but also reinforces the power of colour to transform & uplift spaces, lives, and communities. As the show progresses, it is set to inspire and uplift rural audiences across the country, painting a brighter and more prosperous future for all.

    This 4-part series has been conceptualized by Monk Entertainment and produced by SOL Entertainment. Please find below links to the promo and the first episode:

    https://www.youtube.com/playlist?list=PL2BHpqroisHZEFM1-PDIa8oe3HPB0t8eG

  • Urban Company launches festive ‘Style My Space’ series with celebrity design challenges

    Urban Company launches festive ‘Style My Space’ series with celebrity design challenges

    Mumbai: Urban Company, a home services platform, in collaboration with YouTube, Next Narrative and Monk Entertainment announced the launch of its YouTube series, Style My Space. Just in time for the festive season, this series will feature some of India’s celebrity friends, including Tanmay Bhat, Aishwarya Mohanraj, Bollywood icons Farah Khan and Maheep Kapoor, and reality TV stars Jasmin Bhasin and Tejasswi Prakash. The celebrity friends will collaborate with Urban Company’s design experts to surprise their close friends with stunning home makeovers using the brand’s signature Wall Panels.

    This series celebrates the unique bond between friends while inspiring viewers with creative ideas for simple home upgrades that can dramatically enhance a room’s aesthetic. With the launch of Urban Company’s Wall Panels this year, the desire for trendy, stylish homes is rising. Services like wall molding and panel installations transform spaces, providing homeowners with a quick and impactful way to elevate their interiors. Celebrities take on the challenge of transforming their friends’ spaces in less than a day, highlighting their deep camaraderie and understanding of one another’s unique styles and preferences. The moment of the big reveal captures the authentic joy and surprise of a truly personalised makeover, with each episode filled with nervous anticipation, unexpected twists, and heartwarming laughter.

    Urban Company director of marketing Sugandha Gupta said, “At the heart of Style My Space is a commitment to crafting stories that seamlessly marry the essence of our offerings with the evolving needs of our customers. We understand that today’s consumers are looking for more than just products – they seek inspiration, personalisation, and solutions that truly resonate with their lifestyles. Our series reflects this by showcasing how our offerings can transform spaces, helping customers reimagine their environments and elevate their homes with style and function. We’re excited to share these stories that showcase how our brand is integral in helping people create homes that feel truly unique and tailored to their needs.”

    Next Narrative founder and CEO Mohit Jagtiani echoed these sentiments, adding, “ At times, content doesn’t need to be overproduced; presenting it in a raw, authentic format is exactly what ‘Style My Space’ is all about. Home makeovers and visual transformations come to life beautifully in formats like these, offering not just valuable information about the product category but also entertainment. Snackable YouTube shorts from these have great reach and inspire audiences. By collaborating with the right creators, we ensure the content is highly shareable, driving conversations and impact.”

    Viraj Sheth, Co-founder and CEO of Monk Entertainment emphasized the creative synergy in this series, stating, “It’s been an incredible experience shaping this home makeover show from scratch for Urban Company. We have created 3 episodes, each with guests from different industries – Bollywood, digital creators, and TV stars. With this, we’re able to target different audiences while delivering a unified message about the fantastic wall panelling service that the brand now has to offer. I am certain the content in this show will stir plenty of dinner-table conversations, and thereby drive conversions for the brand.”

    Whether you’re seeking a quick-fix design inspiration or looking to enjoy a feel-good series, Style My Space is the perfect way to celebrate the festive season. The first episode will premiere on 27th September on your favourite creator’s channel on YouTube. Don’t miss out as these celebrities bring their creativity and friendship to life in a way that only Urban Company can.

    This 3 part series has been conceptualised by Monk Entertainment co-produced by SOL Entertainment. 

  • Monk Entertainment expands in South India, adds top talent

    Monk Entertainment expands in South India, adds top talent

    Mumbai: Monk Entertainment (Monk-E), a content marketing and creator management company, is all set to expand its footprint in talent representation and digital marketing in South India by onboarding the core team of Fabsquad Media. Aju Philip,ex-COO will now be looking after the creator program and Aishwarya Gunjal, ex-CFO will be looking into the business operations in the south division.

