Trailer Park Group is innovating within India’s entertainment ecosystem and the broader APAC market.
The company creates campaigns across OTT, cinema, gaming, music, and sports. With the Indian entertainment landscape evolving rapidly, the company is looking to leverage the opportunity. Trailer Park Group has crafted entertainment marketing campaigns for Netflix, Prime Video, Warner Bros., Universal, Peacock, etc.
Medianews4u caught up with Tamagna Ghosh, Managing Director – Asia-Pacific (APAC) region, Trailer Parker Group andAnkit Bhatia, Executive Director and Co-founder, White Turtle Studios – A Trailer Park Group Company
Q. How important is India for Trailer Park Group within the Asia Pacific?
Ankit – India is a critical market for Trailer Park Group in the Asia Pacific region due to its expanding digital ecosystem, robust growth in OTT and gaming consumption, and an ever-diversifying audience base.
Beyond just a consumer market, India is evolving into a hub for global capability centers (GCCs), where top-tier creative, strategic, and production services can be developed, scaled, and delivered to the rest of the world. By leveraging India’s sophisticated GCC ecosystem—where creative, technical, and strategic operations converge—Trailer Park Group not only taps into a deep talent pool but also gains the agility and operational excellence needed to serve both regional and global client demands more effectively.
Q. How did the company’s three specialty studios Trailer Park, Art Machine and White Turtle Studios scale up in 2024?
Ankit -In 2024, Trailer Park Group’s three specialty studios expanded their capabilities significantly, adapting to the growing complexities and volume of content marketing. Trailer Park spearheaded large-scale, multi-platform campaigns and crafted dynamic trailer campaigns for marquee OTT titles and major Hollywood releases, all while consistently turning out promos and adaptive materials for partners like Netflix, Disney+, Peacock.
Art Machine, our specialised design arm, enhanced its design prowess, focusing on state-of-the-art poster work, top-tier finishing, and visually arresting key art, utilising advanced technologies and rigorous creative processes to amplify audience engagement.
White Turtle Studios had two-fold work happening here out of India. On one hand it secured top tiered creative development work across key streaming and theatrical clients and on the other hand it capitalised on India’s GCC ecosystem to streamline production, secure long-term retainers and standalone projects with global clients such as Amazon Prime Video (India, Singapore, and MENA), Netflix Global, Disney+ Malaysia, and leading Bollywood entities. This broadened White Turtle’s capacity for delivering high-volume, culturally nuanced adaptations efficiently and effectively.
Collectively, the three studios are not only maintaining exceptional creative standards and operational efficiency—they are also fostering a more synergistic approach to growth. By leveraging each studio’s unique strengths and deepening their collaboration, they have created a cycle of shared learning, innovation, and continued expansion, setting a strong foundation for future endeavours.
Q. What do investors like Erie Street expect?
Tamagna – Our investors, expect us to leverage our core expertise in entertainment marketing and content production to drive growth while expanding into newer domains and client verticals. The storytelling, creative design, and production skills we have honed for the entertainment industry can be seamlessly applied to sectors like luxury, retail, gaming, and experiential marketing.
We see an opportunity to take the learnings from our work with global entertainment giants and tailor them for brands in these verticals, helping them deliver engaging, high-impact campaigns. This strategy not only positions us as creative leaders in entertainment but also opens up pathways to create value across a broader client base. They are aligned with this vision of innovation, scalability, and diversification while maintaining our commitment to world-class creative excellence.
Q. In an increasingly competitive market where more content is churned out each year what things did the company keep in mind in 2024 to give content that it marketed across categories like TV, OTT, cinema, gaming the best chance to standout?
Tamagna – In 2024, Trailer Park Group focussed on strategic storytelling, immersive fan experiences, and global-local synergy to help content stand out across TV, OTT, cinema, and gaming. For OTT and TV, we delivered tailored 360-degree campaigns for Netflix’s Heeramandi and The Kapil Sharma Show, and Prime Video’s Citadel, combining platform-specific assets, audience insights, and localized messaging.
In cinema, we prioritised high-quality trailers, motion posters, and key art to capture attention with cultural relevance. For gaming, we deepened collaborations with our global studio Dark Burn to craft gameplay trailers and cinematic videos, while building branded partnerships with e-sports companies to create engaging fan experiences. Leveraging AI-driven tools, we streamlined workflows, scaled campaigns globally, and personalised content for diverse regions. By merging creativity, innovation, and audience understanding, we ensured our campaigns cut through the noise and made a lasting impact.
Q. Could you talk about the key campaigns that the company worked on to push content and tentpoles in the country in 2024?
Tamagna – 2024 has been a landmark year for us, filled with groundbreaking campaigns that showcased our creative expertise and strengthened relationships with key players in the entertainment industry.
Winning Our First Clio for Prime Video: We earned our first Clio Award for a ‘Pulp Fiction’-inspired campaign for Prime Video’s documentary, Cinema Marte Dum Tak, a testament to our ability to merge innovative storytelling with bold, genre-defining creative work.
