Rose Audio Visuals Launches Connect NXT Division

Rose Audio Visuals Pvt. Ltd. has unveiled its new branded content division, Connect NXT, aimed at creating engaging narratives that resonate with modern audiences. As traditional advertising loses its effectiveness, this initiative seeks to forge deeper emotional connections between brands and consumers. The division will be spearheaded by industry veterans Megha Desai and Arvind Menon, who bring extensive experience in content creation and strategic storytelling.

Leadership and Vision Behind Connect NXT

Connect NXT will be led by Megha Desai, who has over 25 years of experience in intellectual property and content creation. Her previous roles at companies such as Chernin Asia Media Digital and Bling Entertainment have equipped her with a strong foundation in brand partnerships. Desai emphasized the importance of storytelling in today’s content-driven landscape, stating, “We are living in a world where content is in high demand and attention is in short supply. As brands, it is important to reach the consumer where they already are – in the world of stories.” This vision underlines the division’s commitment to crafting narratives that not only convey brand messages but also engage audiences on a personal level.

Supporting Desai is Arvind Menon, who will advise on the creative aspects of Connect NXT. Known for his ability to blend creativity with strategic goals, Menon has held significant roles, including Executive Creative Director at BBH India. His portfolio includes work with renowned brands like Mercedes Benz and HDFC Ergo. Menon remarked, “Today’s audiences are smarter and harder to impress. Our goal with Connect NXT is to push creative boundaries while ensuring that every story we tell adds value to both the audience and the brand.” This dual focus on creativity and audience engagement is central to the division’s strategy.

Core Principles of Connect NXT

Connect NXT is built on three key pillars that guide its approach to branded content. The first is story-driven content, which prioritizes compelling narratives that resonate emotionally with audiences, moving away from clickbait tactics. This focus aims to create a more meaningful connection between brands and consumers.

The second pillar is end-to-end execution, leveraging Rose Audio Visuals’ established production and distribution networks. This ensures that content is not only designed effectively but also delivered seamlessly to the target audience. The third pillar emphasizes an innovation-focused approach, exploring new tools and formats to enhance storytelling experiences. By embracing emerging technologies, Connect NXT aims to create richer narratives that captivate viewers.

Expanding Horizons in Content Creation

Rose Audio Visuals is not only launching Connect NXT but is also expanding its content offerings with initiatives like RosePod, an audio storytelling studio, and Rose Kanakavalli, which marks its entry into the Telugu market. These projects reflect the company’s commitment to producing diverse, high-quality content that appeals to various audiences. Goldie Behl, the founder of Rose Audio Visuals, expressed his enthusiasm for the new division, stating, “With Connect NXT, we’re blending entertainment with brand narratives in a way that feels organic and immersive because, in the end, people don’t just buy products, they buy into stories.” This holistic approach to content creation positions Rose Audio Visuals as a forward-thinking player in the evolving media landscape.

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