Usha Kaal Communications has just launched a uniquely-named new agency – UK007 – which will specialise in innovative marketing concepts for brands in movies and other forms of promotions besides regular advertising. Its spectrum of activities would include in-film, around film, television programming and new innovative mediums of entertainment. As the name amply makes it clear, it has been ‘inspired’ by James Bond.
Commenting on the new agency, Raaj Hiremath, Managing Director, Ushak Kaal Communications, said, “We are in the business of communication where advertising has helped build brands over the past 15 years. Since we have already tasted success with our first anchored project, ‘Khosla Ka Ghosla’, we feel we have understood the market well and have the knowledge of all aspects of in-film branding. UK007 would be able to provide that extra edge to in-film endorsements and could play a major role in placing a product or brand in and around a film in a creative and innovative manner.”
Hiremath further said that UK007 currently had offices in Mumbai and Delhi and intended to go pan-India gradually. “Our expertise lies in our network of working for regional brands as well. We are in the process of talking to clients and beefing up our team,” he said.
Hiremath explained that with in-film and around film getting more specialised, it was important to offer a gamut of services innovatively in various viewing formats like DVDs, theatres, Internet, mobiles, etc.
UK007 is targeting not just Bollywood, but films from the South and Hollywood releases as well. “We will be futuristic in tapping new venues of entertainment like the Internet, mobile gaming, etc.,” Hiremath said, adding that Internet downloading of films had started happening in the Indian market though it was in a nascent stage.
With the entertainment industry growing at 20 per cent, more than 1,000 new screens and 1,000 new films and about Rs 5,000 crore in in-film branding, retailing and endorsements is what the industry is looking at. In-film promotions are growing at 50 per cent annually and are poised to become a Rs 600-crore industry by 2010.