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BBH India enters content and entertainment marketing

The company has brought in Pranay Anthwal to take care of its new stint in content and entertainment marketing

BestMediaInfo Bureau | Mumbai | June 10, 2016

Pranay-Anthwal-480 Pranay Anthwal

BBH India has made a foray into content and entertainment marketing, while making Pranay Anthwal as the head of the new category. Anthwal will be working from the Mumbai office and will report to Subhash Kamath, CEO and Managing Partner, BBH India.

Globally, BBH has already made its mark in the branded entertainment arena with its LA & New York shops devising award-winning campaigns like The Google Music Tour, Launch of Justin Bieber's & Ariana Grande’s fragrances, and the ‘Gamekillers’ show on MTV for Axe.

With output strongly entrenched in both strategy and creativity, BBH India has evolved from the traditional advertising agency to a ‘creative business with connected specialisms’ like design & brand consulting, agile production (BlackSheep Live), brand experience, social and now branded content and entertainment marketing.

Subhash Kamath Subhash Kamath

Commenting on entering the new venture, and getting Anthwal to the team, Kamath said, “Entertainment is becoming 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 it. With this new offering we want to help brands enter this exciting world and create more engaging experiences for their consumers. At BBH, we’ve always believed in hiring the right person to lead any initiative, and in Pranay, I believe we’ve found our man. He’s got great experience in this field, is a go-getter and his enthusiasm is infectious. I have no doubt he’ll make a big difference to our brands.”

Pranay Anthwal, Head Content and Entertainment, BBH India, said, "I am really excited to join the young and exceptionally talented team at BBH. We are not only going to service classical branded entertainment products like in-film placement, in-show integration, celebrity endorsements, but are also going to make a play for creating original programming in some new greenfield areas.”

Pranay has over 20 years of experience in the media & entertainment sector. He has held key leadership positions in organisations like Times of India, Star, Zee and Starcom Mediavest Group. In his most recent stint at Starcom, he set up and ran the digital and entertainment divisions for six years and in that period helped market over 150 films for top studios like Sony Pictures, Buena Vista, Columbia Tristar & Disney. He has also worked on big Indian projects such as Krrish, Lageraho Munnabhai, Viruddh, Saawariya and Dhoom 2 among others. Along with his team, he worked for clients like Singapore Tourism Board, Worldspace Radio, Zydus Cadila, SAB Miller, Univercel, Western Union, Sharekhan, Jet Airways, ING Vysya, Globus among others.

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