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Tonic Worldwide launches TWIP - a video programming division

TWIP will enable brands to create snackable video content

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MUMBAI: Tonic Worldwide, an independent digital agency has announced the launch of (TWIP) Tonic Worldwide Intuitive Programming, an exclusive data driven video programming division which will enable brands leverage data better for creating snackable video content.

This follows the launch of Gipsi in 2019, the AI and HI driven research division at Tonic. TWIP is a video content practice which will be powered by Gipsi’s data driven dashboards and insights.

With more than thousands of pieces of content being discovered by a user across platforms on a daily basis, brands are struggling to get noticed and engaged. With the launch of TWIP, brands will be able to produce intent based content, which means content that consumers are looking for, rather than the other way around and content that will resonate with the TG.

Tonic Worldwide chief business officer Sudish Balan said, “These are rapidly changing times with video taking up most of the content in digital media. Campaign bursts by brands will have to be supplemented with a more consistent approach to get discovered when consumers are looking for the content and publish these videos almost on a daily and weekly basis. With TWIP, we intend to power brands with a consistent and continuous video led programming approach, which will be less expensive and generate more effective leads.”

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