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Signify partners with Mercedes-AMG PETRONAS Formula 1 team
Mumbai: Signify has announced a new partnership with the Mercedes-AMG PETRONAS F1 team. Connected by their shared passion for technological innovation and sustainability, the partnership will drive forward the team’s vision of becoming one of the world’s most sustainable professional sports teams.
“We are proud to partner with Mercedes-AMG PETRONAS F1, a team that is determined to lead both on and off the track. We share a passion for responsible innovation to drive progress in our industries and beyond. Our joint commitment to act responsibly will lead us to develop transformative and disruptive new technologies that elevate performance to the benefit of people and the planet.” said Signify CEO Eric Rondolat.
Rondolat continued: “We are excited to have the opportunity to support the winning objective of Mercedes-AMG PETRONAS F1, providing human-centric lighting innovations that can enhance the team’s performance. We are honored to associate our brands with one of the strongest in the world and to deliver unforgettable racing experiences for fans at the track, as well as watching and gaming at home. With many collaborations already begun, I am eager to see this partnership grow.”
Mercedes-AMG PETRONAS F1 team, team principal and CEO, Toto Wolff commented: “Innovation and performance are at the heart of everything we do. We are also conscious of our wider social responsibilities and therefore embed sustainability in every action. Partnering with Signify is an exciting step that will help us make further progress in both of these areas. Their world-leading lighting technology already powers several night races and their pioneering commitment to climate action is inspiring. We look forward to working together to establish synergies in this area and their support in our ambition to become one of the world’s most sustainable sports teams. We also believe that well-being is linked closely with performance. Signify’s lighting technology and innovation will ensure optimal conditions for our team members, and we are excited to explore how we can optimise these opportunities further.”
Mercedes-AMG PETRONAS F1 team chief commercial officer Richard Sanders added: “We are thrilled to welcome Signify into our partner family. We are already privileged to collaborate with some of the most innovative companies in the world. Adding another world-leading business to our partner ecosystem in Signify is therefore fantastic. We are excited to collaborate with them through their innovative technology and commitment to sustainability. Together, we are confident that we will create a partnership with a profound impact and lasting legacy.”
Signify and Mercedes-AMG PETRONAS F1 are committed to responsible innovation, founded on a shared belief that performance should not come at any cost and that sustainability does not compromise on performance. As both teams continue to drive the transformation of their industries, responsible innovation elevates performance and leads to sustainable outcomes.
Environmental responsibility
Signify has led the transformation and decarbonisation of the lighting sector, and recently announced its 2040 climate transition plan, setting out its vision to reach net-zero by 2040. The company has reduced GHG emissions across the full value chain by 50 per cent since 2019 and continues to advocate for energy efficiency and an accelerated energy transition. With the new partnership, comes a commitment from Signify to share knowledge and expertise to support Mercedes-AMG PETRONAS F1 Team in developing its Climate Transition Plan.
Well-being and performance
To win in Formula One, every member of the team must perform to their full potential at every moment. Signify’s lighting innovations will augment the team’s efforts to create optimal conditions for drivers, engineers and team members, helping them see, feel, and perform at their best. NatureConnect, EyeComfort and other technologies will bring the power of daylight indoors to aid concentration with light that is comfortable for the eyes and, support the body’s natural rhythm and ability to adjust to a challenging global schedule.
Unforgettable experiences
Signify’s lighting on night-circuits in Singapore and Las Vegas, ensures the fastest show on earth is perfectly lit. And for those not at the track, Signify delivers immersive TV and gaming surround lighting to transport fans at home to the heart of the action.
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.
