MAM
Concept grows ‘Beanstalk’ with new branding solutions agency
MUMBAI: Daniel and Emmanuel Upputuru, Vivek Suchanti and Anirban Mozumdar have floated a new branding solutions agency – ITSA Brand Innovations – in an effort to “fill the gap between the TV commercial maker and the social media hot-shop.” The Mumbai-based agency is a part of Concept Communications Group.
The agency draws inspiration from global entities like Ideo, Apple, Improv Everywhere, Droga5 and+Castro, Buenos Aires.
Their aim is to be the single partnering custodian to a brand in a maze of technology and communication specialists. ITSA plans to provide the much needed innovation to brands in a world that is rapidly changing. The vision is to come out from the comfort zone and be much more than “just another overtly friendly neighborhood agency.” The agency will operate on the premise that innovations happen only when ideas are applied.
The agency will create innovative products, services and communication platforms and also intends to patent some of the new product ideas or innovations. Some of the areas where ITSA is in the process for applying for patents are automotive, insurance, youth, music and technology.
The agency said in a statement that it already has a prototype ready for the automotive sector, which ITSA hopes to be its first launch around August.
ITSA is open to innovations and platforms that invite brands and brands that invite innovations or innovative thinking to create turning points or inflections. The agency will operate on the concept of “trans-disciplinary collaboration” which brings together a relevant set of skills required for applying a particular idea – it could be technology, art, craft, design, IT or even a social scientist, for example to collaborate.
ITSA is in talks with a few clients and wants to work with like-minded partners, the company said.
Emmanuel Upputuru will assume the role of chief innovation officer. He was earlier with Publicis India as national creative director, where he worked on Nestle‘s “Me & Meri Maggie” integrated campaign.
Upuuturu says, “I feel the timing is just right. 4G is round the corner. The economy is down. My energy levels are at an all time high. I have always believed that if you know what you are doing, you are not doing anything original. So I am waiting to see what this entity will shape up to be.”
Anirban Mozumdar will take on the post of founder and chief – innovation, strategy and collaborations at ITSA. He has 15 years of experience in advertising and was national planning director with Publicis.
Mozumdar says, “ITSA a world view, a conviction that we believe brands and the market are ready for and need more than ever before. It‘s a breeding ground for ideas and making them happen. Eventually, ITSA a confluence of like-minded, hyper ideating people who create things multitudes of people would love to engage with and hopefully, find that engagement rewarding”.
Concept Group chairman Vivek Suchanti adds, “ITSA is a foray into innovations for Concept Communications which is partnering the venture. Concept adds a new, distinct offering to its existing advertising, PR, Digital and independent communication agencies. We are excited about the fact that ITSA is a very different idea and it adds to the offering from Concept”.
Daniel Upputuru will serve as chief creative officer. After a stint at TAG McCann, he went on a sabbatical from advertising and tried his hand at anthropology at Buena Ventura , Columbia.
He adds, “I was not interested in joining another advertising agency. But when Emmanuel explained the vision of ITSA it reminded me of The Improbability Drive that Zaphod Beeblebrox steals and that‘s when I said, I am in.”
The collaboration/tie-up with Concept gives ITSA the benefit of an established eco system including advertising, PR, digital and sports marketing capabilities. And of course ready offices in Mumbai for managing work from the city.
Prasad Raghavan, also an industry veteran will provide support and advise the ITSA core team as a mentor and will be the guiding force apart from working on special projects, especially involving breakthrough expression and execution of ideas.
MAM
Microdrama Specialist COL Group International Builds Out With Narativ, Rock Networks & BlingWood Deals
MUMBAI: Microdrama powerhouse COL Group International is building out its distribution network, with its CEO saying vertical video is about to enter its “next competitive chapter.”
The microdrama arm of publicly-listed Chinese company COL Group appointed Narativ Media as its official distributor in the Middle East and North Africa (MENA) and CIS regions and Africa, and a struck new content deal with a new Dubai-based microdrama platform.
The deals were unveiled this morning at MIP London, and also included Rock Networks as its exclusive Southeast Asia telco distribution partner for its app, FlareFlow. MIP London is now into its second day at the Savoy Hotel and adjoining IET London complex.
The deals come soon after COL appointed Harbour Rights to represent its titles in Europe and Latin America, as we reported yesterday in our extended feature on microdrama distribution.
COL’s Singapore-based microdrama unit says its “coordinated global distribution architecture and significantly expanded international content slate” would help to scale its catalogue to more than 1,700 microdrama titles worldwide. These hail from South Korea, Japan, Africa, the Middle East, Southeast Asia and the UK and roll out across Sereal+, FlareFlow and 17K.
A deal with Dubai-based BlingWood, which recently launched as an OTT platform, will expand COL’s access to Middle Eastern and Indian microdramas, and includes a broader pipeline of Indian series from storytelling platform Pratilipi, Korean titles from BeLive Studios and British reality-led formats from Tattle TV — the UK’s first dedicated microdrama app, including titles such as Dog Dates.
“Microdrama is entering its next competitive chapter, where quality, retention and monetization standards are increasingly shaped by data and operational discipline,” said Timothy Oh, General Manager of COL Group International.
“As pioneers in both China and the U.S., scaling some of the world’s leading platforms in this space, we understand what it truly takes to win sustainably. Our role is not simply to offer catalogue volume, but to help partners select, position and scale the right content for their platform and audience. By bringing together a broad, constantly refreshed slate from across regions, we enable smarter curation, clearer differentiation and long-term growth for serious industry players.”
Narativ deal
COL and UAE-based Narativ described their deal as a “strategic expansion of premium vertical content distribution across high-growth emerging markets,” and comes as the microdrama continues to boom financially. The growth of the medium will be among the key topics of conversation today at MIP London, where COL chief Oh will be speaking.
The pact extends beyond content representation and is being billed as part of a more “structured micro-drama distribution infrastructure.”
Narativ will spearhead market development, platform alliances, broadcaster relationships and digital monetization frameworks across the MENA and CIS regions and Africa, where they have identified “rapid mobile-first consumption growth and strong demand for short-form, high-engagement storytelling formats.”
“Micro-dramas are reshaping global viewing habits, particularly across mobile-first markets like MENA, Africa and CIS,” said Manjyot Sandhu, CEO and co-founder of Narativ. “Our appointment as official distributor for COL Group in these territories reflects Narativ’s strategy to build sustainable distribution architecture.
“A key pillar of the collaboration includes integration with FlareFlow, enabling strategic telco partnerships, bundled carrier offerings, and alternative monetization pathways designed to accelerate scale across mobile ecosystems and OTT platforms.”
Oh added: “We are building more than a content slate – we are building the global infrastructure for microdrama. With hundreds of new titles launching every quarter, scale and regional strength are critical. Narativ with its deep foothold in MENA, Africa CIS and other key markets makes them a natural strategic partner as we expand FlareFlow and bring microdrama to new platforms, telcos and audiences.
Narativ, which is joint venture Sandhu operates with Copyright Capital, manages around 7,000 hours of content and has a digital network spanning 150 million subscribers across 21 language.
COL Group has emerged as one of the biggest microdrama platforms, running platforms such as FlareFow. It is also a part-owner of ReelShort.
