Brands are increasingly gravitating towards content platforms, as consumers spend an average of 125 minutes a day on them, Pocket FM executive Vishal Saga said during a panel discussion on entertainment and advertising at the Brandwagon Conclave 2025 on Friday. Advertising today is struggling for attention, but entertainment has all the attention. It makes sense for brands to find the right place in content. Plus, consumers prefer advertising when it is offered in a more enjoyable format,” he added.
Pocket FM, which offers only audio content, has built a catalogue of more than 100,000 stories. Sagar said the company is working with advertisers to craft integrations that feel native to its shows and podcasts.
What did Nitin Burman say?
During the discussion, Nitin Burman, chief revenue officer at Balaji Telefilms, spoke about how Balaji Telefilms works with brands to create content. “We work with them in two ways. The first is that once we have a story, we identify a suitable product or brand placement opportunity. The second is that brands themselves approach us to create content and also fund that content,” he added.
Over the past few months, Balaji Telefilms has been in the middle of a major reinvention with the launch of its mobile-first content platform Kutingg. Aside from churning out close to 50 micro dramas on its new platform, the company has also been turning to YouTube to distribute its content. But as Burman pointed out, around 70% to 80% of its earnings from content on platforms like YouTube today comes from brands. For example, the production house is currently doing a show called Urban Love Story where the two protagonists are chefs, and is seeking out partnerships with brands typically seen in kitchens, anywhere from spices and atta to kitchen equipment.
What did Siddharth Kumar say?
Siddharth Kumar Tewary, founder of Swastik Stories, added that culture holds the ability to create national pride and India’s oldest stories and mythological content resonates deeply among viewers today, particularly the youth. Aside from young people, the production house is also seeing a positive response from brands. “Indian brands that take pride in their heritage and legacy want to partner with epic stories like the Mahabharat. Stories like these define our country, its traditions and heritage and brands want to be a part of that,” he said, arguing that contrary to what most people think, Gen Z is deeply spiritual and that mythology is still relevant to them.
Burman dismissed the belief that attention spans are declining, observing that consumers have a wider choice today, from global cinema to social media reels. Consumers are willing to spend money and time on the content that appeals to them, he argued. He cited Kyunki Saas Bhi as an example, one of Balaji’s longest running successes that recently made a comeback, noting that it remains one of the top two shows in the country.
