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Former head of digital at MTV India and English cluster (Vh1, Comedy Central, Colors Infinity) of Viacom18, Gaurav Lulla, and former Senior Manager of Viacom18, Pavneet Gakhal, have launched boutique content studio ‘Loose cannons’. The studio specialises in content creation for media hubs and brands.

Loose Cannons operates in two diverse universes. On one hand, it partners with varied media houses across platforms to enrich their content offering. On the other hand, it aims to solve the imminent communication challenge facing brands to engage audiences beyond awareness scores.

Gaurav Lulla

“The good news is that both of these journeys have the same starting point: A strong story,” said Lulla.

Lulla believes that the current content eco-system is at a tipping point. With the massive influx of content pipes, over and above the traditional ones that existed, the content creation eco-system has changed dramatically. This has led to two very diverse challenges: A) Content pipes need to collaborate with varied creators to bring engaging stories to their platforms B) The current form of advertising needs to alter to reach out to consumers in unique formats applicable to each content consumption touchpoint.

“To address this alteration, the eco-system needs an almost disruptive approach by a motley bunch of Loose Cannons who keep firing and experimenting with varied content initiatives. Pavneet and I identified with this at a very personal level and hence the ‘Loose Cannons Content Studio’,” he said.

Pavneet Gakhal

Explaining the company’s roadmap, Gakhal said, “With an aim to establish strategic alliances and collaborations with a bouquet of production houses, talent management outfits and new age technocrats, we aim to createcontent that enthrals audiences across all screens. We have a catalogue of content IPs across limited fiction series and non-fiction show formats which we are in the process of commissioning. We will dabble with all kinds of branded content initiatives all the way from conceptualisation, producing it to be relevant across platforms of consumption and finally building a content marketing campaign around it to amplify its reach.”