GroupM hosts branded content initiative for clients

28 Oct,2016

By A Correspondent


GroupM has unveiled ‘Brew’- its premier content upfront event, exclusively for clients. This day- long event brought together several leading partners from the content industry and over 150 brand managers and marketing heads, across categories. Industry stalwarts such as screen writer Juhi Chaturvedi and Sports journalist Harsha Bhogle were among those who took the stage.


The ‘Brew’ line up was a mix of formats that included TV, Radio, Digital video and also native content. Presenters included Digital content specialists YFilms, TVF, Arre, Qyuki, OML, Conde Nast, TV Channels MTV and the Star Network, radio channels Radio One and RED FM, and native platforms Firtpost, Mycity4kids, and DailyHunt. Over 20 presentations were made in the course of the day and clients had the option of going online and registering their bid for it immediately after a presentation. The collective worth of the properties presented at Brew 2016 exceeds INR 65 Cr (about $10 Million). Each of the properties have been bid for by multiple clients.


Branded content, especially on digital is at a tipping point in the Indian market and GroupM estimates this sector to grow manifold. Over the last many years, GroupM has invested in creating a specialist team that works closely with clients to deliver branded content that impacts business goals in a significant manner. “There is a dire need for brands to stay relevant beyond campaigns and we see branded content bridging that chasm,” says Tushar Vyas – Chief Strategy Officer, GroupM South Asia. “It is critical for brands to invest in content across the calendar, to keep the conversation going”.


“While our endeavour is to strategise and manage the branded content calendar for our clients across the year, Brew is a critical property as it evangelizes an upfront culture in the country, which currently does not exist” says Karthik Nagarajan, who heads the content practice for GroupM India. “The 20 ideas that were presented on the day were shortlisted from over 300, so they could be most relevant for the brands in the room. Brew will be curated as the first stop for premium content in the market.”


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