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Tag: Tilt Brand Solutions

  • TRUST Group appoints Tilt Brand Solutions as strategic & creative partner

    TRUST Group appoints Tilt Brand Solutions as strategic & creative partner

    MUMBAI: TRUST group has onboarded Tilt Brand Solutions as its brand and communication consultancy. With a full-service mandate, the consultancy will drive and manage strategy and creative for the group, both online and offline. 

    The consultancy’s first responsibility will be to help the TRUST Group launch and sustain its maiden mutual fund venture, TRUST Mutual Fund, to build a strong and enduring brand foundation, to ensure that the launch breaks through both the clutter and the apprehensions during the current times. 

    TRUST Group is one of India’s leading full-service financial houses with about 20 years of experience in providing solutions and services across multiple asset classes, with leadership in the fixed income space. TRUST Mutual Fund has developed an IP process methodology that has been audited and ratified by an independent credible agency. A first of its kind, this methodology aims at delivering consistent risk adjusted returns with low volatility.

    TRUST Mutual Fund CEO Sandeep Bagla said, “TRUST is a group known for its innovation streak and we have a differentiated fund management strategy in our Mutual Fund offering as well. We wanted to partner with a marketing agency with a bent of mind consistent with our philosophy, and we are confident that TILT will be able to help us achieve a clear and credible positioning in the mind of the investors.”     

    Added Tilt Brand Solutions chief strategy officer Paul Dueman “The need of the hour given the current socio-economic backdrop is for institutional investors to future-plan for the medium to long term, with the ability to capitalize during this downturn, while gearing up for the recovery. We at Tilt are confident to partner TRUST MF to successfully launch its fixed-income funds and take pride in the fact that we will be part of the team that is responsible to bring Corporate India this innovative fund during these uncertain times."

  • Tilt Brand Solutions launches StudioT

    Tilt Brand Solutions launches StudioT

    MUMBAI: Brand & Communication consultancy, Tilt Brand Solutions has launched StudioT, its asset development studio. The Studio has capabilities to conceive, produce and execute creative assets across the consumer journey, with a special focus on the fragmented long-tail of digital assets and content. 

    Tilt Brand Solutions chief business officer Rajiv Chatterjee said, “StudioT is set up vis a vis talent and technology to solve the challenges of creative asset conformity, quality and efficiencies that brands face when they engage with multiple specialists. We deliver customised creative assets across the entire marketing funnel and consumer-cohort touchpoints. This in turn enables brand owners to have a clear understanding, evaluation and budgeting of their total creative asset requirements upfront, leading to stronger creative ROMI assessment.”

    Added Tilt Brand Solutions chief creative & content officer Shriram Iyer,  “StudioT is born from the need to do justice to the philosophy that drives our creative approach at Tilt Brand Solutions, i.e., ‘One Brand. Many Stories.’ Today, with so many cohorts and their unique touchpoints in their journeys, it is even more critical for every element of brand communication to have the same levels of quality, impact, and ‘brand-speak.’ The need of the hour is one single entity with these capabilities.”

    StudioT, jointly helmed by Chatterjee & Iyer, already has a roster of projects in the pipeline, some for Tilt’s existing clients and some new clients exclusively on board as StudioT assignments.

  • Tilt Brand Solutions appoints Paul Dueman as chief strategy officer

    Tilt Brand Solutions appoints Paul Dueman as chief strategy officer

    MUMBAI: Brand & communication consultancy, Tilt Brand Solutions has brought digital specialist Paul Dueman on board as chief strategy officer. He will replace Kedar Teny, who has moved on to pursue other opportunities.

    Dueman has been one of the Industry’s first digital evangelists, with a two-decade career spent entirely in technology and digital marketing. Over that period, he has helped shape the digital narratives on businesses like Dabur, HUL, Tata Group, Maruti, Arvind Mills, Cummins and eBay India.

    Tilt Brand Solutions founder chairman and MD  Joseph George (Joe) said,  “Full-Brained Thinking is the philosophy that drives our strategic approach; it is a seamless blend of left-brained expertise in digital and data and right brained competence in culture, behaviour and attitude. To take our strategic offering to the next level, we needed someone like Paul who is a technology and digital marketing native and specialist, and one who also understands and appreciates brands and the communication process.” 

    Paul Dueman said, I’m really excited to be a part of this crazily talented team. Tilt is the only brand and communications company that has appointed an out and out digital specialist as its CSO. This is reflective of Tilt’s belief and conviction in analytics and digital marketing being a core critical part of brand building and communications today. I’m looking forward to leveraging my experience in the digital space to drive and build on Tilt’s full-brained thinking philosophy and finding solutions for the challenges that our clients and brands face”.

