Republic Media Network launches R.Fluid, expands content solutions vertical

Rachit Tiwary to lead R.Fluid as Business Head; Priya Raman named Programming Head

e4m by exchange4media Staff
Updated: Jun 28, 2019 11:29 AM
Fluid

Within five months of launching R.Bharat, Republic Media Network is set to achieve another milestone - R.Fluid. The new venture is aimed at strengthening its distinctive competence of storytelling and story-doing for advertisers.

Arnab Goswami-owned Republic Media Network’s new venture R.Fluid thrives on creating strong platform-agnostic content-led opportunities for brands. Keeping brands at the centre, R.Fluid weaves stories that result in an unforgettable experience for the brand’s consumers. 

Rachit Tiwary will be leading R.Fluid as Business Head. This is in continuation to his role as the Director of Brand Solutions at Republic Media Network. Tiwary started his career as a NBCUniversal Page executive and worked on shows such as The Late Night with Jimmy Fallon and Saturday Night Live. In addition, Priya Raman has been appointed as the Programming Head of this function. She joins this vertical with over two decades of experience in content and production. 

“Content-led conversations, discussions, features, activations, and events with a platform/media agnostic approach is required to find effective solutions. I am confident that the Fluid team will strive to make the partners and brands win using Republic as its pivotal asset, considering the large reach and high engagement across platforms,” said Group CEO of Republic Media Network, Vikas Khanchandani.

R.Fluid will approach brand solutions in a varied format — be it large scale cause-led marketing initiatives, media solutions, network IPs, or on-ground events and activations. “The key task is to grab the ever-fleeting attention of today's hyper-bored consumer and having engagement through content. The birth of Fluid epitomises the market’s need for creation of clutter-bursting ideas that can avoid the quicksand of consumer indifference. The strength of Fluid is its fluidity to adopt and adept at any contextual imperatives of its customers,” said Dr Bhaskar Das, Group President of Republic Media Network. 

Over the last two years, the team has successfully partnered with more than 25 brands across various verticals such as HMSI (Honda Motorcycles & Scooters India), Facebook, Ola, DHFL Pramerica Life Insurance, and Apollo Hospitals, among others.

Content President and Chief Executive Producer of Republic Media Network, Charu Thakur, further elaborates on the belief of R.Fluid, “Republic is a 100 per cent content-driven company. Fluid is an extension of our brand and we are excited about bringing top-notch content opportunities to our audiences through this new member of our network.”

The launch of R.Fluid comes at a perfect time with the Republic Media Network winning its first award for the DHFL Pramerica Life Insurance Behtar India campaign at the International Advertising Competition Golden Award of Montreux 2019. The Network won this award among 3000+ entries registered from 37 countries. About the win, Chief Marketing and Digital Officer of DHFL Pramerica Life Insurance, Anshuman Verma, said, “Montreux award certification is recognised worldwide and has a highly credible international jury. This award is a testament of how Behtar India is one of the finest social innovation programmes in the world, which is building a conscious society through development of leadership qualities in school students. The collective enthusiasm and the infectious energy of our teams, Republic TV and schools, made Behtar India an astounding success and made this award possible.”

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