MUMBAI: It’s jumping in to get a piece of the golden opportunity of branded content. Goldie Behl’s — Rose Audio Visuals has announced the launch of Connect Nxt, a dedicated branded content division designed to craft meaningful brand narratives as audiences increasingly move away from traditional advertising.

The new division will focus on three key pillars: story-driven content that prioritises emotional resonance; end-to-end execution leveraging Rose Audio Visuals' production and distribution networks; and an innovation-focused approach that champions new tools and formats for richer storytelling experiences.

Connect Nxt will be led by Megha Desai, who brings over 25 years of experience in IP and content creation from companies including Chernin Asia Media Digital, Bling Entertainment and Fountainhead Mktg.

"We are living in a world where content is in high demand and attention in short supply. As brands, it is important to reach the consumer where they already are - in the world of stories. That's what we aim to do with Connect Nxt," said Desai.

Advising Connect Nxt on the creative front is Arvind Menon, former executive creative director at BBH India, whose work includes brands such as Mercedes Benz, HDFC Ergo and CaratLane.

"Today's audiences are smarter and harder to impress. Our goal with Connect Nxt is to push creative boundaries while ensuring that every story we tell adds value to both the audience and the brand," Menon commented.

Rose Audio Visuals founder Goldie Behl: "With Connect Nxt, we're blending entertainment with brand narratives in a way that feels organic and immersive because, in the end, people don't just buy products, they buy into stories."

Rose Audio Visuals continues to expand its portfolio with initiatives including RosePod, an audio storytelling studio, and Rose Kanakavalli, its Telugu market debut.