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Aidem Ventures to handle Getit’s corporate ad sales
MUMBAI: Getit has appointed Aidem Ventures as its corporate advertising sales representative for the next 5 years.
Through this mandate, Aidem will be responsible for marketing Getit’s synergistic product suite to leading brands, agencies and corporates. The products include a free-deals site – www.getithotdeals.in, India’s leading mall locator – www.getitmalls.com, B2B platform – www.tradeget.com, a host of micro-communities in key verticals such as automotive, weddings, young-moms, gadgets, travel, fashion, food etc. in addition to its local search engine – www.getit.in and leading free-classifieds website – freeads.in.
While Aidem will be responsible for services to large corporate clients, key brands and agencies, Getit will continue to sell directly to its SME clients in over 70 cities, through its 1200+ strong sales force.
Getit already has over 85,000 paying SME advertisers across India; more than three million are listed businesses in its databases. Its platforms receive over four million visitors monthly and generate over 17 million page views. Already more than a million Getit local search apps have been downloaded across iPhone, Blackberry, Android, Java and Symbian platforms.
Getit has alliances with leading media and telecom companies, wherein it powers local search and classifieds on their digital platforms. Some of these are with NDTV.com, Indiatoday.in, Dainikbhaskar, Aircel, Loop Mobile and RadioOne in Chennai.
Getit Infoservices CEO Sidharth Gupta said, “We have appointed a strategic sales partner in Aidem and going by their track record and level of commitment to their partners, we are confident that we can take our business to new heights. The search advertising industry is one of the fastest growing industries in India and trade analysts have pegged it to grow 5 folds in the next year. We at Getit want to ensure that we set the pace for the growth of the industry and appointing our sales partner is a big step in that direction.”
Added Aidem Ventures EVP Kaushal Dalal, “We are excited with the mandate to enhance the advertising potential of Getit that will provide brands with a perfect platform for a sustained engagement with consumers. This partnership also complements our plans to expand Aidem’s footprint in the digital and new media space. With a fair percentage of the consumers spending almost 16 hours a week online, it’s a strategic decision for most brands to be proactive in the digital space for best possible consumer engagement. It is our constant endeavor to enable the Indian advertiser base to explore lucrative media platforms.”
Directional media is the much needed link to complete a brand’s advertising cycle by bridging the gap between desire (purchase) and action. For brands, it ensures an instant brand connect with consumers, just when there is purchase intent. Getit comes with the proposition to fill the need gap in the advertising cycle of every brand with its directional media offering.
Getit, the pioneers of the concept of Yellow Pages in India, has transformed into an integrated digital media organisation specializing in local search and classifieds. It is India’s leading ‘directional media’ platform providing leads to businesses & brands, across media and devices, thereby helping their business grow. The aim is to connect buyers to sellers, thereby generating actionable leads that result in immediate sales.
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Lessons from global media markets on building enduring content franchises
Rose Audio Visuals COO and CFO Mitesh Patel.
MUMBAI: The global media landscape has undergone a fundamental shift. Success today is no longer defined by a single hit show. It is defined by the ability to build intellectual property (IP) that travels, evolves, and compounds over time.
At Rose Audio Visuals, this shift is central to how we think about content pitching and creation. We are no longer in the business of just making shows. We are in the business of building IP ecosystems.
From Hits to Franchises
Globally, the most successful content is designed to extend beyond its first outing. It travels across: Seasons, Platforms (TV → OTT → Digital), Formats (series → spin-offs) Shows like Stranger Things and Money Heist are not just successful series they are multi-layered franchises with global recall, fan engagement, and long-term monetisation. The key learning is simple: If content cannot scale beyond one season or one platform, it remains a project not a franchise.
Local Stories, Global Impact
One of the most powerful global trends is the rise of culturally rooted storytelling. Platforms today reward local authenticity combined with universal emotion. Stories that are deeply regional are no longer limited by geography they are amplified by it. Consider the global impact of Squid Game or India’s own Sacred Games. The takeaway is clear: The more authentic the story, the greater its potential to travel if the emotion resonates universally.
Monetisation Begins After the First Window
A critical global learning is that the true value of content is not realised at launch, it is realised over time.
Strong franchises unlock multiple revenue streams: Licensing, International remakes, Brand integrations, Digital extensions , Events and immersive experiences
Global players like The Walt Disney Company have mastered this approach, turning content into long-term ecosystems that extend far beyond the screen.
The first window is just the beginning. The real value lies in what follows.
At Rose Audio Visuals, we increasingly evaluate projects not just on commissioning value, but on their long-term franchise potential.
The Rise of Creator-Led Franchises
An important global shift is the emergence of creator-led IP ecosystems.
Creators today are not just content producers they are building full-scale franchises across platforms, formats, and businesses.
A powerful example is MrBeast. What started as YouTube videos has evolved into: Multiple content formats, Global audience scale , Brand extensions and businesses, High-impact experiential content This is a fundamentally different model digital-first, audience-owned, and infinitely scalable.
This model is still in its early stages in Indian but it represents a massive opportunity.
The next wave of Indian content franchises may not come from traditional studios alone but from creators who think like media companies.
Balancing Data with Creative Instinct
Streaming platforms today are deeply data-driven. Data helps Identify emerging genres, Predict audience behaviour , Inform commissioning decisions However, global experience shows that data alone does not create hits. Data informs scale, but storytelling creates impact.
Talent is the Foundation of Franchises
Enduring franchises are rarely accidental they are built through long-term creative partnerships. Globally, there is a clear focus on nurturing Actors, Writter, Show runner and director. Franchises are not built on scripts alone they are built on creators. This is an area where we continue to invest deeply building long-term relationships with talent rather than project-based collaborations.
Multi-Platform Thinking from Day One
Content consumption today is inherently multi-platform. A successful show must be designed not just for its primary platform, but for: Short-form extensions, Social media amplification, Digital-first engagement. Every show today needs a second life beyond its original format.
India: A Market at an Inflection Point
India today stands at a unique moment in its content journey.
We are seeing significant opportunity in Regional markets (Telugu, Tamil, Marathi and others) Emerging formats such as micro-dramas, Scalable, franchise-driven fiction IP
India does not lack stories. What we have historically lacked is structured franchise thinking something that is now beginning to evolve.
The Way Forward
The biggest lesson from global markets is this: The future belongs to companies that do not chase hits, but systematically build franchises. Because while hits may deliver immediate success, franchises create long-term value, recall, and compounding growth.
At Rose Audio Visuals, this belief shapes how we develop, greenlight, and scale content across platforms.
For content companies today, the question is no longer “Will this show work?” It is: “Can this become a franchise?”
A Personal Note
Having worked across content, business, and strategy, one thing has become increasingly clear to me, the most valuable companies in our industry will not be those that create the most content, but those that create content that endures.
Building a franchise requires patience, conviction, and a long-term lens something that the industry is only now beginning to fully embrace.As we continue this journey at Rose Audio Visuals, our focus remains simple: to move from volume-driven creation to value-driven storytelling. Because in the end, stories may start conversations but franchises build legacies.
