MAM
Zoo Media & KraftJar partner to boost experiential marketing and IP development
Mumbai: In a strategic move within the Indian Experiential Marketing industry, Zoo Media, an Indian agency network, and experiential marketing agency KraftJar are partnering to deliver seamless, end-to-end experiential marketing solutions, combining offline (on-ground) and digital strengths to drive business growth & end-user experience. Here’s a look at their joint vision and its impact on the Indian market.
Brands often face the challenge of maintaining a unified narrative while managing multiple agencies. One of the primary motivations behind this partnership is the need for a consistent and cohesive marketing strategy that spans both offline and online platforms. This partnership offers a streamlined end-to-end solution, ensuring that brand messaging remains consistent and impactful across all channels.
“Offline and digital marketing have often operated in silos, and our partnership with KraftJar is set to change that. By integrating consumer touchpoints both offline and online, we are in a unique position to weave consumer stories that transition and integrate the digital world,” emphasised Zoo Media Network co-founder Suveer Bajaj.
Leveraging Experiential Marketing for Indian Brands
KraftJar’s core expertise of conceptualizing & curating long-term experiential intellectual properties for brands will now be accessible to Zoo Media’s extensive client base across the Indian subcontinent.
‘‘We are really excited about our partnership with Zoo Media,’’ stated KraftJar co-founder Sandeep Pandit. ‘‘We strongly believe that there is immense opportunity in India when it comes to Intellectual Properties (IPs) in Experiential Marketing and brands are yet to tap into the full potential of this space. In Zoo, we have found a partner that shares our DNA and core values. Combining Zoo’s immense experience and specialized tools in digital marketing with KraftJar’s IP approach & experience, we form a powerful team. Together, we can devise cohesive strategies that help brands scale to the next level while creating a loyal tribe of followers through experiential marketing initiatives.’’
KraftJar co-founder Parth Desai expanded on that, “Our philosophy has always been to work alongside brands as partners to impact brand visibility and genuine engagement with their target audiences. This partnership gives us the ability to leverage Zoo Media Network’s extensive client base and set up the platform to create new experiences for the end consumers.”
In an era where marketing is becoming increasingly complex, this partnership stands as a symbol of simplicity and efficiency. Brands no longer need to juggle multiple agencies and points of contact. Instead, they can rely on this unified powerhouse to solve their complex marketing problems with a cohesive strategy and execution plan.
The teams at Zoo Media and KraftJar share a remarkable synergy, bringing together a wealth of experience and a deep understanding of the market dynamics. Their combined expertise will enable clients to receive service and strategic insight to the highest standards, making this partnership a natural fit
Talking about the partnership, Suveer said, “Zoo’s growth strategy has involved diversification from a services company to building products and IPs, and this partnership is aligned with our goals. By helping our brand partners establish Intellectual Property for themselves, we ensure that we are intrinsically building value for them (and for ourselves). Sandeep and Parth demonstrate the key traits of entrepreneurship that align well with our culture and values at Zoo.”
This strategic alliance between Zoo Media and KraftJar is set to offer a comprehensive, unified solution that bridges the gap between offline and online marketing.
MAM
Paramount set to acquire Warner Bros. Discovery in $81 billion deal
Shareholders back merger, combined entity could reshape streaming and studios.
MUMBAI: Lights, camera… consolidation, Hollywood’s latest blockbuster might be happening off-screen. Shareholders of Warner Bros. Discovery have voted in favour of selling the company to Paramount in a deal valued at $81 billion rising to nearly $111 billion including debt setting the stage for one of the biggest shake-ups in modern media. The proposed merger, still subject to regulatory approvals, would bring together a vast portfolio spanning HBO Max, CNN, and franchises such as Harry Potter under the same umbrella as Paramount’s own heavyweights, including Top Gun and CBS.
At the heart of the deal is streaming scale. Executives have indicated plans to combine HBO Max and Paramount+ into a single platform, potentially creating a stronger challenger to giants like Netflix and Amazon’s Prime Video. Current market data suggests HBO Max holds around 12 per cent of US on-demand subscriptions, compared to Paramount+’s 3 per cent, together still trailing Netflix’s 19 per cent and Disney’s combined 27 per cent via Disney+ and Hulu.
Paramount CEO David Ellison has signalled that while platforms may merge, HBO’s creative identity will remain intact, stating the brand should “stay HBO” even within a broader ecosystem.
Beyond streaming, the deal would redraw the map for film production. Combining two of Hollywood’s oldest studios Paramount Pictures and Warner Bros., the new entity aims to scale output to over 30 films annually, while maintaining a 45-day theatrical window. Warner Bros. currently commands around 21 per cent of the US box office, compared to Paramount’s 6 per cent, underscoring the strategic weight of the acquisition.
But scale comes with scrutiny. Critics warn that fewer players could mean reduced consumer choice, rising subscription costs, and potential job cuts as the combined company looks to streamline overlapping operations while managing billions in debt.
The news business, too, faces a reset. CNN would join forces at least structurally with Paramount-owned CBS, raising questions about editorial independence and positioning. The merger has already drawn political attention in the United States, particularly given perceived ties between the Ellison family and Donald Trump, though the company maintains that newsroom autonomy will be preserved.
If approved, the deal would mark another milestone in Hollywood’s consolidation wave shrinking the industry’s traditional “big six” studios to a “big four”, with Paramount joining Disney, Universal, and Sony at the top table.
In an industry built on storytelling, this merger may well become its most consequential plot twist yet.
