Tag: Siddharth Narula

Culture Machine reorganises sales team

MUMBAI: Digital media network Culture Machine has reorganised its sales team. Siddharth Narula, who served as the president – revenue, has been promoted to chief revenue officer. He will overlook the expansion of the firm’s technology sales footprint in international markets, starting with South East Asia and North America. He will continue to report to Culture Machine CEO and co-founder Sameer Pitalwalla.

Aditya Aima has joined as the business head – ASEAN for Culture Machine, operating out of Malaysia. Aima will overlook the expansion of Culture Machine’s Intelligence Machine and Video Machine offerings to its brand and advertisers. Minal Sharma has joined as the national sales head, overlooking all sales for Culture Machine’s Studios and media brands. She joins the team with over 16 years of experience across leading media and entertainment brands.

Both, Aima and Sharma will report to Narula.

Pitalwalla said, “Our Indian media brands lead the charts in each of their verticals, and the core technology platforms that have helped scale them are already in use by Fortune 500 clients globally, with large demand the world over. We are excited about growing this opportunity, while continuing to focus on our domestic Media business.”

Narula added, “2016 has been one of the most active years for Culture Machine in terms of revenue escalation and content creation. We created trendsetting videos which have led to hundreds of global and local brands to collaborate with us, resulting in award winning campaigns. In the embryonic days of digital entertainment and technology, the addition of Minal and Aditya will help catalyse the process.”

Since its inception, Culture Machine’s vision of using technology and storytelling to build great media brands that people love has led the way in the digital content revolution that the country is currently witnessing. Culture Machine’s digital brands Being Indian, Blush, Put Chutney, Viva and Awesome Sauce have carved a distinctive identity and an undisputed space among the top three in their respective genres.

February 28, 2017
Mindshare and Culture Machine partner to launch ‘Content Lab’

MUMBAI: Mindshare a part of GroupM is partnering with Culture Machine to launch ‘Content Lab’ as part of their Content+ division. Under this partnership, Mindshare’s clients will have access to Culture Machine’s patent pending Big Data Content platform, Intelligence Machine (IM), as well as it’s Programmatic Content tool, Video Machine (VM), in addition to the latter’s team of Analysts, Data scientists, Machine learning experts, Channel Management, Audience Growth and in-house Content Studios across North and South India.

Both firms will work together to co-create unique and differentiated content for the digital environment. The motive to create ‘Content Lab’ is to use best practices in digital content marketing by marrying cutting edge data science with content creation, across languages, nation-wide.

Intelligence Machine and Video Machine, the internal technology platforms of Culture Machine, have been helping power the rapid growth of it’s media brands that span Being Indian, Put Chutney, Blush, Epified and Awesome Sauce, part of a growing network of brands that account for 600 Mn Monthly views across Youtube and Facebook. While Intelligence Machine, through its rich data driven insights, identifies the content recipe for brands and creators that resonate with their targeted audience and enables them to translate the insights into a reliable programming strategy; Video Machine makes high quality videos at scale from any given audio or text source.

Commenting on the launch of ‘Content Lab’, Mindshare South Asia CEO Prasanth Kumar said, “We are delighted with our partnership with Culture Machine. Their combination of technology + content is great step towards engineering our vision on ‘Content+’, a division of Mindshare India that helps brands with great story-telling, penetrating consumer timelines and conversations.”

Mindshare content division head Devendra Deshpande added, “With brands willing to invest in content, it is up to teams like ‘Content Lab’ to create or curate great ideas and platforms that will capture the imagination of the end consumer. As digital media fuels consumtion of traditional TV and radio, ‘Content Lab’ is an avenue that allows us push the agenda forward on branding and entertainment. This is evident with the campaigns for Star Plus; we have proven success that sparked conversation around the two new shows on television on digital and social platform.”

“With 28 OTT platforms, emergence of new video formats like Live, 360, Vertical video and all social platforms turning to Video, how does one know what content to create, for which platform and create it at scale? In partnering with Mindshare, we are bringing the answers by combining the best of the technology, content and advertiser world into one Lab to build India’s leading practice of data backed Branded Entertainment”, said Culture Machine CEO and founder Sameer Pitalwalla.

