Restructuring and investment in manpower will fuel The Story Lab's growth in India: Deepak Kumar of The Story Lab

Dentsu’s branded content division, The Story Lab, is looking at bringing in some of its global IPs to be adapted in the Indian market and aims to launch at least four long-format shows this year.

Deepak Kumar, Director, The Story Lab, said, “The Story Lab is on the right trajectory. Restructuring and investment in manpower will fuel its growth in India. We have been successful in creating various programmes. Our clients have had a good experience in short format and have appreciated it as well, which further gives us the comfort to take the big plunge.”

In December 2020, Dentsu merged its celebrity, influencer, and sports marketing division, C’Lab, with its global branded content division, The Story Lab (TSL), in India. After the merger, Kumar, the ​erstwhile ​Director of C’Lab, was made the Country Head of The Story Lab.

In an interview with BuzzInContent, Kumar said that while every creator feels that he or she has the most kick-ass idea, it needs to stand a brand's litmus test. He said brands don’t mind investing heavily in good quality content.

Excerpts from the freewheeling chat with Kumar:

What is your take on the content marketing space shaping up in India?

Content marketing has gained special attention from marketers in the last couple of years. Though content marketing always existed, it is now becoming part of marketing plans and strategy, which in turn is putting pressure on agencies to invest in its talent pool to deliver the final asset. Improved infrastructure, the advent of OTT and a spurt in non-conventional content agencies/individuals and ever-demanding consumers are shaping the final asset.

Do you think The Story Lab’s journey has been satisfying in India?

The Story Lab is on the right trajectory. Restructuring and investment in manpower will fuel its growth in India. We have been successful in creating various programmes. Additionally, we are looking at bringing in some of the global IP to be adapted in the Indian market. Our clients have had a good experience in short format and have appreciated it as well, which further gives us the comfort to take the big plunge.  

What is going to be The Story Lab’s focus area in the future?

Our focus is on long-format shows. We are aiming to get at least four long-format shows implemented this year. The projects are in different stages of development and will soon be visible on screens close to you. We would like to be one of the key players in the content curation business.

Ever since the pandemic, content has come to the forefront of marketing activities of brands. Would it be right to say there is an excess of opportunities for setups such as The Story Lab or has the competition only increased, making the game tougher?

There is no doubt that there are huge opportunities. However, at the same time, it is extremely cluttered and competitive. There are amazing minds at work as part of a larger entity or as boutique shops; their enthusiasm is extremely contagious. The only fear with this new-found love for content marketing is that one might end up being similar. The consumer is in full control of the ‘forward’ button. If your product does not excite them, it is ‘the end’ of all your efforts. At The Story Lab, we intend to be selective and revolutionise the current consumption behaviour.

How does one differentiate between branded content and content marketing? For some, branded content is also content marketing. What bears more fruits?

The lines are fuzzy. We believe, what really matters is the power of the content to deliver its key objective and that it is received well by the consumers.

Many small and mid-sized content platforms and creators are facing issues working with brands via agencies and prefer direct contact with brands. Do agencies slow the process? Are they (small content platforms and creators) not given enough importance in the overall content plan created for brands? What could be the reason?

An agency has a far deeper understanding of a brand’s objective. The brand KPIs are set at the start of the year. So, it becomes imperative to look at every deviation with the ‘will it help achieve brand objective’ lens. This creates a general perception of the agency as not being open or friendly to such proposals. Besides the type of content the brand should ride on, it is also important for the brand to be seen on the right platforms. There are times when some great opportunities are missed as we continue to look at everything with a similar lens. While every creator feels he or she has the most kick-ass idea, it needs to stand the brand's litmus test. Content creators should be open to suggestion or co-creation. This would be a great step forward as it would help all concerned to be aligned and respect each other’s opinion.  

How much of a believer are you of brands monetising content? Are Indian consumers ready to pay for branded content? Also, do you think this would restrict a brand’s reach no matter how good the content is?

We have seen a transition in consumers’ intent to pay for content. OTT platforms’ experiment with invitation pricing and supply of good content is bearing fruit. Consumers are willing to pay for the content, which otherwise they would have downloaded through an alternative source. Today we are spoilt for choice and hence, the onus is on content creators to ensure that they keep the audiences hooked to their channels.

What are the challenges you face while getting work done by content creators and convincing brands for something to eventually produce a good piece of content? How have the challenges changed over the years?

We have had our share of success and limitations. Our best experience has been the co-curation model, which has kept all concerned happy with the final assets. Creative people and brand owners tend to get touchy (rightfully so), so it’s like walking a fine line to balance both and achieve objectives.

When it comes to the cost involved, how open are brands to spending on content marketing in comparison to advertising? Do they expect lesser rates when it comes to content marketing?

Our experience so far has been—if the content is good, the price is secondary. Comparing advertising with content marketing would not be a fair thing as each has a certain objective.