The concept of advertising has changed over the years. Today commercials are viewed with equal interest as any other entertainment show and ad makers are receiving global acclamation for their creative talent. Advertisements have always been a part and parcel of feature films and television soaps. In a bid to take their talent to a broader canvas, advertising biggie Lowe Lintas has entered into the feature film and television production by launching Lintas Productions.
Aiming to enter the burgeoning entertainment industry, Lowe Lintas executive director Tarun Chauhan said, ?Today most of the creative people are moving towards feature film and television production. With a pool of talent available at hand, we see tremendous potential in this particular market.?
The production house will be established around three main verticals concentrating on talent management, film production and content management. Through original scripts and strategic planning tools, Lintas Productions endeavors to establish an influential form of placement branding in films and entertainment productions segment.
The production house plans to make three to four feature films over the next two years. Meanwhile, it has shortlisted three non-fiction concepts for Hindi general entertainment channels.
?For television, right now we are concentrating on reality shows and will get into fiction later. We have shortlisted three non-fiction concept. Out of the three formats, two are sports based while one is a female-targeted show,? Lintas Productions business head Krishna Kotian said.
On feature films, he said, ?We plan to make three to four films in the next two years. We also plan to enter into joint ventures for different film projects and for investment purpose.?
?The objective of Lintas Productions is essentially to create entertaining and memorable content for the audio-visual medium. Over the years Lowe Lintas has introduced faces through brands like Liril and Surf, which have become memorable part of television history and we hope to continue doing so with Lintas Productions,? Kotian said.
With access to the best talent in the industry from artists to directors and a business alliance with UK-based production house Twin Continental Films, Lintas Productions is set to take on the world of entertainment. It also aims to nurture talent internally and provide an opportunity to budding script writers working at Lowe Lintas.
The unit has already signed up a collection of international and domestic talent including UK-based model Masha, the former face of brands including Pepsi, Coke, Panasonic Viera TV, Samsung Camera, Ferrari and Ford. This is not the first time that an advertising agency is getting into feature film and television production with Percept India, a media and entertaining company, already having its wings spread in the market.
According to an industry report, the Indian media and entertainment industry grossed revenues in excess of Rs 58,400 crore in 2008 and is expected to grow to Rs 62,800 crore this year. Films alone contributed Rs 10,900 crore to this kitty in 2008.
Apart from advertising, Lowe Lintas inculcates media buying, direct marketing, public relations, design consultancy, market research, events, rural communications and interactive communications.
Hindustan Unilever Ltd continues to be the core client of Lowe Lintas. ET Now, BBC World News, Kwality Walls ice-cream, Hindustan Times business, Future Ideas Company-Prepaid Cards & Godrej Sara Lee?s Hit are others clients of the company.