Platinum Rye picks 50% stake in Mahesh Bhupathi-led Globosport's brand advisory business

Globosport, India’s only integrated brands solutions agency, announced that Platinum Rye Entertainment from USA has picked up a 50% stake in their Brands Advisory Business. Aditya Hitkari will take the reigns as CEO of the new Globosport – Platinum Rye joint venture, with Kavita Bhupathi Chadda continuing as CEO of the Globosport Group.

 

Mahesh Bhupathi, Managing Director – Globosport speaking about the deal said "We have transitioned from a seller of talent to a buyer in the last few years. We represent brands and we couldn't ask for a bigger or better partner than Platinum Rye. Their global offices, teams and processes will add a lot of value to our clients here who are constantly looking for innovative ideas involving both Indian and global talent."

 

Globosport, works with brands to help maximize the reach of their communication from celebrity utilization to in-film tie up’s to branded content on TV to other media platforms. Apart from advising brands on sport and entertainment solutions Globosport also runs 3 significant businesses in the entertainment space - Digital Content, TV production and Films.

 

Ryan Schinman, Founder and CEO of Platinum Rye Entertainment said "India is a fast developing market for celebrity endorsements. We are looking forward to using Globosport's local expertise to serve our global clients in addition to helping the Indian business accelerate using our growing global network."

 

Platinum Rye is an entertainment marketing consultancy specializing in the procurement of celebrity talent and the licensing of music and other copyrighted properties for use in advertising, public relations efforts, special events and promotional campaigns. They are the world’s largest buyer of talent and music for commercial purposes, Platinum Rye combines its extensive marketplace knowledge with its unparalleled industry access, influence and scale to save their clients time, aggravation and significant money.  PRE now enters the Indian market having picked up the stake in Globosport's brand advising business.

 

Globosport’s Brand Advisory Business IS INDIA’S FIRST EVER TALENT PROCUREMENT & CONTENT MANAGEMENT that leverages the best opportunities (talent, endorsers, influencers, properties) for brands across sports, entertainment & new media, giving them the best possible innovations from VIRAL VIDEO CONTENT, AFPs to in-film product placements, marketing tie-ups to celebrity endorsements.

 

Some of the key brands they have worked with are Olay (Kajol & Madhuri Dixit), Ariel (Yuvraj Singh & Dr. Kiran Bedi), Parle (Aamir Khan & M S Dhoni), Pantene (Bipasha Basu & Sonakshi Sinha), ITC Vivel (Hrithik Roshan & Kareena Kapoor), Appy Fizz (Saif Ali Khan), to name a few. The association with PRE will now help Globosport advise International Brands on Indian Celebrity Endorsers and Indian Brands on International Celebrity Endorsers.

 

Founded in 1998, Platinum Rye now represents dozens of Fortune 500 companies, either directly or through their marketing communications agencies, connecting their brands to the power of entertainment, music, fashion and sports.  Our client roster includes P&G, Pepsi Beverages Co., Visa Inc., Microsoft, Merck, DIRECTV and others, most of whom use Platinum Rye as their exclusive source for celebrity talent procurement and music/property licensing.

 

Headquartered in New York, Platinum Rye also has offices in Los Angeles, Chicago, London, Paris, Munich, Moscow and Sao Paulo.