TUNE, a newly launched 360-degree content-driven creative agency aims to redefine storytelling in advertising.
Born out of the legacy of Bandstand Videos and Tikdum Studios, Tune represents a decade of expertise, innovation, and creativity. With Bandstand, the founders Tuhin Arya and Neel Nigam delivered over 200+ brand campaigns, earning accolades for their impactful storytelling. Through Tikdum, they mastered the art of product videos, turning everyday items into showstoppers.
Now, with Tune, they’re blending these experiences to offer brands a dynamic mix of social media strategy, meme marketing, in-house production, influencer marketing, and performance-driven campaigns—all with a focus on innovative and measurable results.
TUNE is a 360-degree content-driven creative agency dedicated to redefining advertising through innovative storytelling. Their existing content studios under Bandstand Media will continue to operate as in-house production hubs for TUNE.
Fun fact: TUNE isn’t just a name—it’s TUhin + NEel, fine-tuned for creativity.
Medianews4u.com caught up with Tuhin Arya Chief Creative, Co-Founder TUNE and Neel Nigam Chief Content Officer, co-founder TUNE
Q. TUNE’s goal is to redefine storytelling in advertising. What are going to be the various aspects to this?
Tuhin Arya: Earlier, we had a little control on the overall brand communication as through our content studios – BANDSTAND Videos & Tikdum we made film campaigns which had short-lived impact. With Tune – we want to control the brand messaging and build brands through content for larger impact.
Q. In a cluttered ad environment has the need for a strong brand narrative grown in importance?
Neel Nigam: Absolutely, we have always believed that every brand needs to tell a story. If we look around, the best brands across different categories are the best storytellers. To be honest, there are 10 brands competing in the same category offering almost the same product/service. What differentiates them in the consumer’s mind is the narrative they’re selling with. If the customer resonates with that, they consume the product.
Q. As an agency what is the market gap that TUNE is looking to address?
Tuhin Arya: We’re in the storytelling business and we want to simplify stories for the brands and the consumers so that the relatability quotient is high. Like Trump – we’ve told this to everyone joining our team that we have to make advertising great again.
By great again, we refer to the glorious years of advertising when ideas were simple yet helped in building brands. Behind all the data and algorithms, there lies an idea which not everyone is focussing on. This doesn’t mean we won’t be using data or metrics in our process but we’ll strike a balance between the two.
Q. For 2025 what goals have been set and what is the gameplan to get there?
Tuhin Arya: We plan to grow exponentially as we have a decade long experience in the content industry already so we would like to put that experience to use.
We’re aiming to work with the best of the brands in business and onboard them as our partners. We’re expanding our team size and hiring like- minded passionate people who think they can make a difference.
Q. While the agency offers brands a mix of social media strategy, in-house production, influencer marketing, and performance-driven campaigns does the challenge lie in trying to be an expert in each field?
Neel Nigam: The core of everything mentioned above is an idea! We want to be the masters of communicating good ideas while it can take multiple forms or channels
Q. Which are the key sectors that TUNE is focussing on like FMCG, pharma etc? Who are the key clients being worked with?
Neel Nigam: We don’t want to categorise brands based on sectors. We want to work with any brand who wants to go all out to be bold, different and impactful. We already have a client base with BANDSTAND Videos & Tikdum which we plan to leverage to full effect.
Q. Is TUNE working with clients on a project basis or is the goal to build long standing relationships?
Tuhin Arya: We’re open and flexible on this. While we look to build long relationships with the clients and get them onboard as retainers to explore new territories, we have our doors open for brands wanting to explore individual projects too.
Q. In terms of TUNE’s social media strategy Facebook has removed content moderation tools. Are brands apprehensive as a result?
Neel Nigam: Don’ t think that meta has removed it completely but It’s still very early to comment on the effect it’ll have on the overall strategy
Q. How is X faring as a platform in terms of effectiveness for brands under Elon Musk?
Neel Nigam: X is still an effective medium. The usage depends on the brand and its TG.
Q. Is it a challenge to create memes for brands in a way that content comes across as authentic, and not as an ad?
Tuhin Arya: Memes thrive on relatability, humor and cultural relevance so in a way yes it is challenging. We need to deal with memes with a little caution as if it doesn’t go in the right direction it can do more damage than good. But memes are still very effective if we take timely action and ride the moment before it’s gone.
Q. Is influencer marketing coming under scanner for inauthenticity? Is meme marketing more effective?
Neel Nigam: No comparisons between the both in terms of effectiveness. To each their own. In today’s times, both are important pillars of communication strategy. The best combination is using both for making a campaign more effective . For influencer marketing- measuring authenticity will always be a challenge but there are few tools now to measure the authenticity to some extent.
Q. How has AI been integrated into TUNE to deliver better work?
Tuhin Arya: We are using AI tools in post- production currently and exploring what all things can AI offer to help brands in their growth journey.
