OML Entertainment's COO Tusharr Kumar Reveals 2024 Trends In Creative Marketing

Tusharr Kumar, the dynamic Chief Operating Officer of OML Entertainment, a revolutionary new media and entertainment powerhouse committed to collaboratively shaping cultural narratives with creators and platforms. With an illustrious two-decade career deeply entrenched in artist management, content production, and global brand solutions, Tusharr stands as a formidable force in the industry.

As the visionary COO of OML, Kumar brings unparalleled expertise and a strategic acumen that transcends boundaries. His hands-on experience in navigating the ever-evolving landscape of entertainment and media positions him as a catalyst for OML's journey to new heights. Poised at the helm, kumar is set to guide OML into the next stage of growth, ensuring the company's continued success in fostering innovation and redefining the future of entertainment.

In an Exclusive Chat With Loudest.in,he talks about key trends that OML has observed in the creative marketing industry for 2024.

Here are edited excerpts:

Q1. Can you share insights into the key trends that OML has observed in the creative marketing industry for 2024?

I’m not very sure I’d call this a trend; but I do feel it is the beginning of something that is going to change the standard way of working for the advertising industry. While creative ideas are still based on human insight, these ideas are now stemming from varied sources and not just confined to the traditional structures that creatives have worked with before. This marks a significant evolution, challenging and reshaping the standard approaches that have long defined the advertising industry.

One such shift is creators at the forefront of driving creative ideas, reshaping the landscape of the advertising industry. Their unique perspectives, first hand insights from being connected to their fans,  fueled by diverse backgrounds and experiences, bring a fresh and authentic touch to campaigns. This shift from the traditional agency-driven model allows for a more dynamic and inclusive approach to ideation and content creation.

Agencies are increasingly embracing collaborations with creators, the gig economy, or even external creatives to -build campaigns—aligning them more closely with specific brand identities and objectives. This collaborative approach allows for a diverse pool of talent, bringing unique skills and fresh perspectives to the creative process. By custom-fitting specific campaigns and brands through external creatives, agencies not only enhance creativity but also demonstrate strategic agility that resonates more effectively with consumers

For instance, Sumukhi Suresh has worked with luxury apparel brand WROGN to amplify the brand’s voice to a younger audience through a series of cleverly crafted interviews with cricketer Virat Kohli.

Ashish Shakya worked with Flipkart extensively on the platform’s BBD sale campaign last year. As well as Tanmay Bhat who’s worked on scripts for highly engaging marketing campaigns, including ‘Great for the Good’ featuring Rahul Dravid for CRED; and ‘The War of Fair Prices’ featuring Karan Johar. He has also worked independently on several other projects, often with co-creators. Then there’s Mohammed Anas who has written promos for India.We’ll see more and more of these creative collaborations happen as we move forward. 

Q2. Given the popularity of video content in India, how does OML plan to harness this trend in its content and marketing strategies?

We strategically leverage the immense popularity of video content in India, seamlessly integrating it into our robust content marketing strategies. Video is at the core of most social and content marketing strategies we build with collaborations extending to major platforms like Amazon, Google India, Netflix, Swiggy Instamart, and others. 

Moreover, when it comes to video content based on distribution and amplification strategies, we're great planners. Not only do we build impactful narratives and reach audiences through the use of short-form videos on platforms like YT but also through long form video formats. 

For instance, in our collaboration with OPPO India for the OPPO Reno 8T launch, we executed a strategic promotion to create conversation around the launch. The video, featuring Ranbir Kapoor tossing a fan's phone after growing impatient while the fan was trying to click a selfie with the , engaged audiences and went viral. The plot took an unexpected turn in a subsequent clarification video, revealing Ranbir's act as a clever ploy to gift the fan the OPPO Reno 8T, strategically putting the phone in the spotlight. The official teaser then unveiled the device's details. The outcome generated significant media attention with its captivating storytelling, leaving a bigger impression on the audience. 

Q3. Are there specific areas within OML's operations where AI is expected to play a significant role in the coming year?

OML is gearing up to integrate AI into various facets of our operations across our group businesses  in the upcoming year, with a special focus on our tech business, Hypothesis. Whether streamlining the content creation processes, refining audience targeting, or enhancing data analytics for strategic decision-making, AI is set to play a crucial role. Hypothesis, fueled by AI, is specifically designed to predict and analyze trends in user behavior, content consumption, and platform dynamics.

With this predictive engine, Hypothesis aims to elevate its influencer-centric platform to new heights. Beyond just improving audience targeting, it provides influencers and brands with valuable predictive insights, helping them to stay in tune with what the audience wants. Moreover, it allows them to stay ahead of trends, craft more compelling content that truly resonates, and fosters stronger connections with their audiences. It's a step towards a more tech-savvy future, and we're excited about the possibilities it brings.

Q4. Are there specific strategies in place to encourage influencers to leverage and promote UGC on behalf of brands associated with OML?

Creators are great in inspiring audiences to create User-Generated Content (UGC). In the space, for instance, marketers strategically collaborate with creators to produce engaging content, such as hook steps, prompting millions of fans to recreate the step using the track. This in turn, enhances the discoverability for the track and artist as well.

Additionally, UGC when executed smartly, works effectively in enhancing relatability and amplifying reach. I feel it's essential for brands to avoid the generic approach of asking everyone to copy-paste the same post online. Instead, allowing creators to seed the messaging in line with their distinctive styles ensures authenticity and fosters a genuine connection with a diverse audience.

Q5. Can you provide examples of how OML has successfully executed purpose-driven branding with an emphasis on authenticity?

OML has always believed in making a long standing impact on people’s minds by providing our artists with the right platforms and working on meaningful projects, in to authentically amplify voices that need to be heard. 

Accordingly, we recently collaborated with the global organization Narrative 4 that harnesses the power of storytelling as a catalyst to tangible change through empathy and compassion. In addition to designing their brand identity mandates, we also produced an upcoming documentary that highlights Narrative 4’s efforts in South Africa to magnify the amazing work they’ve done with the ‘Trash to Treasure’ programme in Joe Slovo Township where residents can turn in recyclable trash to get access to groceries.