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Tag: branded entertainment

  • EndemolShine India dives into branded entertainment, teams up with Mediascope

    EndemolShine India dives into branded entertainment, teams up with Mediascope

    MUMBAI: EndemolShine India, the content behemoth under Banijay Entertainment, is stepping into the branded entertainment arena, forging a strategic partnership with marketing agency Mediascope. This move is all about turning brand integration and advertiser-funded programming (AFP) into must-watch storytelling.

    In a world where brands crave authentic connections, EndemolShine India’s creative might meets Mediascope’s brand partnership expertise to build content that isn’t just about visibility — it’s about narrative. Branded entertainment will now be baked into original IPs, creating stories where brands play leading roles.

    Banijay Asia & EndemolShine India group chief operating officer Rishi Negi (pictured above) summed it up: “As the media landscape evolves, brands are seeking more organic, immersive ways to connect with audiences. Branded entertainment sits at the intersection of storytelling and strategy — and that’s where we thrive. With our strong creative engine and Mediascope’s expertise in brand partnerships, we’re excited to build a powerful branded content ecosystem in India.”

    EndemolShine India  EVP & head of content strategy Trevellyn Fynn added: “Branded entertainment allows us to design narratives that audiences choose to engage with while giving brands a compelling, purposeful role in the story. With this partnership, we’re bringing together strategic thinking and creative ambition to tell stories for and with brands in India.”

    For Mediascope, the partnership is a chance to harness EndemolShine’s storytelling prowess. Mediascope CEO & founder Marzban Patel noted:  “Branded entertainment lies at the heart of how brands build emotional resonance in the current media landscape. This isn’t just about visibility; it’s about creating stories that audiences genuinely seek out, where the brand plays a meaningful and lasting role in the narrative. EndemolShine India brings world-class storytelling and scale, and at Mediascope, we see this as a powerful opportunity to help Indian brands forge deeper, more nuanced connections with audiences.”

    The tie-up also syncs with Banijay Entertainment’s global push in branded entertainment, fuelled by its Banijay Branded Entertainment (BBE) division, which is already crafting brand-led content across markets. Expect a slate of original branded IPs from this powerhouse duo, blurring the line between storytelling and strategy.

  • Carat Fresh integrated to become psLIVE

    Carat Fresh integrated to become psLIVE

    MUMBAI: To be the first in the region, Dentsu Aegis Network’s experiential marketing agency, psLive, which was recently launched in APAC, will be rolled out in India.

     

    Carat Fresh Integrated, which has built itself to a strong 95 experiential professionals, across eight offices, over the last five years, will transform to psLIVE in India, giving it a great platform to build upon.

     

    Dentsu Aegis Network South Asia chairman & CEO Ashish Bhasin will take on the additional role of chairman APAC, Posterscope and psLIVE – Asia Pacific.

     

    In India psLIVE will be focusing on experiential marketing, PR, rural marketing, branded entertainment, sports marketing, creative and consultancy as the key areas of operation in the initial phase. psLIVE India will be the first truly global experiential marketing agency, offering the entire gamut of services, which is built for the digital age.

     

    Commenting on the development, Bhasin said “We are very happy to transform Carat Fresh Integrated to psLIVE because this puts us in a unique place of having a strong ground based operation, backed by all the global knowledge and tools. All aspects of experiential marketing, particularly activation and rural, are becoming extremely important in India. Having a world class operation like psLIVE as part our offering, will give the Dentsu Aegis Network clients a unique opportunity to tap these areas, through a professional set-up.”

     

    psLIVE India will commence its operations with 95 employees, in eight offices. These offices are located in Mumbai, Delhi, Bangalore, Chennai, Ahmedabad, Kolkata, Chandigarh and Guwahati.  psLIVE has a ground network of over 3500 people. It is expected that by end 2015 the ground network will touch 10,000 and over 1,00,000 villages would have been covered by then.

     

    R Ravi Shankar will head psLIVE India while Sidharth Ghosh, vice president, Keshav Chandorkar, rural markets national head and Ajay Rao, vice president, will form the core management team of psLIVE.