BBH India launches content arm

Pranay Anthwal

BBH has launched a branded content arm in India, and hired former Starcom, Times of India and Star TV executive Pranay Anthwal to run it.

Anthwal joins the company from Starlight 108, a media innovation and IP firm, with 20 years experiences in the field.

The launch is the latest development in BBH India’s journey to become a ‘creative business with connected specialisms’.

The agency’s offerings now include production through BlackSheep Live, brand experience, social, design and brand consulting, and now branded entertainment.

Subhash Kamath, CEO and managing partner of BBH India, commented: “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,” he said.

The launch comes a matter of weeks after the ‘H’ in BBH, Sir John Hegarty, drew into question the value of content marketing in an interview with Business Insider. “Can anybody tell me, in the last 10 years, a piece of content that people remember and can quote back?” said Hegarty, who was responsible for giving Audi ‘Vorsprung durch Technik’ in the 1980s and a string of other notable traditional ads.

In the interview, Hegarty was quoted BuzzFeed’s “Puppyhood” content marketing piece for dog food brand Purina. He responded: “Nobody I’ve ever spoken to has ever said: ‘Have you seen the BuzzFeed puppy?’”


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