Indian Alliance Focuses on Online Video Viewers

Mon 13 May 2013 12:45, Seema Sanghavi

With a current size of 43 million viewers, India’s Internet video consumption market is growing at a very fast pace. To take advantage of this large market, 2 Indian companies are joining forces to create India’s first digital video led brand solutions company. MashUp will be created via an alliance between Group M and O4 Digital Media. The new company would offer online-only ads, infomercials and branded content.

Indian Alliance Focuses on Online Video Viewers

According to Indian Television, there are over 3.3 billion monthly total video streams and around 19 billion minutes spent watching online videos every month in India. As reported on, a chief executive at Group M stated that the internet video consumption in India is expected to further increase sixfold by 2016. To take advantage of this growth, both Group M and O4 Digital Media are stepping to the plate. O4 Digital Media would create content and Group M would extend its online offering and back it with metrics and measurements. O4 Digital Media is a company promoted by Optimystix Entertainment India Pvt. Ltd, the television production house. Group M is one of India’s leading media agency network.


As the first of its kind in the Indian digital industry, MashUp will be a content led Brand solutions company with a key focus on ‘video led sustained engagement’ for brands. The launch of MashUp is set to revolutionize the online brand promotion and engagement space in India. To tap into the potential of this market, MashUp will use expertise in understanding and engaging viewers to create “rich media video packages” and provide brands with additional effective touch points for sustained consumer engagement on social media platforms. Speaking about the venture, Sanjiv Sharma, CEO and Executive Chairman at Optimystix Entertainment India Pvt. Ltd. Stated that India is the 2nd largest consumer of Online Videos. The alliance has already signed up clients such as Airtel, Ford, Mercedes-Benz, Gillette, Citi Bank and Skoda.


Considering the rise in the online videos watched by Indians, I believe this alliance to help create the online content is a going to be the first of many for the country. What will also make this advertising medium more popular and therefore the demand for the services rise is the cost associated with creating the online content. According to, the cost of producing content for digital media is much lower than producing an ad for traditional media such as television. The key challenge for advertisers will be to provide content that is engaging. Hopefully for MashUp, they will be able to meet this challenge. With such services soon to be available in India, I’m sure other emerging markets such as Brazil will also soon see much more in online branded video content. What are your thoughts on this?







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