Netflix’s ‘Heeramandi’ – Our tentpole 360-Degree Campaign: We were entrusted as the central creative strategy agency for Netflix’s key tentpole, ‘Heeramandi’. This marked our first full-fledged 360-degree campaign for Netflix, where we collaborated closely with their marketing team, leading the core communication thinking and execution for this highly anticipated series.
Prime Video’s ‘Citadel’ – A Cross-Continent Collaboration: For ‘Citadel’, we were the AV partners for Prime Video, furthering our long-standing relationship with Raj & DK and Prime Video. This project was particularly unique as it brought together our India-based AV team and our US-based specialised trailer team. The collaboration enabled us to deliver work with an international creative edge, tailored for both local and global audiences.
‘The Kapil Sharma Show’ (Season 2) – A Massive Netflix Collaboration: Our second major collaboration with Netflix this year was for ‘The Kapil Sharma Show’ (Season 2). Acting as the main creative agency, we partnered with Netflix’s team to drive the strategic and creative thinking behind the campaign, resulting in content that resonated deeply with Indian audiences.
Jio Studios’ Brand Identity Unveiling: One of our most prestigious and ambitious projects in 2024 was working with Jio Studios’ leadership to unveil their new brand identity. This six-month-long project involved endless hours of ideation, design innovation, and the use of cutting-edge technology. Our collaboration with acclaimed music director Shashwat Sachdev added a distinctive auditory layer to the visual storytelling, making it a truly standout achievement.
These campaigns underscore our ability to deliver strategic thinking, design excellence, and world-class creative execution while adapting to diverse formats, platforms, and audiences. They also highlight our growing influence in India’s entertainment landscape and our commitment to raising the bar with every project.
Q. Does the company work on a project basis with studios or does it try to build long term relationships?
Ankit – Trailer Park Group aims to foster enduring partnerships rather than just transactional, project-based engagements. While one-off projects can be a starting point, the company’s commitment is towards developing long-term, collaborative relationships built on mutual trust, consistent quality delivery, and strategic alignment with the client’s brand objectives. This approach allows for a deeper understanding of client needs, more proactive creative input, and greater flexibility as the media landscape and consumer preferences evolve.
Q. When you compare marketing entertainment content in India compared to other parts of the world, is India unique?
Tamagna – India is uniquely complex and exciting for entertainment marketing due to its scale, diversity, and audience behaviour. Here is what sets India apart:
· Multi-Lingual and Regional Diversity: With over 20 languages and hundreds of dialects, campaigns must be hyper-localised to resonate with regional audiences while staying true to the core creative idea. A single piece of content often requires multiple trailers, posters, and campaigns that feel native to each audience while retaining the core creative idea. This is far more intricate than markets where a single language serves the entire region.
· Tradition Meets Modernity: Urban markets demand digital-first, global-standard campaigns, while Tier three, Tier four cities thrive on emotionally-driven storytelling and traditional mediums like TV and radio. Marketers need a dual-track strategy.
· Emotional and Cultural Connection is Paramount: Indian audiences respond to content that is relatable, aspirational, and culturally anchored—leveraging festivals, traditions, and themes like family and relationships for deeper engagement. Content marketing must incorporate regional festivals, traditions, humour, and values to feel authentic.
India’s Digital Explosion and Mobile-First Audience: India’s rapid digital growth, fuelled by affordable data and widespread smartphone adoption, makes it unique as a mobile-first market. Content consumption is driven by platforms like YouTube, Instagram Reels, Moj, ShareChat and Whatsapp. Marketers must therefore craft campaigns that are optimised for low data usage and smaller screens, and are highly shareable, leveraging platforms where virality is organic and quick.
· The Rise of Regional Influencers and the Creator Economy: With massive content churn across OTT, TV, and cinema, campaigns need to focus on creative differentiation, AI-driven personalisation, and platform-specific strategies to stand out.
· Word-of-Mouth and Community Power: India thrives on community conversations and word-of-mouth recommendations, making it essential to create campaigns that spark organic buzz.
Q. India is many countries within one like Europe. Does that make the task of marketing entertainment content more complex?
Tamagna – India is not a single market but many Indias—a highly heterogeneous landscape defined by its cultural, linguistic, and regional diversity. Each state, much like a country in Europe, has its own unique identity, preferences, and consumption habits, making entertainment marketing inherently complex.
Campaigns cannot take a one-size-fits-all approach. What works in North India may not resonate in the South, and urban audiences engage very differently compared to those in Tier three, Tier four cities, and rural areas. This requires marketers to adopt a hyper-localised strategy—crafting content that speaks the language, reflects the cultural ethos, and aligns with the viewing behaviors of each region, all while maintaining a cohesive overarching message.