    Teny concluded, “Tilt has been and will continue to be family. I am thankful to Joe for having given me the opportunity to play a critical role in shaping a new age brand and communication consultancy. It is deeply gratifying to see how Tilt has shaped up in its first 24 months. I sign off with immense confidence that the journey ahead for Tilt is only going to be bigger and better and will always be its loudest cheerleader.”

  • Dream 11 raises IPL fever with “Ye Game hai Mahaan” campaign

    Dream 11 raises IPL fever with “Ye Game hai Mahaan” campaign

    MUMBAI: Dream11, India’s Biggest Sports Game, recently launched its integrated marketing campaign ‘Ye Game hai Mahaan’, celebrating the Indian cricket fan’s love for their favourite sport. Through these 6 ad films, Dream11 puts the spotlight on the fans and celebrates the passion that makes them go out of their way to play a game of cricket. Be it rough grounds, unfavourable weather or the fury of the neighbours, a real cricket fan never wavers.

    The 6 six films, conceived and created by Tilt Brand Solutions in 6 different languages, uniquely capture the spirit of cricket fans in diverse situations and also feature Dream11's brand ambassador MS Dhoni.

    Commenting on the launch of campaign, Dream11 CEO and co-founder Harsh Jain said, “We’re thrilled to launch our unique advertising campaign that salutes the effort a true cricket fan makes to play a game of cricket. As sports fans, we’ve all been through some innocuous problems to play a game of cricket, and there’s always a hero who ensures that the game goes on. Our campaign celebrates these heroes and I’m sure it will strike a chord amongst all cricket fans. We believe this campaign will play a pivotal role in engaging our current 5 crore users and help us in welcoming onboard another 50M users to Dream11 in 2019.”

    Dream11 chief marketing officer Vikrant Mudaliar added, With a strong user base of over 5 crore ‘fans’, Dream11 has established itself as the leader of the Indian Sports Gaming industry. This IPL season, our campaign takes an innovative route for the brand's storytelling, by paying an ode to the most loved sport in India and its passionate fans. The campaign attempts to further establish Dream11 as the platform where every fan can connect with their favourite sport. Dream11 celebrates this passion and emotional connection of fans with cricket through – “Ye Game hai Mahaan”. We are confident that the brand campaign will resonate with cricket fans and our users across the country, stirring memories of their experiences with the sport.”

    Tilt Brand Solutions chief creative and content officer Shriram Iyer concluded, “Cricket in India is so popular not just because of the game and its players, but arguably more so, because of the fans who are obsessed with it. The films showcase acts of dedication and heroism of fans for the cause and sake of cricket. These films truly are, made about cricket fans for cricket fans.”

    The advertising campaign went live on March 21st on TV channels across popular genres like news, entertainment, lifestyle, sports, movie channels etc in multiple languages. It is also being aired during the IPL games on Star Sports and Hotstar. In addition to these, the campaign will also engage with fans and users on Facebook, Twitter, YouTube, and Instagram.

  • Dream11 ropes in Tilt Brand Solutions to create biggest advertising campaign

    Dream11 ropes in Tilt Brand Solutions to create biggest advertising campaign

    MUMBAI: Dream11, India’s Biggest Sports Game has appointed Tilt Brand Solutions to conceive and create its communication programme for the much-awaited sports event in India – the IPL.

    Speaking about the engagement, Tilt Brand Solutions chief business officer Rajiv Chatterjee said, “It’s great to have a brand like Dream 11 on board. The energy they have is infectious, and their willingness to experiment and take brave decisions, very motivating – just the type of brands and clients we want to partner with. We have some pretty exciting work in the pipeline and I’m sure we have a winner on our hands.”

    Dream11 chief marketing officer Vikrant Mudaliar added, “Dream11, with over 5 crore users, is helping sports fans increase their engagement and connect deeper with the sport they love. Year on year, we have witnessed our highest growth during the IPL season and so naturally, it features significantly in our marketing calendar of the year; and so, Dream11 was looking for an agency that could bring a unique and refreshing perspective to Dream11’s brand proposition. In Tilt Brand Solutions, we found the desired energy, passion & commitment and the team’s combined experience and track record made them a suitable partner for us.”

  • Scripbox promotes tax saver plan through new campaign

    Scripbox promotes tax saver plan through new campaign

    MUMBAI: Scripbox has launched a new campaign promoting its tax saver plan, which with two scientifically selected ELSS mutual funds and a paperless sign-up process makes tax-saving easy, simple, and hassle-free on both web and app interfaces.

    Scripbox VP-marketing Manu Prasad said, “The last quarter of every financial year is when a lot of unnecessary atyachaar happens in the name of 80C. Our objective has been to simplify personal finance and help people make better choices for wealth creation. In the tax-saving context, the Scripbox Tax Saver Plan does it elegantly, and our partners at Tilt have produced an impactful campaign to communicate it. It combines insightful strategic thinking with an engaging and surprising storytelling narrative that is delivered in a fun and empathetic manner.”

