FYI

BBH teams up with Indian film studio on brand entertainment deal

BBH India has signed a deal with film studio and production company Phantom Films & Reliance Entertainment to bring branded entertainment into feature films.

The first project will see the creative agency collaborate with Phantom on the upcoming film ’83, which tells the story of India’s journey to win its first Cricket World Cup in 1983.

The announcement:

This is a first of its kind pact in India and internationally wherein a film studio, a production company and a creative agency will collaborate to bring branded entertainment and strategic partnerships to feature films.

As part of the pact, BBH will be the branding custodian for ’83 and will be offering a legion of entertainment marketing services that not only includes bringing in-film & co-marketing deals but also building strategic partnerships and creating intellectual property and merchandise. BBH will help brands get priority and unique access to film integration & actors and also help build long-standing co-marketing properties.

Madhu Mantena, Partner, Phantom Films said: “A film like ’83 lends huge creative opportunities for branded entertainment, across categories. We are happy to partner with BBH for the same and are confident that they will be able to exploit these opportunities, thanks to their global presence and a great network with brands.”

Pranay Anthwal, Principal Consultant Content and Entertainment, BBH, who will lead the partnership, added, “Brands nowadays are wanting to get into popular entertainment. At the same time, they seek a strong ROI. A Blockbuster like ’83 gives us an ideal opportunity for innovation while delivering massive reach. We look forward to take this wonderful opportunity to the brand world.”

Source: BBH

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