Mehta spoke to BuzzInContent.com about Mindshare's focus on the content front, and the growth of branded content in India

In a freewheeling chat with BuzzInContent.com, Mehta, Senior VP at Content+, Mindshare, touched upon various aspects of content marketing. He said that conversations between agencies and brands have moved from single pieces of content initiatives to annual content calendars. He talked about Mindshare's expertise in the content marketing space and its growing usage in India

Mehta will take care of entertainment and sports, branded content, music and IP creation along with experiential marketing. Mayne will look after social media practice and driving the creation of agile content that powers performance marketing

The brand and Bobble AI's collaboration is facilitated by Mindshare. As part of the brand integration, the auto-suggest feature found in Bobble AI's keyboards pushes the brand's positioning of #StopTheBeautyTest and gives users the option to refrain from using words and comments that might negatively impact a woman's self-esteem

The media agencies' content heads share tips on hiring people for content teams

The Indian counterparts of Wavemaker, IPG, Omnicom Media Group, Publicis Group, Mindshare and Havas are amping up their content arms to be on top of the game in order to help brands make the most of the content boom

The campaign focuses on slashing gender stereotypes in cricket

Bhuptani will be responsible for setting up the communications planning vertical for the agency's key businesses. She will further strengthen the content+ offering by refining and sharpening strategic content communications narratives

The Unilever ice-cream brand has joined hands with Terribly Tiny Tales to promote its new variant ‘Chokissimo' in Butterflies 2, a season of sparkling stories

MX Player is the first homegrown platform to introduce interactive narratives as a product innovation, where viewers can decide the course of the story

The music video staring Haricharan Seshadri, Utthara Unnikrishnan, Srinivas and Anirudh Ravichander has been created in collaboration with Sony Music and Mindshare

Featuring Bollywood star Ayushmann Khurrana and rap/hip-hop artist Naezy, the collaborative branded content piece is built around Axe's brand purpose and mirrors the brand's communication platform of ‘Make Your Own Rules'

In an endeavour facilitated by Mindshare, the two legends were back to bond after 22 years, and melt their differences over a cup of Brooke Bond Red Label tea, which was broadcast live on Star Sports on September 19, 2018, during the India-Pakistan Asia Cup match