22feet Tribal Worldwide’s Untold and 101India inks pact

The branded content partnership will give both the teams an opportunity to tell real brand stories.

Untold - 22feet Tribal Worldwide’s premium content platform - has teamed up with 101India - a youth portal creating content aimed at urban Indian audiences. The association aims to change the way the industry looks at branded content, by making craft and authenticity an integral part of online storytelling.

Untold and 101India seek out stories that have not been told, scripted or spoken: stories of survival, legacy, culture, history and more, brought alive through powerful narratives. The combined teams consist of television experts, filmmakers, writers, bloggers, animators, and story tellers. The synergy will give both the teams an opportunity to tell real brand stories, creating memorable content that will push a brand’s message out to the consumers in various exploratory formats.

Commenting on the partnership, Cyrus Oshidar, managing director, 101India, says in a press statement, “To get our messaging to reach the right audience, it’s important that we cloak the brand in interesting content, ideally a combination of the two. With our experience of understanding and creating content for the millennials, we feel Untold is the right partner for us, where story takes precedence over branding - a strategy that’s also been their key to success with both consumer and client. We look forward to working together and creating a narrative that is entertaining and relatable.”

Deepak Nair, CEO, 22feet Tribal Worldwide and chief growth officer, DDB Mudra Group, adds “Untold, over the years, has curated content that is rooted in the real; creating unique brand experiences. The partnership of Untold and 101India will further leverage this depth of knowledge and specialization to create rich immersive content properties for our clients.”