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Media integration key to your success

Media integration key to your success
Gaurav Tandon is the founder of K Kompany

Clarity and consistency in various media formats are essential to captivate audiences. Gaurav Tandon, founder of K Kompany, a 360-degree media solutions provider in the Middle East, with four broad divisions viz audio, video, digital and media planning and buying, tells us why:



Published: Wed 11 Sep 2019, 9:47 AM

Last updated: Wed 11 Sep 2019, 11:58 AM

 Today is a time when every client wants to have a digital presence. While this sounds fascinating and is definitely part of the future, there is very limited understanding of the medium. I feel most brands are just following the herd, diving into this black hole and still trying to figure out what works.
The scope and offering that digital platforms have is so vast that a majority of the clients are not aware of how they work. Right now, it's swinging both ways - some clients are being taken for a ride, while others are offered path-breaking solutions. Knowledge is the key here and it will come with time and experiences.
Integrating media platforms
Integration of media platforms is crucial. I think one of the most successful examples of that is our TV show, Foodshala. Here, we offer all our clients solutions by integrating radio, television, print and digital to give them a complete solution.
When you can tap the same person at various touch-points, that's when your message gets delivered, accepted, and acted upon. To be able to do this successfully your campaign has to have the two most important Cs - Clarity and Consistency.
Social media and audio-visual content
The beauty of the audio-visual format is that it works on all platforms, and now communication on social media is moving towards this format. Videos are already the big thing and within a couple of years, almost 90 per cent of con-tent on all digital platforms is expected to be audio-visual.
Sole production house to own TV formats
We were the first ones to create a TV format in the region and launch a TV programme. We launched the region's first Asian Food Reality TV show, Foodshala in 2012, and it became an instant hit.In 2018, we launched the first-ever inter-school reality show, Foodshala Kids.
Its two seasons so far have become raging hits with schools all over the UAE. This success has actually brought a couple of TV channels to us and we are in discussion to franchise this format.
Once it goes through, we will be the first TV show in the region to be franchised from this market. Generally, this market is known for adapting successful formats from the region. As of yet, no one has been able to create something original from here and franchise it to the rest of the world. We hope to be the first to do that.
Catering to brands
K Kompany is the largest TV production company for South Asian content and we work with all leading TV channels to produce over 11 TV shows from the region.
As far as our audio business is concerned, we are the largest home-grown company providing Instore Music solutions to more than 1,000 stores all across the Middle East.
Due to the fact that we have four different media verticals, we cater to a huge spectrum of clients. When it comes to retail, we have the biggest names in the country, such as Land-mark Group and Apparel Group, as our clients. In the FMCG sector, we handle Al Ain Farms, Rainbow Milk, Unilever, GSK, and many more.
Clients come to us when they want to do something unique, and it's been proven that once a client comes to us, they don't look any-where else.
Future outlook
So far it looks like 2019-2020 is going to be our best year ever. We have big plans in our television and audio division. We are also all set to enter the Saudi Arabian market by the end of October and that will be a game changer for us. We are hopeful and positive be-cause we are here to stay.
The views above are personal, and does not reflect that of the newspaper.  

The scope and offering of digital platforms are so vast that a majority of the clients are not aware of how they work.
The scope and offering of digital platforms are so vast that a majority of the clients are not aware of how they work.

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