: Group M and Optimystix Entertainment promoted, O4 Digital Media
announced a strategic alliance to create Indias first digital
video-led Brand Solutions Company MashUp. MashUp is a content
led Brand solutions company with a key focus on video led
sustained engagement for brands a first of its kind
in the Indian digital industry. Mash Up Brand Solutions will work
with brands to connect with consumers on digital & social media
platforms using customized and differentiated content to create
With Mash Up, Optimystix Entertainment, Indias leading TV
Production Company is now turning its focus to the rapidly growing
online video space. Group M, Indias leading media agency network
is extending its online offering to include strategic content solutions
backed with metric and measurement. With its digital expertise and
understanding of online consumers, the launch of MashUp is set to
revolutionize the online brand promotion and engagement space.
The Internet video consumption market in India is growing at a
tremendous pace, with nearly 80% more video views in 2012 than 2011.
The current market size in India is equal to 43 million + monthly
unique viewers; 3.3 billion + monthly total video streams and approximately19
billion minutes are spent watching videos online every month*.To
harness the potential of this untapped market, MashUp, with its
expertise in understanding and engaging viewers will create rich
media video packages and provide brands with additional effective
touch points for sustained consumer engagement on social media platforms.
Commenting on this development, CVL Srinivas, South Asia CEO at
Group M, said, Internet video consumption is expected to further
increase 6 fold by 2016*.The Internet audience size is crossing
the English-speaking audience size in our country and video has
a larger role to play considering the formatcomprises a universal
appeal. We see an untapped as well as cost-effective opportunity
in this market for leading brands to engage with their consumers
on a more personal level. Optimystix Entertainment is the leading
premiumcontent creator and we are happy to combine our strengths
to form MashUp.
Speaking about the venture, Sanjiv Sharma, CEO and Executive Chairman
at Optimystix Entertainment India Pvt. Ltd. said, India is
the 2nd largest consumer of Online Videos. Having produced TV Commercials
for every leading brand in the country and producing highly successful
Primetime TV Programming for all leading broadcasters, our DNA as
company allows us to understand and service brand needs and create
high quality video content at an industrial level. Realizing this
opportunity, OptimystixEntertainment started this journey of "Video
Led Sustained Engagement" with AIRTEL to create and produce
video content for engagement across their social media communities.
Our partnering with Group M is a step further in creating a leadership
position in this space.
The key focus for Mash Up will be to understand the brand needs
in the social media space and to create a compelling digital engagement
strategy using rich video packages to create and nourish
this relationship with consumers. Mash Up shall also provide other
digital services including evaluation of the brand and its competition
in the social media space, social media management& Marketing,
online media planning and buying, analytics and measurement of brand
progress and more. Mash Up shall work with Group M clients as well
as other players, and currently some of its clients include established
brands such as Airtel, Ford, Mercedez Benz, Shoppers Stop, Streax,Citi
Bank, Skoda, Gillette, etc.