Making a foray into the space of entertainment marketing solutions, MiD Day Infomedia has set up a new division called Mid Day Entertainment. Its core focus will be effective utilisation of the media vehicles available to the company i.e print, web and mobile.
Manajit Ghoshal, managing director of Mid Day Informedia, explained, "This was something we started because of our strong relationships with brands and stars. Most of the players in the entertainment marketing solutions industry are in the unorganised sector. With us, there is no credibility issue, and we will be bring a corporate structure solution into the space."
Some of the primary business objectives of the new venture will be to bring together brands and celebrities in order to strengthen the product proposition by way of endorsements, establish a connect between brands and film production houses by way of in-film or TV show placements, develop branded content to suit the needs of marketers, and arrange celebrity appearances and Speaking opportunities targeted at the corporate sector. According to Ghoshal, the kinds f celebrities taken on board will be entertainment, sports and social.
Indrajeit Borkakoty, business head – MiD DAY Entertainment, said, “Like all lucrative businesses, there certainly is stiff competition in this arena but we believe we have an edge as we enjoy an early mover advantage from a media house and the organized sector perspective. We are all geared up to take the plunge."
Vikram Kari has been appointed as general Manager of the new division.