Latest news with #OnlyMuchLouder
Time of India
15-07-2025
- Business
- Time of India
Only Much Louder elevates Devarshi Shah to chief growth officer
Only Much Louder ( OML ), the culture-shaping creative and entertainment company, has announced the elevation of Devarshi Shah to chief growth officer , effective immediately. In this new role, Shah will report to chief executive officer Tusharr Kumar and take charge of scaling OML's agency and integrated brand services, spanning branded content and influencer marketing to AI-powered marketing solutions as well as a bold new creative venture on the horizon. 'We're not in the business of chasing trends. We're in the business of starting them,' said Tusharr Kumar, chief executive officer, OML. 'Devarshi brings the kind of sharp instinct, creative ambition and operational clarity that our future plans need. Whether it's building culture-first branded content, scaling influencer marketing with Hypothesis, or building our creative solutions offerings, he's someone who can connect the dots between what audiences love and what brands need. This is not just a role elevation, it's a move to strengthen our growth journey.' OML has never played by the old rules. Born out of music stages and creator communities, the company has consistently shaped pop culture in India and beyond, through disruptive branded content, creator IPs, and sharp, strategic work for brands that want to matter. Now, with Shah leading growth, OML is sharpening its position as a creative-first partner to brands; brands that don't just want content, but ideas that cut through, creative first, insight-led, built to spark real conversation, the press note shared with ETBrandEquity stated. One of the key growth areas remains Hypothesis by OML , the global influencer marketing service built to remove friction and add clarity to how brands engage with creators. With over 150 campaigns executed across more than 22 countries, it continues to evolve as a data-rich, insight-led solution for agencies and clients, and will remain a core part of Shah's mandate. From building brand narratives and creator-powered content ecosystems to crafting new playbooks in advertising, Shah's focus will be to scale every creative service OML offers with an eye on what's next, it added. 'OML has always believed in showing up differently, louder when needed, but always with intent,' said Devarshi Shah, chief growth officer, OML. 'I'm elated to take on this role at a time when brands need more than just reach, they need relevance. As we scale Hypothesis, deepen our branded content and strategy work, and build new offerings in the creative space. I look forward to driving OML's growth in a way that's bold, thoughtful, and deeply connected to the culture we help shape." With this move, OML signals its commitment to building a future-facing creative services ecosystem, one that doesn't fit neatly into decks or jargon but finds its way into memes, minds and moments, the press note added.
Time of India
18-06-2025
- Entertainment
- Time of India
Zakir Khan: For years, we've dreamed of comedy being treated like mainstream entertainment
Zakir Khan Zakir Khan is set to embark on a sweeping 60-city stand-up tour. The tour, a collaboration between Only Much Louder (OML) and TribeVibe Entertainment (a BookMyShow venture), aims to reach over 160,000 fans, cutting across metropolitan centres and smaller towns alike. It's not just the scale that's unprecedented—it's the ambition. This is now the single largest deal ever inked by a comedian in India. The partnership reflects a broader shift within India's cultural fabric: an increasing appetite for premium, homegrown entertainment that speaks directly to diverse, regional audiences. Long tethered to metro circuits and English-speaking pockets, Indian stand-up is now firmly moving into a phase where artists and audiences meet on shared ground—linguistically, emotionally, and geographically. Zakir Khan said,'This isn't just a personal milestone, it's a celebration of how far Indian stand-up has come. I'm grateful to be doing this with partners who truly believe in the power of homegrown stories and the audiences who've made it all possible. This tour is not just about performing in 60 cities, it's about taking the art of Indian stand-up to every corner of the country with the scale and seriousness it truly deserves. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Memperdagangkan CFD Emas dengan salah satu spread terendah? IC Markets Mendaftar Undo For years, we've dreamed of comedy being treated like mainstream entertainment, and this partnership is a massive step in that direction. I've always believed in building something bigger than myself, and this moment feels like that belief taking centre stage.' For TribeVibe, the move is part of a broader mission to democratise access to quality experiences. 'It's not just about doing a 60-city tour; it's about proving that India is ready to host and celebrate live entertainment at this scale across its full breadth,' said Shoven Shah, the company's founder and CEO. OML's Rishabh Nahar echoed the sentiment, framing the collaboration as a blueprint for future possibilities. 'With this partnership, we hope to lay the groundwork for a touring economy that mirrors the sophistication and ambition of global markets.' One step to a healthier you—join Times Health+ Yoga and feel the change
Time of India
30-04-2025
- Entertainment
- Time of India
Myntra brings wedding fashion chaos to life with Renuka Shahane
Myntra , one of India's fashion, beauty, and lifestyle platforms, has unveiled its latest campaign featuring actress Renuka Shahane, offering a humorous yet relatable take on the multi-function wedding experience of a joint family. From haldi to reception, the campaign positions Myntra as the trusted fashion ally, offering over one lakh styles across beauty and occasion wear, making it the ultimate destination for selected looks, last-minute fixes, and everything fashion. The campaign, that was conceptualised and executed by Only Much Louder (OML), is rooted in cultural authenticity and delivered through a slice-of-life storytelling lens, the campaign follows a relatable character played by Shahane, navigating the chaos of back-to-back weddings, overlapping functions, and highly specific outfit themes. With her signature warmth and impeccable comic timing, Shahane walks the audience through the sheer scale of wedding prep required when you're part of a big, bustling Indian family. Set in a bustling Indian home, the campaign unfolds across a series of wedding preparations, where chaos and celebration go hand in hand. From coordinated outfits for the Sangeet and brocade costumes for the family dog, to vidaayi tears interrupted by one more surprise engagement, the film offers a realistic portrayal that resonates with the Indian audience. Shahane anchors the narrative with wit and her evergreen charm, while Myntra emerges as the unsung hero behind every perfectly timed outfit change. The film cleverly highlights Myntra's value proposition, endless styles for endless functions, backed by delivery starting 48 hours and a wide assortment of fashion, accessories, and gifting options tailored for every wedding event. Monalisa Panda, associate director, social media marketing and creator ecosystem, Myntra, said, "This campaign strengthens Myntra's position as the go-to fashion destination for every celebration, especially in the culturally rich and vibrant Indian wedding season. With a humorous yet relatable take on the multi-event wedding chaos, we highlight how Myntra's wide selection and swift delivery empower shoppers to stay effortlessly stylish through every function.' 