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Tag: YAAP

  • Why Raj Nayak is getting into scalable IPs with the House of IP

    Why Raj Nayak is getting into scalable IPs with the House of IP

    MUMBAI: Is there still space in the content creation, event IPs, and the experiences verticals  despite the gadzillion or so producers, event organisers and individual creators  popping up from every nook and cranny all over India?

    Well, Raj Nayak, the former chief operating officer of Viacom18 and founder of House of Cheer, sure as hell believes there is. He has unveiled his next bold venture — House of IP — in partnership with digital marketing outfit Yaap.

    Positioned as a first-of-its-kind venture studio for event and entertainment IPs, House of IP promises to create, scale and monetise original properties across sports, music, digital content and branded experiences. From seed ideas to revenue engines, the studio aims to become a launchpad for immersive, culture-first experiences.

    “At a time when content is fragmented and brands are fighting for attention, scalable IPs are the future,” said Nayak who does not seem to be tiring despite being in the media and entertainment business for nearly four decades.

    He’s raring to go with his new venture, just like he was at the start of his career nearly 40 years ago.  “House of IP is built to turn bold concepts into cultural movements — and business success.”

    Yaap, known for its work in influencer marketing and digital media, brings its tech-driven, platform-first mindset to the collaboration. Founder Atul Hegde called the move a “natural evolution” of Yaap’s vision. “With Raj’s creative force and our digital DNA, this partnership will help build IPs that go the distance,” he said.

    House of IP is setting up shop in Mumbai, Delhi, Bangalore and Dubai, with plans to work both with original concepts and existing IP owners. The venture will offer strategic consulting, content creation, brand partnerships and monetisation models.

    “Think big ideas, deep culture connects, and long-term brand value,” Nayak added. “Welcome to the House of IP.”

    What should work in Nayak’s favour is the numerous relationships he has forged  and goodwill he has generated on almost every front throughout his career, whether amongst marketers or agencies or broadcast executives or event agencies.

    Then there is a bunch of startups as well as unicorns in almost every vertical which are looking for expertise to take them forward in the experiences department or their content needs. The new sports policy announced recently by the government is likely to see a plethora of new sports get a fresh impetus with administrators and the private sector getting together to make India a sporting nation and take it beyond just cricket. 

    Already, many leagues for many a sport have come up which need nurturing and guidance to make them grow a la the Pro Kabaddi League and the Indian Super League. Raj spent a large part of his early career selling sports and continues to do so with the Celebrity Cricket League, which should work in the House of IPs’ favour.

    Finally, with the overall live and experiential business literally exploding like never before, it’s most likely that his House of IPs will have a lot to cheer about. Just like his House of Cheer.

  • Digital marketing maverick Karan Arora joins YAAP as revenue head

    Digital marketing maverick Karan Arora joins YAAP as revenue head

    Mumbai: YAAP, a forward-thinking specialised content and influencer marketing company, appointed Karan Arora as the Revenue Head at its offices in Delhi. Karan brings with him more than a decade of experience in business development, strategy, and client servicing. Karan’s understanding of the digital medium will help YAAP build and scale up businesses on the sustainable foundations of motivated teams, meaningful business relationships, and efficient systemic processes.

    Former vice president at Korra Worldwide Advertising, Karan Arora now begins an exciting new chapter in his career as the Head of Revenue for YAAP in Northern India. With a career spanning over 13 years, Karan has demonstrated his leadership prowess by founding and overseeing key positions at renowned network agencies including Dentsu Webchutney and Indigo Consulting – a Leo Burnett Company among others. Throughout his illustrious journey, Karan has extensively collaborated with both small businesses and large multinational organisations, showcasing deep expertise in crafting exceptional customer experiences within the digital domain.

    Talking about his new role at YAAP, Karan Arora shares, “YAAP is not your typical digital agency. It is a group of uber-creative and talented marketers driven by the ‘Built for Now’ philosophy that aligns seamlessly with the vision of their partner brands and empowers them to tell their stories. I’m thrilled to join YAAP and eager to collaborate with seasoned marketers and creatives to drive brand growth. Led by visionaries like Atul Hegde and Manan Kapoor, YAAP has championed the art of powerful storytelling with data and technology to deliver high-quality digital solutions to brands. Together with the team, I hope to unlock the next chapter of growth for YAAP and its partner brands.”

