Mumbai: Branding Edge, a strategic communication consultancy, has announced the launch of a new Digital Content vertical titled “TMI”, aimed at creating clear, accessible and original content IPs around capital markets and healthcare, with a strong focus on retail audiences.
The initiative is driven by the growing need for content that helps everyday readers better understand complex sectors that increasingly influence daily life—from stock markets and corporate actions to medicines, healthcare innovation and regulatory developments. While information is abundant, Branding Edge believes clarity and context often remain elusive. The new Digital Content vertical has been created to address this gap through thoughtful, easy-to-understand storytelling.
Branding Edge is targeting February for the launch of its first proprietary content IP, centred on capital market themes from a retail investor’s perspective. During the first 12 months, the editorial focus of the Digital Content vertical will remain firmly on capital markets and healthcare, with IPs designed to explain how these sectors function, why they matter, and what shifts within them mean for everyday participants.
Commenting on the launch, Rahul Tekwani, Founder & Managing Partner, Branding Edge, said, “Capital markets and healthcare touch people’s lives more directly than ever before, yet both remain difficult to understand for most audiences. At the same time, video-led content which should have brought clarity has increasingly turned into noise and performance, often losing authenticity in the process. Our intent is to change that positioning by slowing things down, restoring context, and using video and digital formats to explain rather than sensationalise. The first IP launching in February is a starting point for that shift.”
Rather than pursuing fleeting trends or short-term engagement metrics, the Digital Content vertical will prioritise explainers, conversations and narrative-led formats designed for long-term relevance. The content will focus on unpacking headlines, demystifying jargon and offering informed perspective without oversimplification or sensationalism.
The IPs will be distributed across a mix of owned digital platforms, podcasts, video formats and select digital partnerships, chosen based on the nature of each IP and the audience it is intended to serve.
The launch of “TMI” reflects Branding Edge’s broader commitment to using content as a tool for public understanding and sustained engagement, reinforcing its approach of purpose-led communication over promotional storytelling.
