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Tag: OML Entertainment

  • OML Entertainment announces Preranaa Khatri as chief business officer

    OML Entertainment announces Preranaa Khatri as chief business officer

    Mumbai: OML Entertainment, a full-service creative and entertainment business network has appointed Preranaa Khatri as chief business officer (CBO). With nearly two decades of experience in content strategy, creator management, and revenue optimisation, Preranaa is well-suited to drive OML’s continued growth. She previously worked at OML in 2016, leading initiatives that boosted the company’s market presence and revenue.

    In her new role, Preranaa will report to CEO Tusharr Kumar and focus on expanding OML’s advertising, branded content, and long-form production businesses, while growing its influencer marketing platform, Hypothesis, and strengthening its talent roster. This marks a key chapter in OML’s future-ready transformation.

    “I’m looking forward to driving growth at OML with Preranaa. Her extensive experience, strategic insight, and proven leadership skills will be invaluable as we expand our footprint in the media & entertainment industry. She’s one of the most empathetic leaders I’ve had the opportunity to work with, and I can’t think of anyone better to build our teams with,” said OML Entertainment CEO Tusharr Kumar.

    OML’s new CBO Preranaa Khatri expressed her excitement, saying, “I am thrilled to be back at OML, a company that has always been close to my heart. I look forward to working with the talented team here to explore new opportunities and drive growth in the content and creator space. Together, we will continue to create impactful and engaging experiences for all our stakeholders.”

    Preranaa’s passion and experience in media and entertainment make her a formidable addition to OML’s leadership team. Most recently, she was an independent consultant focusing on strategic partnerships, revenue growth and GTM strategies for brands and agencies. Of note has been her work for a Global Olympic Sponsor’s Athlete Partnership Program in the lead-up to the recently concluded Paris 2024 Summer Olympics and 2024 Summer Paralympics.

  • OML Entertainment elevates Tusharr Kumar to chief executive officer

    OML Entertainment elevates Tusharr Kumar to chief executive officer

    Mumbai:  OML Entertainment, a cultural and creative powerhouse in branded content, advertising and entertainment, has elevated Tusharr Kumar as its new chief executive officer (CEO). Tusharr brings over 15 years of experience across the new-media, automotive and FMCG industries. He has been associated with OML Entertainment since 2012 in various capacities across different businesses.

    After a successful nine-year tenure with OML Entertainment including the last five years as CEO, Gunjan Arya is moving on from the company. Gunjan, outgoing CEO of OML Entertainment, said, “I couldn’t be more proud to announce Tusharr as our CEO. It has been an incredible journey at OML Entertainment, and I am deeply grateful for the opportunity to work alongside such talented and passionate individuals. Together, we’ve pioneered new forms of entertainment, expanded globally, and driven cultural change through innovative content. While moving on is a bittersweet decision, I am confident in the bright future that lies ahead for OML Entertainment with Tusharr at the helm. Tusharr has been a driving force at OML Entertainment, and I couldn’t be more confident in his ability to lead the company as the next CEO. His deep understanding of the content and creator landscape, and our revenue ecosystems, combined with his strategic vision and acumen, make him the ideal leader to steer OML Entertainment during the company’s next phase of growth. ”

    Under Gunjan’s leadership, OML Entertainment has transformed into a leading global player in digital media and entertainment; seen two successful businesses spun out to merge with strategic partners; expanded the company’s international footprint to 20 countries; and launched Hypothesis the global influencer marketing tech platform, among significant growth milestones. She focused on expanding the company’s key leadership across branded services verticals, original content studio and tech-enabled influencer marketing, resulting in the creation of successful shows, new IPs and partnerships with top artists and brands.

    As CEO, Tusharr will ensure the company’s growth across businesses and markets. In his most recent role as COO since 2021, he oversaw the company’s operations and successfully spearheaded initiatives that have further strengthened the company’s position as one of India’s largest independent branded content, advertising and entertainment companies. With diverse experience across new media, automotive and FMCG industries, Tusharr has worked at brands like Ducati, Royal Enfield and Parle-Agro.

