Simran Hoon and Mohit Jagtiani launch branded content company Next Narrative

New Delhi: Simran Hoon, former CEO of The Q and Mohit Jagtiani, former Head of Sponsorships and Branded Content at YouTube India, have teamed up to launch Next Narrative, a branded content company.

With the increasing media clutter in the digital space, consumers have more media choices than ever before. In such a competitive environment, it is vital for brands, creators and platforms, to keep their narrative fresh. 

In a press statement, Next Narrative said that it will help creators scale their reach and grow revenue while driving business outcomes for brands. 

The new age branded content company aims at solving brand objectives with relevant and compelling long and short-form branded content and IPs. 

Next Narrative touches on the ABCs of Digital Storytelling: 

• Audience: The Next Narrative understands consumer preferences and motivations, and aims to help brands as well as creators connect with them meaningfully.
• Brands: It serves brands seeking meaningful connections through storytelling. 
• Creators: It aims to support authentic creators with a passion for crafting emotional narratives.

Jagtiani said, “There are too many brands vying for the same audience. This has inadvertently led to an obsession with performance marketing and immediate outcomes. Very few are focussing on building brand loyalty. Next Narrative believes that in today’s cluttered environment, a compelling attraction to a brand, brand loyalty and consistent business outcomes have to be created with the right story, the right content and the right creator(s). With the 3Cs of creator, content and commerce converging, I could not have asked for a better time to take the entrepreneurial leap and add the 4th C of connection with the Next Narrative.”

Hoon added, “They say when you start on your own, you should tag team with someone who can complement your strengths and vision. I couldn’t be more excited about partnering with Simran who is also my ex-colleague from my time at Viacom18.”

She further said, “Storytelling has always been in my DNA. While working at Viacom18 together, Mohit and I experienced first-hand the impact of the right story, in the right hands, told to the right audience. With our industry knowledge and the right partnerships, we always knew we wanted to create something creative and drive impact. I have had a rewarding career spanning 30+ years working with the broadcast media in its golden age and with the digital media which is today a tour de force. What remains unchanged across the years and types of media is the ability to tell great stories to solve brand challenges. ” 

Whatever the medium- episodic series, creator collaboration campaigns or podcasts, Next Narrative aims to focus on building brand loyalty. 

“Today, creators are media powerhouses in local communities. Next Narrative aims to partner with these influencers and creators- niche, big and small, who can authentically bring brand stories to life,” mentioned the statement.

Jagtiani has over 18 years of experience in branded content. In his last stint at Google, he led Branded Content and Sponsorship for YouTube India, for shows like Amazon Fashion Up for multiple seasons, Lakme Wing it with Ankush, Upgrad Office Canteen, IQOO Raid Nights, Tanishq When It Rings True, Chef it Up with Your Food Labs amongst others, for 5+ years. 

During his stint, he developed and launched over 60+ branded content shows, and cracked multiple influencer marketing deals across brand categories. Before that, Jagtiani was with Viacom18 as their Director of Brand Solutions for Colors TV.

Until December 2023, Hoon was the CEO at The Q. Prior to that, she was Executive Vice-President and head of ad sales at Viacom18.

She has also worked in different leadership roles at Zee Network, Disney-Star Network, Sony Network and the Times of India.