MAM

Ant Farm launches ad venture Fork Media

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2017/02/09/Times%20Group.jpg?itok=PBgnMFUI

MUMBAI: Ant Farm, an innovative sandbox that aims to create global brands ideated and built out of India, has announced the launch of its first venture in the advertising space, Fork Media.

Founded by Samar Verma and Upen Roop Rai, both of whom recently stepped down from leadership positions at the Times Group, Fork Media offers advertisers innovative content-led marketing solutions, high engagement ad formats and exclusive access to the country?s leading publishers across the online, mobile and video platforms.

"Our constant feedback from advertisers is that the typical ad formats prevalent on the web and mobile today are flawed. Users tend to tune out advertising; as a result click-through rates and engagement are trending downwards. We saw this as a great opportunity to create seamless, brand-led content propositions that give advertisers longer-term engagement with their target audience," said Verma.

Roop Rai added, "There is a genuine need to address challenges such as low benchmarks set on pricing, lack of innovation and broken ad formats. This is an exciting proposition for both the publisher for driving optimal revenue levels and the advertiser for creating longer-term engagement with its target consumer group. Our aim is to create meaningful, conversation-based advertising for premium brands. We have seen tremendous success in the past in creating synergies between brands and content, and we want to extend that philosophy at Fork."

According to the company, Fork puts the brand before measurability and has created a unique index that helps advertisers reach out to their intended audience via the right publisher collaboration. It focuses on alternative revenue streams that can run parallel to the publisher?s existing monetization efforts. Further, Fork?s core proposition is the content marketing arm THINKTANK, which is the network?s in-house ideation, content creation and design cell. Fork?s biggest asset, besides its people, is its rapid execution and deployment ability across content and formats.

The current roster of publishers onboard the Fork platform includes HT Media, The India Today Group, The Hindu, and The Daily Mail.

"When Samar first approached us with the Idea of Fork Media we immediately saw the potential. He has had one of the fastest growths in the online industry largely due to his disruptive ideas and aggressive approach to monetization. We are excited with the traction Fork has managed to gain in such a short period of time. It?s a winning proposition for any publisher or brand," Antfarm MD Rishi Khiani said.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/10/pra.jpg?itok=7TMSTsZx
Dentsu Webchutney launches new campaign for Platinum Days of Love

Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has launched Platinum Days of Love’s new season’s collection with the campaign #LoveSoRare, a series of 30 digital films inspired by the design story of the collection.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/10/renault.jpg?itok=MbzWydTd
Renault India’s social experiment to reveal ‘Who are India’s worst drivers’

With the thought to find ‘Who are India’s Worst Drivers?’ Renault India along with its creative agency Law and Kenneth Saatchi and Saatchi recently conducted a social experiment in the streets of Mumbai and New Delhi by monitoring the traffic violations that took place every hour across some key...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/10/ipsos.jpg?itok=7n7JlNHU
Ipsos India launches TrueFace

Ipsos India has launched TrueFace, an indigenously developed recruitment screening app, for Qualitative research.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/10/adex.jpg?itok=IXs0lSCE
TAM AdEx reveals print, radio reducing spend on TV

A recent report created by AdEx, a part of TAM Media Research, has revealed how television medium uses others mediums i.e. print and radio for its own advertising and vice versa.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/10/ds.jpg?itok=wzKXoVWV
DS Group rolls out 3 new TVCs for Pulse candy

Taking forward its ‘Pran jaaye par Pulse na jaaye’ narrative, Pass Pass Pulse, the candy from DS Group, has rolled out another set of three commercials.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/10/vk.jpg?itok=TVX5nwvf
Artimas Fashions debuts One8 innerwear look of Virat Kohli

Artimas Fashions Private Limited, and licensee of One8 innerwear brand showcased the first look of its innerwear range today.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/10/nfba.jpg?itok=XfOPrC8H
5th EDITION OF NYKAA FEMINA BEAUTY AWARDS ANNOUNCED

National, 6th December 2018: Femina, India’s largest women’s brand, and Nykaa.com, one of the best online destinations for beauty and wellness products, has announced the 5th edition of its marquee property Nykaa Femina Beauty Awards. The trendsetter in the beauty awards space has witnessed the...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/10/Prasad-Shejale.jpg?itok=q_ku0rux
Tech, consumer behaviour, marketing create successful campaigns: Logicserve’s Prasad Shejale

Winning 50 awards in 2018 has not dented Logicserve Digital’s urge to keep progressing. The Indian media agency arm of Logicserve Group feels it still has a long way to go. In an exclusive conversation with Indiantelevision.com, Logicserve Digital co-founder and CEO Prasad Shejale outlined the...

MAM Media and Advertising Digital Agencies
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/07/ashish.jpg?itok=nwmtKmIe
McCann India appoints Ashish Chakravarty as creative head

McCann India has a top level change Ashish Chakravarty has returned to McCann Worldgroup as executive director and head of creative, India. He will report to McCann Asia Pacific chairman, McCann Worldgroup India CEO and CCO Prasoon Joshi.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories