Carat Fresh Integrated launches branded entertainment services

The service will focus on brand integration strategy, with specialised focus on out-of-movie association and in-film placement.

Carat Fresh Integrated, Aegis Media's activation agency, has made its foray into branded entertainment. The set-up will have expertise in brand integration strategy, with specialised focus on out-of-movie association, in-film placement, celebrity management services and promotions through activations and events.

Confirming the new service, Sidharth Ghosh, vice-president, Carat Fresh Integrated, says, "Our intention to enter the film marketing sector is to stimulate the movie marketing business and convert it into a mainstream medium. Our creative staff is responsive to the marketing and image needs of brands, working closely with the production houses to ensure that brand integration is carried out meticulously. Carat Fresh Integrated is sensitive to the creative integrity of the films and seeks to create brand integration best suited for the storyline. Combined, we introduce the new era of advertisement and entertainment to the brands."

Carat Fresh Integrated has already handled brand integration for movies such as Thank You and Body Guard with Air Asia Airlines and Olympus, respectively. Currently, Carat Fresh is working with various production houses on their forthcoming projects.

For the record, the Aegis Media India group comprises Carat Fresh Integrated (activation), Carat, Posterscope, Brandscope, Hyperspace (retail), PSI (airports), Doosra (creative), Vizeum, Isobar and iProspect.