An advertising campaign launched in newspapers and out of home, scheduled for the last two weeks of June.

All the companies that chose to join the project Rainbow Brands created by Dentsu had the opportunity to be protagonists with their logos in different subjects and media formats.

The creative idea draws its strength from simplicity: a multi-brand rainbow, where each one is associated with a rainbow flag colour.

Thanks to the support of IGPDecaux, Urban Vision and VG Pubblicità, the campaign is out of home in Milan, with maxi-billboard formats in Piazzale Lodi and special positions inside the Cadorna Metro.

But most of all, it has been published in newspapers just below the news of the debate about Italy’s anti-homophobia law between government and Vatican’s with a perfect media placement.

Stefano Morelli, a chief creative officer of Dentsu, says about the initiative: “We are very proud of this campaign because it testifies to the deepest and most authentic sense that Pride tries to teach us: the praise of diversity. Large companies that share the market attention daily now share the same space is a powerful signal. When individualisms are put aside, and small differences are cancelled out, unthinkable goals can really be achieved. In a common victory. A rainbow in which diversity is the key ingredient of a shared message. Because sometimes all it takes is a simple idea and the desire to share a space to send out a great signal”.

Credits
Agency: Dentsu
Campaign: Rainbow Brands
Production: The Story Lab

Prior to this, Sinha was National Director – Content at Wavemaker India, a GroupM Company.

Armed with more than 15 years of content creation experience, Sinha chiefly specialises in the conceptualisation, designing and production of content across screens. He has produced more than 2000 hours of original content for television and digital including scripted and unscripted formats. He also has experience in creating branded content for a wide range of categories including FMCG (GSK, Pepsi, Britannia, Kellogg’s, Nestle, Colgate), automobile (Hero Motors, Honda Auto, Ford, Mercedes), BFSI (Citibank, ABG, IDFC), travel (Lufthansa), telecom (Idea, Nokia) and e-commerce (Flipkart).

Commenting on Sinha’s appointment, Iyer said, “We are very happy to have Kumar Deb Sinha on board. The StoryLab aims to be a significant player in the burgeoning content ecosystem of India with a clear positioning. And we are confident that Kumar, with his experience and expertise, will help us take this ambition forward.”

Sinha said, currently there is a huge demand for premium content in India from all key stakeholders – audience, platform & advertiser. Video consumption on personal devices is growing exponentially changing audience preference towards premium entertainment with limited commercial messaging. Both traditional broadcasters as well as OTT players are investing in quality content to differentiate and satiate their audience need. Finally, advertisers are partnering with premium & successful content formats to connect with this ad-averse audience. Frankly there can be no better time to be a content creator in India for premium and differentiated content and The Story Lab is here to exploit that potential as an innovative investor, distributor and producer.”

It is pertinent to note here that TSL expanded its footprint into India in 2015 with a slew of product offerings around content partnership, curation, original content and content investment. With operations in 16 countries, TSL works with publishers & platforms to innovate their supply chain of story telling and with brands to help them invest in the most engaging and effective content solutions.