MAM
Goafest 2016: Mindshare and Maxus dominate Media; Dainik Jagran leads publisher category
MUMBAI: Goafest 2016’s first ABBY night kick started with healthy dose of laughter well packed in snarky and quick witted jokes delivered by the ever charming Vir Das. Still holding their stomachs, the entire advertising fraternity of India prepared themselves to see who bagged the metals in the Media and Publisher categories.
Continuing their winning streak two years in a row, Mindshare India were the clear leader in the media category with 17 metals to their name, out of which two were gold, six silver and nine silver. The agency bagged gold in Best Use of Newspaper and Magazine category for their Lakme Lip pouts in Grazia — Play time for your pout campaign for Lakme; and in Best use of Integrated campaign category for Before Iftar time; It’s Lifebouy Time for Lifebouy.
The second agency leading Media ABBY was Maxus, with 7 metals to their name. Maxus got their gold for their ‘Get A Job’ campaign for LinkedIn in the Youth Marketing category.Apart from this they bagged two silver and four bronze trophies.
Extending his congratulations to the winners, The Advertiisng Club president Raj Nayak said, “It is such a pleasure to see such tremendous work from brilliant minds winning much deserved Abbys for their efforts. What we’ve seen and are likely to observe in the next two days are some of the most creative works produced by advertising, media and marketing professionals in the country. It makes me immensely proud to be witnessing the triumph of talent across the board. With Goafest 2016, our aim is to celebrate creativity, originality and innovation and I believe we have begun on the right note today. I’m very happy that the entire industry has come together to celebrate the industry’s biggest event.”
Apart from them, Pratap Bose’s The Social Street emerged as a powerful contender in the media category winning two golds and two silver trophies on their first year of entering the ABBY.
A total of 11 golds were given away in the Media ABBY, followed by 36 silver and 30 bronze trophies. In the Publisher category, Dainik Jagran rose as the clear lead bagging all the three golds given out in the category.
2016 has proven to be a good year for the ABBY. With total entries clocking at 4500, there has been a clear 25 per cent increase in entries from the previous year. This trend isn’t limited to entries. This year 150 jury members participated in the judging, with 86 for media ABBY alone. In total, 76 media agencies participated this year as compared to 53 last year.
“Along with giving young enthusiastic talent a platform for their work, it is also our outlook, as the organizing committee of Goafest to curate best in class seminars and conclaves which will provide opportunities for professionals from the industry to learn and grow together. It is our constant endeavor to recognize and felicitate the best of the best creative minds for the unparalleled work that they have been doing. My heartiest congratulations to all our winners tonight,” Goafest Organizing Committee chairman Nakul Chopra added in parting.
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.
