Republic TV has beefed up its content creation team by bringing on board What’s Your Problem – WYP Brand Solutions, a part of the Medulla WYP network. WYP will not only conceptualise and help create content for Republic TV but also content for its clients, be it AFPs or branded content and properties.
Republic, founded by Arnab Goswami, is one of India’s leading English news channels.
Vikas Khanchandani, CEO, Republic, explained, “Republic has been a pioneer and leader in its genre, becoming No. 1 in its launch week and has consistently maintained leadership as we approach our first anniversary. English News platforms are the largest content-led marketing platforms for brands and corporate houses. We are committed to our advertisers and partner agencies to give them path-breaking content led ideas and impactful deliveries via our television and digital platforms /assets. With Team WYP, we’ve got some of the best creative minds and content thinkers in the world conceptualising for and with our clients. The intent is to drive meaningful conversations and solutions through content which gets talked about and creates brand love for our clients’ brands.”
Tejas Mehta, Director, Strategy and Account Management, What’s Your Problem, added, “Since we are an integrated agency and not just a pure content creator, we start with the brand, what it stands for and then create solutions. We began by defining what brand Republic stood for and how its content should differ from that of any other provider. Similarly, we take effort to understand every brand that Republic works on, even conduct strategy workshops and only then, suggest ideas. So you’re sure to get content which don’t just connect with the audience but very much come from the brand essence.”
Amit Akali, Founder and Chief Creative Officer, What’s Your Problem, added, “It’s exciting to be associated with the country’s leading news channel – the scale we can achieve is exciting as are the clients and brands associated with Republic. Here’s looking forward to creating some great content for Republic and their clients.”
Khanchandani said, “So, it’s not really content but solutions that we offer our clients. We urge brands to start a conversation and share your problems with team Republic. Together with WYP we are sure to find a solution, which goes beyond our platforms and works for the brand.”
WYP was declared Branded Content and Entertainment agency of the year at the recently concluded Goafest.