    Speaking about his new role, Tusharr said, “I’m really excited about what the future holds for OML Entertainment and am confident that the upward trajectory we’ve been on will continue. This confidence comes from our biggest asset, our incredible teams along with trusted partnerships with artists, clients and investors. We have always been at the forefront of creativity and cultural innovation. I’m looking forward to leading OML Entertainment as we push boundaries and build on the solid foundation laid by Gunjan. As we build what we’ve dreamed of, we will continue to ask ourselves – are we shaping culture? Are we bringing voices to life? Most importantly, are we creating and not just following? ”

    Over the last few years, OML Entertainment has strategically streamlined and consolidated various businesses to arrive at the company’s focus areas of creator tech, artist representation, advertising, and long-form content production. This flywheel is the perfect mix of independent yet symbiotic businesses that feed into each other’s growth.

    OML Entertainment investor and Emerald Media managing director Rajesh Kamat added, “Tusharr’s elevation to CEO is a testament to his exceptional leadership and his unwavering commitment to excellence. Under his guidance, OML Entertainment has achieved remarkable milestones, and I have no doubt that he will continue to build on this momentum. Tusharr’s vision for OML Entertainment aligns perfectly with our goals as investors, and we are thrilled to support him as he leads the company to new heights.”

    OML Entertainment’s key focus areas will include expanding its fast-growing advertising and branded content businesses, doubling down on its long-form original content productions, and driving the global growth of its influencer marketing platform, Hypothesis. These initiatives will continue to build on OML’s mission of bringing creators’ stories to life and innovating at the intersection of entertainment and technology.

  • Canva unveils ‘Dil Se, Design Tak’ campaign in India

    Canva unveils ‘Dil Se, Design Tak’ campaign in India

    Mumbai: Canva has unveiled its inaugural brand marketing campaign ‘Dil Se, Design Tak’ in India. This new campaign comes as the company doubles down on hyperlocal integrated marketing initiatives to reach and educate diverse segments of Indian users.

    India, home to a vibrant creator community, has quickly emerged as Canva’s fifth largest market, experiencing remarkable growth in 2023. Today over 120 Indian creators are now participating in the Canva Creator Program, and India’s Canva for freelancers community has 240,000 members—a testament to the growing demand for visual communication among knowledge workers and freelancers in the country.

    Canva’s latest brand campaign, ‘Dil Se, Design Tak’, highlights the power of using Canva to transform ideas into reality; encouraging individuals from small to large enterprises in India to unleash their creativity at work. Be it collaborating on projects between teams or creating winning pitch decks, Canva has always been at the forefront of making design accessible to everyone, from students and teachers to small business owners and large organisations.

    With the launch of this brand marketing campaign, Canva aims to deepen its connection with Indian users, and enhance top-of-mind awareness of its unique offerings.

    “In today’s world of work, effective visual communication is crucial. At Canva, we’ve seen first-hand how visual communication empowers teams to express ideas clearly, increase collaboration, and supercharge innovation,” said Canva India’s growth and marketing lead for Chandrika Deb. “To demonstrate our commitment and build a truly local brand in India, we launched this campaign to highlight how Canva is leading the charge when it comes to visual communication at work. ‘Dil Se, Design Tak’ reminds us all that there’s a designer in each and every one of us, and our creativity can flourish at work and in everyday life, with Canva.”

    In collaboration with OML Entertainment, the campaign features brand films that convey Canva’s overall brand proposition, integrating product messaging. It adopts an integrated marketing approach, showcasing creatives across TV and digital platforms.

    “So much love has gone into this campaign,” said Only Much Louder SVP and executive creative director Manav Parekh. “Partnering with Canva has been a creatively fulfilling endeavor that allowed us to realize their vision of democratizing design. Through this campaign, we aim to demonstrate how Canva’s intuitive tools can transform everyday moments into creative expressions, seamlessly integrating the power of design into daily communication. With ‘Dil se, design tak,’ our goal is to establish Canva as a brand that deeply resonates with Indian users. We’re here to recognize and nurture the creativity in everyone, positioning Canva not just as a tool, but as your new best friend for self-expression and innovation at work and in life.”

  • 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 Entertainment launches ‘As Unique As You’ campaign for Nothing Phone (2a) with Flipkart

    OML Entertainment launches ‘As Unique As You’ campaign for Nothing Phone (2a) with Flipkart

    Mumbai: OML Entertainment, an independent full-service media and entertainment organisation, has upped the ante on smartphone marketing by spearheading the innovative ‘As Unique As You’ campaign for the launch of the Nothing Phone (2a) exclusively available on Flipkart.

