NDTV has unveiled NDTV CoLab, the new identity for its branded content and brand solutions business, marking a significant step in the network’s evolving approach to brand collaborations in an increasingly AI-driven media landscape. Formerly known as NDTV Brand Studio, the platform aims to help brands build deeper, more meaningful engagement with audiences through content, campaigns and intellectual properties designed for a rapidly changing digital ecosystem.

According to an NDTV press release, the launch comes at a time when artificial intelligence, algorithm-led content discovery and fragmented audience attention are reshaping the way brands communicate. While technology has accelerated content creation, the network believes that credibility, cultural relevance and meaningful storytelling have become more important than ever in helping brands stand out and build trust with consumers.

With NDTV CoLab, the network plans to work closely with marketers, institutions, creators and strategic partners to co-create content, conversations, campaigns and intellectual properties that are designed to be credible, purposeful and culturally relevant. The initiative reflects NDTV’s ambition to move beyond conventional advertising and create ideas that can seamlessly travel across television, digital, social media, video, events, creator ecosystems and community-driven platforms.

The new platform builds on NDTV’s long-standing legacy of purpose-led campaigns and branded content initiatives. Over the years, the network has been associated with several impactful campaigns, including ‘Banega Swasth India’, ‘Save Our Tigers’, ‘Marks for Sports’, ‘Support My School’ and ‘Greenathon’. These initiatives have demonstrated how media platforms, brands and public-interest causes can come together to drive conversations and create measurable social impact.

NDTV CoLab will leverage the network’s strengths across television, digital, social media, events, ground activations and thought-leadership platforms. The platform will focus on creating integrated brand solutions across sectors such as public health, sustainability, technology, business, food, youth, culture, leadership and national development.

The initiative will also draw on NDTV’s portfolio of established intellectual properties, including the NDTV World Summit, NDTV Food Awards, NDTV Indian of the Year, NDTV Business Leadership Awards, NDTV Ind.AI Summit, NDTV YUVA, NDTV Creators’ Manch, NDTV Defence Summit and the Emerging Business Conclave. These platforms have become recognised forums for discussions around innovation, entrepreneurship, technology, leadership and India’s evolving role on the global stage.

Speaking on the launch, Rahul Kanwal, CEO and Editor-in-Chief, NDTV, said, “Brands today are operating in a world where attention is fragmented, content is abundant and trust is precious. NDTV CoLab is our response to this new reality. It brings together the credibility, reach and storytelling strength of NDTV with the ambition of brands that want to create meaningful conversations. From pioneering public-interest campaigns to building some of India’s most respected IPs, collaboration has always been central to NDTV’s brand solutions journey. NDTV CoLab is our commitment to co-create ideas that are credible, creative and consequential.”

NDTV CoLab will be driven by a leadership team that includes Vaishali Sood, Senior Managing Editor, alongside revenue heads Siddharth Narula for NDTV 24×7 and NDTV Profit, and Gaurav Mehraa for NDTV India and NDTV Regionals. The team will oversee the platform’s growth across English, Hindi, business and regional markets, combining editorial credibility with brand solutions expertise and multi-platform execution.

Rahul Shaw, Chief Experiences Officer, NDTV, said, “The future of brand engagement will not be defined by a single screen, format or moment. It will be defined by experiences that travel across platforms and stay with audiences. NDTV CoLab has been created to build exactly that kind of work — ideas that move from content to conversation, from visibility to participation, and from brand messaging to meaningful audience engagement.”

As brands increasingly seek stronger and more authentic connections with consumers, NDTV CoLab will focus on creating integrated campaigns and intellectual properties that are designed for measurable impact and long-term relevance.

Vaishali Sood, Senior Managing Editor, NDTV, said, “CoLab reflects the way brands want to work today – more closely, more intelligently and with greater accountability to impact. The opportunity is to bring together NDTV’s credibility, creative thinking, sectoral depth and multi-platform scale to build campaigns and IPs that are distinctive, measurable and future-ready. We see NDTV CoLab as a powerful partner for brands that want their communication to carry both relevance and trust.”

Through NDTV CoLab, the network aims to create ideas that extend beyond traditional brand communication and evolve into larger narratives capable of engaging audiences across multiple formats and communities. By placing collaboration at the centre of its strategy, NDTV is positioning the platform as a bridge between media, technology, creativity and trust at a time when meaningful audience engagement has become one of the most valuable assets for brands.