Top Story


Home >> Advertising >> Article

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

Font Size   16
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. 

Tags Jignesh Maniar Onads Branded Video Content Content Marketing

Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

In week 9 of BARC ratings, the channel led the lifestyle space with 1206 million impressions followed by TLC, FYI TV18, Food Food and Fox Life

During his brief visit to India, Ronen Mense, Vice- President- Asia, AppsFlyer, spoke to exchange4media about app marketing and the new trends one can witness in mobile marketing.

Neha Kulwal, CEO, Admitad, talks about the future of affiliate marketing and the company's growth over the years

One of the latest entrants to the IPL club, Kent RO Systems recently announced its sponsorship deal with Kings XI Punjab

The shortlists in the Media, Publisher, Creative and Branded Content categories are now up on the website

According to BARC India data, English news genre grew by 2.76 per cent whereas Hindi news genre saw a 30 per cent growth during North East Assembly elections results on March 3