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Aditya Jaishankar and Natasha Kapoor

GoQuest Digital Studios, the independent boutique content studio backed by GoQuest Media Ventures, recently announced the dual hiring of advertising executive Aditya Jaishankar and media services professional Natasha Kapoor for its holistic content strategy division-‘Join the Dots.’

Aiming to be India’s first complete content custodian to strategize, create, deploy and constantly monitor content to achieve brand objectives, Join the Dots aims to provide the entire gamut of creative, analytical and brand integration based services under one roof.

This also includes digital services with Join the Dots providing expert social media management and SEO operations to create a strong digital presence for brands with emphasis on content.

In 22 years of work experience, Jaishankar has worked with advertising, marketing and communication brands such as Star TV, Saatchi & Saatchi, Ogilvy & Mather, JWT, Percept H, McCann Worldgroup, MAAD, etc. Kapoor on the other hand, has a total work experience of about 20 years and has established her name in the industry as one of the most innovative thinkers and unique business strategists, having been awarded at the P&G Global Awards for Media Innovation. She has worked across various clients in different categories in her media career.

Join the Dots, as the name suggests, is GoQuest’s attempt at creating an organisation that brings together the fragmented aspects of the content industry to offer brands a facilitator that can visualise the entire content calendar and how it will help their brand to move ahead. Currently, there is lack of cohesion in brands’ expectation out of content-driven integrated marketing and its results, as different units specialise in providing diverse services but without an overarching single objective.

Commenting on Join the Dots and its latest recruitments, Darshan Bhatt, Director, GoQuest Digital Studios, said, “With this framework, we are literally enabling brands to join the dots in their content journey. The content medium will not be restricted to ‘video’ only, it will encompass everything and across various functional dimensions, aligning each and every aspect with the overall brand and business objective. We aim to provide brands with a clear blueprint to ensure that all content pieces work together in a synergistic manner and drive the story, as well as the brand, across more and more audiences. We aim to be the one-stop guides for brands as they look to integrate with great stories, helping them in every way as they target becoming an integral part of the consumer’s conscious along with the stories they join hands with.”

Elaborating, Jaishankar said, “The entire advertising and marketing process is disjointed and brands invariably struggle between meeting the demands of different sections and allocating resources. To top it all, there is no cohesive measurement of the performance of every division and its resultant contribution to the overall brand positioning. Join the Dots then comes as a much-needed consolidated platform that can cater to each and every need of the brands as they try to optimise brand integration in the current world of high-competition where associating with great content is the only way to ensure consumer loyalty. Great content is where the consumers are, and Join the Dots aims to serve as the essential bridge that brings brands nearer to their target audience.”

Kapoor said, “Having had the privilege of working with some of the biggest clients over the past years, I can safely say that brand engagement needs a change in perspective that recognises ‘digital’ as the only way forward. Consumers are looking only for experiences today, and a brand that can associate itself with a particular kind of content resonating specific concepts, idea, etc., endears itself to the audience strongly.  The fact that consumers want more and the brand needs to be present to provide that is the starting point of our conversations and I am excited to walk the journey with brands.”

Content@BuzzInContent.com