Arnab Goswami-owned Republic Media Network has announced its new venture R.fluid, which will create strong platform-agnostic content-led opportunities for brands.
Rachit Tiwary will lead R.fluid as Business Head. This is in continuation to his role as the Director of Brand Solutions at Republic Media Network. Tiwary started his career as a NBCUniversal Page executive and worked on shows such as The Late Night with Jimmy Fallon and Saturday Night Live. In addition, Priya Raman has been appointed as the Programming Head of this function. She joins this vertical with over two decades of experience in content and production.
“Content-led conversations, discussions, features, activations, and events with a platform/media agnostic approach is required to find effective solutions. I am confident that the Fluid team will strive to make the partners and brands win using Republic as its pivotal asset, considering the large reach and high engagement across platforms,” said Vikas Khanchandani, Group CEO of Republic Media Network.
R.fluid will approach brand solutions in a varied format— be it large scale cause-led marketing initiatives, media solutions, network IPs, or on-ground events and activations. “The key task is to grab the ever-fleeting attention of today's hyper-bored consumer and having engagement through content. The birth of Fluid epitomises the market’s need for creation of clutter-bursting ideas that can avoid the quicksand of consumer indifference. The strength of Fluid is its fluidity to adopt and adept at any contextual imperatives of its customers,” said Dr Bhaskar Das, Group President of Republic Media Network.
Over the last two years, the team has successfully partnered with more than 25 brands across various verticals such as HMSI (Honda Motorcycles & Scooters India), Facebook, Ola, DHFL Pramerica Life Insurance, and Apollo Hospitals, among others.
Charu Thakur, Chief Executive Producer of Republic Media Network, said, “Republic is a 100% content-driven company. Fluid is an extension of our brand and we are excited about bringing top-notch content opportunities to our audiences through this new member of our network.”
Republic Media Network won its first award for the DHFL Pramerica Life Insurance Behtar India campaign at the International Advertising Competition Golden Award of Montreux 2019. The network won this award among 3000+ entries registered from 37 countries. Anshuman Verma, Chief Marketing and Digital Officer of DHFL Pramerica Life Insurance, said, “Montreux award certification is recognised worldwide and has a highly credible international jury. This award is a testament of how Behtar India is one of the finest social innovation programmes in the world, which is building a conscious society through development of leadership qualities in school students. The collective enthusiasm and the infectious energy of our teams, Republic TV and schools made Behtar India an astounding success and made this award possible.”