Dentsu Aegis Network brings The Story Lab to India

MUMBAI: Japanese advertising giant Dentsu Aegis Network has launched its global branded content unit The Story Lab in India.

With over $1-billion billings globally , the new unit will have a separate P&L and will be headed by Sunil Kumaran, former network strategy head at Reliance Broadcast Network.

The Story Lab has operations in 15 countries and marries branded content with data and analytics.

“Content is an exciting space for us to be in. Clients are increasingly looking at how they can `influence' the consumers more effectively than just increasing their `reach' through traditional forms of advertising," said Ashish Bhasin, chief executive officer, South Asia, at Dentsu Aegis Network.

"Within the next 3-4 years for most agencies 10% of the revenues will come from branded content," he said.

Kartik Iyer, managing director at Dentsu Aegis' media arm Carat India, will also guide Kumaran in heading the new unit.