Additionally, balancing global creative standards with regional authenticity is critical, especially as platforms strive to appeal to both local audiences and international viewers. The task, while complex, also presents a tremendous opportunity to innovate and scale, leveraging India’s diversity to create campaigns that are deeply relatable, emotionally engaging, and globally impactful. India’s richness, when approached with the right mix of localisation, creativity, and strategy, allows for storytelling possibilities unmatched anywhere else in the world.
Q. What role did AI play for Trailer Park Group in 2024 in creating more engaging, immersive work? Is AI also making it easier create pieces of marketing content that are region specific?
Tamagna – In 2024, AI played a transformative role for Trailer Park Group by enhancing both the creative process and operational efficiency, enabling us to deliver compelling, scalable campaigns tailored for diverse markets. AI tools allowed us to craft high-impact campaign pitches with data-driven insights, visual prototypes, and dynamic storytelling, helping clients clearly visualise the creative vision early on. By enhancing design presentations, we were able to communicate concepts more effectively, ensuring alignment with client expectations.
AI also streamlined our workflows, creating leaner and more efficient global campaign pipelines, which helped us scale projects seamlessly across geographies while maintaining global quality standards. Additionally, AI-powered localisation tools enabled us to adapt campaigns for region-specific audiences through automated language adjustments, culturally relevant visuals, and personalised messaging. By combining innovation and efficiency, AI empowered us to think bigger, work smarter, and execute campaigns that were immersive, adaptable, and impactful.
Q. Gaming is growing in leaps and bounds. E-sports is starting to into its own as a professional sport. What is the opportunity in this sector for the company?
Tamagna – The gaming and e-sports sectors represent a tremendous opportunity for Trailer Park Group, particularly as the industry continues to grow in India and globally. Our focus has been on creating immersive fan experiences and building impactful branded collaborations with e-sports companies to engage audiences more deeply. In the coming year, we are looking to scale our efforts further by increasing collaboration with our global gaming studio, Dark Burn, to craft gameplay trailers, immersive videos, and cinematic content that showcase games in an engaging, storytelling-driven format. This partnership will allow us to bring an international creative edge to gaming campaigns in India, combining compelling visuals, narrative depth, and innovation to connect with both gamers and brands.
Q. Is clients’ reluctance to give sufficient budget for the company to do quality work sometimes an issue? Is lack of creative talent an issue that was faced in 2024 in the country?
Ankit – Budget constraints are indeed a reality in both the global and Indian markets, with clients increasingly focussed on cost efficiency. While this can challenge the scale and complexity of initial project scopes, Trailer Park Group has embraced streamlined workflows, lean production methodologies, and selective automation to ensure that projects remain both creatively robust and financially prudent. These measures enable us to sustain high-quality outputs despite tighter budgets.
On the talent front, India’s rich reservoir of skilled professionals—supported by the country’s GCC environment—has ensured that we have not faced a significant shortage in 2024. Instead, our emphasis lies in cultivating and advancing homegrown talent.
We actively invest in structured training programs, mentorship initiatives, and robust internship pipelines to groom interns and young professionals into industry-ready creatives. This approach not only reinforces our internal talent base but also infuses our teams with fresh perspectives that keep us aligned with current trends, ensuring that our creative solutions remain both cutting-edge and culturally relevant.
Q. When you market entertainment content on social media does domain knowledge of a platform like Reels help?
Tamagna – Platform-specific knowledge is critical for success. Platforms like Instagram Reels, YouTube Shorts, and TikTok have unique audience behaviour and formats. By understanding these nuances, we craft content that is native to the platform, engaging, and shareable. This includes bite-sized videos, memes, challenges, and interactive formats designed to drive virality.
Q. For 2025 what goals have been set?
Tamagna and Ankit – In 2025, Trailer Park Group is poised to broaden its horizons beyond the traditional entertainment sector. While continuing to excel in OTT, cinema, and gaming campaigns, we aim to attract and serve a wider array of non-entertainment brands, ensuring that our well-honed storytelling and strategic thinking adapt to evolving industry needs. To achieve this, we will refine our production pipelines, integrate emerging technologies enabled by AI and tech.
Internally, greater cross-studio collaboration is a priority. By encouraging more fluid workflows and knowledge-sharing between Trailer Park, Art Machine, Dark Burn and White Turtle Studios, we will amplify our collective strengths. Externally, we plan to engage additional outsourcing partnerships and leverage the extended GCC network to access specialised skill sets on demand. This will enhance our adaptability, enable cost efficiencies, and ensure we consistently deliver top-quality outputs on aggressive timelines.
Investing in talent remains at the forefront. We will continue to cultivate homegrown creatives through structured mentorships and internship programs, nurturing the next generation of industry leaders who are tuned into current trends and open to fresh ideas. These initiatives—together with our focus on global collaboration, strategic brand expansion, and operational scalability—will position Trailer Park Group to remain an agile, forward-thinking force in the global content ecosystem.
