Integrated marketing agency Laqshya Media Group has announced its foray into branded Intellectual Properties (IPs) and content with the launch of a new division under its live events IP company, Event Capital. The launch comes close on the heels of Laqshya Media Group announcing its foray into talent management with the signing of Indian Cricketer Suresh Raina in April 2017.
Deepak Choudhary, Founder and Director, Event Capital said, “We are extremely pleased to announce the launch of our new division in the branded IPs and content space under the Event Capital brand. It is widely known that the branded entertainment space is growing at a break-neck pace, and with Laqshya Media Group’s headstart in the live event IP space with Event Capital, creating strategic IPs for achieving a brand’s business objectives is the natural way forward.”
Bollywood Music Project, the most recent offering from Event Capital, has created history with two editions in its debut year with over 50,000 attendees across Mumbai and Delhi, and was livestreamed to an audience of over 10 million. Event Capital has already tested the waters successfully in the branded IP space with the IIFL Wealth Mumbai International Chess Tournament held in December 2016.
Swaroop Banerjee, CEO, Event Capital, carries a wealth of experience in the branded entertainment and content space with his earlier stints at Viacom18, Star Movies and MTV Asia. Prior to Event Capital, he curated Bajaj Auto’s motorsport IP, Pulsar Festival of Speed. The company will be announcing the head of this new division, who will report to Banerjee.
Banerjee said: “The Branded IPs and Content Division is a logical progression for us and will sit at the heart of what we do, as brands and creators look at new mediums to tell their stories. The space has grown significantly over the past couple of years, and we have witnessed a lot of established brands going beyond event sponsorships to establish their own IPs such as Pulsar Festival of Speed, Standard Chartered Mumbai Marathon, Ray-Ban Never Hide Sounds, etc., to maximise engagement with their target audiences.”
“According to the FICCI KPMG Report 2017, there has been a nearly 98 per cent increase in the number of live event IPs organised in 2016 as compared to the previous year, and we have already seen the impact of online content destinations such as Netflix, Hotstar, etc. No marketer wants to miss this opportunity, and we are already in conversation with some of them to create new IPs or leverage their existing ones with our understanding of building event IPs across varied genres,” he added.
Over the next few weeks, Event Capital is scheduled to organise its media, communication and design festival, Edutainment Show, on May 19-20 at Hotel Sahara Star, Mumbai. It will follow it up with India’s most iconic fashion event for kids, India Kids Fashion Week, in July 2017.