MAM
Brands actively reaching out for partnerships since Covid2019: NODWIN’s Sidharth Kedia
NEW DELHI: The esports ecosystem might witness a slump of 15-20 per cent post-covid, but the numbers will still be 200 per cent higher than the pre-Covid2019 times, NODWIN Gaming group CEO Sidharth Kedia told Indiantelevision.com. The five-year-old gaming platform is one of the largest esports companies in India and is popular for pioneering several cutting-edge technology innovations in e-sports broadcasting.
Kedia shares that the esports ecosystem witnessed a growth of about 300 per cent during the past quarter. “If I talk about NODWIN, our property India Premiership saw 3000 people registering for the event in the summer of 2019. This year, the number was 57,000. And going by the early indication shared by our streaming partner Disney+ Hotstar, the viewership rose by three times from the last season,” he highlights.
Addressing the speculations about the expected dip post Covid2019, he notes, “If we look at the rise of e-wallets and digital payments during demonetisation and the subsequent dip in their popularity once the situation settled, we noticed that the users still remain on the higher end of the pre-demonetisation times. Same is with esports. Yes, we may expect a 15-20 per cent dip in numbers but it will be after a 300 per cent growth.”
Not just the number of users, the interest of brands has also increased in the e-sports category, given the magnanimous popularity it's enjoying.
“Brands have definitely gained interest in esports. Earlier, we used to spend months trying to get in touch with brands and striking partnerships. But in the past three months, I have got a call from 37 new clients, asking me how they can invest in esports,” shares Kedia.
“Yes, the marketing budgets are low these days; if a brand used to spend Rs 100 on marketing earlier, it is just spending Rs 20-25 now. But, while I was getting only three per cent earlier, now, the brands will be sparing 30-35 per cent for us from those 25 rupees. All the brands who want to reposition themselves or are trying to get the attention of the youth are investing in esports and it will continue even after Covid2019,” he elaborates.
Kedia also put the spotlight on the blurring lines between India and Bharat when it comes to e-sports in today’s time, attributing the growth in popularity of the platforms to increasing mobile penetration.
“Bharat population is much bigger on mobile platforms. Going by Google trends, if you search top ten cities using PubG mobile, most of them will be tier 2 and tier 3 cities. Even for us, when we streamed our latest tournament on YouTube, which reached around 40 million people, the top two languages in which users accessed the content were Hindi and Tamil. We got three million views on our Hindi streams for PMPL and the views for English were less than 10 per cent of it,” Kedia quipped.
To keep this momentum of growth going, Kedia and his team are investing highly in technology like distributed broadcast architecture using cloud technology. “We will continue to experiment with AR, VR, and mixed reality. Another important goal for us is to minimise the number of people in our offices and we are working towards that.”
Kedia believes that esports has a great future in India and is also planning to invest in talent management going ahead. To popularise NODWIN, he is actively indulging in brand partnerships, sponsorships, and attending various events and webinars to reach out to potential trade partners.
Brands
Mana Projects names Ranbir Kapoor brand ambassador amid rebranding
Bengaluru developer unveils new identity focused on design and nature.
MUMBAI: When real estate meets reel star power, the foundation for a new brand story is often laid brick by brick. Mana Projects, the Bengaluru based real estate developer, has appointed actor Ranbir Kapoor as its brand ambassador while unveiling a refreshed brand identity aimed at aligning the company with the evolving expectations of modern urban homebuyers.
The announcement marks a new phase for the developer, which has spent over two decades building residential communities in Bengaluru, particularly along emerging growth corridors such as Sarjapur Road.
The updated brand identity reflects the company’s emphasis on design led living and environmentally conscious development. According to the developer, the new positioning focuses on creating residential spaces where architecture, nature, engineering and lifestyle planning work together to shape meaningful living experiences.
Mana Projects chairman and managing director D. Kishore Reddy said the rebranding represents a natural progression as the company adapts to the expectations of a new generation of homeowners.
“This rebranding represents the natural evolution of Mana Projects as we align ourselves with the aspirations of a new generation of homeowners, particularly millennials who form the backbone of Bengaluru’s dynamic homebuyer community,” Reddy said.
He added that today’s buyers increasingly look beyond basic housing to spaces that combine design, sustainability and a strong sense of community.
“At Mana, our philosophy centres on creating homes where space is purposeful, design is intelligent, nature is respected and engineering ensures long term sustainability. Our association with Ranbir Kapoor reflects this new chapter as we continue to build communities that enable people to truly live brilliantly,” he said.
Kapoor, who has been associated with several lifestyle and consumer brands, said the partnership resonated with his own understanding of what makes a home meaningful.
“A home is one of the most meaningful investments people make in their lives, and it should reflect comfort, warmth and a sense of belonging,” Kapoor said.
“What impressed me about Mana Projects is the brilliance of their thought, the way design, nature and functionality come together to enhance everyday living. I’m delighted to be associated with Mana Projects as they continue to create homes that inspire modern urban families to truly live brilliantly.”
The collaboration will be introduced through a large scale integrated campaign spanning digital platforms, outdoor media and experiential activations, making it one of the developer’s most prominent branding initiatives in recent years.
Founded in Bengaluru, Mana Projects has built a portfolio of residential developments that emphasise thoughtful architecture, amenity rich neighbourhoods and environmentally sensitive planning. The company’s projects often integrate open spaces, green landscapes and energy efficient engineering to support sustainable urban living.
With Bengaluru continuing to attract young professionals and technology workers, the developer believes the city’s housing market is increasingly being shaped by buyers seeking well planned communities that balance functionality with quality of life.
Looking ahead, Mana Projects plans to expand its presence across the city by developing future ready residential projects designed to accommodate emerging lifestyle trends such as hybrid work culture, community driven living and multigenerational households.
By combining a refreshed brand identity with a high profile ambassador, the company hopes to strengthen its position in Bengaluru’s competitive real estate market while appealing to a new generation of homeowners seeking homes that blend design, nature and modern living.