    The campaign created by Tilt Brand Solutions comprises of online video, radio and office activation in key markets. The campaign very successfully portrays four common ‘taxing situations’ people find themselves in, from January to March, depicted by four different avatars – Tax Kumbhakaran, Tax Bhola, Tax Statue, and Tax Sufi.

    Tilt Brand Solutions chief creative and content officer Shriram Iyer said, “This campaign should resonate with every one of us because I’m sure each one of us has been one of these avatars at one point or another in our lives; not surprising, therefore, that this campaign has gained so much traction in just 4 days. These are people who desperately need a solution and Scripbox has the perfect platform for them. It’s been a wonderful experience creating, directing and producing these films and now we’re really excited to see how the rest of the video content bouquet turns out.”

  • Kedar Teny joins Tilt Brand Solutions as Chief Strategy Officer

    Kedar Teny joins Tilt Brand Solutions as Chief Strategy Officer

    MUMBAI: The sharp & agile Marketing Consultancy, Brand Communication, Content & Production services company: Tilt Brand Solutions, has appointed Kedar Teny as Chief Strategy Officer.

    As a part of his role, Kedar Teny will be responsible for shaping the ‘Full Brained Thinking’ consulting practice, a first of its kind strategic planning approach in India. He will be leading a team of handpicked diverse practitioners of big data, digital media planning and behavioural science to combine and harness the power of left brain and right brain to provide holistic solutions to marketing problems.    

    Says Joseph George, Founder & MD, Tilt Brand Solutions “At Tilt he will be a part of the leadership team and will lead the Strategy function. In-line with hand-picking our talent at Tilt, Kedar embodies the Full-Brained Thinking approach through his vast prior experience and tenacity to deliver both, on business objectives as well as creative excellence”.

  • Tilt Brand Solutions ties up with L.A based Ryde Network

    Tilt Brand Solutions ties up with L.A based Ryde Network

    MUMBAI: Having launched operations just under 3 months ago, Tilt Brand Solutions is striking yet another collaboration in the dynamic and ever evolving content space. Close on the heels of announcing its creative and operational collaboration with content creation and production house, Supari Studios, Tilt has now formally partnered with social media mavericks Ryde Network.

    Based out of Los Angeles, Ryde Network is the largest fashion, life-style and travel network on Instagram with over 30 channels and an audience of over 11M. Ryde Network has been working with top brands such as Wrangler, Dior and Polaroid helping them connect and transact directly with its audience.

    Says Rajiv Chatterjee, Chief Business Officer, Tilt Brand Solutions “Brands today have an incredible opportunity to market themselves on the principle of transference of trust, rather than a sales pitch. With our partnership with Ryde Network, we are poised to offer bespoke social media marketing solutions to brand owners  who wish to make an impression through an authentic peer to peer network of global content creators. Richard and his entire team at Ryde are committed to bringing world class content solutions for brands on Social Media as it becomes perhaps the most impactful and engaging way for brands to communicate and commercially transact with their audiences”.

    Richard D’ Alessio, Founder, Ryde Network says – “What makes us different is that we aren’t an influencer network, and we aren’t selling influencer marketing. What we offer is something more akin to TV and print which is direct access to a  premium network of inspirational channels that are run by the biggest tastemakers on the planet. We work directly with brand owners to create artful stories and visual executions that trigger emotions, engage people, and drive direct to consumer on platform sales. Our immediate task is of course to grow the network in India, while we continue to expand our already significant footprint globally.” 

    Richard D’ Alessio also has an international reputation as a film director and master storyteller who has successfully made over 500 films for brands in 43 countries. He has consistently been a visionary of short form storytelling, audience insights and consumer behaviour, helping brands transcend borders and build loyalty. 

    Concludes Richard – “Even if it seems like we are worlds apart in terms of time and space, we at Ryde have never felt more aligned with Tilt’s take and vision on brands, consumers and content"

  • Tilt Brand Solutions partners with Supari Studios to enhance content capabilities

    Tilt Brand Solutions partners with Supari Studios to enhance content capabilities

    MUMBAI: Tilt Brand Solutions was launched in September 2018 by Joseph (Joe) George, former Group Chairman and CEO of MullenLowe Lintas, as a strategic and creative enterprise that offers Consulting, Communication and Content services for brands and businesses. Complementing Tilt’s strategic philosophy of “Full-Brained Thinking” is its creative philosophy of “One Brand. Many Stories” – built around its belief that brands today need to tell many stories to be able to breathe and belong in people’s consciousness.

    Tilt Brand Solutions has thus partnered with Supari Studios. This partnership will see both come together to jointly develop and produce video content which will help brands tell their stories. All their stories.

