GoQuest Digital Studios announced the hiring of advertising executive Aditya Jaishankar and media services professional Natasha Kapoor for its holistic content strategy division-‘Join the Dots.’
Aiming to be India’s first complete content custodian to strategize, create, deploy and constantly monitor content to achieve brand objectives, Join the Dots aims to provide the entire gamut of creative, analytical and brand integration based services under one roof.
Aditya has been in the marketing industry for more than 22 years, working for some of the most iconic advertising, marketing and communication brands such as Star TV, Saatchi & Saatchi, Ogilvy & Mather, JWT, Percept H, McCann Worldgroup, MAAD etc. Natasha on the other hand, has a total work experience of about 20 years and has established her name in the industry as one of the most innovative thinkers and unique business strategists, having been awarded at the P&G Global Awards for Media Innovation. She has worked across various clients in different categories in her media career.
Join the Dots – as the name suggests – is GoQuest’s attempt at creating an organization that brings together the fragmented aspects of the content industry to offer brands a facilitator that can visualize the entire content calendar and how it will help their brand to move ahead. Currently, there is lack of cohesion in brands’ expectation out of content-driven integrated marketing and its results, as different units specialize in providing diverse services but without an overarching single objective.
From creative content development to metric analysis and awareness, to marketing activities, Join the Dots aims to provide the entire gamut of services to brands, all the while creating compelling, engaging stories for the brands to integrate with. This also includes Digital services with Join the Dots providing expert social media management and SEO operations to create a strong digital presence for brands with emphasis on content.
Commenting on Join the Dots and its latest recruitments, Darshan Bhatt, Director, GoQuest Digital Studios said, “With this framework, we are literally enabling brands to join the dots in their content journey. The content medium will not be restricted to ‘video’ only, it will encompass everything and across various functional dimensions, aligning each and every aspect with the overall brand and business objective. We aim to provide brands with a clear blueprint to ensure that all content pieces work together in a synergistic manner and drive the story, as well as the brand, across more and more audiences. We aim to be the one-stop guides for brands as they look to integrate with great stories, helping them in every way as they target becoming an integral part of the consumer’s conscious along with the stories they join hands with.”
Elaborating further, Aditya Jaishankar said, “The entire advertising and marketing process is disjointed and brands invariably struggle between meeting the demands of different sections and allocating resources. To top it all, there is no cohesive measurement of the performance of every division and its resultant contribution to the overall brand positioning. Join the Dots then comes as a much needed consolidated platform that can cater to each and every need of the brands as they try to optimize brand integration in the current world of high-competition where associating with great content is the only way to ensure consumer loyalty. Great content is where the consumers are, and Join the Dots aims to serve as the essential bridge that brings brands nearer to their target audience.”
“GoQuest has established itself as an organization in the entertainment industry always seeking to adopt innovative practices to make content-focused brand engagement that much more impactful,” said Natasha Kapoor. “Having had the privilege of working with some of the biggest clients over the past years, I can safely say that brand engagement needs a change in perspective that recognizes ‘digital’ as the only way forward. Consumers are looking only for experiences today, and a brand that can associate itself with a particular kind of content resonating specific concepts, idea etc. endears itself to the audience strongly. Join the Dots provides the perfect destination for brands to kick-start this journey of engagement by offering research, strategy, development, marketing and distribution services, resulting in a seamless and cohesive execution. I am looking forward to working with the talented bunch of people and the organization that has established an identity of encouraging innovation, impactful brand management combined with great story-telling. The fact that consumers want more and the brand needs to be present to provide that is the starting point of our conversations and I am excited to walk the journey with brands”