Universal Music India assigns digital duties to MindShift Interactive

The agency will manage social media marketing, influencer relations, and media planning for Universal Music India and Universal Music Desi.

MindShift Interactive, an insightful digital outreach firm, has won the digital mandate for Universal Music India. The account was won following a multi-agency pitch.

The agency will leverage the digital communication across social media platforms for Universal Music India and Universal Music Desi. It will handle social media marketing, influencer relations, and media planning for both brands.

With the success of new platforms and tools such as Instagram Stories and Facebook Live catering to the new-age digital consumer, MindShift Interactive will evaluate the adoption of many of these as well, says the agency in a press release. It will work with Universal Music to promote international artistes such as Drake, Rihanna, Justin Bieber, Katy Perry, and Selena Gomez, along with Indian artistes such as Amrit Dasu, Qurat-Ul Ain-Balouch (QB), and Anmoll Mallik.

Commenting on the win, Zafar Rais, chief executive officer (CEO), MindShift Interactive states, "Social media and associated streaming services have not only changed the way fans discover and enjoy music, but also how the music industry discovers, promotes and fosters both new and old musicians alike. Hence, it's an absolute need to create new benchmarks for labels and artistes to stand out in this rapidly changing space. With insights backing us in evolving consumer interests and behaviour, we're working on new ways to engage and gain evangelism for Universal Music."

MindShift Interactive is an insightful digital outreach agency that combines digital marketing and research to provide a better experience for the consumer, as well as the brand. It currently houses three business verticals, namely, MindShift Digital, a digital marketing and influencer relations agency, MindShift Metrics, a digital research consultancy, and MindShift Activate catering to digital activations and events. The agency's clientele includes J W Marriott, Max Bupa Health Insurance, Shiseido, L'Oreal, Lancome, Kiehl's, Practo, NIRAV MODI, Sula Vineyards, Swipe Telecom, Myntra Fashion Weekend, Star Plus, BIG CBS, HomeShop18, and Reliance 3G.

Universal Music India is a 100 per cent subsidiary of the Universal Music Group (UMG), and is home to record labels such as A&M Records, Blue Note Records, Capitol Records, Capitol Records Nashville, Caroline, Decca, Def Jam Recordings, Deutsche Grammophone, Emarcy, Geffen Records, Interscope Records, Island Records, Machete Music, MCA Nashville, Mercury Records, Motown Records, Polydor Records, Republic Records, Universal Music Latino, Verve Music Group, Virgin Records, and Virgin EMI Records.