The entertainment marketing industry, which is currently on a rise in the country, has been spawning many outfits over the past few years. Carving Dreams, with its gamut of celebrities and brands under its belt, was set up with an intention to bridge the interaction gap between the film industry, event organisers and brands. Since its launch one and half years ago, the outfit already has quite a few well-known brands and celebrities in its kitty.
Elaborating more on the company’s role in the space, Afsar Abbas Zaidi, Director, Carving Dreams, said, “Our core strength lies in creating brands out of celebrities, films and entertainment properties, by communicating their value, boosting awareness and promoting their long-term viability.”
The company is already managing the brand associations and endorsements of film personalities like Hrithik Roshan, Ajay Devgan, Kajol and Lara Dutta. Speaking about the process of selecting a brand for celebrities, Zaidi remarked, “It’s a reactive as well as a proactive process.”
He explained, “While handling a brand that requires celebrity endorsement, we ensure that the persona of the star corresponds well with the perceived image of the brand — as the celebrity needs to work for the product and vice versa — in perfect sync.” Elaborating the point, he cited the example of Hrithik Roshan associating with Tata Sky.
Sharing details about some of the other celebrities that the company manages exclusively, he divulged, “We manage Isha Shravani, Sikander Kher and Shiney Ahuja exclusively; wherein we coordinate every association with them, be it film or brand endorsement.”
With brand managers trying to position their brands better in the marketplace and film entertainment being an important part of the Indian audience, more and more such associations will be seen, thus fuelling a growth in this space.