Droutinelife : Moby Group, a Dubai based media and entertainment company, has launched 101India.com, an online youth targeted content portal with videos, photo essays, blogs and listicles, reports Indiantelevision. The platform is headed by Cyrus Oshidar, who previously worked as the creative and content head at MTV. The company is set to launch an app in the near future.
101India is not just a content platform. It is also an agency which aims at creating digital franchises and intellectual property (IP). According to Oshidar, his team has television, digital media and branding backgrounds and will use their skills for creating content as well as brand solutions for clients. Oshidar told Indiantelevision that the brand (possibly an ad) will be fit into 101India’s content, instead of putting ads between content. Targeted at educated youth in metros aged 21-25, the platform’s marketing and promotional activities will revolve around social media.
101India will be creating a series of fiction TV shows and short movies. It has already created a documentary on transgenders with Times of India’s Indiatimes.com. The production will take place in house. Its other campaigns include Daaku Tuition, a daaku who teaches grammar and etiquette, Aunt Heather, an eccentric old aunty from Bandra, the Transgender Project aiming at equal opportunity for transgenders at the workplace, Backseat, a chat show focusing on sex and relationships, hosted by Sushant Digvikar (Mr Gay India 2014) and The Indian Pocket Billiards League.
As of now, the website has a mix of articles and videos under the categories funny, love and sex, people, travel and food, fiction, music, specials, art and culture. It seems to have a decent amount of content for having launched in June.
The original content game has been heating up in India for the last one year or so. Although 101India is not a news website, it is combining social issues and topics to provide content which is likely to appeal to their target demographic, given the satirical nature of the content.