BBH India has announced its foray into content and entertainment marketing. The agency has roped in Pranay Anthwal to head the new offering.
Anthwal was managing partner at media innovations and IP startup Starlight 108 he co-promoted prior. In a past assignment at Starcom MediaVest Group India, he headed entertainment marketing (The Bridge).
Globally, BBH has is present in the branded entertainment arena, with its LA and New York offices working on campaigns like the 'The Google Music Tour', launch of Justin Bieber's & Ariana Grande’s fragrances, and the 'Gamekillers' show on MTV for Axe.
This builds on BBH India's evolved 'creative business with connected specialisms’ positioning, with offerings like design and brand consulting, agile production (BlackSheep Live), brand experience and social.
Subhash Kamath, CEO and managing partner, BBH India, 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.”
Anthwal 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.”
He has also worked with The Times of India, Star India and Zee in past assignments.