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Nestlé launches initiative Media Hive, invites media companies to create inspiring brand solutions

The initiative was co-created with Zenith, where the FMCG brand sent 19 briefs to media companies to come up with innovative and creative ideas. 42 companies like Times of India, Star, Zee, Viacom18, The Hindu, Big FM, Radio City and Arre participated

Nestlé has partnered with India’s top media companies to produce inventive and creative brand solutions through a first-of-its-kind initiative called Media Hive. Some of the big-league media and entertainment firms that participated in the Media Hive included Times Of India, Star, Zee, Viacom18, The Hindu, Big FM, Radio City and Arre.

The focus was on immersive solutions that put media as the centre-piece of communications.  This initiative was a collaborative effort of Zenith and Nestlé.

As a process, Nestlé’s business units dispatched briefs to media firms. This was followed by a one-day session where Nestlé’s valued partners presented shortlisted ideas to the Nestlé marketing team. The endeavour was an opportunity for brands and partners to explore new horizons and thinking, and come up with media innovations that engage consumers and communicate effectively on brand messaging.

As many as 19 briefs came from Nestlé brands such as KitKat, Maggi, Munch, Polo, Nescafe, Milkmaid, Ceregro, Milky Bar, etc., to 42 media partners. Around, 354 ideas were generated in total.

The Nestlé brand teams, after careful consideration, shortlisted 72 ideas that were presented at the Media Hive event in New Delhi.

Media Hive included the top leadership of Nestlé and Publicis Media. The inaugural address was by Suresh Narayanan, Chairman and Managing Director of Nestlé.

Rashi Goel

“Nestlé was looking for inspiring media narratives for its brands that go far beyond the 30-seconder. Through Media Hive, we have paved the way for a new era of moving, compelling and evocative brand experiences that captivate and involve consumers. The powerful ideas generated in the Media Hive will bring alive our brands in subtle yet, engaging ways. This is an entirely new approach to energising our brand stories and we thank Zenith for this very successful partnership,” said Rashi Goel, Director of Communications, Nestlé.

Tanmay Mohanty

Tanmay Mohanty, Group CEO at Zenith India and Head of Global Partnerships at Publicis Media India, said, “Attention is a scarce resource today. In this context, there is a real need for enriching, long-lasting media experiences. Efforts that appeal to people’s emotional sensibilities.  Media Hive brought many such striking, impactful ideas to the fore where brands can be introduced in non-intrusive ways. Though Media Hive, we are to trying to evolve and grow the larger eco-system.”

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