PAD Group, a Hyderabad headquartered, established integrated communications agency that is running creative, digital and productions services for brands announces the launch of its branded content venture – Hotcult. Hotcult aims to cultivate culture to produce distinctive human experiences that have a long-lasting influence on behaviour by focusing on culture, consumption, and commerce; its proprietary concept – is 'CONNECTING LOCULTURALLY'. The company shall operate from its offices in Hyderabad, Bangalore & Mumbai.
Elaborating on this, Rupesh Kashyap, Chief Content Officer, "Hotcult, as the name implies, is focused on making brands HOT with culturally nuanced stories. Hotcult will fill a critical gap in the market for creative services of an agency that understands the pulse of BHARAT. While the majority of national brands only talk about connecting locally through LANGUAGE, we take a true hyper-local approach with CULTURE, highlighting how 'culture drives consumption' and 'belief drives behaviour'. The idea is to connect with the audience LOCULTURALLY – whether through retail experiences, product experiences, content or any other brand experience medium."