Nestlé’s Media Hive: Pioneering Immersive Brand Solutions with Top Media

Some of the notable big-league media and entertainment companies that were involved with this scheme include Times Of India, Star, Zee, Viacom18, The Hindu, Big FM, and Radio City.

Nestlé Media Hive provides the creative world with innovative and exciting brand solutions. Media Hive is a first-of-its-kind initiative by Nestle in collaboration with media companies. Some of the big league media and entertainment firms participating in the Media Hive include Times Of India, Star, Zee, Viacom18, The Hindu, Big FM, Radio City & Arre.

It was behind immersive solutions that saw media as a centerpiece of communications. It formed a groundbreaking initiative of Zenith & Nestlé.

In this, the business units of Nestle were sending briefs to the top media houses. Then, a one-day session came, where shortlisted ideas were presented by the valued partners of Nestle before the marketing team. Essentially, it was a first experience for both the brands and partners in unveiling new horizons and thinking; coming together to bring forth standout media innovations which engage consumers while continuing to communicate effectively on brand messaging.

As many as 19 briefs from the house of Nestle brands including KitKat, Maggi, Munch, Polo, Nescafe, Milkmaid, Ceregro, Milky Bar etc were submitted to 42 media partners. As an all-inclusive total of 354 ideas were developed.
The shortlists of the 72 ideas after thorough discussion were presented by Nestlé brand teams at Media Hive event in New Delhi.

Nestlé’s top leadership, as well as those of Publicis Media, attended Media Hive. Suresh Narayanan, Chairman and Managing Director of Nestlé, gave the keynote address.

“Nestlé was looking for inspiring media narratives for its brands that go far beyond the 30-seconder.”. With Media Hive, we have carved a path for a new chapter of moving, compelling and emotive brand experiences that captivate and engage consumers. Said Rashi Goel Director Communications at Nestle. Powerful ideas generated within the Media Hive will bring our brands to life subtly yet grippingly across mediums. This is an entirely new approach to energizing our brand stories, and we thank Zenith for this extremely successful partnership.

Tanmay Mohanty, Group CEO at Zenith India & Head Of Global Partnerships at Publicis Media India said, “Attention is a scarce resource today. In this context, there is a real need for enriching, long-lasting media experiences. Efforts that appeal to people’s emotional sensibilities. Media Hive brought many such striking, impactful ideas to the fore where brands can be introduced in non-intrusive ways. Though at Media Hive, we also try to evolve and grow the larger eco-system”. Big-league media and entertainment firms like Times Of India, Star, Zee, Viacom18, The Hindu, Big FM, Radio City participated in the initiative”.

Nestle is collaborating with the media majors to create innovative and original brand solutions by associating through a first-of-its-kind initiative called Media Hive. Participating in this Media Hive were some of the big league media and entertainment firms, namely, Times Of India, Star, Zee, Viacom18, The Hindu, Big FM, Radio City & Arre.

These focused on immersive solutions with a strong concentration on media at the center of communications. It was the work of Zenith & Nestlé.

As a process, Nestlé business units submitted briefs to top media companies. Subsequently, in one day, Nestlé’s prized partners pitched their shortlisted ideas to the Nestlé marketing team. It was a unique moment for both the brands and the partners to discover new vistas and thinking and come up with standout media innovations that engage consumers and also communicate well on the brand messaging.

Nestlé brands such as KitKat, Maggi, Munch, Polo, Nescafe, Milkmaid, Ceregro, Milky Bar among others submitted as many as 19 briefs to 42 media partners. In all, 354 ideas came in.

The Nestlé brand teams, after much deliberation cut down to 72 ideas which were then presented at the Media Hive event in New Delhi.

Included in the top leadership team of Nestlé and Publicis Media, Media Hive covered their first address from the chair by Suresh Narayanan, Chairman and Managing Director of Nestlé: “Nestlé was looking for inspiring media narratives for its brands that go far beyond the 30-seconder”. Thru’ Media Hive we’ve ushered in a new chapter of moving, compelling and evocative brand experiences which captivate and engage consumers,” said Rashi Goel Director Communications at Nestlé. “The great ideas spawned in the Media Hive, will breathe life to our brands in nuanced yet engaging ways. This is an entirely new way of revving up our brand stories and we thank Zenith for this incredibly successful partnership”.

Tanmay Mohanty, Group CEO at Zenith India & Head Of Global Partnerships at Publicis Media India stated, “Attention is a scarce resource today. In this backdrop, there is a real need for enriching, long-lasting media experiences. Efforts that appeal to the emotional sensibilities of people. Media Hive brought many such striking, impactful ideas to the fore where brands can be introduced in non-intrusive ways.”. Also through Media Hive we are also trying to evolve and grow the larger eco-system.