ZME partners with UK firm to develop branded Indian content

MUMBAI: ZAPP Media & Entertainment (ZME) has partnered with UK-based Grand Central Entertainment (GC) to launch an independent branded content division that will create branded shows for Indian audiences.

Under the agreement, GC, which has brand-funded programmes in the UK and Europe such as The Big Idea for Vodafone, Connect The World for Skype and GT Academy for Nissan, will provide its expertise to ZME to help offer fully developed content for marketers and advertisers. 
Says ZAPP Media & Entertainment co-founder Pradeep Prabhu, "We will use GC‘s expertise to create content that is engaging and entertaining for consumers and effective for marketers and advertisers. With GC, we will also move the industry beyond audience measurement and focus more effort on audience engagement. It is strategic marketing v/s tactical marketing. I am confident that our experience in the western markets will give branded content a different dimension in the Indian television industry."

ZME is in talks with various broadcasters for developing branded content and initially plans to tap audiences through niche channels and the general entertainment route.
"The choice of content depends absolutely on what the brand‘s requirement is and its target audience. So depending on the requirement we will be developing the requisite formats and approaching the necessary broadcasters," explains Prabhu.

The company is also working with various corporates to launch branded content shows on other interactive media platforms.

Says Grand Central Entertainment co-founder Rabin Mukerjea, "The old adage of ‘content is king‘ has never been more true or more important. In an increasingly fragmented, ad skipping, ‘surf-the-internet-whilst-watching-tv‘ universe of TV viewers. The advertisers that benefit most will be those that harness the power of content to engage this newly empowered public. 
"There is no media market as vibrant and entrepreneurial as India‘s is right now and through our partnership with ZAPP, we aim to work with forward-thinking brands, broadcasters, agencies and producers to create properties that represent the perfect storm of viewer entertainment, strategic engagement and media value," Mukerjea adds.

Latest Reads
Columbus India wins social media mandate for Peppa Pig, PJ Masks

Columbus India, the data-driven digital marketing agency from Dentsu Aegis Network, has been appointed as the social media agency for Peppa Pig and PJ Masks, popular animated television series for kids produced by Entertainment One. The account was won following a direct pitch and will be handled...

MAM Media and Advertising Account
Soon to be erstwhile, Philips Lighting launches IoT platform in India

After dilution of its stake to less than majority by Royal Philips in Philips Lighting, the latter lost its Philips moniker to be renamed as Signify. This change is set to happen in the India subsidiary also, starting 1 January 2019 – the start of Philips group companies financial year. However,...

MAM Marketing Brands
Avon partners Bajaj Electricals Pinkathon 2018

Extending its support to the cause of breast cancer awareness, women’s beauty brand Avon has tied up with Bajaj Electricals Pinkathon 2018 - presented by Colors. The women-only marathon aims to highlight the same issue.

MAM Marketing Brands
Sihasn launches 'We CARRY our culture in our own way' campaign

Luxury premium furniture brand Sihasn has launched its latest campaign “We carry our culture in our own way”. Through this campaign, Sihasan aims to showcase and promote Indian culture.

MAM Media and Advertising Ad Campaigns
Havas Gurgaon appoints Manas Lahiri as GM

Havas Group India has announced the appointment of Manas Lahiri as general manager of Havas Gurgaon.

MAM Media and Advertising People
Zee Business Strengthens Programming, launches campaign to take CNBC Awaaz head on

Emerged as a reigning player in the business news genre, ZEE Business has shown remarkable growth in recent times. The avg market share of the channel grew from an avg of 23% in Q4 17-18 to over 35% in Q3 18-19. The channel has been extremely aggressive in relooking at its programming as well as...

MAM Media and Advertising Ad Campaigns
iCubesWire bags digital mandate for Singer India

iCubesWire has bagged the digital mandate of Singer India Ltd, one of the leading manufacturers and sellers of sewing machines and home appliances.

MAM Media and Advertising Account
Star India invests into Zapr Media Labs

According to a report by Brand Equity, media company Star India has made investment of Rs 55 crore in media-tech start-up Zapr Media Labs.

MAM Marketing MAM
Dentsu Webchutney with UN Women launch #DrawALine campaign

Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has announced its partnership with UN Women with its new campaign #DrawALine.

MAM Media and Advertising Digital Agencies

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories