Brands
Garnier India hands over digital portfolio to Indigo Consulting
MUMBAI: Publicis Communications’ specialised digital agency, Indigo Consulting, has won the digital duties for L’Oreal India’ personal care brand, Garnier India. The agency will look after the digital and social media mandate for the brand. The account will be handled out of the agency’s Mumbai office, and was won after a multi-agency pitch.
The Garnier customer is discovering new categories, learning new regimens and even comparing and shopping online. For the personal care category, digital is no longer a fringe medium and is a strategic tool used to complement the efforts on mass media. The team at Indigo Consulting will design content and acts that will drive this behaviour change.
Garnier India general manager Pankaj Sharma says, “The team at Indigo displayed an in-depth understanding of how to make our brands relevant on social media. This, coupled with their consumer-centric approach and their data-driven insights made us believe that they are the right partner for us.”
In India, Garnier comprises brands across hair care, hair colour and skin care for men and women. Apart from managing digital and social media, Indigo Consulting will also offer e-commerce solutions, and create and execute 360-degree digital-led brand campaigns.
Indigo Consulting CEO Rajesh Ghatge adds, “We are glad to be working with Garnier to lead this digital evolution through meaningful content and deep engagement. Today, the burden of behaviour change is almost entirely on the traditional TV commercial. But at Indigo Consulting, we will make an impact by leveraging our ‘Play’ platform. Play uses data across social and other channels to create result-oriented experiences for the brand on digital. I look forward to our team creating some fantastic digital acts for this exciting brand.”
Brands
UK’s OnlyFans seeks US investor at $3bn valuation after owner’s death
The adult video platform is seeking stability after the death of its billionaire owner
LONDON: OnlyFans is looking for a new partner. The London-based adult video platform is in advanced talks to sell a minority stake of less than 20 per cent to Architect Capital, a San Francisco-based investment firm, in a deal that would value the business at more than $3bn (£2.2bn).
The move is driven by an urgent need for stability. Leonid Radvinsky, the Ukrainian-American billionaire who owned OnlyFans, died of cancer last month at the age of 43, leaving the future of one of Britain’s most profitable privately held businesses suddenly uncertain.
The choice of Architect Capital is not arbitrary. The firm has deep expertise in financial services, which aligns neatly with OnlyFans’ ambitions to offer banking products to its creators, many of whom have long struggled to access basic financial services because of the nature of their work.
The numbers behind OnlyFans are, by any measure, staggering. The platform posted revenues of $1.4bn in the year to 30th November 2024, with a pre-tax profit of $684m, up four per cent on the prior year. Payments to creators totalled $7.2bn over the same period, a rise of nearly ten per cent. Radvinsky personally collected $701m in dividends from the business in 2024 alone, on top of more than $1bn in such payments he had already received. The platform, run through its parent company Felix International, hosts 4.6m creator accounts, with performers keeping 80 per cent of subscription proceeds and the platform pocketing the remaining 20 per cent. It has 377m fan accounts in total.
The current minority stake talks represent a notable scaling back of ambitions. In January, OnlyFans was reported to be in discussions with Architect about selling a majority stake of 60 per cent. Before that, the company had explored a sale to a consortium led by Forest Road Company, a Los Angeles-based investment firm. Neither deal materialised.
OnlyFans has built an enormously lucrative business on content that mainstream finance has long refused to touch. Now, with its owner gone and a $3bn valuation on the table, it is looking for the kind of respectable institutional backing that might finally persuade the banks to take its calls.
