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BBH India forays into Content & Ent Marketing; ropes in Pranay Anthwal

BBH India has announced its foray into Content & Entertainment Marketing and has brought on board Pranay Anthwal to head this new offering.

Globally, BBH has already made its mark in the branded entertainment arena with its Los Angeles and New York shops devising award winning campaigns like The Google Music Tour, launch of Justin Bieber’s and Ariana Grande’s fragrances, and the ‘Gamekillers’ show on MTV for Axe.

With output strongly entrenched in both strategy and creativity, BBH India has evolved from the traditional advertising agency to a ‘creative business with connected specialisms’ like Design & Brand Consulting, Agile Production (BlackSheep Live), Brand Experience, Social and now Branded Content & Entertainment Marketing.

Subhash Kamath, CEO & Managing Partner, BBH India, remarked, “Entertainment is becoming very big today, more than it ever was. Whether through cinema, television, radio or digital, good entertaining content is something consumers are yearning for and are willing to pay for it. With this new offering, we want to help brands enter this exciting world and create more engaging experiences for their consumers. At BBH, we’ve always believed in hiring the right person to lead any initiative, and in Pranay, I believe, we’ve found our man. He’s got great experience in this field, is a go-getter and his enthusiasm is infectious. I have no doubt he’ll make a big difference to our brands.”

Pranay Anthwal comes with over 20 years of experience in the media and entertainment sector. He has held key leadership positions in organisations like The Times of India, Star, Zee and StarcomMediavest Group. In his most recent stint at Starcom, he had set up and ran the Digital and Entertainment Divisions for six years and in that period helped market over 150 films for top studios like Sony Pictures, Buena Vista, Columbia Tristar and Disney. He has also worked on big Indian projects such as ‘Krrish’, ‘Lage Raho Munnabhai’, ‘Viruddh’, ‘Saawariya’ and ‘Dhoom 2’, among others. Along with his team, he worked for clients like Singapore Tourism Board, Worldspace Radio, Zydus Cadila, SAB Miller, Univercel, Western Union, Sharekhan, Jet Airways, ING Vysya, and Globus, to name a few.

On his new role, Anthwal said, “I am really excited to join the young and exceptionally talented team at BBH. We are not only going to service classical branded entertainment products like in-film placement, in-show integration, celebrity endorsements, but are also going to make a play for creating original programming in some new greenfield areas.”

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