Digitale, the Kolkata-based creative agency under Lookad India, has secured the digital mandate for Sun Bangla in a strategic move aimed at strengthening the channel’s reach and audience engagement across platforms.

As part of the partnership, Digitale will spearhead Sun Bangla’s digital strategy, focusing on platform-specific storytelling tailored for social media, video platforms, and online communities. The mandate is designed to build stronger awareness and affinity for the channel’s programming by aligning with evolving digital consumption habits.

The agency’s approach will centre on short-form content, digital-first show promotions, influencer collaborations, and real-time engagement campaigns. These initiatives aim to spark conversations around Sun Bangla’s key fiction and non-fiction properties, while creating a seamless bridge between digital engagement and traditional television viewership.

Mrinal Lunia, CEO and founder at Digitale, highlighted the potential of short-format content in generating buzz and intrigue around shows. He noted that a full-funnel digital strategy would play a crucial role in cultivating audiences and ultimately driving TV adoption among regional viewers.

Arnab Samanta, director – content and strategy at Digitale, further emphasised the focus on building a strong digital-to-TV funnel. The partnership aims to ensure that online engagement translates into measurable growth in television audiences, while also enhancing Sun Bangla’s overall brand presence in an increasingly digital-first media landscape.

With regional content consumption on the rise, this collaboration reflects a broader shift towards integrating digital strategies with traditional broadcasting to maximise reach and impact.