In three consecutive days Starcom has bagged three media accounts pegged at a cumulative value of Rs 15 crore in the market of digital and entertainment space. On the trail of this achievement, the media agency has set out on an aggressive surge to make a mark in this large and potentially untapped space. The group is aiming to change the media landscape through its objective of passion and viral marketing and building communities to eventually help brands leverage on these communities.
The first milestone of the hat trick came in the form of the media responsibilities for Nagesh Kuknoor’s next film, Hyderabad Blues-2 – a sequel of the famed Hyderabad Blues. Starcom bagged the account from UTV’s films division. The next day saw the coming of the digital AoR of Digi Corp India (DCI) – a company in the business of developing content for the film and entertainment space on mobile networks for corporates. The third account was the media business of Bombay Rock Association. The group is dedicated to promote rock music in India. This account-win also marks Starcom’s entry into the music arena.
Dwelling on the new accounts, Pranay Anthwal, who was recently promoted to the post of Media Director – Digital and Entertainment, Starcom, from the rank of Group Head, says: “We are very excited about these three wins. All the three accounts are unique in their own respect and the kind of work that we would be doing for each one of them would be different. The idea is to build each one into strong media products and leverage their strengths for brands.”
For Hyderabad Blues-2, Starcom would be engaged in making the traditional media plan and new media plan which will involve building the film brand around youth hangouts and targeting youths within the age bracket of 18-28 years.
Digi Corp India has hired Starcom more as a consulting agency to set up the best practice for them in the digital and entertainment space. “Starcom will be our strategic partner. They will strategise the entire business and marketing plan and help us move forward in the digital space. They are our backbone for the digital space,” says Rajnish Khanuja, promoter of Digi Corp India.
With regard to Bombay Rock Association, Anthwal says: “It is a win-win situation for both the organisations. The Bombay Rock Association is completely youth-focused. It is the voice of the youth and has a large membership from across the country and this city. The association also has a large base in colleges and youth hangouts which Starcom would like to leverage for our clients.”
As per the partnership with the Rock Association, Starcom will operate as a consultant and help the association build a community and help brands leverage on them. The agency is already in talks with a number of radio channels including Radio Mirchi and is also looking at organising some youth-oriented events to promote Bombay Rock Association.
According to Sujeet Ramanna, founder-promoter of Bombay Rock Association, getting Starcom on board has been one of the best things to happen. “We are not well-versed with Media and an agency like Starcom can get us to various kinds of media. Secondly, the association with Starcom should help us expand our business further and also give us more credibility,” he says.
Starcom has emerged as one of the largest media agencies in the entertainment space, enjoying a bank of over 30 films – all awaiting release in the in one and a half years. But, that’s not the highpoint, believes Anthwal. “The high point is that we can get the scientific brand managers to invest in the entertainment space,” he says.
As he observes, typically FMCG and other big companies do not do any strategic investments in this space, the reason largely being the measurability and accountability of the medium. Starcom thus plans to fill up that need-gap. The Starcom template factors-for and includes the media metric used by brand-majors.