MUMBAI: Dentsu Impact, the creative agency from the house of Dentsu Aegis Network, has won the communications mandate for Editorji, a personalised news app for snackable news content, led by Vikram Chandra.

Commenting on the win, Dentsu Impact president Amit Wadhwa said, “Consumers at large are clearly spending more time with their phones today than TV. Therefore, it’s appropriate that video-based news broadcasting reorganises itself to cater to the changing audience. I want to congratulate Vikram and the team at Editorji on developing such a unique AI-based platform, which will surely change the way news is consumed and give many the much-needed respite from watching news on TV. We couldn’t have been happier to partner them on this interesting journey.”

Editorji head of operations and platform relations Biswajit Borkataky stated, “Watching video news on a mobile device can be a frustrating experience. The news clips are usually short, leaving the users to constantly search for clips that interest them. Editorji aims to improve this experience by creating a linear video stream from non-linear video clips curated to the users’ interest. Users can not only watch a curated news playlist but also curate their own and share. To take this experience to the consumers, we are excited to partner with team Dentsu Impact, who’ll help us power our growth trajectory.”

Looking forward to the association, Dentsu Impact national creative director Anupama Ramaswamy commented, “We are delighted that Editorji has chosen us to be their communication partners. The product is revolutionary; the only news app that finally listens to its viewers instead of shouting at them, ending the monopoly of one-way news. It really promises to change the way people consume the news and we are extremely happy to be a part of this change.”