Brand solutions is entering a defining new phase. In an age shaped by artificial intelligence, algorithm-led discovery, fragmented attention and content abundance, the real challenge for brands is no longer just to be visible. It is to be trusted, understood and remembered.
As technology accelerates the speed of creation, the value of credibility, cultural context, human insight and meaningful collaboration becomes even more important. The next era of brand communication will belong to ideas that are not merely placed across platforms, but built with purpose, intelligence and impact.
It is the context for the launch of NDTV CoLab, the new identity for its branded content and brand solutions business, earlier known as NDTV Brand Studio.
CoLab NDTV’s evolving approach to brand partnerships: working closely with marketers, institutions, creators and partners to co-create content, campaigns, conversations and intellectual properties that are credible, purposeful and culturally relevant.
The launch signals a sharper ambition to help brands build ideas that can move across television, digital, social, video, events, ground activations, creators, communities and thought-leadership platforms.
NDTV CoLab will build on NDTV’s strong legacy in branded content and purpose-led campaigns. From socially relevant movements such as Banega Swasth India, which has run for over a decade, to landmark campaigns such as Save Our Tigers, Marks for Sports, Support My School and Greenathon, NDTV has consistently demonstrated how media, brands and public purpose can come together to create meaningful conversations and measurable impact.
The platform will bring together NDTV’s strengths across television, digital, social, video, events, ground activations and thought-leadership platforms. It will work with brands to create integrated solutions across sectors, including public health, sustainability, technology, business, food, youth, creators, leadership, culture and national development.
NDTV’s portfolio of premium IPs includes the NDTV World Summit, NDTV Food Awards, NDTV Indian of the Year, NDTV Business Leadership Awards, NDTV Ind.AI Summit, NDTV YUVA, NDTV Creators’ Manch, NDTV Defence Summit and the Emerging Business Conclave, among others. These platforms have helped shape conversations around leadership, innovation, culture, technology, entrepreneurship, public purpose and India’s evolving role in the world.
Speaking on the launch, Rahul Kanwal, CEO and Editor-in-Chief, NDTV, said, “Brands today are operating in a world where attention is fragmented, content is abundant and trust is precious. NDTV CoLab is our response to this new reality. It brings together the credibility, reach and storytelling strength of NDTV with the ambition of brands that want to create meaningful conversations. From pioneering public-interest campaigns to building some of India’s most respected IPs, collaboration has always been central to NDTV’s brand solutions journey. NDTV CoLab is our commitment to co-create ideas that are credible, creative and consequential.”
NDTV CoLab will be shaped by a strong leadership team, with Vaishali Sood, Senior Managing Editor, playing a key role, alongside revenue heads – Siddharth Narula for NDTV 24×7 and NDTV Profit, and Gaurav Mehraa for NDTV India and NDTV Regionals.
Together, they will steward the platform’s next chapter across English, business, Hindi and regional markets, bringing together NDTV’s editorial credibility, brand solutions expertise and multi-platform reach.
Rahul Shaw, Chief Experiences Officer, NDTV, said, “The future of brand engagement will not be defined by a single screen, format or moment. It will be defined by experiences that travel across platforms and stay with audiences. NDTV CoLab has been created to build exactly that kind of work — ideas that move from content to conversation, from visibility to participation, and from brand messaging to meaningful audience engagement.”
As brands increasingly seek deeper audience relationships, NDTV CoLab will focus on building work that is integrated, credible and designed for measurable impact. Its ambition is to help partners create not only campaigns, but larger narratives and intellectual properties that can grow across platforms, communities and markets.
Vaishali Sood, Senior Managing Editor, NDTV, said, “CoLab reflects the way brands want to work today – more closely, more intelligently and with greater accountability to impact. The opportunity is to bring together NDTV’s credibility, creative thinking, sectoral depth and multi-platform scale to build campaigns and IPs that are distinctive, measurable and future-ready. We see NDTV CoLab as a powerful partner for brands that want their communication to carry both relevance and trust.”
Through NDTV CoLab, the network will work with brands to create ideas that are credible, distinctive and meaningful. The ambition is to move beyond conventional brand communication and build work that lives across platforms, formats and communities – from television and digital video to social conversations, creator-led formats, on-ground engagement, marquee events and long-term intellectual properties.
At a time when audiences are consuming more content than ever, but trusting less of what they see, NDTV CoLab will focus on ideas that carry editorial context, cultural intelligence and measurable impact. It will help brands speak with clarity in a crowded environment, participate in conversations that matter and build deeper engagement with audiences across India and beyond.
With NDTV CoLab, NDTV is placing collaboration at the centre of the next era of brand solutions – where media, technology, creativity and trust come together to shape stories that inform, influence and impact.
