FYI

Indian indie Tilt strikes up content partnership with Supari Studios

Tilt Brand Solutions, an agency recently launched in India by ex-MullenLowe Lintas group chairman Joseph George has entered into a content partnership with Supari Studios, an independent producer of video content.

The partnership hopes to jointly create video content to help brands tell their stories.

The announcement:

Tilt Brand Solutions was launched in September 2018 by Joseph (Joe) George, former Group Chairman and CEO of MullenLowe Lintas, as a strategic and creative enterprise that offers Consulting, Communication and Content services for brands and businesses. Complementing Tilt’s strategic philosophy of “Full-Brained Thinking” is its creative philosophy of “One Brand. Many Stories” – built around its belief that brands today need to tell many stories to be able to breathe and belong in people’s consciousness.

Tilt Brand Solutions has thus partnered with Supari Studios. This partnership will see both come together to jointly develop and produce video content which will help brands tell their stories. All their stories.

In the past few years, Supari Studios has witnessed tremendous success in developing and producing a portfolio of branded content properties that have garnered over 200 million views on YouTube alone, setting benchmarks that reflect the increasing popularity of online video content consumption in the country. Internationally acclaimed, and the recipient of several prestigious awards, Supari Studios has worked closely and consistently with brands such as Red Bull, Google, Estee Lauder, YouTube, Asian Paints, Twitter and Dolby among others.

Speaking on the partnership, Joseph George, founder chairman and MD, Tilt Brand Solutions says, “With the democratisation of data and bandwidth, more Indians are consuming more videos on many more screens. We look at this as a vibrant and enabling ecosystem which will allow us to deliver platform-relevant content, that will help brands better connect with its consumers across media platforms. We have sensed a reciprocity of belief and purpose in all our meetings with Advait and his team; and we are convinced, that collaborating with Supari’s exciting and talented folks will result in some path-breaking work for brands.”

Adds Advait Gupt, co-founder, Supari Studios “The way we consume content has evolved dramatically in the past five years. We’ve moved from a prime time, television viewing experience to an anytime, anywhere, video-on-demand, mobile viewing experience. Today we decide our own prime time. Over the past six years at Supari Studios, we’ve been firmly focused on building differentiated content that connects with this discerning audience and we see Joe and the entire team at Tilt deeply aligned to this ideology. We’re excited to work with such a diverse and experienced team and look forward to create content that functions at the intersection of what value brands offer and what their audiences love.”

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