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Tag: Pranay Anthwal

  • Publicis Entertainment opens in India with ‘Sanju’ campaign

    Publicis Entertainment opens in India with ‘Sanju’ campaign

    MUMBAI: Motion picture production and distribution giant Fox Star Studios has brought Publicis Entertainment on board as its digital and social media marketing partner. Publicis Entertainment is the recently unveiled entertainment marketing and branded entertainment arm of Publicis Communications.

    Speaking about the association with Publicis Entertainment and Indigo Consulting, a spokesperson from Fox Star Studios said: “At Fox Star Studios we were looking for a partner that could best bring out the magic of Sanju’s story digitally. Publicis Entertainment and Indigo Consulting were the partners that understood this the best, and we worked closely with them on the film.”

    Commenting on the tie-up with Fox Star Studios for the promotion of Sanju , Publicis Entertainment executive director Pranay Anthwal said, “It is a pleasure to work with a marketing team like Fox Star Studios. Sanju is the first of many special films we will be working on for them. We worked closely with Indigo Consulting for this project, starting with putting together a specialist team comprising India’s finest social creative and digital marketing minds”

    “The project team ensured that we not only were on top of the social piece but also indexed most of our product and effort to the holy grail ticket sales. We look forward to a fruitful association with Fox Star Studios,” he added.

    Indigo Consulting CEO Rajesh Ghatge added, “The digital platform allows a dialogue; it facilitates conversations and participation. A movie experience now is no longer limited to the show in the theatre – it extends before, during and after screenings. The experience allows deep discovery of the characters, stars, the subject and also artistes who have made it happen. We are excited to have partnered Fox Star in driving the digital mandate of Sanju. We got an opportunity to strategically and creatively drive its narrative and engagement on digital with the use of data led insights, nimble content and interesting platforms.”

    As a part of the association Publicis Entertainment, along with Indigo Consulting, launched an integrated digital campaign to promote Bollywood blockbuster film Sanju. The movie is a biopic of actor Sanjay Dutt.

  • Publicis Entertainment launches in India for branded content

    Publicis Entertainment launches in India for branded content

    MUMBAI: Publicis Communications has launched Publicis Entertainment, its new entertainment marketing unit in India. The unit was formally set up in June 2018. Publicis Entertainment will help all of Publicis Communications’ agencies (Leo Burnett India, Leo Burnett Orchard, Publicis Worldwide, Publicis Capital, L&K Saatchi & Saatchi, MSL Group, Indigo Consulting, Publicis Beehive, Digitas, Sapient.Razorfish and Prodigious India) collaborate with big players in the content and entertainment space by leveraging social and digital marketing.

    Publicis Entertainment will look after brand integrations for film and TV series, IP creations, partnerships between brands and clients, and celebrity management. It aims at being a one-stop-advisory for business solutions in the branded entertainment and entertainment marketing space.

    Publicis Entertainment executive director Pranay Anthwal will head the division. He will report to Publicis Communications CEO India Saurabh Varma.

    Speaking about the launch of the new division, Varma says, “Great storytelling is happening around us, even in an attention-deficit economy. We believe this is the biggest opportunity for our brands. We want the stories of our brands to intersect organically with the beautiful human stories already being told in popular culture. And we want to go beyond. Our unique model will unfold over the next 18 months. Pranay brings an incredible amount of expertise and passion to make our ambition a reality.”

    Anthwal is a multiple award-winning branded content and entertainment specialist. His career boasts of stints at Bartle Bogle Hegarty, Starcom Worldwide, The Times of India, Star TV, DHL and Zee Interactive, among others. Pranay has marketed over 150 successful films such as Munnabhai MBBS, Lagey Raho Munnabhai, Viruddh, and Krrish, to name a few. He has worked for key clients – Sony Pictures, Columbia Tristar, Buena Vista, Disney India – in the span of his career.

    Speaking about his new role, Anthwal mentions, “I am happy to be back to the Publicis family. For far too long, branded entertainment and entertainment marketing have been in the cost-per-deal space. This is because not many creative and strategy ad agency majors were involved in this process. So far it has been, and still is, a supply side market model. We hope to play a role where we curate and recommend entertainment industry partnerships from a brand lens, in addition to focusing on brand objectives instead of deal objectives.”

    “Our focus products for the first few years will be entertainment marketing, branded entertainment and co-creation of branded entertainment IPs for our big brands. We hope to move some big investments from the expenditure column to the assets column for some of our key clients,” he added.

    Publicis Entertainment is already associated with key brands such as Fox Star Studios, HDFC Life, and Avon Beauty, among others. For Fox Star, the unit has already conceptualised and created a very successful social and digital campaign for blockbuster film Sanju