MAM
D:CODE 2022 by The Advertising Club: Industry experts to share insights on rapid transformation of digital industry
Mumbai: The pandemic era which we passed through has seen an interesting shift in consumer behaviour towards small businesses and homegrown brands. This has fueled the need and importance of digital marketing as a platform to connect and reach out to more consumers. Owing to this accelerated business and rapid consumer shift towards digital, The Advertising Club is once again back with its third edition of D:CODE 2022, India’s Annual Digital Review.
The Advertising Club’s third edition of D:CODE 2022, presented by Meta, will take place on 26 August 2022, at the Jio World Convention Centre in Mumbai, beginning at 6:30 p.m. Following the phenomenal success of the first two editions, the upcoming edition will see the best minds in digital, media, and marketing come together to address the evolving digital ecosystem.
D:CODE 2022 will see the following 10 industry leaders, including Dentsu Creative chief executive officer Amit Wadhwa; Google director-marketing partners Satya Raghavan; Hotstar executive VP and CMO Sidharth Shakdher; Jio Ads CEO Gulshan Verma; Luxury & Lifestyle Influencer and I-banking professional turned KOL Rizwan Bachav; Meta marketing director Avinash Pant; ONDC chief business officer Shireesh Joshi; S4 Capital chief executive officer-APAC Michel de Rijk; Starcom CEO Rathi Gangappa and Talented founder P G Aditiya. They will cover three areas in 10 minutes each: their own work they are proud of; the work of other brands that inspired them; and tips to crack the digital code in the year ahead.
Speaking about the third edition of the review, The Advertising Club president Partha Sinha, said, “The Advertising Club has been at the leading edge in driving several pioneering initiatives that truly define the current state of the media and advertising industry. With sustained efforts year on year, D:CODE has emerged as an engaging knowledge platform, providing a reason to “Inspire and be inspired”. We are excited to present our third edition of the show with leading industry stalwarts from India and APAC whose insights and learnings will continue to celebrate the rapidly changing dynamics of the digital industry. With D:CODE 2022, The Advertising Club looks forward to creating yet another benchmark in the Indian media and advertising landscape and paving the way to unleashing the true potential of digital.”
D-CODE chairperson Punitha Arumugam added, “We are excited to continue with the 10 minute per speaker format at D-CODE 2022. Our 10 speakers will showcase, in total, 20 digital case studies done in the past year and provide 30 tips to crack the digital code in the year ahead—all this in just one evening! We hope it will be a truly educative and immersive experience for the audience.”
“The D-CODE 2022 line up of speakers covers award winners from Cannes this year (Dentsu Creative, PG Aditiya), best of global digital publishers (Google, Meta, Disney+Hotstar, Jio Ads), new age orgs defining the future of digital agencies and e-commerce (S4 Capital, ONDC), digital forward media agencies (Starcom) and social influencers (niche KOL like Rizwan). With these 10 speakers, D-CODE 2022 covers a relevant spectrum of all things digital; not to mention the laughs the audience will have with our compere Anshu Mor, a tech professional turned stand-up comic,” said D-CODE co-chairperson Avinash Pant.
D-CODE 2022 is presented by Meta, co-powered by Times Network and Disney+Hotstar in association with MiQ & YOptima.
MAM
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.
