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While the advertising industry is still divided over the issue
of divorcing creative from media planning for advertising effectiveness,
OMS begs to differ. According to a company release, with the help
of the new branch, it hopes to further a relationship with consumers
and aspire for longevity by dovetailing creative with media.
Elaborating on the concept of effective integration- the basic
foundation of 'brandcasting', OMS president Sandeep Vij offers,
"Brandcasting allows marketers to leverage a brand's personality
in a way that consumers find it entertaining and enjoyable, so that
when the consumer views the content, it does not appear to be a
piece of advertising. Engaging the consumers is what is important.
With fragmentation of media and viewership, where simultaneous consumption
of media is a reality, advertising audiences are dwindling.
"People are watching less advertising compared to say, five
years ago. To create the same impact for an ad, the media person
has to buy three to four times the number of spots. Advertising
is getting less effective, therefore, marketers need to connect
with consumers in different ways. Branded content allows for relating
to consumer in different ways," he elucidates.
Brandcast division has a team of creative content ideation specialists
who, in conjunction with strategic planners, craft Brandcast initiatives.
The company has appointed Siddharth Rao, a partner at Webchutney,
as a Creative Consultant.
In a bid to detail the effectiveness of the outfit, OMS gave a
recent example of how it effectively merged the content on Sony
Television with brand Electrolux, which is focused to connect with
the Indian Woman and empathize with her dreams and hopes.
The agency created a film with Manasi Roy, who plays the protagonist
Kkusum in the serial Kkusum and Pallavi Joshi as Rewa Kapoor
in the lead of Kkehna Hai Kuch Mujhko. Both the leading ladies
talk candidly to the viewer and express their aspirations and dreams
and thereby further strengthening the Electrolux connect with the
Indian hope.
Expressing his pleasure on Brandcast as a medium for reaching out
to the target audience, Electrolux Kelvinator MD and CEO, Rajeev
Karwal said, "I do believe that OMS brandcast is an idea whose
time has come. In today's cluttered environment where commercial
avoidance is for real, it is critical for marketers to connect with
audiences in more creative ways. For brand Electrolux we have begun
to experiment with brandcasting and it is heartening to see a Media
Agency adding direct value to the quality of the brand awareness."
According to the release, OMS vocalises that brands can no longer
be 'placed' as idle props with no relation to the content. And content
need not stay within the confines of what is traditionally defined
as entertainment. Any branding opportunity that provides the right
connect for brand integration can fit the bill.
Says Vij, "The media and entertainment industry is truly emerging
as the sunrise industry. ICICI Ventures is hugely proactive in investing
in this space. Bollywood is getting corporatized. This time, the
broadband market is for real. The gaming content market is growing.
Suddenly, valuations in this sector are getting real. Consultancies
are springing up, verticals are being set up."
Brandcast has already begun to aggressively drive its initiative
with a clear game plan for gaining an early mover advantage. The
company hopes to usher in a new way forward for the advertising
industry for effective integration of brand values with entertainment
content, adds the release.
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