The right kind of drama

Brand IP Creation
Content Production
Social Media

Challenge

Customers are choosing to scroll past quick brand content rather than engage with it, especially in the context of personal finance. On the other hand, the same consumers are spending more time than ever consuming longer, non-interruptive content such as creator-led shows and K dramas on YouTube. The client, Tata Mutual Fund, sought a strategic IP-led solution to tap into such emotional resonance.

See Impact

Turning the spotlight

Our content solutions studio, Brooomsticks partnered the client to conceptualize and produce Fundamentals: The Siblings Show. The show marked one of the first usages of the micro-drama series format in India’s mutual fund space. Crafted for horizontal-first viewing, Fundamentals: The Siblings Show tapped into the growing trend of YouTube consumption on TV, beyond hand-held phone viewing. Shot and formatted in a cinematic horizontal style such content lends itself well to viewing by streaming YouTube on TV.

Behind-the-scenes

The show was conceptualized based on an emerging media truth – brands must look beyond quick scroll content. As new consumer trends emerge, YouTube search-based content presents a potent opportunity for brands looking to tell deeper topical stories after capturing consumer interest via shorter formats on ‘lean-back’ platforms such as Instagram.

“The brand content landscape is evolving fast. As consumers, especially Gen Zs seek engaging, mindful experiences, it presents brands with the perfect backdrop to create horizontal-first content that doesn’t interrupt, but rather enriches their viewing time on YouTube. Fundamentals: The Siblings Show acknowledges this shift and emerges as a game changer IP in the BFSI and personal finance category.”