    Throughout his career, Karan has had the privilege of working with renowned brands like National Geographic, Amazon Prime Video, Bacardi India, NEXA, Harley Davidson, Bata, Nestle, Dabur, Mamaearth, Yoga Bar, Panasonic, PayTM, and IndusInd Bank, among others. In these roles, he has excelled in conceptualising and managing numerous impactful digital and brand campaigns.

    Commenting on Karan’s appointment, YAAP senior partner  Manan Kapur shared, “We are thrilled to welcome Karan as a valuable addition to our team, given his extensive and diverse expertise in brand development and growth spanning various industries. His passion for continuous innovation and content-driven digital solutions will undoubtedly contribute significantly to YAAP’s growth journey. I extend my best wishes to Karan and I’m sure he will be a great asset to YAAP.”

  • YAAP onboards new clients, and continues aggressive recruitment amidst the pandemic

    YAAP onboards new clients, and continues aggressive recruitment amidst the pandemic

    MUMBAI: With its vision ‘Built For Now’, YAAP, a new-age specialized content design, discovery & distribution company, has won over 20 new businesses and four awards in the last few months. The clients onboarded are largely from BFSI, travel & tourism, government and gaming sectors covering names such as NPCI, Mobile Premier League, NITI Aayog, Meghalaya Tourism and Dubai Fitness Challenge. YAAP will be responsible for the content strategy & development, influencer marketing, media buying and social media of these new mandates.

    Owing to the unpredictable market situation where industries are collapsing and employees are in continued distress due to pay cuts, YAAP continues to celebrate its employees’ efforts with no pay cuts and no layoffs. Moreover, appraisals have been conducted.

    A company that is ambitious towards servicing its clients to the best, has opened 12 new positions across sales, creative, servicing and strategy. YAAP is looking for people who are striving towards a collective goal no matter the odds.

    It is said that every new phase often comes with hurdles. With this, YAAP would like to announce that Irfan Khan has moved on from the company. He was a partner at YAAP where he was responsible for the influencer marketing vertical, new business development and overall operations of the company. Manan Kapur, partner at YAAP will be taking on the influencer marketing business.  

    Sharing his views on the company's novel moves, YAAP partner Irfan Khan Partner said, "In my time at YAAP, we achieved the growth trajectory few companies have, especially in the content and influencer marketing space. We successfully led some of the biggest content-led activations across India and the Middle East. It's always bittersweet to leave a place enjoyed and helped nurture, but today we have a solid foundation that has been set. I'm positive the team will take it to greater heights in the near future.”

    YAAP partner Manan Kapur said, “The past year has seen a drastic shift in the status quo, and YAAP was no exception. This change meant we had to be more agile and adapt to the new normal while keeping our team, our clients & our partners as our primary priority. And now, as 2020 comes to a close, we have an ever-expanding team, we’ve forged many new relationships and we’re entering the new year stronger than ever, because of our unfaltering passion and our unwavering vision. I look forward to adding influencer marketing to my responsibilities and build on the strong foundation set by Irfan.”

  • YAAP onboards new clients, offers appraisals and perks to employees amidst the pandemic

    YAAP onboards new clients, offers appraisals and perks to employees amidst the pandemic

    Mumbai: With its vision ‘Built For Now’, YAAP, a new-age specialized content design, discovery & distribution company, has won over 20 new businesses and 4 awards in the last few months. The clients onboarded are largely from BFSI, travel & tourism, government and gaming sectors covering names such as NPCI, Mobile Premier League, NITI Aayog, Meghalaya Tourism and Dubai Fitness Challenge. YAAP will be responsible for the content strategy & development, influencer marketing, media buying and social media of these new mandates.

    Owing to the unpredictable market situation where industries are collapsing and employees are in continued distress due to pay cuts, YAAP continues to celebrate its employees’ efforts with no pay cuts and no layoffs. Moreover, appraisals have been conducted.

    A company that is ambitious towards servicing its clients to the best, has opened 12 new positions across sales, creative, servicing and strategy. YAAP is looking for people who are striving towards a collective goal no matter the odds.

