After successful operation in key European markets, ZenithOptimedia has announced the launch of Newcast in India. Newcast is a specialist division of ZenithOptimedia, which develops and executes non-traditional media solutions. This new division in India will be headed by Senior Vice-President Navin Khemka, who is currently head of a business unit comprising HP-PSG, Future Brands, Times Business, Bharat Hotels, HTC, Yakult, Pioneer, Delta, etc. Khemka will continue in this current role and the Newcast responsibility would be an added one.
Initially, Newcast will be based out of Gurgaon, with a team of specialists across mediums working to deliver client-specific solutions. Newcast will develop and create new ways to reach consumers with brand message. This is not only about the best possible placements, but about concepts and strategies that mesh media, creative departments, the product and the brand to one unit taking care that marketing communication has the greatest possible success. This division will provide services such as branded content, sponsorship, events, experiential marketing, etc., to clients.
Mark Waugh, Head of Newcast UK, who is co-ordinating the rollout of Newcast worldwide for ZenithOptimedia, said “India is genuinely at the cutting edge of much new media innovation right now, which is why we have chosen it as the first market to launch Newcast outside of Europe, ahead of even China and the US. The launch of Newcast as a division of ZenithOptimedia Group in India will allow the agency to future-proof its media planning for clients. Clients will now have access for the first time to neutrally planned activity in areas such as sponsorship, events and branded content, with the execution of the ideas conducted by specialist in-house teams, alongside the traditional media plan. The launch accordingly positions ZenithOptimedia at the vanguard of agencies in India, allowing them to deliver not just the most efficient ways of reaching potential customers, but crucially, the most effective ways of reaching them, so that these prospects become truly engaged with the clients’ brands and products.”
Newcast would be media neutral and would aim to provide clients with a holistic solution with ROI as a key driver.
Ambika Srivastava, CEO, ZenithOptimedia India Group, told exchange4media, “I am much exited to announce the launch of Newcast. With the changing dynamics in the media world, it is important to adapt. We are aiming to look into a fresh perspective in providing ROI to our clients in this new emerging media space. We will focus on projects that are measurable with the same passion as we do for regular media across our client portfolio.”
Commenting on Khemka heading the new division, Srivastava said, “Navin has done a lot of innovative work across clients that have won recognition. He is the right guy to spearhead this initiative.”
On his new role Khemka said, “The environment around us is very dynamic. Media agencies are now expected to do much more than buying space and time. We have to create opportunities with our clients that face tough market situations. We need to partner them and give them innovative solutions, put in the extra effort and give him more bangs for the same buck. We need to keep our minds fertile with newer ideas and newer initiatives. As that is what will keep us sustaining and winning successful strategies. There are no benchmarks and it is the time to unlearn what we have.”