MUMBAI: Viacom18’s Gaurav Lulla has moved on from the network where he was the head of digital media for MTV India and English Cluster including Vh1, Comedy Central and Colors Infinity.
In his new innings, Gaurav has cofounded Loose Cannons Content Studio along with another senior Viacom18 manager Pavneet Gakhal.
Loose Cannons is a boutique content studio that specialises in content creation for media hubs and brands.
Confirming this to Indiantelevision.com, Loose Cannons Content Studio Co-Founder Gaurav Lulla says, “The current content ecosystem is at a tipping point. With the massive influx of content pipes, over and above the traditional ones that existed, the playground has changed dramatically. This has led to two very diverse challenges - content pipes need to collaborate with varied creators to bring engaging stories to their platforms and the current form of advertising needs to alter to reach out to consumers in unique formats applicable to each content consumption touchpoint. To address this alteration, the ecosystem needs an almost disruptive approach by a motley bunch of loose cannons who keep firing and experimenting with varied content initiatives. Pavneet and I identified with this at a very personal level and hence “Loose Cannons Content Studio."
The studio has a catalogue of content IPs across limited fiction series and non-fiction show formats which are currently being pitched to all and sundry.
Adds Gaurav: “Loose Cannons Content Studio operates in two diverse universes. On the one hand, we partner with various media houses across platforms to enrich their content offering. On the other hand, we aim to solve the imminent communication challenge facing brands to engage audiences beyond awareness scores. The good news is that both of these journeys have the same starting point : a strong story."
Gakhal has a clear vision where the boutique studio is headed. Says she: “With an aim to establish strategic alliances and collaborations with a bouquet of production houses, talent management outfits and new age technocrats, we aim to create content that enthrals audiences across all screens. We have a catalogue of content IPs across limited fiction series and non-fiction show formats which we are in the process of getting commissioned. We will dabble with all kinds of branded content initiatives all the way from conceptualization of the content, producing it to be relevant across platforms of consumption and finally building a content marketing campaign around it to amplify its reach.”
At Viacom18, Lulla was responsible for all digital content initiatives and monetisation strategy for the cluster and creating a content funnel by working closely with the entire creative ecosystem of content creators, talent managers and production houses.
During his tenure at the network, engagement scores grew by 3X for all brands on social through creation of ancillary digital content for marquee properties such as Roadies, Splitsvilla, India Next Top Model, The Stage and more.
Gaurav joined Viacom18 in 2011 as the head of innovations and client solutions MTV and later took on many roles at the network including as the head of digital media and brand solutions, INS (Integrated Network Solutions) in 2013 and as the head of digital media and brand solutions English Cluster in 2015. He eventually became the head of digital media for MTV India and English Cluster in 2016.
