India – The Indian Express together with Isobar, the creative experience agency from dentsu India has launched ‘News Beyond Views’ campaign, a modern-day solution for stories that get covered but remain undiscovered. 

According to the Indian Express, readers are unaware that they consume propaganda, gossip, and spicy scoops despite the fact that one-sixth of their day is spent browsing news. While 86% of readers clicked on a top stories, the same audience completely skipped other comparable stories in the same category. In keeping with their commitment to unbiased reporting, this national newspaper is now ensuring that no relevant story is left unread.

Through the partnership, The Indian Express and Isobar India, have developed a unique experience of discovering news that may have previously slipped through the cracks and past your view. Using a simple HTML innovation at the backend, the media house has embarked on restoring fairness in the journalism they believe in. So, on highlighting any top story, the user gets to read another story that would have otherwise lurked in the shadows.

Heeru Dingra, CEO, Isobar India group, said the fundamental objective of journalism is to serve the people with news, opinions, comments, and information on subjects that matter in a fair, accurate and unbiased manner. Any media house cannot afford to lose sight of this obligation. 

“This initiative by The Indian Express and Isobar India not only showcases their integrity towards the reader but will also inspire other news publications to follow suit,” Dingra said.

Aalap Desai, CCO, Isobar India and Taproot Dentsu, commented, “We believe that journalism is meant to be fair and honest, however, we don’t see this happening quite often. The responsibility then lies on our shoulders to make sure that every story covered reaches every reader. 

“Our commitment to that kind of responsibility drove us to develop News Beyond Views. The germ and the beauty of the idea is that it is simple and a modern way of doing our job as a news corporation. When journalism of courage meets the simplicity of innovation, no news will miss the spotlight,” Desai added.

India — Sony Pictures Television India and Isobar, the creative experience agency from dentsu India, have launched a campaign to give the audience an experience of the Multiverse, a popular physics theory that Hollywood is experimenting with and a big staple of the latest Spider-man movie. Via this collaboration, the duo has created a Multiverse on mobile devices to bring the essence of the movie ‘Spider-Man: No Way Home’ to the fans before they buy or rent the movie on the BookMyShow stream.

Isobar India has developed a website titled, ‘Tap Into The Multiverse’, where a single URL – tapintothemultiverse.com can be opened on different browsers to get an experience of different villain universes each time. The website is created to showcase the 2 universes belonging to the 3 villains – Doc Ock, Electro and Green Goblin. One villain can be accessed with each unique browser visit, while the URL remains the same.

Heeru Dingra, CEO of Isobar India group, said, “It is just not enough to give the audience a taste of a film like this through a trailer. A unique experience is what Spidey fans deserve, and it’s what they got with Tap Into The Multiverse.”

Additionally, The fans are further tested on their villain IQ with interactive questions for a more immersive experience. After this unique experience, the fans are given the option to purchase Spider-Man: No Way Home on BookMyShow Stream and enjoy extra footage that has never been seen before.

Talking about the collaboration, Sonika Bhasin, VP of sales and international distribution for Sony Pictures Television South Asia, said, “For a movie like this, the experience of the Multiverse just leaves you wanting more. It’s a prelude to an experience that’s completed by streaming Spider-Man: No Way Home on BookMyShow Stream. People want to not just watch, but also engage with the brand and experience it.”

Meanwhile, Aalap Desai, chief creative officer of Isobar India and Taproot Dentsu, commented, “An iconic franchise like Spider-Man calls for an iconic idea to promote it. A simple question we asked ourselves was, why wait for the movie to get an experience of your friendly neighbourhood Spider-Man? Why not give fans an experience even before they stream it at home? That’s what we did with ‘Tap Into The Multiverse’.”

Fans can now experience the Multiverse right on their phone and test if they’re a true Spidey aficionado with the campaign by Sony Pictures Television India and Isobar. Afterwards, they can buy or rent the movie on BookMyShow Stream today to enjoy it at home.

India – WATConsult, the hybrid digital agency from the Isobar India group and within the dentsu network, has elevated Sahil Shah, the agency’s former chief business officer (CBO), to the role of managing partner.

As one of the key founding members of the organization, dentsu said that Shah has played a significant role in shaping and building the agency since 2009. 

“He has moved from strength to strength, successfully cultivating a culture of creativity and innovation within the agency,” said dentsu.

It is under Shah’s ‘hawk-eyed’ leadership alongside his team’s ‘powerful’ guidance that WATConsult has grown to become one of the most accoladed agencies in India over the last decade. 

Some of the awards that the agency has won in the recent period include the GRAND PRIX at Prague International Advertising Festival, the Grand Emvie & Gold Effies for Racold’s #MindYour Language, an Emvie Gold for SBI Life’s Thanks a Dot, and a Gold at Shortys for Starbucks’ Barista Call Out. To date, WATConsult has brought home 11 Agency of the Year titles.

In his new role, Shah will continue to report to newly appointed CEO of Isobar India group, Heeru Dingra, and will spearhead the agency operations. Shah will also be responsible for bringing in new business for the agency.

Speaking on his new role, Shah said, “After spending a decade and more in building this agency, my heart fills with pride as I watch it grow stronger each day. The digital landscape has certainly evolved and the teams at WATConsult have kept pace with this change by delivering some path-breaking campaigns. 

“As we move towards our next phase of growth as a network, my team and I look forward to taking on this new journey with power and gusto,” added Shah.

Meanwhile, Dingra comments, “Sahil is one of our strongest assets. His expertise in managing clients and the team is commendable. A great team leader, Sahil, along with the talented workforce at WATConsult, will continue to bring in new creativity to ensure persistent growth of clients. Together, and as a network, we are ready to explore a new pathway to our future.”

Just recently, dentsu India has bolstered its digital, experiential, and pr capabilities under the Isobar India group, comprising Isobar India and WATConsult, and the PR agency, Perfect Relations. 

The change is part of the network’s global plan to transform into the world’s most integrated group by 2024.