Untold and 101 India ink branded content partnership

01 Aug,2018

By A Correspondent

 

Untold, 22feet Tribal Worldwide’s content platform, has teamed up with 101 India, a youth portal creating content aimed at urban Indian audiences. This association aims to change the way the industry looks at branded content, by making craft and authenticity an integral part of online storytelling.

 

Speaking on the partnership, Cyrus Oshidar, Managing Director, 101 India said: “Young people today are exposed to over 500 messages from different brands. Not only are we competing with them for eyeballs, we are competing with the world wide web for time. To get our messaging to reach the right audience, it’s important that we cloak the brand in interesting content, ideally a combination of the two. With our experience of understanding and creating content for the millennials, we feel Untold is the right partner for us, where story takes precedence over branding – a strategy that’s also been their key to success with both consumer and client. We look forward to working together and creating a narrative that is entertaining and relatable.”

 

Added Deepak Nair, CEO, 22feet Tribal Worldwide & Chief Growth Officer, DDB Mudra Group: “Untold, over the years, has curated content that is rooted in the real; creating unique brand experiences. The partnership of Untold and 101India will further leverage this depth of knowledge and specialization to create rich immersive content properties for our clients.”

 

 

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