The Walt Disney Company India offices have been busy with various announcements of late – from senior level appointments and internal shifts and role changes to hiring of new advertising partners. The company has one more announcement now, which is the creation of a new specialised unit – Disney Media Solutions and Alliances – to offer all the commercial opportunities generated by the Disney universe in India.
According to Disney officials, the attempt of Disney Media Solutions and Alliances was to offer “unique marketing solutions through various opportunities that are multi–target, multiplatform and multi-property”.
Disney’s own hand, Vijay Subramaniam, will lead this endeavour. In conversation with exchange4media, Subramaniam explained that this effort would allow Disney to engage partners in building sustainable relationships and forming long term commitments. “Which is why we see this as a key step in Disney’s growth in India,” he said.
He reiterated that Disney’s biggest strength was in its storytelling and that this division, too, would not stray away from that philosophy. The attempt of this division would be to provide current and potential business partners with the ‘Disney Difference’.
Subramaniam explained that this included offering solutions from multiple creative engines for all different lines of business, including studios, television, publishing, home entertainment, music, online, live in-market events, etc., to attempting to connect with consumers wherever they are located, taking advantage of all available technology platforms in a timely manner throughout the year.
In the past, the company had focused its advertising sales business on the selling of TV spots on its multiplex of channels (Disney Channel, Jetix, Hungama TV). With this new division, the intent is to allow meaningful experiences for clients. Subramaniam said, “It is after all about reach, relevance and experience, and Disney Media Solutions and Alliances would focus on these points.”