Only Much Louder

They say it takes a village, but really it just takes a small army running on coffee, mild panic, unhinged optimism and stubbornness most times. From the first idea to the final frame, a whole lot of people made this happen. Move Over: Manav Parekh Viplaksh Mehta Ananya Pandey Roycin Dsouza Krishi Shukla OML Studios: Zubin Mark Fernandes Anshuman Bhadauria Sagarika Kochrekar Akut Farhan Qureshi Finance:Pankaj Malani Mandar Warkhandkar Ishika Palande Isha Ashta: Director Jay Malhotra: Chief AD Cheshta Gangwani: DA Shaz Mohammad: DOP Raghav Mehta: Music Director Aditi Thirani: Voice Over Mehak Kaur: Production Designer Costume Stylist: Amrita Saluja Doozyworks: Post Production Pankaj Sharma: Production Manager

My first one as director on Netflix! 'Papa Yaar' by Zakir Khan 18th September 2026 Produced by Sakht Films & Only Much Louder On ground production: Beacon Live x Myoho Films IN x Vision of GAP Shot at NMACC, Mumbai, India

So, festive season = bigger creator spends. Makes sense. But what happens to creator rates when every brand suddenly wants the same 20 people? Our wonderful and insightful, Anisha Kotian, AVP, 1862 @ Only Much Louder spoke to Social Samosa about the 20–40% jump brands could be looking at, and what’s really driving it. Turns out, there’s a lot more to the festive creator economy than “1 reel ka kitna?" conversation. Read her take here.

It’s August and we’re still talking about Cannes. Which, honestly, makes sense. There’s clearly more to unpack than just India’s medal tally this year. In this Forbes India piece, Devarshi Shah, CGO, Only Much Louder, talks about how the definition of a “creative idea” is changing. A good idea doesn’t necessarily have to end up as a film or a print campaign anymore. It could be a creator collaboration, a podcast, an experience, or something that doesn’t fit neatly into any traditional advertising category. And maybe that’s the interesting question: does a creative idea still need to look like advertising to be great advertising? Thoughts?

Ever spent more time deciding what to watch than actually watching something? Maybe this weekend? That's exactly the problem Dekh Bhais set out to solve with Season 1 for IMDb. A recommendation-first entertainment show, Dekh Bhais cuts through the endless scrolling to help you figure out what's actually worth watching, with Rohan Joshi and Kullu leading the conversation. Social Ketchup asked Roycin D'Souza, Sr. VP, Branded Content @ Only Much Louder why Dekh Bhais exists in a world that already has IMDb, Rotten Tomatoes and every friend with an opinion. Read the full interview here: https://lnkd.in/dH5b6xS3

In a world where AI can create content in seconds, attention has become the real currency. Brands are no longer competing just for impressions or reach—they're competing for moments of genuine consumer attention. The winners won't be those who publish the most content, but those who create the most meaningful connections. As AI transforms the content landscape, the challenge isn't creating more—it's creating content people actually choose to engage with. Read more on - https://lnkd.in/d-Hg3GVM Soumya Mohanty Kantar | Monaz Todywalla PHD | Sujeet Behra dentsu | Anupriya Acharya Publicis Groupe | Shradha Agarwal Grapes Worldwide | Manish Solanki TheSmallBigIdea | Shlok Hari SW Network (Sociowash) | Rishabh Sagar CRAON | Neelima Burra Luminous Power Technologies (P) Ltd | Pawandip Singh Rapido | Amit Mathur Finolex Cables Ltd | Brinda Agrawal Ultra Media & Entertainment Pvt. Ltd. | Vaishal Dalal Excellent Publicity | Bilal Ansari Only Much Louder #AI #Marketing #ConsumerAttention #BrandStrategy #ContentMarketing #DigitalMarketing #Advertising #MarketingInsights #BrandBuilding

Samay Raina's India's Got Latent distribution deal has been the talk of the town since season 2 dropped on Netflix AND YOUTUBE! So last week our CBO, Preranaa Khatri, unpacked what this could mean for the future of creator-platform partnerships with Mint. If you missed the story (or hit the paywall), here are the key takeaways: -The community is becoming part of the IP. A show isn't valuable only because it's entertaining. It's valuable because it arrives with an audience that's already invested. -Exclusivity isn't the only way to create value anymore. Instead of asking, "How do we own this?" platforms are increasingly asking, "How do we amplify what's already working?" That's a more nuanced observation than simply saying we want creators. Distribution is becoming additive rather than substitutive. The platform isn't replacing YouTube or the creator's audience. It's extending the life and reach of the IP. It's an interesting shift, and one that's worth watching as more of these partnerships take shape. Read the full article in Mint here: http://bit.ly/3SOoikO

This week's favourite performance review, by Ambarish Sengupta.

The easiest thing to change in June is your logo. The hardest thing to change is how your company hires, creates, partners and shows up for communities when there's no hashtag attached to it. Manav Parekh on what happens after the rainbow logo goes up.