Mumbai: Tech-based upskilling startup Scaler in collaboration with creative experience agency Isobar has partnered with Marathi content platform Bharatiya Digital Party (Bhadipa) to launch a web series “BE Rojgaar.”
The upcoming web series is an aspirational story of three friends that captures the struggles faced by engineers in India, today. Directed by Sarang Sathaye, the show stars Saie Tamhankar, along with Sambhaji Sasane and Jagdish Kannam.
“The objective of this association is to convey the brand’s value proposition to its niche audience through engaging storytelling, the core focus is to leverage the power of digital media on the back of regional content,” said the statement.
“We have done other small experiments in vernacular language content, and the business & brand outcomes were fantastic. The one-line story of the show is 'skills over degrees' built around friendship and employability of engineers, with the quintessential Marathi sass - is right up our alley," commented Scaler and InterviewBit head of brand and content Ranjeet Kumar. "With 'BE Rojgaar,' we want to develop a strong affinity with our Marathi audience and break the degree/certificate hoarding bias when it comes to skilling. We are very confident it will be one of the biggest shows in that market, and our learners will resonate with the theme.”
“Content is always more relatable when it comes packed with cultural nuances and regional flavours. When a brand is seamlessly integrated within that, it is sure to hit the sweet spot and move the needle on business," remarked Isobar India AVP and head of branded content and partnerships Madhura Ranade. "A great brand experience is elevated when it is encountered in the most comfortable setting, which is being a regional language in this case. This has proven true, time and again and with every new partnership, this belief gets stronger. This time, addressing a key market in Maharashtra and with none other than the team at Bhadipa and a stellar star cast, we are sure to make this a blockbuster in the Marathi-speaking market and beyond.”
Isobar India group CEO Heeru Dingra said "this will be the largest regional content collaboration India has ever seen." She further added, “Given India's size and diversity, we have always been hearing that vernacular and regional content is the way to go. However, with most brands, there is a hesitation when it comes to committing to this narrative. We are glad to team up with pan India, addressing a brand like Scaler."
