MAM
Report on Shemaroo

Publicis Entertainment launches in India for branded content

Publicis Entertainment launches in India for branded content

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/07/25/Saurabh_Varma-Pranay_Anthwal.jpg?itok=41jaV3yZ

MUMBAI: Publicis Communications has launched Publicis Entertainment, its new entertainment marketing unit in India. The unit was formally set up in June 2018. Publicis Entertainment will help all of Publicis Communications’ agencies (Leo Burnett India, Leo Burnett Orchard, Publicis Worldwide, Publicis Capital, L&K Saatchi & Saatchi, MSL Group, Indigo Consulting, Publicis Beehive, Digitas, Sapient.Razorfish and Prodigious India) collaborate with big players in the content and entertainment space by leveraging social and digital marketing.

Publicis Entertainment will look after brand integrations for film and TV series, IP creations, partnerships between brands and clients, and celebrity management. It aims at being a one-stop-advisory for business solutions in the branded entertainment and entertainment marketing space.

Publicis Entertainment executive director Pranay Anthwal will head the division. He will report to Publicis Communications CEO India Saurabh Varma.

Speaking about the launch of the new division, Varma says, “Great storytelling is happening around us, even in an attention-deficit economy. We believe this is the biggest opportunity for our brands. We want the stories of our brands to intersect organically with the beautiful human stories already being told in popular culture. And we want to go beyond. Our unique model will unfold over the next 18 months. Pranay brings an incredible amount of expertise and passion to make our ambition a reality.”

Anthwal is a multiple award-winning branded content and entertainment specialist. His career boasts of stints at Bartle Bogle Hegarty, Starcom Worldwide, The Times of India, Star TV, DHL and Zee Interactive, among others. Pranay has marketed over 150 successful films such as Munnabhai MBBS, Lagey Raho Munnabhai, Viruddh, and Krrish, to name a few. He has worked for key clients – Sony Pictures, Columbia Tristar, Buena Vista, Disney India – in the span of his career.

Speaking about his new role, Anthwal mentions, “I am happy to be back to the Publicis family. For far too long, branded entertainment and entertainment marketing have been in the cost-per-deal space. This is because not many creative and strategy ad agency majors were involved in this process. So far it has been, and still is, a supply side market model. We hope to play a role where we curate and recommend entertainment industry partnerships from a brand lens, in addition to focusing on brand objectives instead of deal objectives.”

“Our focus products for the first few years will be entertainment marketing, branded entertainment and co-creation of branded entertainment IPs for our big brands. We hope to move some big investments from the expenditure column to the assets column for some of our key clients,” he added.

Publicis Entertainment is already associated with key brands such as Fox Star Studios, HDFC Life, and Avon Beauty, among others. For Fox Star, the unit has already conceptualised and created a very successful social and digital campaign for blockbuster film Sanju

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/14/photogrid_plus_1620989920016.jpg?itok=fmMlOAap
Garage Worldwide appoints Manish Arora as head of business

MUMBAI: Garage Worldwide - the digital and design arm of Famous Innovations has appointed Manish Arora as head of business. At Garage, his main mandate will be growth and technology specialisation.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/14/photogrid_plus_1620986914261.jpg?itok=nVbXPsbB
CavinKare to vaccinate all employees in India, Bangladesh and Sri Lanka

New Delhi: Fast moving consumer goods major CavinKare has announced that it will provide Covid-19 vaccination cover to all its employees and dependent family members in India, Bangladesh and Sri Lanka. The company said it will cover 1,700 employees both at factory and corporate level. In addition,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/14/photogrid_plus_1620971734012.jpg?itok=hPb1IM1E
Suzuki Motorcycle India appoints Satoshi Uchida as company Head

New Delhi: Suzuki Motorcycle India Pvt Ltd (SMIPL) appointed Satoshi Uchida as its new company head as part of a global revamp by the parent Suzuki Motor Corporation (SMC). Uchida has succeeded Koichiro Hirao with effect from 1 May. He carries three decades of experience across various global...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/14/xc.jpg?itok=s8Xes4gy
Havas partners with Wellcom Worldwide to launch Havas Studios

Leading advertising and communication group Havas has partnered with global creative production agency Wellcom Worldwide to launch Havas Studios - a new, integrated global production business.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/14/2.jpg?itok=KYoaWpDf
Big Bazaar's 'Asli Dukaan' locks horns with Amazon's 'Apni Dukaan'

Big Bazaar has crossed swords with Amazon India by taking a dig at the e-commerce giant’s flagship campaign India ki Apni Dukaan (India’s own shop). The Future Group-owned chain of hypermarkets on Thursday released full front page ads in major newspapers across cities calling itself India’s Asli...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/photogrid_plus_1620910728003.jpg?itok=5LRWWywo
Oracle unveils world's first ad measurement tech for 3D in-game environments

KERALA: Cloud major Oracle has unveiled the world's first ad measurement technology for 3D in-game environments that could help marketers to understand more about advertising performance in video games.  The latest updates to Oracle Advertising and Customer Experience (CX) include impressions...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/photogrid_plus_1620909847708.jpg?itok=oCA4ROTF
Cycle Pure Agarbathi’s #PrayForEveryone film goes viral

Mumbai : In catastrophic times such as the one our world is going through currently, everyone from the Pope to the common man is in need of a prayer. Little wonder then that a universal prayer initiative by Cycle Pure Agarbathi to #PrayForEveryone, has gone viral on social media platforms.

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/photogrid_plus_1620904066311.jpg?itok=R1tgJjFK
Garmin India signs Mandira Bedi as brand ambassador for its smartwatches & accessories

MUMBAI: Pivoting towards strengthening the brand reach, Garmin India, a has signed television presenter and fitness coach Mandira Bedi as its brand ambassador. The popular face of many TV shows, host of cricket matches and now an icon of fitness, Bedi will promote Garmin smartwatches and...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/rapa.jpg?itok=PKefiMCF
Prashant Bhojani named chief marketing officer for Rapaport India

Mumbai: The Rapaport Group has appointed Prashant Bhojani as the new chief marketing officer for its India business. Bhojani will drive the marketing and communication activities of Rapaport India. He will lead the marketing of a powerful set of new initiatives that will add value for the brand’s...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required