Entertainment industry is growing at a phenomenal pace and the result is simple – companies are increasingly seeking for professional media help. Group M’s BroadMind is apparently one big beneficiary in this tide. The unit has just added the businesses of Virgin EMI, Adlabs, 20th Century Fox, iDreamz and leading producer Jhamu Sughand to its kitty.
BroadMind Entertainment has floated a venture called Cube M in a joint initiative with Ad Vista, a pioneer in the entertainment marketing services arena. The new businesses are handled by this unit. As per industry sources, the cumulative value of the latest businesses is Rs 10 crore.
Speaking on these wins, Navin Shah, Head, BroadMind Entertainment, says: “The rapid progress towards corporatisation of the movie business has encouraged advertisers to actively seek media opportunities for advertising brands and this is where we play a role.”
As per Shah, Cube M will be involved in the functions of Media Planning, Media Buying and strategic tie-ups with corporates and brands. “These are more than just media AoRs. These are more comprehensive in nature. With some businesses, we are involved in just sales. In others, we are involved in almost all the media-related functions. So in that degree our function varies,” he says.