GroupM and Optimystix Entertainment launches MashUp

Promoted by GroupM and Optimystix Entertainment, O4 Digital Media has announced an alliance to create India’s first digital video-led brand solutions company – MashUp. 

 

MashUp is a content led brand solutions company with a focus on ‘video led sustained engagement’ for brands. The entity will work with brands to connect with consumers on digital and social media platforms using customised and differentiated content to create engagement.

 

Commenting on this development, CVL Srinivas, South Asia CEO, GroupM, 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, Optimystix Entertainment India, 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 company allows us to understand and service brand 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 will also provide other digital services including evaluation of the 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. The entity will work with GroupM's clients as well as other players. Some of its clients include brands such as Airtel, Ford, Mercedez Benz, Shoppers Stop, Streax,Citi Bank, Skoda and Gillette.