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Mindshare and Culture Machine partner to launch 'Content Lab'

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MUMBAI: Mindshare a part of GroupM is partnering with Culture Machine to launch 'Content Lab' as part of their Content+ division. Under this partnership, Mindshare's clients will have access to Culture Machine's patent pending Big Data Content platform, Intelligence Machine (IM), as well as it's Programmatic Content tool, Video Machine (VM), in addition to the latter's team of Analysts, Data scientists, Machine learning experts, Channel Management, Audience Growth and in-house Content Studios across North and South India.

Both firms will work together to co-create unique and differentiated content for the digital environment. The motive to create ‘Content Lab' is to use best practices in digital content marketing by marrying cutting edge data science with content creation, across languages, nation-wide.

Intelligence Machine and Video Machine, the internal technology platforms of Culture Machine, have been helping power the rapid growth of it's media brands that span Being Indian, Put Chutney, Blush, Epified and Awesome Sauce, part of a growing network of brands that account for 600 Mn Monthly views across Youtube and Facebook. While Intelligence Machine, through its rich data driven insights, identifies the content recipe for brands and creators that resonate with their targeted audience and enables them to translate the insights into a reliable programming strategy; Video Machine makes high quality videos at scale from any given audio or text source.

Commenting on the launch of ‘Content Lab', Mindshare South Asia CEO Prasanth Kumar said, "We are delighted with our partnership with Culture Machine. Their combination of technology + content is great step towards engineering our vision on ‘Content+', a division of Mindshare India that helps brands with great story-telling, penetrating consumer timelines and conversations."

Mindshare content division head Devendra Deshpande added, "With brands willing to invest in content, it is up to teams like ‘Content Lab' to create or curate great ideas and platforms that will capture the imagination of the end consumer. As digital media fuels consumtion of traditional TV and radio, 'Content Lab' is an avenue that allows us push the agenda forward on branding and entertainment. This is evident with the campaigns for Star Plus; we have proven success that sparked conversation around the two new shows on television on digital and social platform."

"With 28 OTT platforms, emergence of new video formats like Live, 360, Vertical video and all social platforms turning to Video, how does one know what content to create, for which platform and create it at scale? In partnering with Mindshare, we are bringing the answers by combining the best of the technology, content and advertiser world into one Lab to build India's leading practice of data backed Branded Entertainment", said Culture Machine CEO and founder Sameer Pitalwalla.

"We, at Culture Machine, are delighted to add Mindshare to our growing list of clients that includes Unilever. With this partnership, our goal is to help advertisers use science and technology to know what content to create, and then marry those insights with the best creative minds in the business to create Branded Entertainment that delivers for both audiences and advertisers", said Culture Machine president Siddharth Narula.

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