FameBox Networks ropes in Ignitee as full service digital agency

By afaqs! news bureau , afaqs!, New Delhi | In Digital
Last updated : March 31, 2014
Ignitee's mandate is to conceptualise and execute social media campaigns to increase consumer engagement across FameBox's digital initiatives and properties, along with digital media planning and buying.

FameBox, a multi-channel talent platform for digital media, has appointed Ignitee Digital Services to manage its digital mandate and engagement across various digital platforms such as Twitter, Facebook and YouTube.

FameBox aims to create an active and engaged online community by promoting established and emerging talent to create innovative, original digital content. Ignitee's mandate will be to conceptualise and execute social media campaigns to increase the level of consumer engagement across FameBox's digital initiatives and properties along with digital media planning and buying, as well as managing the FameBox website and microsites.

Dhruvank Vaidya

Atul Hegde

Dhruvank Vaidya, business head, FameBox, says, "India is now witnessing a growing amount of 'made for web' content which is capturing the audience's imagination. We are seeing Webstars emerge and this trend is going to grow rapidly in the coming 12-18 months. At FameBox, we build digital video-led communities for established and emerging talent as well as grow the ecosystem around original digital content. To emerge as a true web-entertainer, it is important to have the right balance of great content, engaging style and an eye for monetisation opportunities. Creating awareness, educating and promoting original web content will require a concerted, integrated effort."

Atul Hegde, CEO, Ignitee Digital, says, "With the tremendous surge in digital video consumption in India, there has been an increase in the creation of original content on the web in line with the global trend. This is the ideal time for brands to capitalise on this opportunity, develop channels across genres and create customised content that will connect with the consumers. Ignitee is thrilled to partner with FameBox and will play an integral role in creating some path-breaking content for it. We have started off with a bang with WebChef, India's first online hunt for the country's best amateur cooks. You will see some more such marquee content for FameBox in the months ahead."

Video consumption in the country has been on an exponential rise, giving rise to a growing demand for original digital content. India has approximately 50 million online video viewers and one billion unique users visiting YouTube each month.

FameBox's recent campaign, WebChef, which is in its last leg, has received a high number of entries from housewives to students and food bloggers. Entries poured in across cities in India including Chennai, Mumbai, New Delhi, Pune, Bengaluru, Vadodara, Jaipur and Varanasi, amongst others.

FameBox currently manages a network of channels on YouTube across genres including entertainment, fashion, travel, food, comedy, health and wellness, lifestyle and technology. Along with 'made for web' content, FameBox is also creating online reality show formats like FameBox WebChef, India's first online hunt for the best amateur cook. Every quarter will see a new show in a different genre.

It works with established and independent talent to build engaged communities around their digital video content. FameBox is a Four Cross Media (www.fourcrossmedia.com) group company. The company has a strategic partnership with To THE NEW.

First Published : March 31, 2014
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