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Starcom media evaluation agency for ‘The Factory’

10-February-2004
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Starcom media evaluation agency for ‘The Factory’

Starcom Worldwide, part of the Publicis-owned Starcom MediaVest Group, is now the ‘media evaluation agency’ for a Bollywood production and distribution company called ‘The Factory’. With immediate effect, Starcom Worldwide will evaluate all proposals made to The Factory for all its movie-related products and provide suitable recommendations.

Incidentally, The Factory is the new name for the merged entity between producer-director Ramgopal Varma’s Varma Corporation and K Sera Sera.

According to Starcom Digital group head Pranay Anthwal, many advertising agencies and advertisers are approaching The Factory on a regular basis with offers ranging from in-film placement, premiere sponsorship, talent association, to consumer promotion and merchandising.

Adds Mr Anthwal: “As a media investment management company, we evaluate media properties every day. Since we already have an ongoing relationship with The Factory as their digital and mixed media AOR, they assigned this business to us.”

The Factory is the new name for the merged entity between producer-director Ramgopal Varma’s Varma Corporation and K Sera Sera

The Factory COO Madhu Varma says his company and Starcom Worldwide had planned eight media convergence campaigns for the launch of Ek Hasina Thi. “Starcom’s mandate would include all areas of sponsorships and media investments whether in-film or around film, in cash or in media. Starcom will now represent us and assist us in evaluating all such media offers,” he adds.

Publicis Groupe-owned Starcom MediaVest Group is one of the leading media networks in the world which started its operations in India under the Starcom name in January 2000.

At present, Starcom’s media-only clients include Sony India, HDFC Mutual Funds, HDFC Bank, Shaw Wallace Breweries and Symphony Comfort Systems among others.

Besides its media-only clients Starcom provides media strategy and investment services to clients of three ad majors which include, Leo Burnett, Ambience Publicis and Orchard.

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