    At the heart of the campaign was its core concept, “As Unique As You”, stemming from Nothing’s brand proposition “Powerfully Unique”. OML strategically orchestrated the launch, dividing it into three phases — innovative promotion, interactive user experience and celebrity endorsements with Vijay Varma, Amyra Dastur, Anjali Sivaraman, and Neha Sharma.

    OML Entertainment SVP, revenue Pankaj Malani said, “Our collaboration with Flipkart for the exclusive launch of the Nothing Phone (2a) phone underscores OML’s constant pursuit of innovation and creativity within the media and entertainment sphere. We curated a strategic campaign with OOH media, and celebrity endorsements to ensure a great launch for the Nothing Phone (2a).”

    OML drew a parallel between the individuality of each user and the distinctive features of the Nothing Phone (2a) – emphasising the inherent uniqueness of both.  The first phase of the campaign entailed an outdoor campaign with tongue-in-cheek copy across Mumbai, Delhi, and Bengaluru. This strategy generated significant organic traction for Nothing Phone (2a) on Instagram and Twitter, solidifying its foothold in the Indian smartphone ecosystem.

    OML magnified the message “As Unique As You” and launched a contest where participants could win a Nothing Phone (2a) by sharing what makes them unique along with the hashtag #AsUniqueAsYou. The campaign came to life with user-generated content featured in real life at bus stops. To finally drive the “As Unique As You” message home, in the final phase, OML enlisted the power of celebrity with popular stars – Vijay Varma, Amyra Dastur, Anjali Sivaraman, and Neha Sharma, who used the Nothing Phone (2a) exclusively for a full day.

    The campaign translated into significant sales on the launch day itself with the Nothing Phone (2a) selling 30,000 units in just one hour, doubling to 60,000 within three hours and completely selling out 100,000 units by the end of the day. 

  • “Our resolution is to keep the world entertained, our clients at the core, artists at the centre”: OML Entertainment’s Tusharr Kumar

    “Our resolution is to keep the world entertained, our clients at the core, artists at the centre”: OML Entertainment’s Tusharr Kumar

    Mumbai: As we bid farewell to 2023, various companies are looking back at their journey this year. Amongst them, OML Entertainment stands tall, not just as one of the market leaders but as a profitable entity with a turnover exceeding 300 crores. From influencer marketing prowess to a rich legacy in artist management, OML’s two-decade journey unfolds with tales of global acclaim for talents like Zakir Khan, Janice Sequeria, and Trinetra Haldar Gummaraju. At the forefront of this evolution are interconnected verticals like Hypothesis, GCN, and 1862, weaving a narrative of innovation and success.

    Indiantelevision.com in conversation with OML Entertainment COO Tusharr Kumar spoke on their key USPs, their different approach in artist management, their journey in 2023, resolutions for 2024, and more…

    Edited Excerpts:

    On the journey of OML Entertainment since its establishment, and its key USPs

    Over the last 22 odd years, OML has been at the forefront of building and impacting POP culture in India.

    Our story began with managing independent music artists. We were one of the first to recognise a shift towards online consumption in the music scene and capitalise on it to challenge the traditional model where musicians had to rely only on record labels. We also gave India its first real music festival with the Bacardi NH7 Weekender establishing our live experiences business – going on to produce some of the biggest live experiences in India in India. Over time, OML expanded our artist roster beyond musicians to diverse genres like comedy, writing, directing, and more, alongside building unique IPs to enable different live and content platforms for our  talent

    In our journey to multiple media & entertainment businesses and over 300 crores revenue in F23, some key USPs that have helped us see this tremendous growth

    Artists at the core: We’ve always thought artist first and this has helped us build some of the most amazing live experiences like the Bacardi NH7 Weekender, produce the first Indian YouTube FanFest, create award winning shows like the Dewarist and Comicstaan.

    Power of digital: We’ve believed in the power of digital distribution since we started working with artists and have always recommended digital as a way to grow audiences. Whether 15 years ago it was recommending our artists to start giving away their music on YouTube to grow their community or building the largest slate of Indian comedy specials on OTT platforms

    The OML group ecosystem today spans business verticals across OTT content, artist management, three branded digital agency businesses and a martech product suite.

