The numbers say it all: there are around 58 million Youtube users/ viewers in India and 33 million Twitter users. Of this, 38% of the traffic comes from mobile phones. There has been a 27% increase in online Indian audience in the last 12 months itself. With such numbers, India is now in an enviable position to exploit the digital domain. Maximising on this are companies that optimise digital content.

The Culture Machine Studio at Malad. Pic/Kaushik Thanekar

Take for instance, the 11-month-old digital media company Culture Machine in Malad, which is also a multi-channel network certified by YouTube. Sameer Pitalwalla, former director at Disney India, and Venkat Prasad, former product manager at YouTube, founded it. At their 6,000 square feet production studio, they amplify Youtube/digital talent. They have 150 creators on board, across music, comedy and lifestyle. Their digital hits include The Sonam Kapoor Selfie Song while prominent clients include singer Shraddha Sharma.