In an era of diversification, where media houses are exploring newer areas, Mid-Day has ventured into area that has been its forte – entertainment. Set up in August 2010, Mid Day Entertainment has been further fortifying the group’s entertainment offering.
In conversation with exchange4media, Indrajeit Borkakoty, Business Head, Mid Day Entertainment, shares more on this venture.
Speaking on the efficacy of entertainment marketing, Borkakoty said, “The division has been set up with the intent of leveraging Mid-Day’s network within the film industry. It is a logical extension of the mother brand’s key strengths, that is, connect with celebrities and a loyal set of advertisers, spread nationally. Mid Day Entertainment offers novel and innovative means to bridge the gap between celebs and brands in order to strengthen the product/ service proposition of the latter.”
Mid Day Entertainment also aims to effectively utilise the group’s diverse media platforms such as print, Internet, and mobile, to provide brands with consolidated entertainment marketing solutions. Celebrity management, too, is one of their important aspects.
Further elaborating on this, Borkakoty said, “Celebrity management is only one of the components. We are talking about a larger canvas, which includes in-film/ TV placements for brands, around-film promotional tie-ups with brands and production houses and branded content at a later stage. At this point in time, we exclusively represent ‘the powerhouse of talent’ Manoj Bajpai, supermodel and actress Moni Kangana Dutta who made her debut in ‘Guzaarish’ and Mukul Dev, who makes a comeback with ‘Yamla Pagla Dewaana’.”
Several players are now looking to enter this market and the challenge always will be to sign up celebrities exclusively. Sharing his vision for Mid Day Entertainment, Borkakoty said, “We want to be the preferred entertainment marketing partner for brands and celebs, by ensuring that brands which associate with us are successful in occupying the consumer’s mind space, and thereby making a significant contribution to their top line and by creating a definite upswing in a celeb’s career profile and enhancing one’s marketability.”
All said and done, the segment still remains niche and there is a lot more that existing players need to do to leverage this. Celebrities, be it Bollywood or cricket, play an influential role in defining lifestyle, habits and trends of the average Indian. “Hence, the strategy of having a popular celeb associate with a particular brand has a direct bearing on the top of the mind recall factor of the latter. So in a nutshell, the association between brands, celebs and production houses will only get stronger and that’s where entities such as Mid Day Entertainment will help in adding specific value by offering innovative and diverse media platforms to connect,” Borkakoty concluded.