There’s a new buzz around ?branded entertainment advertising? in India. As Mudra?s Optimum Media Solutions (OMS) is gearing up to launch a dedicated wing for ?branded entertainment?, Starcom MediaVest Group is beefing up the operations of Starcom Entertainment to handle the influx of new accounts.
Meanwhile, Mates, Madison?s branded entertainment cell, is scouting for fresh talent to add muscle to its existing team and Group M has integrated its sports marketing and branded entertainment wings to consolidate its offerings. Recognising the growing significance of the branded entertainment concept in India, advertising majors are now interweaving their (clients?) brands with the content of entertainment properties such as television serials, films and radio.
On Madison?s strategy, Darshana Bhalla, chief executive officer, Mates, said, ?We are expanding our team to handle new account wins. For the yet-to-be released film Om Shanti Om, we have interwoven six brands into the creative content. Also, we have incorporated JK Tyres into the script of the movie Die Hard 4.? Incidentally, Madison has promoted ?Sugar Free? in the film Cheeni Kum and Saffola in Star Plus? show Kahani Ghar Ghar Ki.
As for the rationale behind Mudra?s new launch, Chandra Deep Mitra, president, OMS said, ?It?s an exploding opportunity where marketers are interweaving their brands with entertainment properties to give a fresh dose of life. Recognising the efficacy of this mode of advertising, we will be launching a dedicated division soon.?
?It was two years ago that Starcom MediaVest floated a new unit Starcom Entertainment to offer branded entertainment techniques to its clients. To handle new projects, we are now expanding our manpower. With Star Plus? Ba, Bahu & Baby, we are promoting our client Singapore Tourism Board,? said Pranay Anthwal, general manager ? India, Starcom Entertainment. On Group M?s consolidation drive, Hiren Pandit, CEO, Entertainment & Sports Partnership said, ?Earlier, we had Broadmind which used to handle our branded entertainment concepts. We have now merged it with our sports marketing functions to form a new entity.?