BBH India announces its new marketing division Content & Entertainment

The new arm will focus on branded content such as in-serial and in-film integration.

BBH India recently announced its foray into content and entertainment marketing. The division will be called Content & Entertainment. The agency, with its new division, will offer its clients, services such as in-film and in-serial placements, other forms of branded content, and sponsorship of entertainment properties.

Pranay Anthwal, former Starcom MediaVest hand, will head this division. At Starcom, Anthwal setup and ran the digital and entertainment divisions for six years, during which time over 150 films (for studios like Sony Pictures, Buena Vista, Columbia Tristar and Disney) were marketed.

The agency will also provide services to clients by hiring the right celebrity as the face of a brand. In addition, the agency will provide services such as original programming by setting up TV shows, web-series, and radio shows.

Subhash Kamath, chief executive officer and managing partner, BBH India, says in a press release, "Entertainment has become 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."

He further adds, "With this new offering, we want to help brands enter this exciting world and create more engaging experiences for their consumers."