MUMBAI: Dentsu Aegis Network’s specialist content agency The Story Lab (TSL) has expanded its footprint by setting shop in India and has roped in Sunil Kumaran as country head.

Based out of Mumbai, Kumaran will be guided by Carat India MD Kartik Iyer, who is the executive sponsor for TSL. Prior to this, Kumaran was with Reliance Broadcast Network Ltd as chief strategy officer (CSO).

Dentsu Aegis Network-South Asia CEO and chairman Ashish Bhasin said, “Content is an exciting space for us to be in. Clients are increasingly looking at how they can ‘influence’ the consumers more effectively than just increasing their ‘reach’ through traditional forms of advertising. We have been building various expertise centres within Denstu Aegis Network and TSL is a significant step towards consolidating our position as a Network, which delivers superior value to clients and partners. Also, this is a big step forward in helping us achieve our mission of being the second largest agency group by end 2017 in India, overturning for the first time the existing ranking which has historically been in place for over 80 years in India.”

Iyer added, “An entity like TSL is the need of the hour as brands look to accelerate the effectiveness of their ecosystems through innovative content solutions that can deliver scale, engagement and advocacy. We are very happy to have Sunil Kumaran on board who brings with him years of strategic media planning experience and deep understanding of this space.”

Kumaran said, “I’m very excited about this new initiative, which is based on the philosophy of providing a superior value proposition to clients. Media convergence has disrupted the traditional advertising-led marketing communications model and ‘Content’ is one of the most valuable assets within media companies’ and brands’ ecosystems. I am looking forward to doing some exciting work across brands within the Dentsu Aegis Network Group.”