ZAPP Media & Entertainment (ZME) has partnered with UK based Grand Central Entertainment to launch an independent branded content agency to create branded content shows for Indian audiences. Grand Central has created brand-funded programs in the UK and Europe, including ‘The Big Idea’ for Vodafone, ‘Connect The World’ for Skype and ’GT Academy’ for Nissan and PlayStation.
Pradeep Prabhu, co-founder, ZAPP Media & Entertainment said, “We are delighted to partner with Grand Central and use their expertise to create content that is engaging and entertaining for consumers and effective for marketers and advertisers. With Grand Central, we will also move the industry beyond audience measurement and focus more effort on audience engagement. It is strategic marketing v/s tactical marketing. I am confident that our experience in the Western markets will give branded content a different dimension in the Indian television industry.”
Azeem Zainulbhai, co-founder, ZAPP Media & Entertainment said, “Today, the Indian television industry and advertisers are ready to invest in content that is more engaging than traditional forms of advertising. Through our partnership with Grand Central, we are confident of offering an excellent value proposition to the brands that decide to partner with us.”
Rabin Mukerjea, co-founder, Grand Central Entertainment, said “The old adage of ‘Content is King’ has never been more true or more important. In an increasingly fragmented, ad skipping, ‘surf-the-internet-whilst-watching-tv’ universe of TV viewers, the advertisers that benefit most will be those that harness the power of content to engage this newly empowered public. There is no media market as vibrant and entrepreneurial as India’s is right now and through our partnership with ZAPP, we aim to work with forward-thinking Brands, Broadcasters, Agencies and Producers to create properties that represent the perfect storm of viewer entertainment, strategic engagement and media value.”