    It is said that every new phase often comes with hurdles. With this, YAAP would like to announce that Irfan Khan has moved on from the company. He was a partner at YAAP where he was responsible for the influencer marketing vertical, new business development and overall operations of the company. Manan Kapur, partner at YAAP will be taking on the influencer marketing business.  

    Sharing his views on the company's novel moves, Irfan Khan, Partner, YAAP, said, "In my time at YAAP, we achieved the growth trajectory few companies have, especially in the content and influencer marketing space. We successfully led some of the biggest content-led activations across India and the Middle East. It's always bittersweet to leave a place enjoyed and helped nurture, but today we have a solid foundation that has been set. I'm positive the team will take it to greater heights in the near future.”

    Manan Kapur, Partner, YAAP, said, “The past year has seen a drastic shift in the status quo, and YAAP was no exception. This change meant we had to be more agile and adapt to the new normal while keeping our team, our clients & our partners as our primary priority. And now, as 2020 comes to a close, we have an ever-expanding team, we’ve forged many new relationships and we’re entering the new year stronger than ever, because of our unfaltering passion and our unwavering vision. I look forward to adding influencer marketing to my responsibilities and build on the strong foundation set by Irfan.”

  • Mobile Premier League awards digital mandate to YAAP

    Mobile Premier League awards digital mandate to YAAP

    NEW DELHI: E-sports platform Mobile Premier League (MPL) has recently appointed YAAP to help them take their digital presence to the next level. This will include the conceptualisation and development of communication across social media to strengthen the brand's presence online.

    MPL SVP growth and marketing Abhishek Madhavan said, “With millions of followers across our social media platforms, we have partnered with YAAP to offer our followers a variety of engaging and informative content as we look to scale our social media presence even further. We are excited about having YAAP on board and look forward to working with them.”

    YAAP partner Manan Kapur said, “We are really excited to partner with MPL on this journey. Having observed the growth of the gaming industry over the years and the pioneering work that MPL has done, we’re really looking forward to working with a team that shares the same passion for great work as us. We’re looking forward to doing some great work soon.”

  • Zepth appoints YAAP as creative and digital agency

    Zepth appoints YAAP as creative and digital agency

    NEW DELHI: Specialised content agency YAAP has won the mandate for Zepth and will be tasked with expanding and building the global construction software company’s digital presence and communications. This will include brand and communication development across social media and digital media channels and other key touchpoints. Zepth is rapidly expanding across different geographies around the globe with a strong presence in the Middle East and South Asia. 

    Zepth founder-CEP Prasoon Shrivastava said, “We’re excited to have set out on this journey with YAAP as our creative and digital partners. As an organization Zepth is on a mission to radically change the world of construction software as a whole through disruptive innovation. YAAP is going to play a crucial role in helping us pave the way towards this goal with their creative and digital expertise.”

    YAAP partner Manan Kapur said, “Our goal with Zepth is to help them become one of the foremost construction management software in the world. The journey of interacting with the Zepth team has been really exciting so far. It’s great to work with a team that shares the same passion towards great creative work as us and we’re looking forward to some interesting work to come from this partnership.”

  • YAAP appoints Rachit Dewan as associate vice president

    YAAP appoints Rachit Dewan as associate vice president

    MUMBAI: Rainmaker Ventures-backed digital content company, YAAP, has appointed Rachit Dewan as its AVP business development. Dewan will be based out of the Gurugram office and will oversee business development for YAAP across India. He will report directly to Manan Kapur, partner at YAAP. 

    Dewan has over 12 years and has worked with companies like Fork Media, Qoruz, MailBrainiers and EsellerSmart and others.

    Kapur said, “With the rapid evolution in digital and media spaces, content is the biggest differentiator in the current times. Rachit will be responsible for creating such digital solutions for client’s needs and creating business opportunities for Yaap. He has a proven record of facilitating long term business relationships within the industry and with brands. It is the right time for us to have a talent such as Rachit who comes with a strong business sense and execution abilities. I wish Rachit all the very best and I’m sure he will be a great asset to YAAP.”

  • YAAP creates stirring tribute to the spirit of independent agencies in India

    YAAP creates stirring tribute to the spirit of independent agencies in India

    MUMBAI: In the wake of the Covid2019 crisis that has affected countless lives and crippled industries in ways that we could have never imagined, unity with a sense of collaboration and staying high-spirited have become more important than ever. 
    Echoing the same sentiment, digital content company, YAAP has released a stirring tribute dedicated to independent agencies and their workforce, who have had to show immense strength and resilience in the face of adversity.
    The video, which was published on YAAP’s social media pages, is an acknowledgment of their struggles as well as a symbol of solidarity for the advertising and communications industry at large, in these trying times. 

    The tribute draws inspiration from the iconic ‘Here’s to the crazy ones’
    advertisement and uses this iconic advertisement to pay respects to the people working hard behind the scenes.

    In their pursuit of paying respect to independent agencies and extending their support for the industry, YAAP is giving preference to those who have been displaced, by offering them a role in the organisation.

    YAAP creative director Manoj Pandey explained his process, “While we’re faced with the larger crisis as humanity, we, as a community of independent agencies, also have a set of day-to-day realities to deal with. Keeping the lights on, delivering work for our
    clients with minimum disruption, and most importantly, keeping everyone inspired. At this juncture, we felt, this needed to be said – we’re all in this together and we’ll all sail through it too. This film is an ode to the unflinching spirit of independent agencies. A homage that draws inspiration from one
    of the most iconic works in the history of advertising.”

    In supporting their fellow independent agencies, YAAP has also released a series of recruitment ads, which themselves are an ode to the signature, old-school copy-based ads with a contemporary splash of colour. The ads urge professionals who have fallen victim to mass retrenchment across
    independent agencies to apply and get preference at YAAP.

    Partner at YAAP Manan Kapur said, “This has been a challenging time for our industry and it’s more important than ever that we come together and try to make the best of these testing times. This initiative is YAAP’s way of supporting the talented professionals who have lost their jobs by offering them the opportunity to come work with us. We want to show them that while YAAP may be a new home for them, they’re still in the same family – a family of passionate, like-minded people from independent agencies.”

    This film was created in collaboration with KSlient Productions.

  • YAAP appoints Smriti Shadra as director-content

    YAAP appoints Smriti Shadra as director-content

    MUMBAI: Rainmaker Ventures-backed YAAP has announced the appointment of Smriti Shadra as director-content. She will be based out of the Mumbai office and will report directly to YAAP chief creative officer Deepak Singh.

    Speaking on her appointment, Singh said, “Smriti is one of the young and upcoming talents in the industry; with a rare body of work spanning across multiple mediums. We are happy to have her on board; as she is a perfect fit for an offbeat culture that we are looking to create with a team of people having diversified skill sets. I am confident that she will play an integral role in raising the bar of our creative output while leading a team of people from varied backgrounds.”

    Commenting on her new role, Shadra, added, “Deepak is very clear about the vision that he has for YAAP, and I am more than happy to be a part of it. Advertising today is continuously changing, so the need of the hour is to evolve with the times. This will surely be an interesting move, as it’ll help me explore a dynamic medium like digital in combination with the design. I'm certainly looking forward to pushing the boundaries and creating some path-breaking work with Deepak.”

    Smriti has worked with agencies such as Grey Worldwide, JWT, Leo Burnett, Dentsu India Group, and The Social Street. During her previous tenures, she has worked on brands like DHL, Star, MRF, Britannia, Maruti Suzuki, Max Healthcare, Airtel, The Indian Express, Fortis Healthcare, Madhya Pradesh Police, SBI Cards, Twinings, MOHAN Foundation and Alzheimer’s and Related Disorders Society of India.

    She has around 190 Indian and International awards to her credit; across various categories and has been a jury member at The MAA Worldwide Globes, The ABBYS, and The EMVIES. In 2017, Smriti was chosen as an Adobe Young Lantern, acknowledged and judged by the finest jury in the country.

    The YAAP Group works with brands like Dubai Tourism, ITC Hotels, Lufthansa, Coca Cola, American Express, SBI Cards, SHRM, NPCI, Assam Tourism along with more than 50 other brands.