23 April 2024, National: White, the brand experiences company, is proud to announce a significant advancement in its business expansion efforts within the realm of integrated marketing. Partnering with Rohit Tugnait, former Commercial Director of Vice Media Group, White unveils its latest venture, the “White Label” division to start a new content solution division with the company.
White Label is poised to cater to the diverse creative, strategic, and production requirements of clients operating in the dynamic video space. The arm will serve clientele with operations spanning across Delhi, Mumbai, and Bangalore, which is where White is operational currently.
Drawing from Tugnait’s experience of over 22 years across culturally impactful media platforms such as MTV, 101 India, and Vice Media, Rohit Tugnait brings invaluable expertise to White Label. His track record of spearheading some of the biggest IP’s for the media houses such as Coke Studio@MTV, MTV Unplugged, setting up Virtue (creative agency borne of Vice), positions him as a visionary leader in content solutions.
Expressing his enthusiasm about the partnership Rohit Tugnait, Chief Executive Officer, White Label said “Vishesh Sahni (Founder – White) has a clear vision of where he wants to take White as an organisation and what it needs to stand for; which resonates perfectly with what I envision for White Label, so it is a great collaboration together for us. We have got most of the Vice team aboard and are ready to create magic for clients.”
Speaking on the strategic partnership, Vishesh Sahni, Founder & CEO, White said “We have grown rapidly as an organisation, by creating some of the industry’s most talked-about experiences. Our profound understanding of culture equips us to offer meaningful, new-to-the-world thinking for our partner brands. Amidst some conscious, strategic moves as an organisation; the next organic step was to round out the integrated marketing approach by bringing Rohit and the team on to start White Label.”
The division White Label starts operations with immediate effect, and is in addition to senior hiring that White has done in the last few months. White brought on industry veteran Ashwini Gadgil as Chief People Officer for the company; and Liya Belliappa as General Manager; to spearhead their Bangalore wing recently.
About White:
White is a culture-first experience company that specialises in creating immersive and inclusive brand experiences. With a commitment to innovation and a dynamic approach to understanding diverse cultures, White crafts unique narratives that resonate with audiences worldwide. The company’s work is led with an integrated approach and spans across branded immersions, IPs, conferences & MICE events; retail installations and visual theatre. – across all scales of execution, pan-India and in the Middle East, Asia, Europe and the United States. The team of 80+ “custodians of culture” across creative strategy, design, account management and operations work together seamlessly to help clients form meaningful bonds with their audiences. The company’s rebranding reflects its dedication to staying at the forefront of the industry and creating meaningful connections between brands and their customers.
