“THE EXTRA ‘Y' IN ‘MYY' STANDS FOR THE YOUTH”

In an interaction with BW Businessworld’s Urvi Shrivastav, MyyTake’s MD & Founder Saurav Banerjee talks about the growing interface between media and technology, the importance of ESG in the next normal, the need to democratise sports in India and the company’s future plans in India and beyond, keeping the new generation of consumers in mind. Excerpts:

- URVI SHRIVASTAV

What are some of the elements in the current Indian business and consumer landscape that blur the line between media and technology?

The Indian media industry is at the cusp of mammoth change, with the last two years showing a clear shift from traditional media to mediatech. This transition has facilitated consumers to create user-generated content and demand content of their choice. In simple words, the shift is from ‘push’ to ‘pull’. This trend clearly explains the creation of unicorns in this space in recent times. As the Indian economy’s share in the global pie keeps increasing, so does the need for corporates to reach out to consumers.

Tell us more about the ESG (Environmental, Social, Governance) side of your business — how does storytelling fit in this?

Our ESG business aims to occupy a unique position amongst its peers globally. Given the increasing pressure from stakeholders in the social, corporate, and financial space, we are developing the services our clients need to make ESG an integral part of all their decision-making processes. Our work shows that ESG can be elevated from merely fulfilling a compliance function to becoming a driver of commercial performance. We call it ‘360-degree ESG’. Advisory and analytics as well as capital formation services are crucial elements of our unique value proposition. Storytelling binds everything together. We should strive to communicate significant commercials on ESG progress while integrating community and environment.

What is it about the Indian creator economy that makes you bullish and makes a case for ‘social storytelling’?