MAM
Mediabrands launches Mediabrands Content Studio in India
Mumbai: Mediabrands on Monday announced the launch of Mediabrands Content Studio (MBCS) to focus on creating content strategies for its clients in India. MBCS is a data-driven content practice which is built on the intelligence and insight that media provides, about which content can connects brands with people in the most compelling and personalized way.
It will focus on three emerging categories: branded content opportunities with media partners, digital content that drives performance and engagement, and brand-fuelled long and short-form original content. Globally, MBCS was launched in November 2020.
Over the years, Mediabrands India has built a strong presence in the content space, backed by creativity, data, and innovation. Its content division has been integrated with MBCS India, which will soon announce its leadership and structure.
“The launch of MBCS in India reinforces Mediabrands India’s commitment to offering cutting-edge, new, and innovative content models for its clients. MBCS will bring together our content tools and capabilities from around the world and add the power of data and media expertise to create content experiences to grow brands”, said Mediabrands India CEO Shashi Sinha. “I am confident, the team will build MBCS through data-fuelled creative and media expertise and set a gold standard in this space.”
Recently, MBCS had announced an exclusive production partnership with VICE Media, which will gain further momentum in India, with the official launch of the division.
Brands
Beardo unveils new film for Godfather fragrance
Danish Pandor leads cinematic campaign spotlighting power and comeback narrative.
MUMBAI: Power doesn’t always shout sometimes, it just walks back in and takes its seat. Beardo has rolled out a new campaign film for its flagship Godfather fragrance, bringing a cinematic lens to one of its most recognisable products. The film stars Danish Pandor, fresh off his portrayal of Uzair Baloch, and leans into a narrative built on quiet authority, tension, and a long-anticipated return.
Set in an abandoned den with an unclaimed throne, the film unfolds through whispers and restrained drama, culminating in a reveal that favours presence over proclamation. The storytelling mirrors the positioning of the Godfather fragrance itself, an enduring bestseller in the men’s grooming category, known for its bold, woody-spicy profile and appeal across age groups.
Rather than opting for a traditional feature-led approach, the brand leans into mood and mythology. Pandor’s performance anchors the film’s central idea of an anti-hero reclaiming control, aligning with the fragrance’s identity as a symbol of dominance and self-assured masculinity.
Conceptualised by Beardo’s in-house team, the campaign has been released across Instagram and Youtube, reflecting a broader shift towards content that blurs the line between advertising and entertainment particularly for digital-first audiences.
The fragrance itself blends mint, lemon, geranium, vetiver, and musk, designed to be long-lasting and versatile. But the campaign makes it clear: this isn’t just about scent notes, it’s about signalling presence.
In a category crowded with claims, Beardo’s latest play doesn’t try to be louder. It simply leans into the idea that the real ‘OG’ doesn’t announce itself, it’s felt.
