Home >> Media–Print >> Article

Mid Day Entertainment – fortifying the celeb factor

04-February-2011
Font Size   16
Mid Day Entertainment – fortifying the celeb factor

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.
 

Tags mid day

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey