NDTV Brand Studio’s playbook: The secret to winning branded content

New Delhi: NDTV is doubling down on its efforts on the branded content front, with its Brand Studio leading the charge in creating impactful content IPs. 

Gaurav Dewani, Revenue Head of NDTV Brand Studio, spoke to BuzzInContent.com about the growing importance of this segment and how NDTV is setting new benchmarks.

"NDTV’s Brand Studio stands as a cornerstone of our business. For over a decade, we have been at the forefront of creating pioneering content for brands," said Dewani. "With a focus on high-impact, result-driven storytelling, we seamlessly blend market insights with creativity to enhance brand value and engage audiences meaningfully."

Branded content has become a key revenue stream for NDTV, contributing a "healthy margin" to the overall revenue, according to Dewani. He sees this segment continuing to grow in importance as brands seek innovative ways to connect with audiences.

"Brands today face challenges that go beyond traditional methods," Dewani explained. "This makes the branded content segment a no-brainer and natural business model which is thriving and ever-expanding."

Rechristening of branded content division to NDTV Brand Studio

Recently, NDTV announced the branding of its branded content division as ‘NDTV Brand Studio’. 

Dewani said that NDTV’s branded content has expanded significantly in both size and expertise over time. “The thought behind revamping our branded content unit to NDTV Brand Studio is just a part of our growth vision. The studio is powered by a team of branded content specialists and seasoned journalists with deep roots in NDTV’s legacy of social campaigns and high-impact initiatives.”

Dewani highlights trust and credibility as key differentiators for NDTV's branded content initiatives. He also emphasises the importance of tailoring solutions to meet the unique needs of each brand.

He commented, “By offering tailored solutions that address the distinct needs of each brand, we deliver purpose-driven, high-quality campaigns that align with advertiser goals. We blend brand objectives, audience relevance, and editorial perspectives to create value for all stakeholders, ensuring impactful campaigns that resonate with the target audience.”

NDTV’s major content IPs for brands

Dewani told BuzzInContent that the Brand Studio strategies content tailored to each brand, ensuring that every campaign aligns with the partner’s vision and maximises its impact.

According to Dewani, the demand for branded content has surged in 2024, as more advertisers recognise the value of content-driven campaigns. 

“This shift is evident in the growing number of partnerships we’ve secured, leading to increased revenue and deeper client engagement,” he shared. 

Dewani highlighted, “In just the past year, we’ve launched 12 new IPs such as NDTV Defence Summit, NDTV Food Awards, and NDTV Infrashakti Awards, expanding our portfolio and strengthening partnerships.”

Some of the major branded content IPs created for brands are: 

• Banega Swasth India: India's longest-running health campaign with Dettol, addressing critical issues like sanitation and hygiene.

• Samarth by Hyundai: Championing inclusivity and accessibility for people with disabilities.

• Usha’s Kushalta Ke Kadam: Empowering rural women.

• #BachpanManao with EkStep: Celebrating joy and play as the cornerstone of learning and growth.

The digital push and performance marketing

NDTV is also expanding its branded content offerings on digital platforms, recognising the vast potential for growth in this space. Dewani emphasised the importance of integrating digital campaigns with television broadcasts to create a holistic brand experience.

He said, “NDTV Digital’s journey in branded content is just beginning, and we see vast potential for growth. As we continue refining our business strategies, we expect to further enhance the value we deliver to both our audience and brand partners through innovative, integrated digital campaigns.

The digital ecosystem plays a pivotal role by fostering dynamic conversations and meaningful engagement, bringing these ideas to life while complementing the reach and impact of the television medium. This synergistic approach ensures optimal utilisation of both platforms, creating a holistic and immersive brand experience.”

Beyond brand building, performance marketing has become an integral part of brands’ expectations from branded content. Dewani said, “We ensure that our campaigns are optimised for measurable results by integrating strategic performance elements, driving tangible outcomes for our clients.

Maintaining editorial integrity and audience trust

Traditionally, news channels have been hesitant to embrace branded content due to concerns about preserving editorial integrity. However, Dewani explained that the landscape has changed.

"At NDTV, editorial integrity and audience trust remain fundamental to everything we do," he said. "Our approach is centred on fostering strategic collaborations that align with our core values while delivering measurable business outcomes for our partners."

Dewani stressed that NDTV maintains a strong commitment to editorial integrity and audience trust, even as it expands its branded content offerings.

"Trust and credibility form the foundation of NDTV’s branded content strategy," he said. "We blend brand objectives, audience relevance, and editorial perspectives to create value for all stakeholders."

Dewani highlighted the "unparalleled amplification" that news platforms offer as a key advantage for branded content. He also noted that challenges are minimal as long as the brand's message aligns with the editorial perspective.

Audience receptiveness and content integration

Dewani emphasised the importance of creating authentic branded content that seamlessly integrates into the news environment.

"Our audience values authenticity," he said. "We prioritise creating branded content that seamlessly integrates into our editorial environment without disrupting the viewer experience."

He noted that audience receptiveness is high when the content aligns with their interests and preferences, particularly among younger demographics.

While branded content often airs during weekends, Dewani pointed out that NDTV also integrates branded IPs into weekday programming based on relevance and topicality.

"Many of our branded IPs are also broadcast during weekdays, both live and as post-event edits," he said. "Their scheduling is often guided by relevance and topicality, as well as the context of other national and international events."

Future gazing

Looking ahead, Dewani sees a growing emphasis on sustainability and social impact in branded content. "A stronger emphasis on sustainability and social impact is expected," he said, "as brands leverage content to build deeper, more authentic connections with socially conscious consumers. These collaborations will focus on creating content that not only drives engagement but also delivers measurable results, with a strong emphasis on sustainability and social responsibility in 2025.”