Rohit Tugnait is a media professional with 22+ years of experience in leading youth-focused brands across digital and TV. As CEO of White Label (a unit of Wh!te), he drives innovative content solutions for brands. Previously, he led Vice Media Group’s India operations and grew Brand 101 India by 1000% in revenue. With expertise in multiplatform strategies, Rohit excels in blending business goals with creative storytelling.
In his interviews, Rohit often emphasizes the power of curiosity and taking risks, urging brands and professionals to embrace innovation beyond traditional boundaries.

 

How do you stay ahead of trends and maintain creativity especially with rapidly changing consumer preferences?

At the core of it, the success of any piece of content is driven by a strong storyline that resonates with a consumer’s values. This value could be sparked by nostalgia, humor, family bonds, etc. When you combine something trend-worthy—something topical that sparks immediate conversation—with emotion through storytelling, and then share it on a relevant platform, 9 out of 10 times, you’ll see your content succeed.

Case in point – we recently produced a video series for a two-wheeler company centered around a racing IP owned by them. It was an established IP with YouTube content being produced to drive engagement and reach. However, the content that was being created (before we got involved) lacked an emotional hook. It was essentially a clinical documentation of the race, leaderboards, and so on, with poor engagement levels.

We came on board and developed a narrative from the perspective of the riders who compete in this format. After interviewing a few riders, we were amazed by their mindset and desire to compete. Their dedication, the intense training they put themselves through, their backstories on how biking became a passion, and, in many cases, the parental support that enabled them to pursue this expensive hobby and turn it into a career—these became the core elements of our storytelling. This became the nucleus of our episodes: the riders and their journey to participate in the race.

As a result, content engagement levels skyrocketed, and we’re now in the midst of shooting a new season.

 

Can you describe your 23-year career journey and key experiences?

My career began in the early 2000s with print media. Fresh out of an MBA, I joined The Times of India’s ad sales team. More than sales, I gained insights into how multiple teams work together to deliver daily content. This experience sparked my interest in broader business functions beyond sales.

After a short stint with Star TV, I spent nearly a decade at MTV, where I truly understood the power of content and its influence on audiences. I joined at a time when MTV was becoming a youth icon—Roadies was in its third season, and we were building properties like Coke Studio, Unplugged (India), and Splitsvilla. I was exposed to creative, programming, and production, learning how to craft both short-form and long-form narratives. We also launched India’s first youth web series, Roadies Battleground, which gave me first-hand experience with multiplatformification—the art of repackaging content for different platforms like TV, digital, and on-ground events.

I then transitioned to business management roles at digital platforms like 101 India and Vice Media, witnessing the shift from appointment TV viewing to on-demand content across mobile, laptop, and CTV. The changing consumption patterns led to the idea behind White Label.

With an overload of content today, brands need innovative ways to integrate their stories and spark conversations. White Label specializes in crafting impactful narratives that connect brands with audiences across platforms.

 

How do you strike the balance between creativity and measurable results when creating brand experiences for clients?

We are a content solutions shop, specializing in crafting strong storytelling pegs for brands rooted in culture. Our focus is on ensuring that stories are tailored for various platforms (YouTube, Social Media, OTT). While marketing and performance of the content usually fall under the media agency’s mandate, we collaborate closely with the agency in some cases. This ensures alignment, so both sides work together effectively, maximizing the impact of a client’s marketing spend.

With the recent announcement of White Label, what kind of projects are you focusing on?

We’ve just completed projects for Absolut and Royal Enfield. I’m particularly proud of our work with Absolut, where we supported their #UNLABEL campaign with 4 films. The #UNLABEL films inspire people to look beyond preconceived notions and the labels society places on individuals, encouraging them to challenge stereotypical thinking about who they can be. We brought the campaign to life with films featuring Sunny Leone, Navtej Singh Johar (a 65-year-old Sikh and trained Bharatnatyam dancer), and others.

As I mentioned earlier, our goal with the brands we collaborate with is to craft storytelling through a cultural lens that sparks meaningful conversation.

 

With your vast media experience, what’s one piece of advice you’d give to someone starting out in the industry?

I would say, be curious and absorb as much as possible. After 23 years, I can say that what has worked for me is a genuine desire to understand how various aspects of the media business operate, beyond the department I was hired to manage. Don’t be afraid to ask questions, even if they seem silly, if you don’t understand something. And take a few risks by following your passions. I’ve seen people transition from sales to creative and thrive, and vice versa. So, once you familiarize yourself with the environment, if you feel your calling lies elsewhere in the industry, take a chance—especially when you’re young. At worst, it will give you valuable experience as you climb the ladder.