'Whether it's stunning looks for Haldi, Mehendi, or Sangeet or last-minute outfit needs, Myntra is at the heart of it all, enabling a seamless fashion experience for today's dynamic, multi-generational families. Through compelling, character-driven storytelling, we aim to reflect how modern India celebrates tradition, with a touch of flair and functionality,' Panda added. The campaign captures the delightful chaos of Indian weddings and how every new engagement brings with it an ever-growing wardrobe checklist. Shahane said, 'What drew me to this campaign was how beautifully it captured these nuances with warmth and wit. It was a pleasure collaborating with Myntra on a film that brings humour, nostalgia, and fashion together in such a relatable way.' Manav Parekh, senior vice president and executive creative director at Only Much Louder said, 'This campaign reflects the sweet spot we operate in—taking everyday Indian insights like the fact that shopping for the wedding season with the best looks across multiple functions can be QUITE the task. Using that to then catapult Myntra as the best solution for both variety and convenience.' The ad film moves beyond the usual aspirational tone of wedding campaigns and instead embraces the quirky reality of Indian family dynamics. Watch the video here:
Mint
25-04-2025
- Business
- Mint
OTT platforms gain ground in India, but YouTube's dominance endures
YouTube continues to dominate India's online video market. Despite a proliferation of premium streaming services, the Google-owned platform commanded a staggering 92% of all video consumption in 2024, leaving subscription and ad-supported (AVoD, or advertising video-on-demand) rivals to jostle for the remainder, according to the latest Ficci-EY report. Industry experts say user-generated content is now easier to create than ever before, thanks, of course, to the availability of cheap data and smartphones. As a result, creators have mushroomed across the tiniest of Indian towns, producing quality content and sharing on YouTube for the world to see. By contrast, streaming platforms spend a lot of money and time to create content, only to be pegged back by their limited reach and viewership, hurting their monetization potential. 'YouTube continues to dominate online video viewership because it's not just a platform—it's a cultural engine. It earned its position by being early, but more importantly, by being everywhere. For other premium platforms trying to carve out meaningful share in the video content space, the answer won't be copying YouTube—it'll be about leaning into what makes them different,' said Preranaa Khatri, chief business officer at Only Much Louder (OML), a media and entertainment company. What really sets YouTube apart is how it balances scale with personalization, Khatri added. Its recommendation algorithm, constantly learning from user behaviour—searches, watch time, engagement—ensures people find what they didn't even know they were looking for. Further, it constantly introduces new monetization streams to incentivize creators, letting them earn not just from ads, but also from YouTube Shopping, Memberships, Super Chats, Super Stickers and YouTube Premium revenue. YouTube Shopping allows creators to promote products from their own stores or other brands within their content, enabling viewers to browse and purchase items directly from YouTube. Memberships allow for benefits like exclusive or premium content, live streams and other perks. YouTube Super Chat is a feature that allows viewers to purchase highlighted chat messages during live streams, which can sometimes appear at the top of the chat feed. Super Stickers are also a way for creators to connect with fans. Premium is a paid feature that does away with ads. At the same time, tools like YouTube Create have made video production much easier than ever—be it filters, effects, transitions, all from one's phone. Meanwhile, features like the Copyright Match Tool and YouTube Studio's AI enhancements (including auto-dubbing and the new Inspiration Tab) have helped creators manage content and scale creatively across languages and geographies. The disproportionately high share of YouTube in India's streaming industry is not surprising at all, according to Girish Dwibhashyam, a streaming industry expert. Creators in tier-2 and tier-3 towns are today able to edit and curate better content at far lower prices than professionals. 'For OTT platforms, on the other hand, there is hardly any incentive to keep pumping in money since the economics are challenging because of low CPMs (cost per mille—a paid advertising option where companies pay a price for every 1,000 impressions an ad receives),' Dwibhashyam said. To be sure, user-generated content is of inferior quality compared to that on streaming platforms, but the latter's limited reach means their monetization potential is restricted, as brands keep away. 'The dominance of YouTube over OTT platforms in India presents significant challenges for the media industry. While YouTube benefits from its ad-supported model and user-generated content, OTT platforms rely on high-budget, professionally shot content, which demands more time, money and effort. This creates monetization struggles and higher user acquisition costs for OTTs, as they also face content discovery challenges and competition for brand partnerships,' said Yogesh Saini, marketing head at Civic Studios, a media production company. Additionally, YouTube's AI-driven recommendations and regional content capture wider audiences, while OTTs must invest heavily in marketing and localized content. To compete, OTT platforms need to reduce friction in app downloads, innovate quickly, and improve content accessibility for users, Saini added. First Published: 25 Apr 2025, 06:00 AM IST