    On OML Entertainment approaching artist management differently in today’s ever-evolving entertainment landscape, and this approach contributing to the continued success and relevance of the talent under its representation

    One key differentiator is OML’s early engagement with artists. While managers generally sign artists at a later stage, OML gets involved early in their journeys and plays a crucial role in shaping their journey, expanding their fan base, and guiding their career trajectories from the outset. It also provides its artists with greater financial and artistic control – encouraging them to concentrate on their craft. Our proactive artist-first approach underscores OML’s commitment to keeping artists at the core of its business.

    The collaborative process between OML and its artists aims to bridge the gap between artistic vision and the resources needed for success. This is further demonstrated by the development of Hypothesis, a platform to help businesses and creators manage and optimize in the fast-paced and evolving influencer marketing space. It reflects OML’s dedication to staying on top of industry trends and contributing significantly helping brands and businesses succeed.

    On OML Entertainment leveraging technology to stay at the forefront of the entertainment industry

    OML recognised the synergy between brand awareness and audience connection, driven by social media proliferation and the vast number of active influencers globally. To capitalise on this and streamline the process of identifying the right creators aligned with brands, it strategically introduced its flagship technology, Hypothesis. Hypothesis is a comprehensive end-to-end solution to address the challenges of the creator economy and revolutionise it. The technology has further evolved with its latest cutting-edge feature, DiscoveryOS, designed to facilitate unparalleled brand collaborations, content creation, and genuine audience interaction.

    As an industry pioneer, OML intends to push the boundaries of influencer marketing by embracing new-age technology. With Hypothesis, it envisions a future that sets new standards for brands and creators to coexist and grow together.

    On Hypothesis distinguishing and partnering with individuals who not only cut through the noise but also genuinely connect with their audience, ensuring impactful collaborations for brands

    To navigate social media where so many people now are creating great content and reaching unique audiences, Hypothesis utilises advanced analytics and algorithms beyond mere follower count. It considers audience engagement metrics, including likes, comments, shares, and overall engagement rates. This cutting-edge platform offers a data-backed approach to influencer discovery, ensuring brand safety and authenticity.  Brands identify trending and upcoming influencers based on their growth rate, previous brand collaborations or audience affinity, fostering impactful and result-driven marketing campaigns.

    The platform also goes beyond quantitative measures to focus on qualitative aspects of content. It assesses the content by potential influencers to ensure it aligns with a brand’s values and target audience and resonates with the brand’s messaging and goals. This enables brands to nurture meaningful and impactful collaborations in the ever-evolving landscape of social media influence.

    On OML Entertainment’s journey in 2023 and the key milestones or special moments that it captured this year

    In a nutshell, 2023 was an exciting and eventful year for OML Entertainment and we were able to achieve milestones in various areas. It’s very difficult to list everything we’ve done but some great moments for us include:

    1.    Dr Trinetra Haldar Gummaraju starring in the two shows: Made in Heaven Season 2 and Rainbow Rishta Season 1
    2.    Dolly Singh attended the Cannes Film Festival 2023
    3.    Our digital agency business Global Creator Network (GCN) has grown to become one of the leading digital agency businesses in India in just two years
    4.    1862, our branded content and influencer marketing vertical of OML Entertainment which is active in 22 countries, forayed into first North American with our first every campaign for the launch of Santa Teresa Rum
    5.    Half Pant Full Pants, an Amazon web-series produced by OML Studios won multiple awards at ITA Awards 2023.
    6.    Zakir Khan performed Mannpasand at London’s historic Royal Albert Hall, making him the first Asian Comedian to Perform at Royal Albert Hall, London. Zakir Khan also won 2 awards at ITA Awards 2023 for for ‘Tathastu’ and ‘Farzi Mushaira’
    7.    Larissa D’Sa won the Travel Creator of the year award at The Myntra Glammys Powered by Grazia.
    8.    We launched Hypothesis – our influencer marketing and analytics martech tool

    On OML Entertainment’s forecast and resolutions for 2024

    We will continue to drive the pop culture narrative for fans and consumers working together with our artists and brands partners. Our resolution is to keep the world entertained, our clients at the core, artists at the centre – all while making sure we’re doing cool things that make all of us at OML happy and proud!

