Branded entertainment has been prevalent in Indian advertising for a considerable number of years. Branded entertainment on Indian television started with the Bournvita Quiz Contest. Many Indian consumers will fondly remember the 1973 movie Bobby, which featured the lead actors on a Rajdoot motorbike making the vehicle extremely popular among teenagers.
Advertisers are looking at branded entertainment to reach customers. Elder Health Care launched its deodorant Fuel and this new brand was competing with well-established deodorant leader Axe. Elder’s strategy to capture consumer imaginations involved a saucy television commercial featuring two of Bollywood’s hottest actors.
The concept of brand engagement is huge in the West, but such a concept has yet to catch on in India. Advertising expenditure is nevertheless growing exponentially. PricewaterhouseCoopers predicts that the Indian media and entertainment industry will grow cumulatively from Rs563 billion (US$12 billion) to Rs929 billion between 2010 and 2013. Of this, traditional media (television, print, radio and film) will contribute Rs837 billion, while the emerging segments (music, out of home media, internet, animation, gaming and visual effects will contribute Rs92 billion).
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Ravi Chadha is an associate in the Trademarks Prosecution Department at Lall Lahiri & Salhotra.
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