GroupM & Optimystix Entertainment launch MashUp

It is India's first digital video-led brand solutions company which will work to connect brands with consumers on digital and social media platforms

BestMediaInfo Bureau | Mumbai | May 13, 2013

Group M and Optimystix Entertainment promoted O4 Digital Media announced a strategic alliance to create India's first digital video-led brand solutions company, MashUp. The company will have a key focus on 'video led sustained engagement' for brands – a first of its kind in the Indian digital industry. MashUp Brand Solutions will work to connect brands with consumers on digital and social media platforms using customised and differentiated content to create rich engagement.

With MashUp, Optimystix Entertainment, a leading TV production company, is now turning its focus to the rapidly growing online video space. And GroupM 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 per cent more video views in 2012 than in 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 touchpoints for sustained consumer engagement on social media platforms.

CVL Srinivas, South Asia CEO of Group M, said, “Internet video consumption is expected to further increase six-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 format comprises 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 premium content creator and we are happy to combine our strengths to form MashUp.”

Sanjiv Sharma, CEO and Executive Chairman at Optimystix Entertainment, said, “India is the second 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 a company allows us to understand and service brands' needs and create high quality video content at an industrial level. Realising this opportunity, Optimystix Entertainment 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 GroupM is a step further in creating a leadership position in this space.”

MashUp shall also provide other digital services including evaluation of a brand and its competition in the social media space, social media management and marketing, online media planning and buying, analytics and measurement of brand progress and more. It will work with GroupM clients as well as other players, and currently some of its clients include Airtel, Ford, Mercedez-Benz, Shoppers Stop, Streax,Citi Bank, Skoda, Gillette, to name some.

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