Three weeks into the launch of Arré, the Enam Group has acquired a significant minority stake in the company. The Founders, along with the Enam Group have also acquired the residual stake held in the company by Unilazer Ventures and Ronnie Screwvala.
Enam’s investments will be used in the organic build out of Arré’s content, the overall product offering and facilitate scaling into a significant player in the digital content business. The Enam group has been an early investor in several sectors including the media sector. Their past investments in the media space include Zee TV, TV18 and Balaji Telefilms. The Arré investment would be Enam’s first significant investment in the private equity domain in the media sector.
Arré is a multi-media, multi-genre digital media brand offering original content across video, audio, text and doodles, across various genres such as fiction, factual entertainment, documentaries, social experiments and more. Arré’s debut web series, A.I.SHA | My Virtual Girlfriend, has already crossed more than a million video views. IDWT (I Don’t Watch TV), a disruptive spoof on the TV industry was launched a few days back and Arré’s immediately upcoming products are a first-of-its kind audio series titled Trial by Error | The Aarushi Files, in an exclusive association with Saavn as well as Death By Breath, its first documentary produced in collaboration with The Indian Express Group.
Branded content, video and display advertising, syndication and multi-platform content alliances lead Arré’s revenue model. Digital content consumption and advertising, especially video advertising, has been witnessing a stupendous growth curve. Better broadband speeds synchronous with the roll-out of 4G, along with the mushrooming of digital payments could also throw open the possibility of consumer pay revenues in this space. Arré is well placed to exploit and leverage these seismic shifts in consumption and exploit the various monetization opportunities in this fast-growing digital space.
Arré will also be launching its mobile app shortly.