MxMIndia

Tag: Pranay Anthwal

  • The division, Publicis Entertainment, will be headed by Executive Director Pranay Anthwal

    Publicis Communications launches new branded content and entertainment marketing arm

    By A Correspondent

     

    Publicis Communications has announced the launch of Publicis Entertainment, its new entertainment marketing unit in India. The unit, which was set up in June 2018, 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, 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.

     

    Pranay Anthwal, Executive Director at Publicis Entertainment will head the division. He will report to Saurabh Varma, CEO, Publicis Communications, India.

     

    Speaking about the launch of the new division, Varma said: “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.”

     

    Speaking about his new role, Anthwal said:“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 conceptualised and created a social and digital campaign for the film Sanju.

     

     

  • Appoints Pranay Anthwal to lead the offering

    BBH India announces foray into Content and Entertainment Marketing

    By A Correspondent

     

    Pranay Anthwal

    BBH India announced its foray into Content & Entertainment Marketing and welcomed Pranay Anthwal, to head this new offering.

     

    Globally, BBH has already made its mark in the branded entertainment arena with it’s LA & New York shops devising award winning campaigns like The Google Music Tour, Launch of Justin Bieber’s & Ariana Grande’s fragrances, and the “Gamekillers” show on MTV for Axe.

     

    With output strongly entrenched in both strategy and creativity, BBH India has evolved from the traditional advertising agency to a ‘creative business with connected specialisms’ like Design & Brand Consulting, Agile Production (BlackSheep Live), Brand Experience, Social and now Branded Content & Entertainment Marketing.

     

    Subhash Kamath

    Subhash Kamath, CEO & Managing Partner, BBH India adds, “Entertainment is becoming very big today, more than it ever was. Whether through cinema, television, radio or digital, good entertaining content is something consumers are yearning for and are willing to pay for it. With this new offering we want to help brands enter this exciting world and create more engaging experiences for their consumers. At BBH, we’ve always believed in hiring the right person to lead any initiative, and in Pranay, I believe we’ve found our man. He’s got great experience in this field, is a go-getter and his enthusiasm is infectious. I have no doubt he’ll make a big difference to our brands.”

     

    Pranay comes with over 20 years of experience in the media & entertainment sector.

    He has held key leadership positions in organizations like Times of India, Star, Zee and Starcom Mediavest Group. In his most recent stint at Starcom, he set up and ran the Digital and Entertainment Divisions for six years and in that period helped market over 150 films for Top Studios like Sony Pictures, Buena Vista, Columbia Tristar & Disney.

     

    Pranay Anthwal, Head Content & Entertainment, BBH India added, “I am really excited to join the young and exceptionally talented team at BBH. We are not only going to service classical branded entertainment products like in-film placement, in-show integration, celebrity endorsements, but are also going to make a play for creating original programming in some new greenfield areas.”