trusted media bands (erstwhile jukin media), a content company from the US with multiple viral IPs under it (e.g. fail army), wanted to enter the indian market with another one called, ek india. this was their idea for it – ‘ek india will be a high quality, user generated content platform. all the content will be shot and sent by indians and ek india will curate them to publish india’s best unfiltered stories on our own native, well-populated channels.’ the brand from a conceptual POV was to be youthful, conversational, fun and most importantly viral.