Globosport to get global glitter with Platinum Rye stake

26 Jul,2012

By A Correspondent


Globosport, the integrated brands solutions agency, announced on July 25 that Platinum Rye Entertainment from the US has picked up a 50 per cent stake in their Brands Advisory Business. Mr Aditya Hitkari will take the reigns as CEO of the new Globosport – Platinum Rye joint venture, with Ms Kavita Bhupathi Chadda continuing as CEO of the Globosport Group.


With this Globosport’s Brand Advisory Business is being billed as India’s first ever talent procurement and content management company for brands. It is said to leverage the best opportunities (talent, endorsers, influencers, properties) for brands across sports, entertainment and new media, giving them the best possible innovations from viral video content, AFPs to in-film product placements, marketing tie-ups to celebrity endorsements.


Kavita Bhupathi Chadda
Aditya Hitkari
Mahesh Bhupathi
Ryan Schinman

In conversation with MxMIndia, Ms Kavita Bhupathi Chadda, CEO, Globosport Group spoke about the idea behind the joint venture: “We have been in the business of servicing brands for their requirement of talents and content for a while now. The idea was to provide our clients with a bigger and wider market, wherein it will have access to not only Indian talents, but also international talents. In addition to this, international brands will also be able to have access to Indian talents and contents.”


Speaking on the same line with MxMIndia, Mr Aditya Hitkari, CEO, Globosport Brand Advisory Business explained: “We are a talent agnostic company, as we are more focused on the talent procurements for brands. Currently we are managing close to about 45 to 50 brands across segments in India. We are India’s exclusive talent procurement agency, and Platinum Rye Entertainment has been doing the same globally. Since we are now connected to the world’s largest talent procurement agency, we can now procure talent from across the world. For example, we are currently procuring a Hollywood star for an Indian brand and also placing Indian products in Hollywood movies. We are also working out creative and marketing solutions for them once the film launches in India.”


Globosport which currently has offices in Delhi, Pune, Bengaluru, Chennai and Mumbai now aims to set up an office in Kolkata. “We have our presence in many big cities and now our next target would be to set up shop in Kolkata. We will continue to grow as the number of brands we service also grows. We are seeing a lot of interest coming out of the Kolkata market as well, so we would soon see a dedicated team in Kolkata as well in the near future,” added Ms Chadda.


In a prepared statement, Mr Mahesh Bhupathi, Managing Director, Globosport said: “We have transitioned from a seller of talent to a buyer in the last few years. We represent brands and we couldn’t ask for a bigger or better partner than Platinum Rye. Their global offices, teams and processes will add a lot of value to our clients here, who are constantly looking for innovative ideas involving both Indian and global talent.”


Globosport works with brands to help maximize the reach of their communication from celebrity utilization to in-film tie up’s to branded content on TV to other media platforms. Apart from advising brands on sport and entertainment solutions Globosport also runs three significant businesses in the entertainment space – Digital Content, TV production and Films.


Ryan Schinman, Founder and CEO of Platinum Rye Entertainment said: “India is a fast developing market for celebrity endorsements. We are looking forward to using Globosport’s local expertise to serve our global clients in addition to helping the Indian business accelerate using our growing global network.”


Founded in 1998, Platinum Rye now represents dozens of Fortune 500 companies, either directly or through their marketing communications agencies. PlatinumRyeis an entertainment marketing consultancy specializing in the procurement of celebrity talent and the licensing of music and other copyrighted properties for use in advertising, public relations efforts, special events and promotional campaigns.


Some of the key brands Globosport has worked with are Olay (Kajol & Madhuri Dixit), Ariel (Yuvraj Singh & Dr. Kiran Bedi), Parle (Aamir Khan & MS Dhoni), Pantene (BipashaBasu & Sonakshi Sinha), ITC Vivel (Hrithik Roshan & Kareena Kapoor), Appy Fizz (Saif Ali Khan), to name a few.


The association with PRE will now help Globosport advise international Brands on Indian Celebrity Endorsers and Indian Brands on International Celebrity Endorsers.



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