NDTV rebrands Brand Studio as NDTV CoLab

New Delhi: NDTV has rebranded its branded content and brand solutions division, formerly known as NDTV Brand Studio, as NDTV CoLab. The company said the new identity reflects its focus on creating branded content, campaigns, and intellectual properties (IPs) with marketers, institutions, and creators across multiple platforms. The launch signals a sharper ambition to help brands build ideas that can move across television, digital, social, video, events, ground activations, creators, communities, and thought-leadership platforms. The platform will build on NDTV's existing branded content initiatives, including Banega Swasth India, Save Our Tigers, Marks for Sports, Support My School, and Greenathon. NDTV CoLab will also support the network's portfolio of flagship IPs such as the NDTV World Summit, NDTV Food Awards, NDTV Indian of the Year, NDTV Business Leadership Awards, NDTV Ind.AI Summit, NDTV YUVA, NDTV Creators' Manch, NDTV Defence Summit and the Emerging Business Conclave. The platform will be led by Vaishali Sood, Senior Managing Editor, along with revenue heads Siddharth Narula for NDTV 24x7, and Gaurav Mehraa, NDTV India and NDTV Regionals. Speaking on the launch, Rahul Kanwal, CEO and Editor-in-Chief, NDTV, said, “Brands today are operating in a world where attention is fragmented, content is abundant, and trust is precious. NDTV CoLab is our response to this new reality. It brings together the credibility, reach, and storytelling strength of NDTV with the ambition of brands that want to create meaningful conversations. From pioneering public-interest campaigns to building some of India’s most respected IPs, collaboration has always been central to NDTV’s brand solutions journey. NDTV CoLab is our commitment to co-create ideas that are credible, creative and consequential.” Rahul Shaw, Chief Experiences Officer, NDTV, said, “The future of brand engagement will not be defined by a single screen, format or moment. It will be defined by experiences that travel across platforms and stay with audiences. NDTV CoLab has been created to build exactly that kind of work, ideas that move from content to conversation, from visibility to participation, and from brand messaging to meaningful audience engagement.” As brands increasingly seek deeper audience relationships, NDTV CoLab will focus on building work that is integrated, credible and designed for measurable impact. Its ambition is to help partners create not only campaigns but larger narratives and intellectual properties that can grow across platforms, communities, and markets, the company said. Vaishali Sood, Senior Managing Editor, NDTV, said, “CoLab reflects the way brands want to work today - more closely, more intelligently and with greater accountability to impact. The opportunity is to bring together NDTV’s credibility, creative thinking, sectoral depth and multi-platform scale to build campaigns and IPs that are distinctive, measurable and future-ready. We see NDTV CoLab as a powerful partner for brands that want their communication to carry both relevance and trust.”