Content Hub 2021: Content marketing – the most efficient tool for brand building

Mumbai: With 5 reveals working throughout platforms, two delivered, and one other 5 lined up for 2021, TVF president Vijay Koshy is wanting ahead to an thrilling second half of the yr!
At the fifth version of the ‘Content Hub 2021 – TV, Film, Digital Video, and Beyond’ being organised by, Koshy alongside along with his colleague and Aspirant’s director Apoorv Singh Karki and Unacademy, senior director – brand, Sonal Mishra spoke about the craft and enterprise of making branded content material. The session titled, ‘Content marketing – the most efficient tool for brand building’ was moderated by IndianTelevision Dot Com Group, founder & CEO, Anil Wanvari.
Keeping ‘Aspirants’ – TVF’s authentic net sequence produced in affiliation with Unacademy – as the level of dialogue, the session started with Sonal Mishra being quizzed about the brand’s involvement on the inventive entrance. The sequence or ‘digital authentic’, as Wanvari prefers to name it, traces the journey of three UPSC aspirants and their friendship in opposition to all odds.  Mishra shared that it took virtually a yr for the thought to crystallise in a means such that it pertains to the goal section. “As a client-first firm, our power lies in the connection we construct with the ‘learners’, so now we have to stay centered on their realities and mindsets,” mentioned Mishra.
The panelists unanimously agreed on client perception being the most vital component in any type of branded content material. “All tales exist on the market in the actual world. Depending on the section being addressed, the insights and storytelling differ. Therefore, we have to be observant always,” remarked Mishra. Adding to her level, Apoorv Singh Karki shared that the sequence author Deepesh Sumitra spent almost eight months with UPSC aspirants in Delhi’s Rajendra Nagar (the hub of UPSC preparation) earlier than arising with the script which was finalised solely after about eight or 9 iterations.
“At the finish of the day our greatest shopper is the viewers. We have stayed true to them whereas creating content material that’s partaking. ‘Aspirants’ spoke about important life classes with UPSC as the backdrop which is why it resonated with learners throughout segments,” mentioned Koshy.
Commenting additional on how troublesome it was to make sure that brand integrations don’t flip into intrusions, Karki said, “One has to develop the talent of discovering a typical floor for thematic and seamless integrations. While we can not diverge drastically from the temporary, such complexities will be dealt with via mutual understanding. As considered one of our most interesting shoppers, Unacademy understands us as creators.”
TVF’s affiliation with Unacademy started in 2018, and two of its most profitable ‘digital originals’ – ‘Kota Factory’ and ‘Aspirants’ – have been sponsored by the brand. With almost 12.9 million views and an IMDB score of 9.7, ‘Aspirants’ garnered each mass in addition to crucial acclaim. Going past numbers, the sequence performed an important function in building brand salience for Unacademy.
According to Koshy, the significance and success of branded content material lies in the space of brand building. “Because digital is an ‘over measurable’ medium, individuals are inclined to get misplaced in the numbers – downloads, views, conversions. Everyone needs to see ROIs, however what about the good outdated brand building,” he exclaimed. “Performance marketing is non-negotiable because it builds the person base for manufacturers, however even after spending big sums of cash, the efficiencies start to fall after a time period. This is the place branded content material is available in as a result of, in the end, tales are the finest option to get your message throughout.”
Urging manufacturers throughout classes to return ahead and experiment in the ‘taking place’ area, he mentioned, “Until 2019 there was a number of ‘window procuring’ happening, however branded content material is severe enterprise at present; much more so after the pandemic. We have onboard companions similar to Philips Grooming and a medical brand Pristine Healthcare that have been as soon as unwilling to discover the area.”
The final a part of the session handled the ‘robust query’ concerning the possession of IP. Gladly fielding the question, Koshy mentioned that the concern must be mentioned extra as a result of not solely does it outline branded content material, but additionally varieties the foundation of what differentiates it from promoting. “Advertising is one thing that manufacturers create relying on their requirement and push it out in the market after figuring out the very best media choices. The viewers will not be actively in search of it; given an possibility, they are going to virtually at all times skip an advert. However, with our type of providing, viewers maintain coming again to the platform on a each day, weekly or month-to-month foundation desirous to eat extra content material. So it’s best that the IP stays with us.”
The fifth version of Content Hub 2021- ‘TV, Film, Digital Video, and Beyond’ is being organised by from 28-30 July, 2021. The three-day summit is co-offered by IN10 Media Network and ZEE5, and co-powered by Applause Entertainment and Tipping Point, the digital content material unit of Viacom18 Studios. PTC Network is the supporting associate. 
Centred on the theme – ‘The New Dynamic’, The Content Hub 20201 will witness insightful periods with trade stakeholders deliberating on how the new forces are reworking the means content material is created and tales are informed. It may even delve upon the affect of those modifications on the enterprise fashions for the world of movies, TV and OTT.   
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