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Mumbai: Mindshare, one of the largest full-service media agencies in India and part of Group M, is entering into a tie-up with Culture Machine Media Pvt. Ltd, a digital media company, to launch Content Lab as part of its Content+ (Content Plus) division.

The new entity will see teams from both companies working together to co-create unique and differentiated content for new media. This will include branded as well as unbranded content that is advertiser-led. “We are delighted with our tie-up with Culture Machine. Their combination of technology plus content is a great step towards engineering our vision on ‘Content+’, a division of Mindshare India that helps brands with great story-telling, penetrating consumer timelines and conversations," said Prasanth Kumar, chief executive officer of Mindshare South Asia.

Both firms will work together to co-create unique and differentiated content for the digital environment. The motive to create Content Lab is to use best practices in digital content marketing by marrying cutting edge data science with content creation, across languages, nationwide, said a statement from Mindshare.

Under this content tie-up, Mindshare’s clients will have access to Culture Machine’s tools, which help identify a content strategy for brands that will resonate with their targeted audience.

The tools will enable them to translate the insights into a reliable programming strategy. Clients will also have access to their team of analysts, data scientists, machine learning experts, channel management, audience growth and in-house Content Studios across north and south India.

“We are delighted to add Mindshare to our growing list of clients that includes Unilever. With this tie-up, our goal is to help advertisers use science and technology to know what content to create, and then marry those insights with the best creative minds in the business to create Branded Entertainment that delivers for both audiences and advertisers", said Siddharth Narula, president, Culture Machine, a digital media company.

Note: This story has been changed from its original format.

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