iBroad7 Restructures Under Umbrella Entity ‘Reach India’

With a strong focus on the new economy and the localisation of campaigns and content, iBroad7 is rapidly expanding and scaling up. Under a new umbrella entity, Reach India, the company continues to expand both vertically and horizontally, using a sharply engaged hub-and-spoke model, with wider national and international activities and new lines of business.

The advancing media, brand communication, and content landscape have all been taken into consideration when conducting this restructuring. This covers digital media, programmatic audio, branded podcasts, programmatic audio, and tech-enabled real-time media planning and purchase. 

Rohit Upadhyay, Managing Director, Reach India commented, “Over the last few years we have seen many brands and organisations, some of which we have had the privilege to serve and many which we would love to serve, grow manifold. We would like to be a part of this journey, chronicling their march, telling their stories, and amplifying  and  localising their  conversations  through audio, digital, content and other formats in any language, anywhere in India.”  

iBroad7 will remain the anchor entity for steering the group’s flagship radio operations. It presently provides services to several marque brands in a variety of sectors and industries, including, start-ups, e-commerce, real estate, government, automobiles, food, alcoholic drinks, hospitality, travel, and tourism, electronics, pharmaceuticals, ed-tech, and BFSI among others.

Additionally, iBroad7 is growing globally. To serve the Middle East and North Africa Region (MENA), it has opened an office in Dubai. “There are plans to expand to Singapore, soon,” said Upadhya.

As a single point of contact for programmatically purchasing digital audio at scale, one of the emerging businesses is Audiostream. The use of Audiostream enables businesses to reach their target audience quickly and effectively across numerous podcast and music streaming publishers. It permits fully transparent KPI measurement and non-skippable audio advertisements with a very high "listen-through-ratio" (LTR) of 90–95 per cent. Age, gender, region, language, and genre are all ways for brands to connect with their target audience. One Audiostream enables video advertisement on Spotify, Wynk, Hungama, and Saavn.

Additionally, an all-new business called The Buying Hub has been established as a one-stop shop for real-time media planning and buying on a single platform that enables businesses to localise their campaigns. Brands will be able to log on to the specially developed platform that incorporates all information regarding inventory and rates across media, including radio, print, television, outdoor advertising (OOH), OTTs, and much more.

A future-proof agency for digital marketing, social media, branding and communications is another arm, called Digisutra. The range of services provided by Digisutra includes digital media, digital media buying & PPC, influencer marketing, integrated creative development, content creation, website development & management, social media strategy & development, SEO, CRO & SEM strategy & implementation, OTT & connected TVs, and much more.

With Earshot Audio, the only PaaS (Podcast as a Service) provider in India, it has also expanded into the creator economy. Earshot Audio provides a full range of services, including the creation, publication, and promotion of branded podcast IPs for brands and organisations.