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The consumer is hooked on to content all day long: Jignesh Maniar, Onads Communication

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The consumer is hooked on to content all day long: Jignesh Maniar, Onads Communication

Ad man Jignesh Maniar is on the cusp of making a transition. His creative agency, Onads Communication, is gearing up to address the growing demand for strategic video content. 


The team, when completely in place, will be equipped to not merely create entertaining content but content that will keep the consumers engaged with the brand all round the year. “No longer does the brand need to make an ad because the brand has something to say. The consumer is reaching out to content, the only question now is: are you relevant to them?”, said Maniar explaining the need for strategic video content. 


As a creative agency that has over the last nine years proven its strengths, Maniar says making a foray into video content will take Onads Communication to the next level. “What we bring to the table is that we understand brands and consumers, their relationship, and we have ideas; we are not just a production house.” 


How much of a leap it is from making brand videos to branded videos, we ask. “The journey that we are going to make is from just writing scripts to having ideas in videos,” added Maniar. “Our core strengths at Onads are ideas and videos. So we are very poised to extend our existing skill-set to creating engaging content.”


Content marketing is where the party is and there is no way out of it. Maniar says that this trend of creating branded video content is a reaction to what the consumer seeks. “The consumer is hooked on to content all day long. This is the new media consumption pattern.” Calling it the ‘big shake-up’ Maniar said that branded content is where the industry is headed. 


Brands have begun to embrace branded content leading to a shift in the advertising ecosystem. Leading creative agencies have already taken this route by launching separate divisions for branded content. These include BBH India, The Social Street, FCB Ulka - Branded Content, The Story Lab from Dentsu Aegis Network and Wavemaker from MEC to name a few. 


It is estimated that by 2019, 80 per cent of all web-traffic will be video. It is therefore hardly surprising that Maniar and his ilk are embracing branded video content like never before. 


While Maniar did not reveal when exactly the branded content arm of Onads will be launched he did say that Onads is already in talks with clients for whom the team has designed year-round content. 

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