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From a tv undertaking to a theatrical launch, CEO Gunjan Arya spells out the leisure company’s plans for the 12 months.
Farzi Mushaira Season 3. Stand-up specials of Biswa Kalyan Rath and Rahul Subramanian. Branded content material for OPPO, Google India and Legacy Collective. These are simply among the works created by OML Leisure in 2023.
In 2024, it is going to be launching a brand new present Bandwaale in collaboration with Amazon Prime Video and plans to launch the third season of “Chacha Vidhayak Hai Humare”. Additionally it is gearing up for a tv undertaking and exploring scripts for a theatrical launch. This elevated give attention to content material creation is a results of the leisure company’s full pivot in direction of content- unique and branded- from its earlier give attention to dwell occasions.
Gunjan Arya, CEO, OML Leisure, says that right now practically half of its income comes from branded content material. This pattern is gaining momentum, making branded sponsorship an more and more important pressure.
In accordance with an ET report, the corporate had a topline of over Rs 330 crore in FY23.
OML spans three companies: expertise illustration apply, the content material studio that packages and produces unique exhibits, and a worldwide content material advertising and marketing company. The remaining income is split between OTT manufacturing and artist administration.
Final 12 months, the corporate created a number of campaigns, starting from moments featured in editorial media for manufacturers like OPPO to creating platforms for manufacturers in international locations like Poland. It additionally labored on varied OPPO adverts, that includes celebrities like Ranbir Kapoor, Zeenat Aman, and Janhvi Kapoor.
“Branded content material encompasses all types of content material created for manufacturers. This contains long-form exhibits, commercials for tv or on-line distribution, influencer advertising and marketing, and branded content material exhibits,” she explains.
OML’s model options workforce originated from the necessity to help its artist administration enterprise. Manufacturers have performed a vital function in enabling artists to maintain their craft, whether or not by touring albums or producing content material for social media.
“Model help has seamlessly built-in into the ideas and concepts of OML and our artists, enabling tasks that will not have been potential in any other case. It is by no means been purely about sponsorship; as an alternative, manufacturers turn out to be a part of the narrative, facilitating tasks that align with the artist’s imaginative and prescient,” she says.
OML had an early benefit with branded content material with exhibits like The Dewarists on MTV created in 2011. Now, due to the web’s attain, many manufacturers are embracing pull content material over push content material. Arya says with extra perception within the technique, the journey of getting a model onboard has turn out to be smoother.
“For us, it is at all times been about proving effectivity and efficacy. We have achieved this in varied methods, from evaluating the price of integration into our campaigns with what manufacturers would have spent on digital advert {dollars}, to demonstrating the place audiences actually reside. Understanding viewers conduct and consumption patterns, and aligning them with manufacturers’ advertising and marketing aims, has been key for us,” she shares.
The corporate can also be exploring scripts to enterprise into the theatrical area. It has beforehand collaborated on the movie “Chintu ka Birthday” with AIB. “Now looks like the right time to revisit that avenue. We’re at the moment exploring a number of concepts within the movie area and partnering with studios skilled in theatrical releases to convey these tasks to fruition,” Arya says.
Nevertheless, whereas many content material firms are gearing to create extra regional content material, OML’s focus stays on producing predominantly Hindi language content material. Previously, it had created ‘Comicstaan’ in Tamil for Amazon Prime Video.
“Hindi nonetheless caters to an viewers that’s solely rising in quantity and affordability,” Arya provides.
On the artist illustration entrance, it has diversified its portfolio past music and comedy.
“The web affords a broader spectrum of alternatives to people with distinctive views, main us to symbolize a variety of abilities, from mentalists to cooks, and now even actors, writers and administrators,” she provides.
The corporate can also be increasing its workforce in different international locations and together with, Nigeria, Japan, Russia, Poland and Thailand. “This permits us to create branded content material globally. We’re constructing internationally and in India, leading to extra international contracts for our branded content material enterprise,” she says.
OML now has its presence in over 20 international locations. This provides Arya a ringside view of the content material economic system of various international locations. She observes that India has a remarkably mature market within the creator panorama. That is mirrored in OML’s Market Index, which serves as an indicator of how conducive a market is for creators to publish content material and for audiences to find it. It considers varied components, together with the price of media and the Human Growth Index, which encompasses training penetration and life expectancy.
“India ranks fairly excessive on this index, showcasing its developed creator panorama. In contrast to trying to the West for fashions, India is pioneering its personal approaches to creators collaborating with manufacturers. The depth and density of each content material creators and types keen to innovate contribute to India’s maturity on this regard,” she says.
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