    In the past few years, Supari Studios has witnessed tremendous success in developing and producing a portfolio of branded content properties that have garnered over 200 million views on YouTube alone, setting benchmarks that reflect the increasing popularity of online video content consumption in the country. Internationally acclaimed, and the recipient of several prestigious awards, Supari Studios has worked closely and consistently with brands such as Red Bull, Google, Estee Lauder, YouTube, Asian Paints, Twitter and Dolby among others.

    Speaking on the partnership, Joseph George, Founder Chairman and MD, Tilt Brand Solutions says, “With the democratization of data and bandwidth, more Indians are consuming more videos on many more screens. We look at this as a vibrant and enabling ecosystem which will allow us to deliver platform-relevant content, that will help brands better connect with its consumers across media platforms. We have sensed a reciprocity of belief and purpose in all our meetings with Advait and his team; and we are convinced, that collaborating with Supari’s exciting and talented folks will result in some path-breaking work for brands.”

    Adds Advait Gupt, Co-Founder, Supari Studios “The way we consume content has evolved dramatically in the past 5 years. We’ve moved from a prime time, television viewing experience to an anytime, anywhere, video-on-demand, mobile viewing experience. Today we decide our own prime time. Over the past 6 years at Supari Studios, we’ve been firmly focused on building differentiated content that connects with this discerning audience and we see Joe and the entire team at Tilt deeply aligned to this ideology. We’re excited to work with such a diverse and experienced team and look forward to create content that functions at the intersection of what value brands offer and what their audiences love.”

  • Ex MullenLowe Lintas’ Joseph George ‘Tilt-ing’ the creative agency model

    Ex MullenLowe Lintas’ Joseph George ‘Tilt-ing’ the creative agency model

    MUMBAI: A 150-year experienced team from across advertising, marketing, content, consumer advocacy, data analytics, storytelling, studio production, digital, media, qualitative research, behavioural science and video analytics have come together to offer consulting, communication, content and video production services for brands and businesses under the name Tilt Brand Solutions.

    Tilt Brand Solutions chairman and MD Joseph George says, “The context in which brands operate is everything. When that changes, everything about the brand outreach needs to change. What, where and how consumers buy, and what, where and how they consume content, have all changed. These changes cannot be responded to, by shoe-horning existing models into new structures. They need to be addressed by structuring a new; not re-structuring an old. Ergo Tilt.” 

    Tilt believes that brand and communication planning today is mostly “right brained”, predicated primarily on culture, attitudes and beliefs. And while these will continue to remain critical, the plethora of actual behavioural and consumption data available today cannot be ignored.

    Joseph opines, “Data analytics today sits only in digital, media or analytics agencies. At Tilt though, composite teams of left and right-brained strategists evaluate brand and behavioural data in human and cultural contexts and vice versa. Specialists in brand management, consumer behaviour, digital and media, data analytics, video analytics and communication planning work together to provide what we at Tilt call, full brained thinking.”

    Democratisation of data and proliferation of screens of all sizes, have resulted in Indians consuming more videos than ever before; contributing 50 to 70 per cent of all IP traffic and 75 per cent of advertising spends. Tilt believes thus, that getting right the conceptualisation and production of advertising and content in the video format, has become critical.

    Explains Joe, “Tilt’s creative philosophy of One Brand, Many Stories is built on the belief, that brands have, and need to tell many stories. More the stories, the more the brand begins to breathe and belong in people’s consciousness. The assumption that one video asset will work across audiences, objectives and platforms is flawed. Content creation and production needs to be tailored to each platform and experience across all forms of video-based advertising and content – from commercials to long, short and very short format video content.”

    The leadership team, Shriram Iyer chief creative and content officer, Srikanth Sarathy chief operating officer, Rajiv Chatterjee chief business officer and soon to join Kedar Teny as chief strategy officer is confident that Tilt’s strategy-story-studio offering, driven by its twin philosophies of full-brained thinking and one brand, many stories could well serve as proof of concept for brand owners and creative enterprises who are seeking to influence, engage and entertain consumers of today.

    The agency wants to sit in the union set of consulting, communication, content and video production; drawing inputs however, from the intersection set of brand building, communication planning, storytelling, analytics, media & digital strategy, behavioral science and production management.

    Joseph further adds, “We had to look at talent with specific experience and skills; and so, our starting team couldn’t be more diverse from each other, and different from norm in terms of careers and academics – Airtel, Culture Machine, Disney, Franklin Templeton, Hindustan Unilever Ltd, IIT, Infosys, ISRO, Leo Burnett, Lintas, London School of Economics, McDonald’s, Mediacom, NID, Omnicom Media, PWC, Sony Sports, Star TV and The Viral Fever.”