Mumbai: OML Entertainment Pvt. Ltd. (OML’s) Global Creator Network has renewed its digital content marketing mandate with Bacardi and eight of its portfolio brands including Breezer, Grey Goose, William Lawson’s, Dewar’s, Bombay Sapphire, Martini, Martini 0.0, and Patrón.
“Bacardi brands have driven relevant messaging in a cluttered and fragmented media landscape in their collaborations with creators in a locally meaningful way in every market we’ve been working in. The two-way conversations with creators are more authentic and meaningful in fans’ lives while allowing brands to create unique global platforms” said Gunjan Arya, CEO, OML Entertainment Pvt Ltd.
Set up 3 years ago, OML’s international content marketing practice has built a network of over 500 of the biggest creators and influencers globally delivering over 6x ROI and earning over 1.5 billion views over 14,000 pieces of short and long-form content. A specialist team within this vertical drives branded entertainment efforts for Bacardi brands across 15 countries including across South East Asia, India, Africa, Middle East, Europe, and Latin America.
“OML has shown exceptional skill in creatively bringing our brands to life through digital content platforms. As curators of popular culture, their understanding of consumer behavior, emerging trends, and market insights have kept brands across our portfolio relevant and top of mind for our audiences. We work closely with their team of content specialists in more than 15 countries to drive our brand and business goals, and look forward to further strengthening our association this year,” said Eshita Jayaswal, Digital & PR Lead- Asia, Middle East, Africa.
OML’s international content marketing solutions span across influencer marketing, creator lead branded content, content-to-commerce campaigns, co-branded merchandise with creators, digital-first collaborations, and analytics across content platforms.
“Our proprietary analytics platform and creator selection tools result in optimized placement and organic distribution for Bacardi campaigns. This enables the creative disruption that our teams bring while driving brand equity and embedding the brands in popular culture,” said Tusharr Kumar, Business Head of GCN.
Through the past few years, OML’s unparalleled efforts to introduce unique and entertaining concepts has won global recognition for the campaigns and the many creators who have engaged with these campaigns.
Award-winning campaigns from OML’s Global Creator Network include the “You Got Chef’D’” digital cook-off show with Dewar’s that won the IDMA award for the Best Benchmark Content in Branded Content (2019), and the SPOTT Award for Best Brand Placement (2020) – Non-fiction. The music property Bacardi House Party Sessions (#BHPS) also bagged the Kaleido Award for Best Surrogate Communication of the year in 2019.
OML remains dedicated to its roots in artist management working with artists and brands in a way that delivers wins and effectiveness for both as a shared success. The creators, collaborators, and artists that OML’s global creator network spans have also won many accolades which include the World Blogger Awards 2019, awarded to Daddy Foody for being the ‘Best comfort food blogger’, in Cannes. Eric Omondi was awarded the ‘Best comedian in Africa’ at the African Entertainment Awards 2019 in the USA. Kenyan creator Khaligraph Jones also won the ‘Best Rap Act’ at the All Africa Music Awards 2018 (AFRIMA). Indian music producer Ritviz’s tracks “Udd Gaye” and “Sage” trended consistently on Youtube, and were listed under Top 100 Apple Music India. The team also produced “Jeet” by Ritviz as part of the Bacardi House Party Sessions property that was listed in Top 10 Music Videos in 2018 by Rolling Stones India. “Na Meaann” by South Africa’s Nadia Nakai won her the “Best Rapper act” at the All Africa Music Awards 2018 (AFRIMA).