THE RISE AND RISE
OF OTT ORIGINALS
T
he widespread popularity of shows like Sacred
Games, a Netflix original show, and Breathe, an
Amazon Prime original show earlier this year,
has turned the spotlight on the growing online
consumption of content by Indian consumers. In our cover
story this week, we explore how original content is likely to
be the key growth driver for the OTT industry in the coming
years, fuelled by the increasing customer demand for
a wide variety of good quality content which can be
consumed on the go, anytime, anywhere. While a recent
report by PwC projects the OTT industry to cross Rs
5,000 crore in revenues by 2022, with original content
as a key growth driver, another report by Deloitte states
that approximately Rs 3,300 crore will be invested in
creating original content for OTT platforms in the near
future. India seems to be leading the pack in Asia when
it comes to investments in video production, with a 14%
rise in investments, according to a Media Partners Asia
report. These figures, coupled with the fact that OTT
players are aggressively competing with each other and
signing on a multitude of content creators to release
refreshing, multi-lingual content to suit every consumer’s
palate, whether free or subscription-based, also presents an
exciting opportunity for advertisers to associate with such
platforms.
In our CMO section this week, Veetika Deoras, Head-
Marketing, Category, Loyalty and Digital, Tata Starbucks talks
about the brand’s newest innovation – the Nitro Cold Brew,
how India has seen the fastest expansion in first five years for
the brand, how the brand’s marketing communication is built
on the three pillars of coffee, partners (employees) and stores,
as well as the brand’s focus on Digital engagement
with consumers.
***
In this week’s issue, we also turn the Spotlight on Hiren
Gada, CEO of Shemaroo Entertainment who tells us about
the brand’s rebranding exercise which comes after 55 years of
its existence, with a brand new logo and an all-new refreshed
identity with the tagline ‘India Khush Hua’, and how Ogilvy
India has been instrumental in shaping this new brandidentity.
***
In our second Spotlight section this week, we speak to Ajai
Jhala, the outgoing CEO of BBDO India about his decade-long
stint at the agency, a new way of creating brave work on big
brands by challenging cultural convention and traditional
norms, the value of teamwork and creative collaborative
sessions, and most of all about his partner Josy Paul,
Chairman and Chief Creative Officer of BBDO India, with
whom he jointly forged the agency’s philosophy of ‘Create
Acts Not Ads’, earning global acclaim. BBDO also gave birth to
social movements with some iconic advertising campaigns for
top brands. We wish Ajai Jhala all the very best.PUBLISHER &
EDITOR-IN-CHIEF
Annurag Batra
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EDITORIAL DIRECTOR
Amit Agnihotri
DIRECTOR
Nawal Ahuja
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EDITOR
Srabana Lahiri
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NEWS TEAM
Simran Sabherwal I Assistant Editor
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Beryl Menezes | Assistant Editor
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Neeta Nair I Special Correspondent
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Samarpita Banerjee I Senior Correspondent
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Christina Moniz I Senior Correspondent
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Dipali Banka I Editorial Contributor
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Eularie Saldanha I Trainee Reporter
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SENIOR ART DIRECTOR
Shamsad Shaikh
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Surya Prakash I Senior Designer
Abhijit Kelkar | Senior Designer
PHOTOGRAPHY
Ashish Chawla (Mumbai)
Suresh Gola (Delhi)
Vilas Kalgutker (Mumbai)
SALES TEAM
NATIONAL HEAD- SALES
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