“We, at Culture Machine, are delighted to add Mindshare to our growing list of clients that includes Unilever. With this partnership, our goal is to help advertisers use science and technology to know what content to create, and then marry those insights with the best creative minds in the business to create Branded Entertainment that delivers for both audiences and advertisers”, said Culture Machine president Siddharth Narula.

August 10, 2016
Mindshare and Culture Machine partner to launch ‘Content Lab’

MUMBAI: Mindshare a part of GroupM is partnering with Culture Machine to launch ‘Content Lab’ as part of their Content+ division. Under this partnership, Mindshare’s clients will have access to Culture Machine’s patent pending Big Data Content platform, Intelligence Machine (IM), as well as it’s Programmatic Content tool, Video Machine (VM), in addition to the latter’s team of Analysts, Data scientists, Machine learning experts, Channel Management, Audience Growth and in-house Content Studios across North and South India.

Both firms will work together to co-create unique and differentiated content for the digital environment. The motive to create ‘Content Lab’ is to use best practices in digital content marketing by marrying cutting edge data science with content creation, across languages, nation-wide.

Intelligence Machine and Video Machine, the internal technology platforms of Culture Machine, have been helping power the rapid growth of it’s media brands that span Being Indian, Put Chutney, Blush, Epified and Awesome Sauce, part of a growing network of brands that account for 600 Mn Monthly views across Youtube and Facebook. While Intelligence Machine, through its rich data driven insights, identifies the content recipe for brands and creators that resonate with their targeted audience and enables them to translate the insights into a reliable programming strategy; Video Machine makes high quality videos at scale from any given audio or text source.

Commenting on the launch of ‘Content Lab’, Mindshare South Asia CEO Prasanth Kumar said, “We are delighted with our partnership with Culture Machine. Their combination of technology + content is great step towards engineering our vision on ‘Content+’, a division of Mindshare India that helps brands with great story-telling, penetrating consumer timelines and conversations.”

Mindshare content division head Devendra Deshpande added, “With brands willing to invest in content, it is up to teams like ‘Content Lab’ to create or curate great ideas and platforms that will capture the imagination of the end consumer. As digital media fuels consumtion of traditional TV and radio, ‘Content Lab’ is an avenue that allows us push the agenda forward on branding and entertainment. This is evident with the campaigns for Star Plus; we have proven success that sparked conversation around the two new shows on television on digital and social platform.”

“With 28 OTT platforms, emergence of new video formats like Live, 360, Vertical video and all social platforms turning to Video, how does one know what content to create, for which platform and create it at scale? In partnering with Mindshare, we are bringing the answers by combining the best of the technology, content and advertiser world into one Lab to build India’s leading practice of data backed Branded Entertainment”, said Culture Machine CEO and founder Sameer Pitalwalla.

“We, at Culture Machine, are delighted to add Mindshare to our growing list of clients that includes Unilever. With this partnership, our goal is to help advertisers use science and technology to know what content to create, and then marry those insights with the best creative minds in the business to create Branded Entertainment that delivers for both audiences and advertisers”, said Culture Machine president Siddharth Narula.

August 10, 2016
Sprite and Culture Machine join hands to launch digital comedy Konkout

MUMBAI: Sprite and Culture Machine have partnered to launch ‘Sprite Comedy Konkout’- India’s first ever digital comedy konkout between prominent comedy troupes and stand-up comedians.

The digital challenge will kick off on the Comedy Konkout channel on YouTube on 29 June 2016 and will be hosted by the popular international comedy troupe – ‘The Tenderloins’ also popularly known as the Impractical jokers; who will challenge Indian comedians in one of its kind ‘#FakeOff’ in tune with Sprite’s on-going FakeOff campaign.

In line with Sprite’s on-going #FakeOff campaign that urges youth to stop pretence and be comfortable in their own skin, the konkout will feature multiple ‘fake offs’ between all participants.

Commenting on Comedy Konkout, Culture Machine Siddharth Narula said, “Sprite Comedy Konkout by Culture Machine is an industry first in the country and we are delighted to have associated with Sprite that continues to push the envelope in terms of their consumer engagements. We have brought together the very best from the comedy fraternity in India and hope that the audience loves watching the Konkout as much as we loved conceptualizing it.”

