In a fast-evolving digital entertainment market, a leading OTT platform needed to redefine its reputation and brand narrative to stay relevant. With increasing competition, a fragmented media ecosystem, and rising expectations from a digital-first audience, the platform risked being seen as just another streaming service. To win long-term relevance, it required a purposeful narrative delivered through purpose driven though leadership that aligned with India’s cultural pulse and strengthened stakeholder trust.
Astrum applied the Science of Persuasion to craft an insight-led reputation management roadmap that included:
Research-based insights shaped the story-telling that not only localised the global positioning but also placed the platform at the heart of India’s cultural storytelling.
A carefully curated and deeply researched calendar of earned-first opportunities across media and industry eco-system.
Aligning original programming and acquisitions with the brand’s purpose of amplifying India’s diverse voices.
Forging collaborations and partnerships with institutions and individuals across the creative economy, from academia to creators, talent, and industry influencers.
The platform emerged as a cultural touchstone rather than just a content provider. Its programming began to resonate more deeply with audiences nationwide, industry peers recognised its leadership, and policy-level partnerships strengthened its credibility. Recognition through industry accolades and national awards reinforced its new position as not only an entertainment leader but also a custodian of India’s cultural narrative.
Ashwani is the Founding Managing Partner of Astrum. He has converted his passion for generating proprietary insights to inform strategy and messaging as the bedrock of his work. Considered amongst the most influential voices in the industry, he is a sought-after trusted advisor and strategist by both the C-Suite and Political leaders.
Before founding Astrum, Ashwani was the Asia MD of PSB Research and the CEO Co-Promoter of Genesis Burson-Marsteller (Burson). He is the Founder and Executive Director of Impact Research & Measurement, India’s media intelligence & measurement leader. He serves on the global executive board of IPRN, the largest independent PR agency network as well as the advisory boards of several companies and Not-for-Profits.
Email Ashwani : [email protected]
