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Kumar Deb Sinha

The StoryLab (TSL), the content agency from Dentsu Aegis Network, has roped in Kumar Deb Sinha as the new country head for its India operations. Based in Mumbai, Sinha will report to Kartik Iyer, President Media Brands and Amplifi – Dentsu Aegis Network India and the Executive Sponsor for TSL in India.

Prior to this, Sinha was National Director – Content at Wavemaker India, a GroupM Company.

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With more than 15 years of content creation experience, Sinha chiefly specialises in the conceptualisation, designing and production of content across screens. He has produced more than 2000 hours of original content for television and digital including scripted and unscripted formats. He also has experience in creating branded content for a wide range of categories including FMCG (GSK, Pepsi, Britannia, Kellogg’s, Nestle, Colgate), automobile (Hero Motors, Honda Auto, Ford, Mercedes), BFSI (Citibank, ABG, IDFC), travel (Lufthansa), telecom (Idea, Nokia) and e-commerce (Flipkart).

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Commenting on Sinha’s appointment, Iyer said, “We are very happy to have Kumar Deb Sinha on board. The StoryLab aims to be a significant player in the burgeoning content ecosystem of India with a clear positioning. And we are confident that Kumar, with his experience and expertise, will help us take this ambition forward.”

Sinha said, currently there is a huge demand for premium content in India from all key stakeholders – audience, platform and advertiser. Video consumption on personal devices is growing exponentially changing audience preference towards premium entertainment with limited commercial messaging. Both traditional broadcasters as well as OTT players are investing in quality content to differentiate and satiate their audience need.

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“Finally, advertisers are partnering with premium and successful content formats to connect with this ad-averse audience. Frankly there can be no better time to be a content creator in India for premium and differentiated content and The StoryLab is here to exploit that potential as an innovative investor, distributor and producer,” added Sinha.

It is pertinent to note here that TSL expanded its footprint into India in 2015 with a slew of product offerings around content partnership, curation, original content and content investment. With operations in 16 countries, TSL works with publishers and platforms to innovate their supply chain of storytelling and with brands to help them invest in the most engaging and effective content solutions.