Mumbai: Rose Audio Visuals Pvt. Ltd. has officially launched Connect NXT, a dedicated branded content division aimed at transforming how brands engage with consumers in an era where traditional advertising is losing its appeal.
In response to the shift in consumer behavior, where audiences are moving away from conventional advertising, Connect NXT focuses on creating authentic, story-driven branded content that fosters an emotional connection with viewers. The division aims to craft narratives that not only communicate a brand’s message but also resonate deeply with the audience on a personal level.
Key Pillars of Connect NXT:
- Story-Driven Content: Focusing on compelling storytelling that emphasizes emotional impact over instant gratification and clickbait.
- End-to-End Execution: Leveraging Rose Audio Visuals’ established production and distribution capabilities to seamlessly create and deliver content.
- Innovation-Focused Approach: Embracing new technologies and formats to push the boundaries of storytelling and provide more immersive experiences.
The new division will be led by Megha Desai, appointed as Head of Connect NXT. With over 25 years of experience in IP and content creation, Megha has built a successful career at top companies like Chernin Asia Media Digital, Bling Entertainment, and Fountainhead MKTG. She has been instrumental in driving brand growth through innovative partnerships and storytelling.
Commenting on the launch, Megha Desai said, “We are living in a world where content is in high demand and attention is in short supply. As brands, it is important to reach the consumer where they already are – in the world of stories. That’s what we aim to do with Connect NXT.”
Advising Connect NXT on the creative front is Arvind Menon, a seasoned creative leader known for blending creativity with strategic objectives. Arvind has previously served as Executive Creative Director at BBH India and has worked with renowned brands such as Mercedes Benz, HDFC Ergo, and CaratLane.
Arvind Menon added, “Today’s audiences are smarter and harder to impress. Our goal with Connect NXT is to push creative boundaries while ensuring that every story we tell adds value to both the audience and the brand.”
Goldie Behl, Founder of Rose Audio Visuals, shared his vision for the new division: “With Connect NXT, we’re blending entertainment with brand narratives in a way that feels organic and immersive because, in the end, people don’t just buy products, they buy into stories.”
