Group M & Optimystix join hands for MashUp

13 May,2013

By A Correspondent


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


With Mash Up, leading TV software company Optimystix Entertainment is now turning its focus to the rapidly growing online video space. And Group M, India’s leading media agency network, is extending its online offering to include strategic content solutions backed with metric and measurement.


The Internet video consumption market in India is growing at a tremendous pace, with nearly 80% more video views in 2012 than 2011. The current market size in India is equal to 43 million + monthly unique viewers; 3.3 billion + monthly total video streams and approximately 19 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 touch points for sustained consumer engagement on social media platforms.


CVL Srinivas

Commenting on this development, CVL Srinivas, South Asia CEO at 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 formatcomprises 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 premiumcontent creator and we are happy to combine our strengths to form MashUp.”



Speaking about the venture, Sanjiv Sharma, CEO and Executive Chairman at Optimystix Entertainment India Pvt. Ltd. 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.”


The key focus for Mash Up will be to understand the brand needs in the social media space and to create a compelling digital engagement strategy using “rich video packages” to create and nourish this relationship with consumers.  Mash Up shall work with Group M clients as well as other players, and currently some of its clients include established brands such as Airtel, Ford, Mercedez Benz, Shoppers Stop, Streax, Citibank, Skoda, Gillette, etc.


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