Gaurav Lulla of Viacom18 quits to start new content studio

Loose Cannons is a boutique content studio that specialises in content creation for Media hubs and brands

e4m by exchange4media Staff
Updated: Sep 21, 2018 1:33 PM

After having quit Viacom18, Gaurav Lulla, who was head of digital media for MTV India and English Cluster including Vh1, Comedy Central and Colors Infinity, is starting a new content studio named Loose Cannons, a boutique content studio that specialises in content creation for Media hubs and brands.

Lulla says, “The current content eco-system is at a tipping point. With the massive influx of content pipes, over and above the traditional ones that existed, the content creation eco-system has changed dramatically. This has led to two very diverse challenges : A) Content Pipes need to collaborate with varied creators to bring engaging stories to their platforms B) Current form of advertising needs to alter to reach out to consumers in unique formats applicable to each content consumption touchpoint. To address this alteration, the eco-system needs an almost disruptive approach by a motley bunch of Loose Cannons who keep firing and experimenting with varied content initiatives. Pavneet and I identified with this at a very personal level and hence “Loose Cannons Content Studio”.

“Loose Cannons Content Studio operates in two diverse universes. On one hand, we partner with varied media houses across platforms to enrich their content offering. On the other hand, we aim to solve the imminent communication challenge facing brands to engage audiences beyond awareness scores. The good news is that both of these journeys have the same starting point : A strong story,” adds Lulla.

Co-Founder Pavneet Gakhal explains, “With an aim to establish strategic alliances and collaborations with a bouquet of production houses, talent management outfits and new age technocrats, we aim to create content that enthrals audiences across all screens. We have a catalogue of content IPs across limited fiction series and non-fiction show formats which we are in the process of commissioning. We will dabble with all kinds of branded content initiatives all the way from conceptualization of the content, producing it to be relevant across platforms of consumption and finally building a content marketing campaign around it to amplify its reach.”

Lulla had joined Viacom18 in 2011.

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