GroupM and Optimystix Entertainment-promoted O4 Digital Media have entered into a strategic alliance to create digital video-led brand solutions company – MashUp. The content-led company will have a key focus on ‘video led sustained engagement’ for brands, a first of its kind in the Indian digital industry. MashUp Brand Solutions will work with brands to connect with consumers on digital and social media platforms using customised and differentiated content to create rich engagement.
With MashUp, Optimystix Entertainment is now turning its focus to the rapidly growing online video space. GroupM is extending its online offering to include strategic content solutions backed with metric and measurement.
Commenting on this development, CVL Srinivas, South Asia CEO at GroupM said, “Internet video consumption is expected to further increase six fold by 2016. The internet audience size is crossing the English-speaking audience size in our country and video has a larger role to play, considering the format comprises a universal appeal. We see an untapped as well as cost-effective opportunity in this market for leading brands to engage with their consumers on a more personal level. Optimystix Entertainment is the leading premium content creator and we are happy to combine our strengths to form MashUp.”
Sanjiv Sharma, CEO and Executive Chairman, Optimystix Entertainment added here, “India is the second largest consumer of online videos. Having produced TV commercials for every leading brand in the country and producing primetime TV programming for all leading broadcasters, our DNA as company allows us to understand and service brand needs and create high quality video content at an industrial level. Realising this opportunity, Optimystix Entertainment started this journey of ‘Video Led Sustained Engagement’ with Airtel to create and produce video content for engagement across their social media communities. Our partnering with GroupM is a step further in creating a leadership position in this space.”
The internet video consumption market in India is growing at a tremendous pace, with nearly 80 per cent more video views in 2012 than 2011. The current market size in India is equal to 43 million+ monthly unique viewers; 3.3 billion+ monthly total video streams, and approximately 19 billion minutes are spent watching videos online every month. To harness the potential of this untapped market, MashUp, with its expertise in understanding and engaging viewers, will create “rich media video packages” and provide brands with additional effective touch points for sustained consumer engagement on social media platforms.
The key focus for Mash Up will be to understand the brand’s needs in the social media space and to create a compelling digital engagement strategy using rich video packages to create and nourish this relationship with consumers. MashUp shall also provide other digital services, including evaluation of the brand and its competition in the social media space, social media management and marketing, online media planning and buying, analytics and measurement of brand progress and more.
MashUp shall work with GroupM clients as well as other players, and currently some of its clients include brands such as Airtel, Ford, Mercedez Benz, Shoppers Stop, Streax, Citi Bank, Skoda, and Gillette, among others.