MAM
Pravis unveils two innovative services to leverage YouTube marketing
Mumbai: Pravis, a comprehensive growth marketing agency conceived by Momspresso.com co-founders Vishal Gupta and Prashant Sinha, has announced the launch of two ground-breaking services focused on YouTube, the world’s second-largest search engine. The services are aimed at driving organic growth, designed specifically to address crucial gaps in the market.
Pravis plays a pivotal role in enhancing brands’ presence on YouTube through its specialized YouTube practice. The innovative tool is dedicated to measuring, increasing, and tracking a brand’s Share of Voice on YouTube. The practice identifies a brand’s share of voice and determines content strategies that resonate effectively with the target audience. This organic strategy promotes meaningful brand conversations, enhancing middle-of-funnel salience and seamlessly translating into improved engagement and customer conversions.
The second new offering from Pravis is the Content Factory that leverages its proprietary content science framework for enabling well researched video content creation at scale. The practice employees globally benchmarked tools and in-house analysis to identify fresh content creation that resonates with the brand’s target audience and drives performance.
The YouTube practice at Pravis is led by a dynamic team consisting of Gaurav Gupta, a 2X entrepreneur and IIM-A alumnus, who spearheads the role of driving YouTube as a solution for partner brands. Anirban Naskar, an IIT-Delhi alumnus and ed-tech entrepreneur, who leads the growth marketing solution at Pravis. Yashika Mittal, with a background in Fork Media and Network 18, heads the Content Factory division, bringing her extensive experience in video production. This collective leadership, along with their diverse industry backgrounds have joined as partners and are instrumental in realizing Pravis’s vision of organic and impactful digital marketing, aligning with the founding principles of reducing brand’s dependence on paid marketing.
Pravis co-founder Vishal Gupta said, “As brands seek to leverage regional language audiences and videos. We believe that YouTube is arguably the most important platform for brands to focus on. And our YouTube Practice enables brands to harness this platform more effectively.”
Pravis co-founder Prashant Sinha said, “With our Share of Voice on YouTube service, we aim to cultivate meaningful brand dialogues that resonate with the audience, translating into tangible and impactful growth. Furthermore, our unique Content Science framework is poised to be a game-changer for creating data driven video content at scale to drive effectiveness and efficiencies. At Pravis, we’re not just offering services, we’re providing a new playbook for driving organic growth.”
Pravis is already providing its YouTube solutions to leading brands, such as Philips, Johnson & Johnson, Jovees, and Care Health Insurance.
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.
