Rose Audio Visuals has announced the launch of Connect NXT, a dedicated branded content division aimed at creating meaningful narratives for brands as audiences increasingly move away from traditional advertising formats.
The new division will focus on developing story-driven branded content designed to build stronger emotional connections with consumers rather than relying on conventional promotional approaches.
According to the company, Connect NXT will operate around key pillars including story-led content creation, end-to-end execution capabilities, and an innovation-focused approach exploring new tools and storytelling formats.
The division will be led by Megha Desai and Arvind Menon.
Megha Desai, appointed as Head of Connect NXT, brings more than 25 years of experience in IP and content creation. She has previously worked with companies including Chernin Asia Media Digital, Bling Entertainment, and Fountainhead MKTG, where she focused on brand partnerships and content-led growth initiatives.
Commenting on the launch, Megha Desai said, “We are living in a world where content is in high demand & attention in short supply. As brands, it is important to reach the consumer where they already are – in the world of stories. That’s what we aim to do with Connect NXT.”
Arvind Menon will advise Connect NXT on the creative front. His previous roles include serving as Executive Creative Director at BBH India, and he has worked on campaigns for brands such as Mercedes-Benz, HDFC ERGO, and CaratLane.
Arvind Menon said, “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.”
Goldie Behl, Founder, Rose Audio Visuals, said, “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.”
Rose Audio Visuals has been expanding its content portfolio through initiatives including RosePod, an audio storytelling studio, and Rose Kanakavalli, its entry into the Telugu content market. The launch of Connect NXT marks the company’s expansion into the branded content segment.
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