June 29, 2016
Sprite and Culture Machine join hands to launch digital comedy Konkout

MUMBAI: Sprite and Culture Machine have partnered to launch ‘Sprite Comedy Konkout’- India’s first ever digital comedy konkout between prominent comedy troupes and stand-up comedians.

The digital challenge will kick off on the Comedy Konkout channel on YouTube on 29 June 2016 and will be hosted by the popular international comedy troupe – ‘The Tenderloins’ also popularly known as the Impractical jokers; who will challenge Indian comedians in one of its kind ‘#FakeOff’ in tune with Sprite’s on-going FakeOff campaign.

In line with Sprite’s on-going #FakeOff campaign that urges youth to stop pretence and be comfortable in their own skin, the konkout will feature multiple ‘fake offs’ between all participants.

Commenting on Comedy Konkout, Culture Machine Siddharth Narula said, “Sprite Comedy Konkout by Culture Machine is an industry first in the country and we are delighted to have associated with Sprite that continues to push the envelope in terms of their consumer engagements. We have brought together the very best from the comedy fraternity in India and hope that the audience loves watching the Konkout as much as we loved conceptualizing it.”

June 29, 2016
Culture Machine & Paintcollar launch online Being Indian store

MUMBAI: Culture Machine has extended its brand franchise in association with Paintcollar by launching an online Being Indian storeshop.beingindian.com. Through this strategic partnership, Paintcollar will power the Being Indian store which will feature the brand’s iconic art and designs inspired merchandise so as to further their reach within the BI fan following.

The e-commerce portal will update the portals designs on the online store on a weekly basis with art ranging from t-shirts, mobile covers, laptop skins and prints among others.

Following the massive success of the digital channel and fan demand, the venture also launched exclusive brand merchandise as an extension to create more conversations with the consumer. This extension has received a positive response among the fan base through engagements at various offline events such as Comic Con, The Lost Party and various college festivals across the country.

Culture Machine plans to take this forward through partnerships with popular YouTubers wherein consumers will get access to their merchandise on the Being Indian store online.

Speaking about the launch of the online store, Culture Machine president Siddharth Narula said, “Being Indian is one of the biggest successes in the digital space and has become synonymous with quirky urbane humour and sensibility. Launching an online store is the next logical step in expanding the franchise so we could give fans a more wholesome experience of the Being Indian universe. Through this store, we will be able to engage with fans across the length and breadth of the country with a unique brand experience.”

Launched in 2013, Being Indian has come a long way with fresh, young and bold content that resonates with the unapologetic and funny Indian. The channel currently has over 800,000 subscribers and 128 million views. Being Indian merchandise starts at Rs.399/- and the online store has a 15 percent discount as an introductory offer.

June 7, 2016
Culture Machine & Paintcollar launch online Being Indian store

MUMBAI: Culture Machine has extended its brand franchise in association with Paintcollar by launching an online Being Indian storeshop.beingindian.com. Through this strategic partnership, Paintcollar will power the Being Indian store which will feature the brand’s iconic art and designs inspired merchandise so as to further their reach within the BI fan following.

The e-commerce portal will update the portals designs on the online store on a weekly basis with art ranging from t-shirts, mobile covers, laptop skins and prints among others.

Following the massive success of the digital channel and fan demand, the venture also launched exclusive brand merchandise as an extension to create more conversations with the consumer. This extension has received a positive response among the fan base through engagements at various offline events such as Comic Con, The Lost Party and various college festivals across the country.

Culture Machine plans to take this forward through partnerships with popular YouTubers wherein consumers will get access to their merchandise on the Being Indian store online.

Speaking about the launch of the online store, Culture Machine president Siddharth Narula said, “Being Indian is one of the biggest successes in the digital space and has become synonymous with quirky urbane humour and sensibility. Launching an online store is the next logical step in expanding the franchise so we could give fans a more wholesome experience of the Being Indian universe. Through this store, we will be able to engage with fans across the length and breadth of the country with a unique brand experience.”

Launched in 2013, Being Indian has come a long way with fresh, young and bold content that resonates with the unapologetic and funny Indian. The channel currently has over 800,000 subscribers and 128 million views. Being Indian merchandise starts at Rs.399/- and the online store has a 15 percent discount as an introductory offer.

June 7, 2016