The Rs 31,877-crore Indian advertising industry has a new trick up its sleeve: in-show brand integration. As e-tailers Snapdeal and Amazon India are interweaving their brands with the content of entertainment properties — such as films and television serials — to gain visibility, other advertisers are now sharpening their marketing focus on this mode of advertising.
FMCG company Mother Dairy, a subsidiary of National Dairy Development Board (NDDB), recently opted for in-show brand integration in films Mary Kom and Salman Khan’s Kick to promote its brands. Nokia phones were promoted in a big way in Shah Rukh Khan’s Chennai Express, and so on.
With the growing popularity of this concept, advertising and media agencies like Madison World, Maxus India (part of Group M) and Dentsu Aegis Network are now strengthening their entertainment units to woo new advertisers. After doing a pilot, ad agency Lowe Lintas & Partners is now getting ready to launch its dedicated entertainment wing in 2015.
To reach out to a wider target audience, e-tailers are now betting big on the branded entertainment concept. For instance, in tele-serial ‘Ye Hai Mohabbatein’ on Star Plus, a lead character was shown shopping online for gifts for her family on Amazon. Likewise, the contestants of reality show Bigg Boss were shown buying household items (like fridge) on Snapdeal’s bumper sale. The value of Snapdeal’s overall deal with Colors is pegged at Rs 36-40 crore this year.
On the significance of in-show integration, Raj Nayak, CEO of Colors, says such integrations help brands reach out to a larger audience base and drill deeper into towns where the content is highly watched.
“With in-show integrations, especially in a reality show like Bigg Boss, the brand values, brand promise and product offerings can be beautifully and seamlessly woven in a given task,” he adds.
Like Snapdeal, Amazon India has also gone in for an in-show integration in Sony’s game show Kaun Benega Crorepati. As per Rohit Gupta, president, Multi Screen Media (MSM), the concept of in-show integration primarily helps a brand break away from the clutter. “This year, e-tailers are spending a lot on this mode of marketing. We are working with Amazon for Kaun Banega Crorepati. We are also working with Flipkart and Snapdeal for other projects,” he adds.
On Mother Dairy’s in-show integration strategy, Ashish Bhasin, chairman & CEO, south Asia Dentsu Aegis Network, says with its association with Bollywood movies such as Mary Kom and Kick, the brand was exposed to many people within a short span of time. “Also, the core value of the brand is highlighted and reinforced with this move,” he adds.
After launching its entertainment wing, PS Live, in Mumbai and Delhi this year, Dentsu Aegies is planning to extend its operations to Chennai and other metros in 2015. “We are in talks with production houses in Hollywood for tie-ups,” says Bhasin.
Meanwhile, to strengthen its operations, Madison World’s entertainment unit Mates is adding capability and manpower, while Maxus India (part of Group M) is looking for creative partners from studios to strengthen its wing, Maxus ESP (Entertainment & Sports Partnership). On Lowe Lintas & Partners’ strategic plans, Joseph George, its CEO, says: “We will be launching a dedicated division to provide branded entertainment in 2015. It will be a division under Lintas Productions.”
As per George, integration of brand proposition of products to any entertainment content is an efficient way of deploying marketing budgets of brands. “If done well, it could at times be even more engaging than normal TVCs,” he adds.
Darshana Bhalla, CEO of Madison Mates, says the agency is adding manpower to its existing team to handle new accounts. “We have recently worked on an in-show integration in films like Happy New Year for our client Dubai Tourism,” she adds.
Like Madison, Maxus India is also adding more muscle to its entertainment wing with the induction of fresh talent. “We have creative partners from studios which specialise in content creation. We will be adding more members to this team. We have integrated marketing approach to create in- show integrations,” says Kartik Sharma, managing director of Maxus, south Asia.
* Mother Dairy recently opted for in-show brand integration in films Mary Kom and Salman Khan’s Kick to promote its brands
* In tele-serial Ye Hai Mohabbatein on Star Plus, a lead character was shown shopping online on Amazon
* The contestants of Bigg Boss were shown buying household items on Snapdeal’s bumper sale