    After successfully backing and supporting some of the biggest names from South India in the content creation industry like Niharika NM, Madan Gowri, and Kishen Das, among others, Monk Entertainment will enable and strengthen creators like Chaithania Prakash, Mabu Sherif, Shaz Mohamed, to name a few.

    Armed with their proficiency in four key South Indian languages (Telugu, Tamil, Malayalam and Kannada), the newly recruited team will ensure a strong presence for the company in those markets. By establishing a South division, Monk Entertainment aims to nurture and collaborate with talents in the region to boost the creator economy across India as part of its larger vision.

    Monk Entertainment co-founder and CEO Viraj Sheth said, “Our vision entails a future where creators from South India not only present their unique culture, diversity and skills through their content but are also justly compensated like their peers in Mumbai and Delhi for the value that they create. We also intend to work in tandem with the brands and companies operating in this region to help them unleash the power of content and influencer marketing.”

    With this strategic expansion, Monk Entertainment is primed to work with creators to help bridge the gap between regional acclaim and nationwide recognition and with brands in this market to help them unlock the potential of content marketing with the help of creators.

  • Monk Entertainment executes ‘Money Heist’ with latest campaign for Scaler Academy

    Monk Entertainment executes ‘Money Heist’ with latest campaign for Scaler Academy

    Mumbai: With the buzz surrounding the release of the latest season of Netflix series – “Money Heist,” Monk Entertainment has come out with a moment marketing campaign titled ‘If Indian engineers did a heist’ for ed-tech company Scaler Academy. The campaign does a comic local spinoff of the popular series in order to highlight the need for software engineers to upscale themselves- albeit with a twist in the tale.

    The 360-degree moment marketing campaign conceptualised and executed by the Monk Entertainment team features some of the leading names on Instagram in the comedy genre of Marathi digital content creation like Karan Sonawane aka Focused Indian as the Professor, and others such as Sidhant Sarfare, Harsh Rane, Vrushali Jawale, Sushant Ghadge and Shravan Kshirsagar portraying his students/ heist members having local Mumbai Station names like Dombivili, Andheri, Virar, Sanpada and Chunabhatti, in place of the international city names of the original.

    The script revolves around the Professor, who is actually a professor at an engineering college teaching software engineering, leading his students during a bank heist. As in the original series, it’s in the Professor’s hands to crack the code in order to open a bank vault with treasures they desire to steal. However, the Professor’s coding skills aren’t as proficient as his students think or as he claims.

    The plot twist occurs when instead of the professor one of his students- Virar is able to crack the code that the Professor couldn’t, and gets the vault open and saves the heist members. A subtle hint is in the sketch, where Virar is seen watching a Scaler video on coding whilst the Professor keeps the gang waiting. 

     

     

    “At Monk Entertainment, our approach towards branded content is pretty simple: We treat brand’s customers as audience first. For us, a brand’s target customer has to be the protagonist/the main hero of the story we are serving,” said Monk Entertainment manager of content development and IPs Aishwarya Kerkar.

    “The above approach really worked for us while conceptualising the sketch. We are very glad that we collaborated with a fantastic and supremely talented cast of Marathi creators to bring this sketch to life. We are happy to see so many organic conversations around the brand in the comments section of the video. Post the success of this video, we are hopeful that more brands will now engage with pop-culture trends and become a part of social conversations around them through video content,” she further added.

     The short film, directed by Vaibhav Patil and Rudrang Malkar and written by Aishwarya Kerkar, Rudrang Malkar and Rishita Palshetkar, has a hint of masala comedy with a lot of regional lingo thrown in, coupled with coding jokes that will tickle the funny bones of techies and engineers.

    “Moment marketing is a critical lever in our brand strategy; that doesn’t mean we will increase the social clutter by being one of many. So naturally, as a brand, we pick moments that we have a solid and unique point of view on – Money Heist with the professor presented just that sort of opportunity,” said Scaler InterviewBit head of Brand Ranjeet Kumar.