  • 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.

  • 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.”

  • Global Creator Network wins AJIO’s social and content mandate

    Global Creator Network wins AJIO’s social and content mandate

    Mumbai: On Tuesday, Ajio announced the hiring of OML Entertainment’s branded content arm, Global Creator Network (GCN), to handle its social and content mandate. This new collaboration will bring a spunk, verve, bold and fresh perspective to Ajio’s digital communication.

    In line with its brand philosophy—celebrating fearlessness and uniqueness-Ajio is constantly looking to bring a fresh, current, and accessible perspective to personal style. GCN, with its industry expertise and talent network, will look after end-to-end executions of campaigns and content that will help Ajio stay ahead of the competition.

    GCN will work to design and craft innovative, engaging, and effective content for Ajio in tune with the current trends and tastes. Ajio, a fashion and lifestyle brand, is Reliance Retail’s digital commerce initiative and is the ultimate fashion destination for styles that are handpicked, on-trend, and at prices that are the best you’ll find anywhere.

    As a part of the mandate, GCN will build a robust brand strategy, creative first social campaigns with IPs, creator activations, and enable the brand to build a community of like-minded people across various social media platforms such as Facebook, YouTube, Twitter, and Instagram. The digital marketing communication will be designed to elevate the brand’s presence in the minds of the consumers using effective branded content strategies.

    Commenting on the win, GCN senior vice president of branded content Devarshi Shah, said, “As a team, we are excited to be associated with a popular and loved brand like Ajio. It would be interesting to build a fresh line of digital communication strategies that are futuristic yet relevant in today’s time. Our focus will be to create meaningful, innovative, and fresh content strategies. The aim is to keep the brand ahead of the competition with campaigns that click.”

  • CA Media exits, sells OML gaming biz to Nodwin for Rs 73 cr

    CA Media exits, sells OML gaming biz to Nodwin for Rs 73 cr

    New Delhi: South Asia-based esports company Nodwin Gaming which is also an independent subsidiary of Nazara Technologies Ltd has acquired the gaming and adjacent IP business of OML Entertainment for Rs 73 crores. The mega-deal will provide partial liquidity to OML Entertainment shareholders, including CA Media.

    OML Entertainment MD Ajay Nair will join the Nodwin Gaming board as part of this transaction and will work with Nodwin Gaming MD Akshat Rathee and its management team to ensure smooth integration of the OML IPs with Nodwin Gaming and help with growing Nodwin Gaming’s business, the company announced on Friday. 

    The acquisition taps into a growing synergy between the two companies. While Nodwin Gaming is known for its esports and gaming expertise, OML Entertainment is known for managing some of India’s biggest gaming and entertainment creators such as Tanmay Bhat, Samay Raina and for owning and executing storied IPs such as the ‘Bacardi NH7 Weekender’ well-attended comedy touring properties such as ‘LOLstars’ and ‘Headliners’ and India’s biggest hip-hop league – ‘Breezer Vivid Shuffle’. OML Entertainment also works with some big brands in India to produce well-known properties such as the ‘Levi’s Music Week’ and ‘YouTube FanFest’. 

    The deal also allows Nodwin Gaming to massify gaming and esports by tapping into emerging synergies in gaming entertainment that a 14-30-year-old is looking for. 

    “Nodwin Gaming strongly believes that continuous growth in the IP portfolio is central to building a vibrant ecosystem of fans, talent, broadcasters and brands,” said Akshat Rathee. “The addition of some of the largest IPs in India like ‘NH7 weekender’ is going to accelerate the massification of esports and gaming entertainment across the spectrum of fans and brands.  The proven capability of the brilliant team that joins us from OML Entertainment will further ensure that we can execute and monetise our IPs.” 

    OML’s Ajay Nair said the company believes in the convergence of different pop culture genres and has seen that this has already happened across several platforms and IPs. “Over the past years, our experience working with Nodwin Gaming has been very fruitful and we are confident that our live IPs and the teams that execute them have found a good home at Nodwin Gaming. OML Entertainment will continue to focus on building its OTT content production, talent management, and branded content businesses,” he said.