Leo Burnett, has set up a separate division to provide integrated marketing services to film production houses. Initially, the new division will target Hindi films and then move down south to gradually tap Tamil and Telugu films.
Christened Leo Entertainment, the division is likely to contribute between 5 per cent and 10 per cent to the overall growth of the agency.
The agency has tied up with film industry majors such as Ramesh Sippy, B R Films and production houses such as Target Films and White Feather. Leo Entertainment is targeting a presence in 15 films in 2002. It is in talks with as many as 20 companies for in-film advertising.
Leo Burnett's clients for in-film advertising include companies like Coca-Cola India and Hitachi.
Leo Entertainment claims to offer a range of services besides in-film advertising to production houses. The company also plans to add celebrity endorsement to its sphere of activities. The division will act as a mediator between film stars and companies looking for celebrities to endorse their brands.
Source: Business Standard