Dubai-based Moby Group targets millennials with 101India

The new age digital content marketing portal plays the dual role of publisher and agency to create digital franchises and distinctive IPs

BestMediaInfo Bureau | Mumbai | August 26, 2015

Dubai-based media and entertainment firm Moby Group has launched 101 Digital Services, a new age digital content marketing portal. The start-up is spearheaded by former Creative Head of MTV Network and media guru, Cyrus Oshidar.

Live since June this year, 101India is a digital portal serving up content that engages young Indians across diverse topics like travel and food, love, sex, music, art and culture – through videos, photo essays, blogs, and podcasts. Its aim is to delve beyond the superficial and challenge conventions by using satire and humour as powerful tools for social commentary.

Playing the dual role of publisher and agency, 101India's mission is to create digital franchises and distinctive IPs.

Saad Mohseni, Chairman and CEO, Moby Group, commented, “India is brimming with possibilities and untold stories, and brands are looking for new narratives that resonate with young audiences. Millions of youth experience the web as a mobile-only experience and are looking for content that reflects their outlook and aspirations – new stories for a new India.”

Cyrus Oshidar

Cyrus Oshidar, Managing Director and Chief Creative Officer, 101India, added here, “We have put together an incredible team of multi-disciplined creative people with strong backgrounds in youth television, digital media and branding.  They are storytellers for this generation and use their unique skills to create a deeper engagement for pure content as well as brand solutions for clients prepared to look beyond the usual.”

Since its launch, the brand has already completed building a property called 'The Great Indian' for The Times of India. Some of the other campaigns of 101India include: Daaku Tuition - A dacoit from Chambal teaching grammar and etiquette; Aunt Heather - An eccentric old aunty from Bandra and her solutions for the world; The Transgender Project (Third Sex) - A movement focused at driving equal opportunity for the third sex at the work place; Backseat - A sex and relationship chat show for millennials, hosted by Mr Gay India 2014, Sushant Digvikar; and The IPBL (The Indian Pocket Billiards League) - for VIPs.

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