MUMBAI: MindShift Interactive has won the digital mandate for Universal Music India following a multi-agency pitch.

MindShift will leverage the digital communication for Universal Music India and Universal Music Desi across social media platforms. The agency will be handling social media marketing, influencer relations and media planning for the brands. With growing success of new platforms and tools such as Instagram Stories & Facebook Live catering to the new-age digital consumer, MindShift shall be evaluating the adoption of many of these as well.

MindShift shall be working with Universal in promoting international artistes such as Drake, Rihanna, Justin Bieber, Katy Perry, Selena Gomez along with domestic artistes Amrit Dasu, Qurat Ul Ain Balouch (QB) and Anmoll Mallik to name a few.

MindShift CEO Zafar Rais states, “Social media and associated streaming services have changed the way fans discover and enjoy music, as well as how the music industry discovers, promotes and fosters both new and old musicians alike. Hence, it’s an absolute need to create new benchmarks for labels and artists to stand out in this rapidly changing space. With insights backing us on the evolving consumer interests and behaviours, we’re working on new ways to engage and gain evangelism for Universal Music.”