Optimum goes beyond traditional advertising; launches specialist branch Brandcast

MUMBAI: Optimum Media Solutions has launched a new specialist division - Brandcast.

Set to carve a niche as a specialist media outfit for the advertising fraternity, Brandcast is touted as an entity that will take the initiative for defining the way to advertise brands.

Mudra communications' media specialist arm - Optimum claims to be all geared to integrate a brand with 'entertainment content'. Working towards excellent brand recall, Brandcast will design content to highlight the strategic marketing pillars of the brand.



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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