In the upcoming industry of in-film advertising and brand positioning –largely dominated by biggies like Broadmind, Leo entertainment and Lintertainment, there exists a company called TeamWorks fp&e. In a quiet move, TeamWorks has already worked with around six films including the likes of ‘Chalte Chalte’, ‘Main Hoon Naa’ and ‘Ssshhhh’ and in yet-to-be-released ‘Kyun! Ho Gaya Naa…’ and ‘Abra-Ka-Dabra’, and ensured satisfactory visibility to brands like Castrol, Camlin, Reebok, Kellogg’s, HM Lancer, Ashok Leyland and many such strong market players.
The company was floated by Darshana Goradia, who headed the ad-sales (West) for MAX (SET India) and Sooraj Bhalla, who was the executive producer of Hindi feature film ‘Sharaarat’ and also served as assistant director to Raj Kumar Santoshi. TeamWorks had a vision to offer the advertisers an effective alternative medium, wherein the money spent is directly proportionate to the share of voice in an attentive and absorbing environment.
Goradia says, “Being a part of the industry for over 7 years, one observes that since the clutter in a conventional medium is only growing and some of the brands are resorting to promotional offers to attract attention and generate sales, even a well established dynamic brand loses the sheen it began with. Hence comes a time to go 360 degrees.”
“We at TeamWorks fp&e, believe that the industry has grown to give a product like a Hindi feature film an offering of multiple windows, such as TV, DVD, VCD, Cable etc. The brand, associated in-film will stand to gain on all the extension mediums of the film, besides being involved with the largeness and magic of cinema. This ensures optimum visibility,” she adds.
While the larger players in similar business arena seem to be concentrating heavily on promotions and marketing of films, TeamWorks with its effective strategy has successfully managed to make a mark for itself. In fact, the group boasts of having a comparatively larger share in the number of brands that have been placed in films. For a company which is just one and half years old, it will be interesting to watch where its next dive would be to.