The Story Lab (TSL), the specialist content agency from Dentsu Aegis Network, has expanded its footprint into India. With a slew of product offerings in the area of content partnership, curation, original content and content investment, TSL will work with brands to innovate their supply chain of story-telling and thereby, help them invest in the most engaging and effective content solutions for their media ecosystem. For the record, TSL operates globally across 16 countries worldwide (including India) and works with a mission to inspire and deliver innovative content solutions that connect with audiences and create value for clients and their partners.
Dentsu Aegis Network has roped in Sunil Kumaran to head TSL in India. Based out of Mumbai, Kumaran will be guided by Kartik Iyer who is the Executive Sponsor for TSL.
Prior to this, Kumaran was Chief Strategy Officer at Reliance Broadcast. There, his role involved revenue and content strategy for the broadcast platforms. He oversaw creative and brand solutions for clients associated with the network. Kumaran comes with a rich media experience of over 20 years in strategy, media planning and buying and has worked with agencies including JWT, Lowe Lintas and Rediffusion.
Commenting on the launch, Ashish Bhasin, Chairman and CEO South Asia - Dentsu Aegis Network said, “Content is an exciting space for us to be in. Clients are increasingly looking at how they can ‘influence’ the consumers more effectively than just increasing their ‘reach’ through traditional forms of advertising. We have been building various expertise centres within Denstu Aegis Network and TSL is a significant step towards consolidating our position as a Network, which delivers superior value to clients and partners. Also, this is a big step forward in helping us achieve our mission of being the second largest agency group by end 2017 in India, overturning for the first time the existing ranking which has historically been in place for over 80 years in India.”
Kartik Iyer, Managing Director Carat India commented, “An entity like TSL is the need of the hour as brands look to accelerate the effectiveness of their ecosystems through innovative content solutions that can deliver scale, engagement and advocacy. We are very happy to have Sunil Kumaran on board who brings with him years of strategic media planning experience and deep understanding of this space.”
Kumaran said, “I’m very excited about this new initiative which is based on the philosophy of providing a superior value proposition to clients. Media convergence has disrupted the traditional advertising-led marketing communications model and ‘Content’ is one of the most valuable assets within media companies’ and brands’ ecosystems. I am looking forward to doing some exciting work across brands within the Dentsu Aegis Network Group.”