Nagarajan, Chief Content Officer – Wavemaker India, discusses how the creator economy will continue to be the focus of content marketing next year. He foresees influencer marketing aka advocacy to become even more data-driven and shares why this has been the greatest year ever for content at Wavemaker India

While Kovoor's designation is Chief Creative Officer, he has replaced Karthik Nagarajan, former Chief Content Officer, at the agency. Last month, Nagarajan moved on from Wavemaker to become CEO at Hogarth India, within the WPP network

The campaign will enable people to give a surprise to their friends and family, by creating personalised wishes featuring TV actors Karan Kundrra, Nishant Bhat and Pratik Sehajpal

This association is an extension to their partnership after the success of the Holi campaign they did earlier this year

The campaign is being marketed across Viacom18 platforms, including Colors, Colors Marathi, Voot and the network's social media handles

Prior to joining Wavemaker, Nagarajan led the content practice for GroupM. He will work closely with Kartik Sharma to build and integrate content, creative and technology services. In the new alignment, Quasar, the creative and technology agency, will report to him

The sponsorship and execution were brought about by Wavemaker India along with conceptualising the fresh take by regional artists

Most recently, he served as the head of GroupM's Branded Content and Wavemaker India's Chief Content Officer

The campaign was conceptualised and executed in partnership with creative agency Ogilvy India, media agency Wavemaker India and mental health organisation, The Minds Foundation

In the second episode of BuzzInContent's monthly IP, Hamsini Shivakumar, Semiotician, Leapfrog Strategy Consulting, Savita Pai, Chief Digital and Media Officer, Diageo India, Sajni Masturlal, Head of Content, Wakefit and Karthik Nagarajan, Chief Content Officer, Wavemaker India and Head of Content, GroupM India talk about the nuances of creating content that is culturally relevant

The campaign in partnership with Wavemaker India began with an on-ground activation in collaboration with delivery services company Dunzo. MTR Foods started the campaign to reach over 85,000 households with a special MTR Idli hamper and a QR code linking them to the MTR Wow Idli Cookbook

MTR and Wavemaker co-created the concept and Wavemaker films, the production unit of Wavemaker India, conceived and executed the campaign

BuzzInContent caught up with Sanjay Sharma of Mother Dairy and Karthik Nagarajan of Wavemaker India (it is Mother Dairy's media agency), to get into the nitty-gritty of the brand's latest influencer-marketing strategy for its campaign ‘Paneer packed hai to safe hai'

BuzzInContent.com caught up with Yadav, Associate Director, Marketing (Chocolates) and Karthik Nagarajan, Chief Content Officer, Wavemaker India to understand the brand's content strategy for the promotion of Cadbury's limited-edition Dairy Milk Silk ‘I missed you' Heart Pop bar

In an interaction with BuzzInContent.com, Karthik Nagarajan, Chief Content Officer, Wavemaker India says measurement in the advocacy space is an evolving sphere. He explains how the trust of brands on influencer-led marketing as a viable, scalable channel of communication has increased amid the pandemic

Conceptualised along with Ogilvy and Wavemaker, as well as technology partners Gan Studio and Uberduck, the campaign allows the gifter to make their near and dear ones feel more loved by creating a customised #MyBirthdaySong

The music IP is created by Viacom18's branded content team along with Wavemaker

The limited-edition Valentine's Day pack lets people dedicate romantic songs to their loved ones through the use of technology in partnership with JioSaavn