Four entertainment brands from zero, and 2 billion views
India’s first multi-channel network was building four brands at once while running campaigns for Marvel, Disney, Netflix and Adidas. I led paid strategy across all four.
The situation
Culture Machine was building four entertainment brands simultaneously in India, and the partnerships on the table were Marvel, Disney, Warner Bros, Adidas, Netflix and Amazon Prime. The brands themselves were still being constructed while the campaigns were already booked.
What I did
I led paid strategy across Facebook, YouTube, Instagram and Twitter for all four brands, building a distinct audience framework for each vertical. Alongside that: media buying, content strategy, and social coverage for live events, back when virality was still mostly luck.
What changed
2B+ views across the brands, 500M+ of them from the paid social and video I ran. 6M+ fans. 500+ branded campaigns delivered for the world’s biggest entertainment companies over four years, including a National Award-winning documentary.
Attention at scale: tight windows, global brand standards, no second takes and no fixing it in post.